While a strong reputation is a great benefit of marketing, the real power of marketing is in driving sales.
Effective marketing techniques act like a magnet, pulling in potential customers or leads. The goal is to then convert these interested people into actual paying customers.
This is how marketing directly impacts your revenue and helps your business grow. That’s why understanding these techniques and adding them to your marketing plan is so important.
According to Statista, revenue earned by print media increased by 4% in 2023 to 177 billion Indian rupees. These numbers show that print media is not an outdated marketing technique. People still read and trust newspapers, magazines, brochures, and flyers.
Print advertising is a type of advertisement that is placed and appears in printed materials. This technique is used to target any specific location or market.
A few types of print advertising:
In 2024, billboards and outdoor advertising generated around 61 billion Indian rupees in India. This includes billboards, banners, posters, transit ads (on buses, autos, and taxis), and digital displays in public places. These ads are usually eye-catching and attract thousands of people daily.
This one-time investment can give you months of visibility and brand awareness. Here are a few examples of billboards and outdoor advertising.
Guest posting boosts your brand visibility, improves your website’s SEO ranking on Google, and brings potential customers to your website without spending massive money on ads.
Guest posting means writing articles for other websites in your industry. In return, you get a backlink, a clickable link leading back to your website.
While writing for other websites, make sure you are avoiding the following things:
Every business uses at least one type of content marketing. This technique is the simplest and powerful way to attract customers without directly selling to them. All you have to do is share valuable information that builds trust, makes your brand visible to people and keeps everyone engaged with your business.
Content marketing helps save ad spending, builds trust, increases brand awareness, and brings long-term results.
You can pick 1 or 2 content types at the start and be consistent.
The more personalised an experience a customer gets, the more likely they are to become a loyal customer, as building trust and relationships matters more than pushing ads to them every day.
The benefits of meeting a client or potential customer in person are that you can interpret their nonverbal cues, limit technological distractions, address their pain points promptly, and fully engage with them.
If you want an effective face-to-face meeting, then:
You must have seen a video of a person running as a QR code with a challenge like “Scan if you can and win free pizza.” People were running behind him to scan that QR code for free pizza. This resulted in 5X sales for that brand and virality on social media as people shared this fun. This is what guerilla marketing looks like.
Guerilla Marketing grabs attention, creates buzz, and gets people talking about your product or brand. These are a few types of guerrilla marketing you can try for your brand:
This technique is mostly used on audiences like Gen Z and millennials, as these audiences are connected to childhood, cultural moments, simpler times, and old trends.
In Nostalgia marketing, the campaigns remind viewers of memories, emotions, and familiar elements. A simple old-school packaging, product, or jingle can connect them emotionally. build stronger customer loyalty, and stand out in a crowded market.
What you can do is:
According to research, 90% of loyalty program owners reported positive ROI, with an average of 4.8X. 83% of consumers say belonging to a loyalty program influences their decision to buy again from a brand.
A loyalty program involves rewarding existing customers with rewards, discounts, or redeemable points so that they stay loyal and keep buying from you.
You can start loyalty programs for your existing customers with:
Partnership marketing involves a strategic collaboration between two parties, typically a business or a public figure, to achieve shared marketing goals.
The common goals of this marketing technique are to increase audience reach, increase brand awareness in targeted demographics, attract new customers, and enhance customer loyalty.
Partnership marketing has various types. Here are a few commonly used
This sampling and free trial technique is effective for both traditional brick-and-mortar businesses and online B2B/B2B brands.
These techniques’ main benefits are enhancing customer loyalty, increasing conversion rates, and reducing churn rates.
Sampling and free trial marketing used psychological principles to highlight product benefits to the customer pre-purchase.
Scarcity marketing pushes quick consumer purchases by drawing attention to limited product availability. The scarcity principle states that rare items are valued more, boosting brand appeal and sales.
In this, a few techniques are used to create urgency, like
For example, Apple creates buzz with limited edition iPhones and uses time-based scarcity through short-term sales.
A decoy pricing marketing technique is used to influence customer choices toward a seller’s preferred product. It is designed to increase sales of high-profit items by creating a comparison product.
This is typically implemented with three product variations, where the decoy product is usually the second product priced just below the most expensive option (third option), encouraging customers to choose the pricier item.
You might have seen this strategy in action in movie theatres, coffee shops and fast-food chains.
For example, Coffee shops offer larger coffees for a small extra cost, prompting customers to rethink their selections.
Meme marketing is an emerging strategy combining viral and content marketing elements to engage audiences effectively.
Memes are becoming increasingly relevant in advertising, reflecting a shift in consumer preferences for humorous and relatable content. This marketing approach allows brands to communicate their narratives uniquely, from witty tweets to parody videos.
Indian brands like Zomato and Amul, as well as international brands like Wendy’s, Netflix, and McDonald’s, are examples of successful meme marketing.
Gen Z prefers shorter, visual content due to reduced attention spans, making memes a cost-effective marketing strategy.
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Reverse marketing is a strategy where companies don’t chase buyers. Instead, customers come looking for them.
For example, Patagonia’s “Don’t Buy This” campaign encouraged consumers to reconsider their purchasing habits, promoting environmental sustainability while increasing sales.
Influencer marketing is a social media marketing strategy in which brands collaborate with social media influencers to promote products or services. Brands select influencers based on their alignment with their target audience and product offerings.
Video marketing involves video content to market brands, products, or services, aiming to boost engagement, brand awareness, and sales.
Video content is engaging, builds customer relationships, and drives conversions. It involves creating and distributing videos to target audiences for specific marketing objectives.
Affiliate marketing is a revenue-sharing model in which businesses pay affiliates commissions to promote their products.
Affiliates create content with links to products. Customers click links to visit your website. Affiliates earn commissions on purchases or actions.
A direct marketing strategy using email to connect with customers, enhance brand awareness, and promote products and services.
The purpose is to nurture customer relationships, drive sales, and boost brand engagement.
Chatbot marketing uses AI to automate customer interactions, providing round-the-clock service and engagement.
This digital strategy uses chatbots to promote products, services, or brands through conversation. They utilise AI to understand queries and deliver personalised responses.
SMS marketing is a marketing technique that uses text messages to engage customers who have opted in. Customers give permission to receive text messages, allowing businesses to send promotional offers, updates, and alerts.
Marketing doesn’t have to be expensive or complicated to work. Start by choosing 2-3 marketing techniques that resonate with your business values and apply them consistently.
By following this, you’ll steadily attract more customers, boost sales, and strengthen your brand visibility.
This strategy enables sustainable growth while allowing you to expand your marketing initiatives as you progress.
None can destroy iron, but its own rust can! Likewise, none can destroy a person, but their own mindset can.
Former chairperson of the Tata Group
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