There’s no one-size-fits-all when it comes to deciding which marketing strategies your brand should invest in. It depends on your goals, audience, and capabilities.
However, there’s a starting point, and that’s the purpose of this blog.
I’ll share the potential of some strategies commonly utilized by many brands and how they all make a true omnichannel experience.
6 Marketing Strategies for Your Business to Focus On
- Content Marketing
Content is king because every brand asset—tagline, website copy, social media, and even customer service—relies on it.
However, content marketing goes beyond merely creating content.
It is about strategically planning, creating, distributing, and promoting content across platforms at every stage of your business to achieve your goals.
So, if you’re a “social media management tool” business, you can build authority by writing blogs, use case and case studies, and building a series of educational content that links to an optimized landing page.
Furthermore, you can engage them by repurposing your blogs into infographics for social media, sharing customer testimonials, and striking conversations through Quora, Reddit, LinkedIn, and Instagram polls.
Now let’s explore the most high-performing content format, which can also be considered as a standalone strategy as well, i.e., video next.
- Video Marketing
In a world with attention spans of just 8 seconds and high consumer expectations, videos are a way to show your brand’s personality and connect with the audience.
For example, you’re a baking company.
The most obvious ways to use a video are to share recipes, show your delicious menus, and customer testimonials/reactions.
Now, you can create vlogs to emphasize your brand’s commitments—a day into how you choose ingredients, ensure the nutritional value of each dish, and what emotion your team wants to serve on the table—your chefs and staff alike.
In addition to sharing about your brand, you can use live videos to engage with customers in real time and redefine your offerings.
However, making a great video is just the first step.
The next two steps are optimizing it and repurposing it so that it performs best on each channel in your marketing mix.
- Search Engine Optimization
So far, we have uncovered that effective content isn’t just about sharing information; it’s about building credibility and visibility – exactly what search engine optimization (SEO) aims to do.
One of the best ways to achieve authority is through the Pillar-Cluster Model.
Here you identify a core keyword or topic you want to rank for and create a landing page / webpage around it on your website or any page / site where you want your audience to come and explore your products and services.
You then write blogs on relevant topics and link them back to this landing page.
This structure, where all content pieces link to one main page, signals to search engines that you’re the go-to solution for a user’s problem.
One of my favorite examples here is Hubspot.
They have a dedicated pillar page for their software products and services, which consists of a demo/ downloadable offer, a series of blogs, and a form to gather customer details.
Lastly, search engine optimization comprises of three types:
- On-page, where you optimize your website copies and elements
- Technical, where you optimize the backend elements
- Off-page, where you gain links from high-authority websites by adding value to those websites
- Social Media Marketing
While search engines are a known strategy to share your expertise and gain authority, it’s not the only way — given the shift in people wanting to connect with brands on a more human level.
The best way to use social media isn’t about sharing your stories and insights in a one–way exchange—it’s about creating an interactive space where you collaborate, engage, and build relationships with your audience.
So, if you’re a cool T-shirt brand that caters to GenZ.
You can let your customers design their T-shirts and then share them on social media.
If a certain design garners high interest and demand, you can collaborate / partner with the customer to add it as a new product.
What will you gain from this use of social media? Unique product designs, lots of user-generated content, and a meaningful partnership with your loyal customers.
That’s ultimately the goal of every business – a sense of community and connection!
One way to achieve this is through social media and other platforms: influencer marketing and UGC.
- User-generated content
Every brand aims for two ultimate metrics today: increased customer lifetime value (CLTV) and loyalty. The best way to know this is when you have repeat customers, or they buy other products or services or when they share content about your product / service — write a product review, share an unboxing video, or share their opinions and insights.
However, you don’t necessarily have to wait for your customers to buy from you and then talk about you.
You can encourage them as an audience to contribute towards your brands – through getaways, contests, challenges, and discounts.
For example, you’re a brand that sells dairy items like cream, toned milk, and yogurts.
You can host a contest where your audience shares recipes and dishes they made using your products. You can share these on your social media pages and include the best ones as blogs and videos on the website.
In addition, you can incentivize your audience to innovate new product lines, flavors, or packaging ideas. It’s similar to utilizing influencers for a brand, but the effect of UGC is even greater – as it comes from a friend or a connection you genuinely know.
- Influencer Marketing
Word-of-mouth is still the most effective way for a brand to build goodwill, but in this age, this influence has shifted from solely friends to creators we follow.
You can find influencers who align with your brand and would be willing to build a long-term partnership with your brand. Seeing them as one-time promotions misses their full potential.
They’re closely connected to the target segment you want to cater to, and hence, you can tap into their unique market insights to partner or collaborate on the co-branding of products, packaging lines, and social media campaigns.
The two renowned brands that have achieved this are Sephora and Starbucks.
“Sephora Collection” is made up of co-created products with beauty influencers online, while Starbucks has turned customers into co-creators by asking them to design cups through holiday campaigns.
Now, influencer marketing cannot work in isolation – it involves all the other marketing strategies we discussed above – content, video, search engines, and social media.
This leads us to the next section of this blog –
Omnichannel Strategy at the Core of Your Branding
As we emphasized, the best results come when every marketing strategy is closely connected and works in sync toward a goal rather than as separate activities.
Take Nat Habit, for example.
Each category of their website is made up of videos created by influencers they collaborated with on social media, along with their own brand videos shared on YouTube.
This holistic approach builds a cohesive brand experience across platforms.
Your brand should also aim to create an omnichannel experience that provides the most value and engages with its audience.
Closing Note
The strategies we discussed today are potentially present in many brand’s strategies, at any stage of business – depending on their unique goals, capacities, and audience preferences, always up to an extent that these should be used.
However, you don’t have to necessarily dive into exploring all strategies / channels from the word get-go.
The key is to start small and thoughtfully integrate each strategy to amplify the brand’s growth and value.
That’s all in this section of Business Model Canvas. I hope you find this blog insightful.
Should you want any insights on what marketing strategies will be good to have and must have for your brand? Do reach out to me in the comments section or you can message me personally.
You can also schedule a workshop or training session with me to build each section of the Business Model Canvas and ensure a robust foundation for your company.
Here are the links to my other blogs in the Business Model Canvas series –
