What Is Marketing? Definition, Strategies & Best Practices – Forbes Advisor

What Is Marketing? Definition, Strategies & Best Practices – Forbes Advisor

There is a huge variety of marketing strategies available to small businesses. Generally, most businesses use a mix of traditional and digital marketing tools to help reach as many people as possible. Take a look at some of these popular ideas to see if any would work for your budding company.

Email Marketing

Email marketing is an incredibly popular approach, with 90% of companies ranking it as important to their overall success. And we can see why, as companies earn $42 for every dollar they spend on email marketing.

Email marketing involves collecting interested consumers’ emails and then sending them informative updates about your products and company. Some email campaigns function as lead nurturing tools that build interest in your products over time, while others can include promotions, seasonal deals or even newsletter updates.

Want to learn more about email marketing, but not sure how to get started? Check out our list of the best email marketing software to compare our favorite tools for developing email campaigns.

Direct Mail

If you’re wary of relying too heavily on digital marketing, consider direct mail. It involves sending promotional materials such as postcards, brochures or flyers to potential customers you’ve identified through market research. For example, they might live in your store’s neighborhood, or they might have abandoned their shopping cart on your website.

Direct mail is one of the most profitable forms of traditional marketing, with a 29% return on investment. It’s particularly fruitful if you want to market to the Baby Boomer generation, as 31% prefer direct mail over other marketing channels.

Social Media Marketing

Research estimates that 92% of businesses use social media for marketing. Social media marketing is so popular because, for the most part, it’s free to create an account and post content about your brand. And best of all, each social media channel can help you tailor to a specific audience.

For example, Facebook is excellent for targeting the Baby Boomer generation, while YouTube, Instagram and TikTok are all better for reaching younger users. You can use a mix of photos, videos, links and long-form content to engage and delight your followers.

Content Marketing

Content marketing is the process of creating blogs, white papers, videos, infographics and other forms of media to attract customers. It often goes hand in hand with SEO marketing, which attempts to optimize pages so that they rank higher in search results.

Currently, about 82% of marketing teams use content marketing as part of their strategy, with 40% ranking it as an important part of their overall marketing approach. With the right content, you can boost audience retention, land higher conversion rates and establish your authority in your space.

Paid Ads

Any time you pay to have your content shared with users, it’s considered a paid ad. Paid advertisements can come in a lot of different forms.

For example, you may pay a podcast to do an ad read about your company at the end of the show. Or, you might use pay-per-click advertising to get search engines such as Google to display your website at the top of relevant search results.

Paid advertising has a lot of purposes, but 33% of marketers use it to boost brand awareness. When paid ads are done right, you can reach relevant audiences who are more likely to benefit from your products.


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