by Marketing tactics are the specific actions and resource allocations employed to execute a marketing strategy effectively. They are the practical, actionable steps that bring a company’s marketing system to life, directly influencing customer engagement and driving business objectives.
Understanding Marketing Tactics
While a marketing strategy outlines the overarching system to achieve business goals, marketing tactics are the concrete activities undertaken to implement this system. These tactics are diverse and can be tailored to fit the unique needs of a business and its target audience.
Examples of Marketing Tactics
Like marketing strategies, tactics are often applied using the framework of a funnel, associated with its respective strategies. Below is an overview of key marketing tactics aligned with each strategy and stage of the funnel, accompanied by examples:
Awareness Tactics
Content Marketing:
- Automated Evergreen Webinars: Create pre-recorded webinars for continuous lead generation without ongoing effort.
- Repurpose, Re-use, and Cross-post Content: Save resources by repurposing content across formats and platforms.
Website User Interface Design that Attracts
- Improve Web Design: Responsive web design (RWD) ensures your website adapts its content to fit any device screen, improving user experience. Without RWD, visitors on mobile devices may leave due to poor display, increasing bounce rates.
- Personalise Landing Pages: Customise landing pages based on user intent and search behavior.
Consideration Tactics
Brand Positioning
- Unique Selling Proposition (USP): Highlights what makes a product or service stand out from competitors, emphasizing its unique benefits or features.
Email Marketing
- Email collaborations: Collaborate with non-competitor brands who share similar values and interests, such as being made in the USA. Each brand send an email promoting each other’s businesses to its email list.
Leadership Marketing:
- Case Studies: Detailed stories showcasing the success or effectiveness of a product or service to build credibility.
- Testimonials: Customer reviews or endorsements shared to highlight satisfaction and demonstrate the value of a product or service.
- Webinars and Live Demos: Hosting online events to showcase your product’s features and benefits, allowing potential customers to engage directly and ask questions.
Content Marketing:
- Exercise Transparency and Authenticity: Publish transparent content like behind-the-scenes videos, share wins and losses, and give away valuable content for free.
- Go Live: Conduct live videos on social platforms to show authenticity and engage with the audience.
- Help First, Sell Second: Prioritise offering advice and education to users instead of direct product promotion.
Direct Response Marketing:
- Optimise Web Forms: Use conditional logic and multi-step forms to make lengthy forms more user-friendly and personalised.
Conversion Tactics
A/B Test:
- Experiment with A/B tests: Involves testing different variations of a webpage, email, or ad to analyze which version drives better engagement and conversions. This tactic helps optimize content and design based on data-driven insights.
Content Marketing – Copywriting:
- Strengthen the Product or Service Copy: Ensure the written content not only explains the product or service but also persuades the potential customer to make an emotional connection and purchase. Craft compelling, persuasive copy that resonates with their needs and desires.
Email Marketing:
- Behavioural Targeting: Send personalised, automated emails based on user actions to improve relevance and boost conversions.
Optimize the Checkout Process:
- Simplified Checkout Process: Ensuring a seamless and user-friendly purchasing experience to reduce cart abandonment rates.
- Pursue Abandoned Carts: When a customer initiates checkout but leaves without purchasing, send reminder emails and remarketing ads to encourage them to return and complete their purchase. This tactic leverages the opportunity to re-engage and convert potential sales.
Trust Marketing:
- Offer a trial or money back guarantee: Reduces the perceived risk for customers by allowing them to experience the product or service without commitment. This tactic boosts confidence and encourages conversions by reassuring potential buyers of their satisfaction.
Website User Experience that Drives Conversions:
- Add Better Photos: Enhance product or service visuals with high-quality, detailed images to build trust, showcase features effectively, and boost customer engagement.
- Dynamic Call-To-Actions (CTAs): Use dynamic call-to-actions personalised to user profiles, behaviors, and the buyer’s journey. Effective CTAs are key for increasing on-site conversions. Focus on double CTAs, engaging copy, and eye-catching designs to boost conversion rates.
- Increase Website Speed: Optimize your website’s performance to reduce loading times, ensuring a smoother user experience that keeps visitors engaged and improves conversion rates.
- Live Chat Data: Use insights from live chat to identify user pain points and improve website experience.
- Live Chat Interaction: A real-time communication tactic that allows businesses to engage with visitors directly on their website, answering questions, offering support, and guiding users toward conversions instantly.
Loyalty Tactics
Email marketing:
- Amusing Confirmation Messages: Adding humor or playful elements to confirmation messages (e.g., after a purchase or sign-up) to enhance the customer experience, making interactions more memorable and engaging.
- Personalized Follow-Ups: Sending tailored emails or messages to thank customers and suggest complementary products or services.
Exclusive Access:
- Birthday and anniversary offers: Provide special discounts or personalized offers to customers on their birthdays or anniversaries, creating a sense of value and fostering customer loyalty.
- Subscriber Specials: Reward subscribers with exclusive discounts, offers, and events.
Social Sharing:
- User-Generated Content Campaigns: Encourage customers to share their experiences on social media, amplifying your brand’s reach.
Advocacy Tactics
Advocacy Marketing:
- Encourage Reviews: Focuses on prompting customers to share their feedback and experiences through reviews, helping to build trust, improve brand credibility, and influence potential buyers.
Referral Programs:
- Automate Referral Campaigns: Set up automated workflows for referral emails using tools like ActiveCampaign.