Marketing Strategy
As many marketers know, the months of November through January can be the most pivotal for a business. Why? This is when many marketing teams dive deep into planning for the next year. At this point, you’re probably starting to get overwhelmed by all the market research, industry news, competitive analysis, and/or team metrics you need to sift through as you plan for 2022. And, this overflow of information can make it incredibly hard for teams to determine what they need to focus on. To help marketers plan for 2022, I recently published findings from the HubSpot Blog’s Marketing Industry Trends Survey, where I collected data from more than 1,000 global B2B and B2C marketers — and aimed to answer questions like: Which industry trends and tactics are marketers investing in? What challenges are they facing? And, what are their plans and expectations for 2022 and beyond? To help readers…
Guess what? Global marketing is no longer reserved for brands with deep pockets, nor is it a huge hassle for marketing managers who handle all marketing efforts. In fact, a global presence is possible for any business with a creative strategy and an understanding of world markets. Let’s go over what a good global marketing strategy looks like and the best examples worldwide. What Is Good Global Marketing? Global marketing is the act of focusing a product on the needs of potential buyers in other countries. Like most types of marketing, though, a global marketing strategy comes down to one thing: audience. Knowing who needs your product, what form they need it in, and how to market it in a way that strengthens the brand are core ingredients of awesome global marketing. Typically, a global marketing strategy requires a business to do new market research, identify countries where the business’s…
Demystify customer profiling with these 3 visual examples of progressive profiling flows. See how it works and get practical tips.
Like many of the people who currently work in the industry, digital marketing was born in the 1990s. Since then, the industry has evolved at breakneck speed, sprouting many more types of marketing. From search engine marketing to account-based marketing, every brand can use a combination of these tactics to attract its target audience and bring in more revenue. Read on to learn about the top types of marketing around today. Types of Marketing 1. Traditional Marketing Traditional marketing refers to brand promotion on offline channels that were around before the rise of the internet. Think billboards, flyers, and radio spots. Because information wasn’t as easily accessible and readily available, the majority of traditional marketing relied on outbound tactics such as print, television ads, and billboards. 2. Outbound Marketing Outbound marketing refers to intrusive promotion, such as cold calling, email blasts to purchased lists, and print ads. This marketing method…
Every year, as soon as Halloween is behind us, it seems like the floodgates open. Without warning, there are holiday marketing campaigns everywhere, with countless businesses rushing to cash in on a spending frenzy. There are holiday emails, social media posts, and TV ads — oh, my. It might seem like holiday marketing is out of control. But some brands do it very, very well. How? Well, these brands create campaigns that actually delight customers instead of adding to holiday noise. They evoke emotions and promote sharing, sometimes even connecting people with their loved ones, or partnering with a charitable organization. Great holiday marketing campaigns come in many different shapes and sizes. Check out our favorites below, and use these ideas to fuel your own holiday marketing ideas. What To Expect This Holiday Season Before we get into the examples, let’s talk about what this holiday season will bring for…
In 2022, 51% of B2C marketers plan to increase their marketing budget. The question is where is that budget going? Will marketers reinvest in the same strategies or try new trends? From influencer marketing to virtual events, there are so many efforts brands can focus on. Let’s see what our latest research says about what worked well for marketers this year and where they plan to invest in 2022. To understand what trends B2C marketers are leveraging in 2022, we surveyed 1,067 global marketing professionals working in B2B and B2C companies. Here’s what we found. 1. Short-form video will be a priority. Short-form video took off in early 2020 and shows no signs of slowing down. Back then, TikTok was the number one place to go for short-form content. Today, Instagram Reels and YouTube Shorts are also competing for users’ attention. This is good news for brands, as the short-form…
What led you to make your most recent purchase? Were you wishing for something for a while and decided to just go for it? Were you casually browsing a store and saw something you liked? Or were you browsing and an advertisement from a business convinced you that you need to buy it right then and there? If it was the latter, the business used a form of outbound marketing to convince you to take an immediate action after seeing one of their marketing materials. It can be a very effective strategy, especially if done correctly. In this post, learn how businesses can use direct response marketing to drive conversions, best practices for creating these types of campaigns, and examples from real companies to use as inspiration. What is direct response marketing? Direct response marketing, sometimes called push marketing, is when you present your target audience with an offer in…
How many times have you seen a killer marketing strategy and thought to yourself, “Wow, I wish I would’ve thought of that!” (Glossier, I’m looking at you.) We’ve all been there. The truth is, when you’re just starting out, it can be tough to know whether your strategy is as comprehensive and powerful as it can be. To help ease some of that uncertainty, we’ve created this guide that’ll show you step-by-step how to create a marketing strategy that leaves no stone unturned. Let’s dive into the critical components of a complete marketing strategy in 2021, followed by some examples for further inspiration. The Importance of Customer-Driven Marketing Strategy Steps A robust marketing strategy will reach your target audience – this includes those who have never heard of your brand all the way to those who have purchased from you before. Without a defined strategy, you’ll essentially be throwing things…
Think of a strong marketing team. Are you imagining a huge budget and a team full of qualified marketers? Well, for many businesses, that’s no longer necessarily the case. The strongest marketing teams consist of marketers who know how to allocate their time and resources in the smartest way. With a poor strategy, even teams with enormous budgets can squander their resources and get lower results than a smart, small, and nimble marketing team. It’s about doing more with less. In the words of Paul Jarvis in Company of One: Why Staying Small is the Next Big Thing for Business: “Smart small businesses question their systems, processes and structure to become more efficient and to achieve more with the same number of employees and fewer hours of work.” With a focused marketing strategy, it’s never been easier for small businesses to access the best marketing results — no huge ad…
Marketing for your new startup is exciting. You’ve put time and effort into creating your product or service, and now you need to make sure your market is as hyped about it as you are. In this three-step guide, we’ll cover the essential components for creating asuccessful marketing strategy and help your startup grow faster by capturing the attention of the right people: ideal customers. Messaging, Buyer Personas, and Positioning Before you start thinking about marketing tactics, you need to build a solid foundation for your brand and messaging. This is a step many startups skip, which, along with a lack of user research and market demand, can be a reason nine out of ten startups fail. After ensuring there’s demand for your product, get clear on these fundamental questions before planning your marketing strategy: Who are you helping? Before you start marketing your product, you need to define your…