A marketing strategy pursues a clear business objective.
To start with, an important distinction is the one between outbound and inbound marketing.
Outbound marketing delivers convenience. People understand what my product or service is for: the only problem is that they do not pay attention.
In essence, my challenge is to push them.
Evidently, advertising is the outbound technique par excellence.
It exploits the repetition of a message to an audience that cannot escape it.
At this time, this technique is increasingly expensive and less effective.
Traditionally, marketing and public relations have focused on media outreach.
Lately, the crisis in newspapers and the media in general is forcing companies to pay for publication in the form of sponsored content anyway.
In general, outbound marketers have largely used the telephone to reach their audience (coldcalling).
Today they can exploit their digital tools and social networks. However, they still have to make the first move.
Sometimes people are not familiar with my product or service, they rather trust my authority and reputation. Hence, my challenge is to pull them until they come to me spontaneously.
In essence, inbound marketing delivers value.
The most basic technique of an inbound marketing strategy is to give something away for free.
In reality, if it conceals an exchange of personal data, this offer does not create a valuable relationship.
A good inbound marketing strategy uses relevant and reliable information to establish authority in a given field.
For example, the sharing of market studies or industry statistics promotes recognition and referencing in the industry.
A more interesting inbound technique aims to entertain the target audience.
Many professionals may feel uncomfortable.
On the contrary, it signals confidence and mastery. First and foremost, the strategy is based on being approachable.
A FEW EXAMPLES
A marketing strategy translates business objectives into a coherent framework of key performance indicators, channels, budgets and timelines.
On the other hand, a marketing tactic focuses on the how.
To begin with, tactics indicate formats.
In short, they break down the insights of the strategy into measurable units.
In a world where everything goes digital, try the opposite. Unquestionably, with climate change, paper has never been so sexy.
In brief, it’s when a client says: “I want to make a video that goes viral!”. Sure, things are a bit more complicated, though.
In general, it’s when one focuses on selling reputation in order to sell products. Nonetheless, it concerns more than luxury goods.
Accordingly, brand marketing has many sub-categories, such as green marketing. What did you say? Green-washing? Not necessarily.
In short, case studies, competitor comparisons, market analyses can contribute to a successful marketing strategy.
True, it’s a technique, rather than a tactic. In short, guerrilla marketing is about seizing your audience by surprise. Aaaaaah!
First, you need to identify your communication goal.
Then, figure out which video solution is the best fit for you.
Finally, start making one smart video every month.
