Marketing 101: Top 5 ways to market your business

By Alana Whenary

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Let’s face it, the world is more competitive now than ever. For your business to stand out amongst your competitors, you need to have a secure marketing strategy in place to help bring in leads, drive sales and generate brand awareness.

Marketing isn’t always about pumping lots of money into an idea; it’s more about how great the idea is, and how well you can connect with your target audience. At the end of the day, people buy from people, so if your content is personal and relatable to those reading it, it’s more likely to be successful! Let’s take a look at some of the most popular ways to market your business and reach your target audience.

To start, an absolute essential to marketing is to have not just a website, but a website that has flawless design and functionality, guiding your target audience to either remember your brand for the future or convert right away. Your website is a key part of your marketing. If you aren’t confident in your website’s abilities, you should consider refreshing your website.

Interested in getting an expert’s opinion on your website? We can create a bespoke solution for your brand. 

Get our comprehensive guide to optimising your social media presence for free.

Search Engine Optimisation (SEO)

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In short, SEO marketing is the process of optimising your website to rank higher on Google’s search page results, meaning the person searching for a related topic to your business is more likely to click on your website. 

By adding SEO-optimised website content and SEO as a specific strategy to your marketing, your business ranks for keywords and searches that your target audience is looking for. The more popular your website content becomes, the higher up the search rankings your brand’s website will go, as it will be seen as reputable. 

Overall, SEO improves brand visibility and awareness and is a great long-term strategy to market your business. Here are some of the ways you can implement SEO into your marketing strategy.

Landing page optimisation

Your product or service landing pages are a great way to optimise your marketing content so that it shows up on search results. Imagine someone is searching for a specific service or product that your business offers - you want to make sure you are one of the top results on that search engine results page. 

This is difficult using organic search results alone, but it is possible! Start by using a keyword planner (or hiring an SEO specialist) to research keywords that are specific to your niche and use them within your website content. Keywords can be incorporated into things such as titles, meta descriptions, headings and any other copy on your website. 

Blogs

Blogs are also a fantastic way to optimise your brand’s website! Again, use your keyword research to optimise blog posts with relevant keywords that will bring people to your website. 

Having a blog section on your website is the perfect opportunity to write content about specific topics related to your products or services. Remember to use internal and external linking to help boost your articles.

If you are interested in how you can better optimise your website, we can help!

Social media marketing

A mock-up of David Summerfield's social media Instagram feed.

These days, social media is hard to shy away from. Most people use some form of social media platform daily. It is one of the easiest ways to connect with your audience.

Social media content marketing is an easy way to showcase your brand’s personality and have a bit more fun with your content, helping you to form a relationship with your target audience.

You can use social media organically, which costs nothing but your time, or you can invest in social media by using ads. Both options are great ways to market your business and should be considered when creating your marketing strategy. 

Organic social media

Using social media organically is free and an excellent way to build a community. Having a regular posting schedule is the best way for any social media platform’s algorithm to recognise that you want your brand to be shown. Posting at least three times per week will increase your brand's visibility and exposure to a broad audience.

Social media ads

While social media marketing is free, enhancing your marketing efforts through paid social media ads can amplify your brand's reach. Elevate your social media presence by strategically targeting specific audiences and niches with paid ads, ensuring your investment is effectively directed toward your intended audience.

Social media platforms

It’s all well and good knowing about social media as a marketing tool, but you also need to choose your platforms. Just because several social media platforms exist, doesn’t mean your business has to be on every single one of them. Choose platforms that work for you and your business. 

Not sure if you are using social media effectively? We can help you better understand the best way to use social media marketing for your business!

Advertising

Mock-up of If U Care Share Foundation's billboard saying 'get what's on the inside out'

In a nutshell, advertising is the promotion of your brand’s products or services. To go into more detail, it usually involves the paid promotion of your business through channels such as print or digital marketing. The main reason for advertising is to attract your target audience and help guide them to complete your call to action, e.g. visit your website, purchase your products or get in touch for more information. Here are some advertising marketing examples in more depth.

TV and radio advertising

TV or radio advertising is your chance to reach a wider audience and cover more of the population, as not everyone uses social media or digital methods - especially the older generation. 

Radio and TV advertising allow you to create meaningful campaigns that your audience remembers for years to come. Take John Lewis’ Christmas ad as an example. Every year, people eagerly await what they’re going to come up with. Or the iconic Cabury’s Dairy Milk drumming gorilla. Many still remember it to this day, and it's now associated with the song ‘In the Air Tonight’ by Phil Collins. It’s been over 16 years since it came out!

Print advertising

Print advertising caters for different demographics and interests, allowing you to target specific things that align with your target audience. This could be through certain magazine ads, brochures or other printed materials much as posters. There are many possibilities to use print material as marketing for your brand, including posting through people’s doors (direct mail) or giving out marketing materials at events.

Outdoor advertising

Sometimes your target audience is hiding in plain sight. Out-of-home (OOH) marketing is a very powerful way to reach the general public and complement your other marketing efforts. OOH makes your brand stand out in a different way, it helps your business become recognised and memorable. 

OOH advertising can include your marketing materials being placed on the likes of billboards, transit, benches or bins. These can be strategically placed in locations and areas that your target audience will see, such as outside homes, on busy streets or in train stations. 

Pay-per-click (PPC)

PPC marketing, or pay-per-click advertising is a way to market your business through paying a fee when your digital ad is clicked on. Unlike other ad types, PPC needs ongoing investment and is very competitive. It usually has the aim to drive traffic to your website or generate leads or sales. Pay-per-click ads can be created through several platforms such as Bing Ads or Amazon Advertising, but the most popular is through Google Ads. This type of marketing uses precise ad targeting, including using search terms and intel that search engines gather on individuals to place your ads in front of them. 

Not sure where to start on advertising? We are here to guide you every step of the way!

PR

A mock-up of 2 Marlish water cans in an illustrated packaging holder

PR is essentially the process of building positive relationships with businesses, stakeholders and the general public to promote your products or services. It mainly focuses on gaining media coverage and shaping a positive public perception of your brand.  

Effective PR can coincide with other marketing avenues that your business is taking and can be excellent for the success of your business. Being covered, spoken about, or even just mentioned by an external source gives your brand the upper hand, as your business becomes more credible. Below we have listed some examples of PR that your brand can explore.

Influencer marketing

Joining forces with influencers can help market your brand in a positive light if done correctly. Choosing specific influencers, celebrities or public figures that align with your brand values and share the same target audience as your business is a fantastic way to generate brand awareness and increase sales.

You can collaborate with influencers by sending out PR packages that include your products for them to promote or ask them to talk about your services and how their audience can benefit from them. This works especially well on channels like YouTube, TikTok and Instagram, where video content is more popular than ever.

But why else can this benefit your business? Well, influencers are most likely pros at creating content, which is why they have so many followers in the first place! This is a bonus for you because they create engaging content and have already established trust with their audience, making it more likely that people will purchase your products or services. 

Press releases

Press releases are succinct articles that are distributed to media outlets to market your business. These are especially helpful when announcing certain milestones or events, and can boost your brand's awareness, whilst gaining trust from your target audience. Working directly with a media channel or well-known source often requires an edge in your press release or someone who has a strong relationship with the press. 

Events

Hosting events, workshops or webinars to promote your products or services is a fantastic way to market your business. Events offer you the flexibility to invite specific guests and select venues tailored to your target audience, maximising your reach. They provide an ideal platform for gathering feedback and serve as excellent networking opportunities.

On top of hosting your own events, you can also attend events such as expos, which can be very beneficial. Typically you can secure a pitch to showcase your products or services, offering valuable exposure and networking opportunities.

Email marketing

A mock-up of an email symbol with a newsletter coming out of the top.

Email marketing is a digital marketing strategy that involves sending targeted emails to a list of subscribers. Your business goals when email marketing can vary from lead generation or making sales to sustaining a relationship with your current audience. It’s a highly cost-effective way to communicate a large amount of information directly to your target audience. 

You can segment your subscribers to groups of relevant specific audiences, and send specific messages that you want to convey. There are many types of email marketing types, so we have listed a few below.

If you are interested in email marketing, JUMP can support you with building and reaching your audience through email. Get in touch with us today.

Nurture campaigns 

A nurture campaign is a series of automated emails designed to guide potential leads through the various stages of the buyer journey and take them towards your business goal, i.e. buy your products or services. 

They’re a great way to repeat information and unique messages, convincing the lead to act upon the emails, whilst addressing their pain points and building trust with them. This might involve you welcoming them to your brand, followed by a promotional code to entice them to buy, or even just providing them with educational content related to your brand that will ease them into buying.

Newsletters 

This method of email marketing is usually for those who’ve voluntarily subscribed to your brand’s newsletter through a channel like your website, or when buying your products or services in the past. These are general emails that focus on your brand's latest news, products, offers and other relevant content. The purpose of newsletters is to remind your audience you still exist and keep them interested in your business. 

Promotional campaigns

Promotional email campaigns are designed for specific products, services or offers to tell your subscribers about. Often they include special promotions or limited timed offers that help entice the audience to sign up to or buy more. These can be run regularly, seasonally or occasionally, but remember not to bombard your audience as this could lead them to unsubscribe!

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We can help you with your marketing 

Using a range of these marketing tools can help maximise your reach and promote brand awareness. Repeating exposure through a range of marketing mediums will help people recognise your brand, even if they don’t purchase your products or services. Subconsciously, they will have seen your brand on several marketing platforms, generating curiosity and increasing the possibility of them purchasing in future. 

JUMP are marketing experts with over 17 years in the agency field. If you’d like to find out more about how you can market your business, we are here to help! Get in touch now.

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