Copy These 5 Marketing Tactics Used By The Most Successful Businesses In The World

Ever been deflated when you try to market your business in a new and unique way? Wonder how others are finding success? Rather than reinventing the wheel, in this post we explore proven tactics that have fueled the success of industry leaders worldwide, and provide guidance on how you can copy these tactics for yourself.

There are many more than just five marketing tactics out there, and all of these companies use more than just these five. However, no matter the size of your business, you can find something in this blog that is applicable and achievable for you.

1. Content Marketing
2. Social Media Marketing
3. Influencer Marketing
4. Email Marketing
5. SEO Marketing

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Content Marketing

What Is Content Marketing?

Content marketing is a strategic marketing approach that involves creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. The primary goal of content marketing is to build and nurture a relationship with the audience by providing information that is useful and is actually interesting! Rather than directly promoting a product or service, content marketing focuses on delivering valuable content that educates, entertains, or solves problems for the audience.

Content marketing can encapsulate blogs, social media marketing, video marketing, and more. Depending on your business and your audience, you should choose the platform(s) that work best for you.

Why Should I Consider Content Marketing For My Business?

• Establish Authority And Trust: Content marketing allows for businesses to establish themselves as thought-leaders in their industry. This is done as businesses engage their target audience with content that meets their needs and desires. Content marketing is focused on gaining authority and winning trust. This often takes time and occurs in the development of long-term relationships with members of the target audience. Leads that are produced out of these long-term relationships are valuable and repeatable.

• Improve ROI: Content marketing has been shown to cost less and have a better ROI than outbound strategies. In fact, content marketing has been shown to generate 3x as many leads as outbound marketing strategies and is 62% cheaper. One of the key reasons for this is that content marketing breaks through the mold of ad fatigue that target audiences of B2C and B2B businesses experience daily. The caveat to this is that content marketing often requires more time than outbound strategies to achieve success. However, the cost of a successful content marketing strategy is worth the quality leads in the long-run.

• Maintain Flexibility: Content marketing can take many forms such as blogs, videos, or infographics. Accordingly, a content marketing strategy can look different from business to business, and as you mature and grow, your content strategy can evolve as well since you are not locked into any specific areas. The key is choosing a strategy marked by the ability to produce quality and consistent content specific to a target audience.

Examples of Companies that Succeed in Content Marketing

• HubSpot: HubSpot is an integrated marketing, sales, and customer service platform that empowers businesses with tools and strategies for inbound marketing, customer relationship management, and comprehensive online growth. Through content marketing, HubSpot has established itself as one of the key authorities for inbound marketing. HubSpot thrives in creating both high-quality and consistent content, with two of their most common types being blog posts and downloadable guides. Not only is their content high quality and consistent in production, it is specifically geared toward meeting the needs of their target audience. Marketing professionals and businesses all over the world rely on HubSpot’s free content for various marketing needs. This has created tremendous authority and trust from HubSpot’s target audience, which has increased the number of high-quality leads desiring to purchase their products.
• Spotify: Spotify is widely considered to be the best music streaming service in the world. Though their music selection and seamless platform play a huge factor, their content marketing has built immense brand loyalty and authority. Every year, Spotify delivers users a personalized infographic featuring all sorts of data about their music-listening habits from the previous year. These are widely shared online on social media by Spotify users as a fun way to communicate to others about their favorite music. By creating these infographics, Spotify continues to keep users and draw in new users who desire to receive the same personalized content. 

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Social Media Marketing

What Is Social Media Marketing?

Social media marketing is a digital marketing strategy that involves using social media platforms to connect with and reach a target audience. This form of marketing leverages the power of social media channels such as Facebook, Instagram, Twitter, and LinkedIn to achieve specific marketing goals such as brand awareness and lead generation.

‍Why Should I Consider Social Media Marketing For My Business?

• Combine With Content Marketing: Social media marketing can be a natural outflow of content marketing, and vice versa. Social media platforms are made to deliver engaging content and build community. Accordingly, these platforms can be a great outlet to utilize and repurpose the content from a content marketing strategy. This is especially true for content marketers who have made video part of their content marketing strategy. Social Media is a highly visual space for consumers, and video content does extremely well. One study found that 87% of video marketers say video has directly increased sales and generated leads.
• Data-Driven: Social media platforms provide rich insights and data about target audiences and effectiveness of posts. This allows for specific ROI goals to be set and tracked.
• Audience-Focused: Rather than pursuing a marketing strategy that is distanced from a target audience, social media marketing provides a direct connection. Businesses are able to see what their target audience cares about on social media through conversations and trends. Accordingly, a successful social media strategy responds to these conversations and trends with engaging content that meets these needs. This direct connection allows businesses to build trust and creates loyalty among a target audience. With this trust and loyalty created, leads generated from social media marketing can be highly valuable.

Which Companies Succeed In Social Media Marketing?

• The Quorum Group: The Quorum Group is a great example of how social media marketing is not just for B2C brands. They are a B2B construction company that creates and posts highly entertaining videos on Instagram. But why do they pursue this strategy if most of the comments, likes, and reactions to their content on Instagram are from individuals who will never make purchasing decisions with them? It may not seem apparent on the surface, but The Quorum Group is audience-focused in the sense that the authority they have established among Instagram users is influencing business leaders who are in their target audience. A Harvard Business School professor named Gerald Zaltman found that 95% of our purchase decisions take place unconsciously. This is not to say that The Quorum Group is engaging in manipulation by any means. It is simply that they have found a unique way to be known as an authority in their industry, and this captivates the emotions of target audience members. Their great video content has positive reactions on Instagram which sets them apart from competitors on Instagram and in the boardroom.
• Chipotle: Chipotle does a fantastic job paying attention to and capitalizing on the trends relevant to their target audience. One example of this is how they responded to a trend where customers were taking extra napkins from Chipotle so they could stock up in their vehicles. Videos circulated on social media, and Chipotle responded with a video that directly engaged this trend and their target audience. Chipotle created a limited time napkin holder for vehicles and advertised it in a comedic way. This was a simple and yet genius marketing campaign. All Chipotle had to do was pay attention to their target audience on social media and make content specifically for their target audience. People who rarely eat at Chipotle may have not understood the meaning of the content. However, Chipotle’s target audience understood it and related to it. This social media marketing campaign from Chipotle built tremendous trust among their target audience as customers felt acknowledged and valued.

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Influencer Marketing

What Is Influencer Marketing?

Influencer marketing is a marketing strategy that involves collaborating with individuals who have a significant and dedicated following on social media or other online platforms. These individuals, known as influencers, have built credibility and trust with their audience, and brands partner with them to promote products or services to that audience.

Why Should I Consider Influencer Marketing For My Business?

• Establish Authority And Trust: Influencers often have a close and authentic relationship with their followers. As a result, when influencers promote products or services, their recommendations are perceived as more genuine and trustworthy. This authenticity helps build trust between a company and their target audience.
• Storytelling And Content Creation: Facts are 22X more likely to be remembered if they are connected to a story. Influencer marketing harvests the value of storytelling as influencers provide a personal narrative to their followers about why they like a specific product or service.
• Financially Adaptable: No longer are the days where companies have to shell out large sums of money to partner with influencers who have widespread fame. In fact, 80% of influencer marketers work with influencers who have under 100K followers while 16% work with celebrities who have over 1 million followers. This highlights the value of partnering with a smaller-scale influencer who gives a company access to their tight-knit and loyal audience.

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Which Companies Succeed In Influencer Marketing?

• GoPro: GoPro creates cameras that are particularly of interest to people who desire to film their own outdoor and adventure experiences. GoPro has achieved great success in recent years by leveraging small-scale influencer marketing. GoPro’s partnerships with small-scale influencers has allowed them to reach niche audiences who desire to pursue and film the same thrills and adventures as the influencers they follow.
• Adobe: Adobe is a computer software company that has a wide portfolio of products for businesses to use in various departments. They are very well known for their creativity and design software. Adobe has leveraged the value of small-scale influencers to market its B2B products. These influencers, who are themselves small-business owners, thought-leaders, and industry experts, have shared their experiences using Adobe’s B2B products. As a result, other businesses are inclined to use Adobe’s products and services as they have seen their peers and competitors use them.

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Email Marketing

What Is Email Marketing?

Email marketing is a marketing strategy that involves sending promotional messages via email to a group of subscribers. It aims to engage with customers, promote products or services, and build brand awareness.

Why Should I Consider Email Marketing For My Business?

• Cost-Effective: While many people believe email marketing is outdated compared to other marketing strategies, it continues to be a successful strategy for brands and businesses. In fact, email marketing continues to rank highly in ROI when compared to other marketing strategies, with an average ROI of 42:1. Additionally, 66% of consumers have made a purchase online as a result of email marketing.
• Direct And Personalized Communication: Email marketing gives businesses the ability to segment their email subscriber list in order to deliver highly personalized communication to their target audience. In return, both B2B and B2C brands can produce emails that resonate with their audience.
• Measurable Results And Analytics: A key advantage of email marketing is the ability to track and measure campaign performance in real-time with rich insights. This data includes click-through rates, open rates, and conversions. With this data, businesses can pivot and make necessary changes as they track campaign performance.

Which Companies Succeed In Email Marketing?

• Airbnb: Airbnb is a global online marketplace platform that enables people to list, discover, and book accommodations around the world. They do a phenomenal job at sending highly personalized emails to their subscribers in order to drive people back to their website or app. An example of this is when someone looks at homes in a specific location, but does not make a booking, this individual will receive an email in the near future with listings in that area. This strategy by Airbnb works so well because they are not sending a mass email to all of their subscribers. Rather, they are sending highly personalized emails to subscribers who have already displayed an interest in booking on their website or app. This strategy drives up their ROI in email marketing.
• Salesforce: Salesforce offers a cloud based CRM that helps businesses manage their sales, marketing, and customer service. One of their successful email marketing strategies has been to send targeted emails highlighting their content marketing. Subscribers will receive emails with links to relevant blog posts about industry insights and best practices. This has been a successful way for Salesforce to cut through the noise of email marketing by offering valuable content in their emails. This drives people to their website and increases brand trust and authority.

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Search Engine Optimization (SEO)

What Is SEO Marketing?

Search Engine Optimization (SEO) is the process of optimizing a website to improve its visibility and ranking in search engine results pages such as Google. This involves optimizing content, structure, and technical aspects of the site to align with search engine algorithms and user intent, thus increasing the likelihood of appearing higher in search results.

Why Should I Consider SEO For My Business?

• Increased Visibility And Traffic: Less than 1% of Google searchers click on a link on the second page of search results. A successful SEO marketing strategy makes a company’s website more likely to be discovered by users searching for relevant keywords and phrases. By optimizing for specific searches, businesses can attract targeted organic traffic to their websites. Higher visibility in search results leads to increased click-through rates and website traffic, ultimately driving more qualified leads and potential customers to the site.
• Enhanced User Experience And Relevance: Effective SEO involves optimizing various aspects of a website, including content, structure, and performance, to improve user experience and relevance. By creating high-quality, relevant content and optimizing site architecture, navigation, and loading speed, businesses can provide a seamless and engaging experience for visitors. Search engines prioritize websites that deliver valuable, user-friendly experiences, resulting in higher rankings and increased trust and authority in the eyes of both users and search engines.
• Long-Term Sustainability And ROI: Unlike paid advertising campaigns that require ongoing investment, SEO offers long-term sustainability and ROI. The benefits of effective SEO can compound over time, leading to sustained organic traffic, improved rankings, and increased brand visibility.

‍Which Companies Succeed In SEO Marketing?

• HubSpot: As mentioned previously, HubSpot is an integrated marketing, sales, and customer service platform that is extremely successful in content marketing. As a result, HubSpot is extremely successful in SEO marketing. They go hand-in-hand. For example, their blog ranks high in search engine results pages for industry-specific keywords. This drives large amounts of organic traffic to their website and generates many high-quality leads for their platform.
• Amazon: Amazon is a global e-commerce giant that dominates search engine results pages for product-related searches. It is quite difficult to search for a product and not see a link to Amazon’s website. The company's extensive product listings, detailed descriptions, user reviews, and optimized category pages contribute to its strong SEO performance. 

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How to Take Action

If you’re reading this and trying to compare your marketing program with the likes of Adobe, HubSpot, and Chipotle, you’re destined to be frustrated. The good news is that you don’t have to compare yourself to them. You just have to take from them what you can do well and ignore everything else until you’re ready to add another element to your marketing strategy.

For example, The Courtside Group works with an indoor golf club in Dallas. While we cannot afford to write tons of blogs, or pay influencers to promote the store, we can focus on creating great social media content and engage warm leads with email marketing. The strategy is working, and as our client grows, so will their marketing program. The best thing you can do today is start!

Do you want more information about where you should start based on your specific business and needs? Use the button below for a complimentary consultation.