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Sara Chisholm

Senior Manager, Content and Communications

Marketing 101: Keeping the flame alive

So you’ve got your product, chosen how you’re going to sell it, and got your first customers. Congrats! You must be so excited.

Now, are you ready to make EVEN MORE people fall head over heels for your brand?

Great, because today, we're embarking on a grand tour of marketing channels, strategies, and tactics.It’s all about igniting the spark, and keeping the flame alive!

Know your marketing channels: The who, where, and what

The marketing world is full of avenues for showcasing your brand. Each channel has its unique 'flavor,' and knowing them helps you decide where to set up your marketing 'stall.'

Here’s a quick guide to the big five:

Organic social media

Ah, social media, where the buzz never sleeps. From Facebook to TikTok, each platform has its own crowd, with unique preferences and habits. Choose wisely, my friends! 🐝

Benefits:

1. Visibility: You're where the party's at! With billions of active users globally, social media gives you access to a vast audience.
2. Engagement: Like, share, comment—social media platforms are built for interaction, creating a dynamic environment for customer-brand conversations.

Drawbacks:

1. Noise: In the bustling world of social media, standing out can be a tough gig.
2. Changing algorithms: Staying on top of constant algorithm changes can feel like chasing a moving target.
3. Requires consistent effort: To keep your audience engaged, you'll need to create and post content regularly.

Email marketing

Some say it’s old-school, but hey, classics never go out of style!

‍With an average ROI of $36 for every dollar spent, email marketing is a reliable workhorse of the digital marketing world.

And remember: It’s all about providing value, not spamming inboxes.

Benefits:

1. Control: You own your mailing list, which is not subject to the whims of algorithm changes.
2. Personalization: Emails can be highly personalized, improving relevancy and engagement.
3. Cost-effective: It's relatively inexpensive to send emails, especially when you consider the potential ROI.

Drawbacks:

1. Overcrowded inboxes: With so many businesses using email marketing, standing out in a cluttered inbox can be challenging.
2. Spam filters: There's a risk that your emails might end up in the spam folder, never to be seen by your customers.
3. Difficult to grow lists: It can take time and effort to build a quality email list.

SEO & Content Marketing

Google, blogs, and the art of popping up when people need you. Master this, and you'll gain organic traffic that keeps on giving.

Benefits:

1. Long-term results: Good SEO leads to consistent, organic traffic over time.
2. Credibility: High search rankings can enhance your brand's credibility.
3. Cost-effective: Unlike paid ads, organic traffic from SEO doesn't cost a penny.

Drawbacks:

1. Time-consuming: It can take months, even years, to rank high in search results.
2. Algorithm changes: Just like social media, SEO is subject to the unpredictable nature of algorithm updates.
3. Complexity: Mastering SEO can be complex, with many different factors influencing search rankings.

Paid advertising/social media

Paid advertising is a bit like renting a billboard on a busy highway—only this highway is digital, and the billboard can be tailored to specific demographics.

These are ads you pay for to reach a wider audience, including pay-per-click (PPC) ads, display ads, or social media ads.

Benefits:

1. Immediate traffic: Unlike organic search and social, paid ads can drive immediate traffic to your website.
2. Targeting: Advanced targeting options allow you to reach the right audience based on demographics, interests, and even online behavior.
3. Measurable: Every click, impression, and conversion can be tracked, helping you understand your ROI.

Drawbacks:

1. Cost: Depending on the competition and industry, costs can ramp up quickly.
2. Short-lived: Once you stop paying, the traffic stops. Unlike SEO, the benefits of paid advertising are temporary.
3. Complexity: Paid advertising platforms can be complex to navigate and require expertise for effective management.

From the experts:

"It goes without saying that consumers expect their shopping experiences to be tailored and persoanlised to their individual shopping experience. With 73% of respondents to a Salesforce 2022 study saying they 'expect companies to understand my unique needs and expectations' - up from 66% the year prior.

The shift towards online retail and ecommerce gives brands the unique opportunity to utilize retailers first-party shopper data and target the right customers with the most appropriate product or service through paid advertising. This approach maximises brands advertising impact while also providing customers with relevant products tailored to their needs.”

- David Bradley, Founder, VERBE Digital

Public relations (PR)

PR is all about maintaining a favorable public image for your brand.

This could involve press releases, event appearances, influencer partnerships, or any form of communication that enhances your brand reputation.

Benefits:

1. Trust: A positive mention in the media or by an influencer can do wonders for your brand credibility.
2. Brand image: A well-executed PR campaign can help shape your brand image and highlight your unique selling propositions.
3. Cost-effective: PR can be more cost-effective than advertising, as you’re leveraging existing media channels to spread your message.

Drawbacks:

1. Control: You have less control over your message in PR. How media outlets interpret your message could vary.
2. No guarantees: While PR can be powerful, there are no guarantees. A press release might not get picked up, or an event might not draw the expected attention.
3. Crisis management: PR is also about handling negative situations. A poor response to a crisis could harm your brand reputation.

Marketing strategies: Your blueprint to success

Okay, you've got your channels, now what?

Time to map out the strategy—your brand's winning game plan.

The strategy is your compass, guiding you towards your goals in the exciting, yet often confusing, marketing landscape.

Target audience segmentation

All people might love pizza, but not everyone enjoys pineapple on it (believe me, it's a contentious issue!).

Similarly, your product may not appeal to everyone. Segment your audience, understand their needs, and tailor your messaging accordingly.

Value proposition

Make your customers an offer they can't refuse. Show them what sets your brand apart from the crowd. Are your products eco-friendly? Do you offer lightning-fast shipping? Shout it from the digital rooftops!

Consistent branding

Your brand should be like your favorite movie character—recognizable and memorable. Consistency in your branding across all channels strengthens your identity and leaves a lasting impression.

Marketing tactics: Bringing your strategies to life

While strategy sets the course, tactics are the sails that get you there. Here's a more detailed guide on how to fill your sails with that winning brand-love breeze.

Personalization

Remember when a brand sent you a tailored recommendation at the exact moment you were looking to buy?

That’s personalization in action. It makes customers feel seen and valued, which deepens their connection to your brand. Consider implementing personalized recommendations, email content, and even retargeting ads based on your customers' preferences and behavior.

Engaging content

What’s better than a good story? A story that draws you in.

Let’s look at a fictional brand, 'Inspired Adventure Co.'. They nail engaging content by creating a series of 'Epic Adventure' videos, showing their hiking gear being put to the test in awe-inspiring locations. This leads to a flurry of shares and likes, boosting their brand visibility significantly.

Remember, engaging content doesn't always mean big productions—sometimes, a well-crafted infographic, a compelling blog post, or even a fun quiz can be just as effective.

Social proof

Ever bought something because your friend couldn't stop raving about it? That's social proof at work.

Harness this powerful tactic by encouraging and showcasing customer reviews, sharing user-generated content, or even partnering with influencers who love your brand.

Promotions and offers

Everyone loves a good deal! But a smart brand does more than just slashing prices. They create timely, well-considered offers that bring value to their customers. Consider 'Back-to-School' promotions for an educational product or a 'Winter Sale' for your cozy knitwear collection.

Analyzing and adapting

Let's look at 'TechGuru,' our hypothetical online electronics retailer. They noticed through their analytics that their blog posts about smartphone comparisons were driving significant traffic. So, they decided to create a dedicated 'Smartphone Showdown' series, further boosting their audience engagement and website visits.

Data is your friend!

Regularly review your performance metrics, adapt your tactics based on insights, and keep iterating your way to success.

Key takeaways

Remember, the key to creating an ecommerce brand that people love lies in the details.

It’s about knowing your customers, crafting meaningful interactions, and continuously learning and adapting.

So, dear brand-builders, embark on this exciting journey, step by step, and watch your brand come to life in the hearts of your customers. ❤️

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