Marketing is essential for any business, but with so many strategies available, choosing the right one can be overwhelming. From digital advertising to traditional outreach, each approach serves a unique purpose and targets different audiences.
This guide explores types of marketing strategies that help businesses grow, boost brand awareness, and drive customer engagement. Whether you're a startup or an established company, understanding these strategies will help you maximise your marketing efforts.
1. Digital Marketing Strategies
Search Engine Optimisation (SEO)
SEO improves a website’s visibility on search engines like Google. The higher a site ranks, the more organic traffic it attracts.
Why it works:
- Drives free, long-term traffic
- Increases brand credibility and trust
- Targets people actively searching for solutions
How to implement it:
- Research relevant keywords and integrate them into content
- Optimise website speed and mobile usability
- Build high-quality backlinks from reputable sites
Example: A local bakery using SEO-friendly blog posts like “Best Cakes for Weddings in Melbourne” to attract customers searching for wedding cakes.
Content Marketing
Content marketing focuses on creating valuable content (blogs, videos, infographics) to educate and engage an audience.
Why it works:
- Builds trust and authority
- Encourages organic traffic
- Supports other marketing efforts like SEO and social media
How to implement it:
- Write blog posts that solve common customer problems
- Create engaging social media content
- Develop in-depth guides, e-books, or case studies
Example: A financial consultant offering free budgeting guides to attract potential clients.
Social Media Marketing
Social media platforms allow businesses to engage directly with customers and build brand loyalty.
Why it works:
- Increases brand awareness
- Encourages direct customer interaction
- Affordable and scalable
How to implement it:
- Use platforms where your audience is active (Instagram, LinkedIn, Facebook)
- Post engaging content (videos, polls, stories)
- Collaborate with influencers for wider reach
Example: A fashion brand partnering with Instagram influencers to promote new collections.
Pay-Per-Click (PPC) Advertising
PPC ads (Google Ads, Facebook Ads) drive targeted traffic by displaying paid advertisements.
Why it works:
- Provides immediate visibility
- Allows precise audience targeting
- Measurable and scalable
How to implement it:
- Use Google Ads for keyword-based campaigns
- Run retargeting ads for past visitors
- A/B test ad creatives to improve performance
Example: A dentist running Facebook Ads targeting local users searching for teeth whitening services.
2. Traditional Marketing Strategies
Print & TV Advertising
Despite digital growth, traditional ads in newspapers, magazines, and TV still reach broad audiences.
Why it works:
- Trusted by certain demographics (older audiences)
- Strong impact for local businesses
How to implement it:
- Advertise in industry-related magazines
- Use TV or radio for large-scale brand awareness campaigns
Example: A car dealership running TV ads promoting new vehicle models.
Event & Experiential Marketing
Hosting or sponsoring events connects brands with customers in real life.
Why it works:
- Creates memorable experiences
- Encourages word-of-mouth marketing
How to implement it:
- Sponsor local community events
- Host workshops or product demonstrations
Example: A software company organising free training workshops for small businesses.
3. Relationship-Based Marketing Strategies
Influencer Marketing
Brands collaborate with influencers to promote products authentically.
Why it works:
- Leverages trust and credibility
- Reaches highly engaged niche audiences
How to implement it:
- Choose influencers relevant to your brand
- Focus on authentic content, not just direct promotions
Example: A skincare brand partnering with beauty vloggers to review their products.
Affiliate Marketing
Businesses reward affiliates (bloggers, websites) for driving sales through referrals.
Why it works:
- Performance-based (you pay only for results)
- Expands reach with minimal upfront costs
How to implement it:
- Set up an affiliate program with commissions for referrals
- Partner with niche bloggers to promote your products
Example: An online bookstore offering a commission to bloggers who refer customers.
Referral Marketing
Encouraging existing customers to refer others is one of the most effective marketing strategies.
Why it works:
- Customers trust recommendations from friends
- Cost-effective customer acquisition
How to implement it:
- Offer referral discounts or loyalty rewards
- Create an easy-to-use referral system
Example: A meal delivery service offering $10 off for every friend a customer refers.
4. Niche & Specialised Marketing Strategies
Email Marketing
Email remains one of the most effective ways to nurture leads and retain customers.
Why it works:
- Direct communication with customers
- High return on investment (ROI)
How to implement it:
- Send personalised product recommendations
- Automate follow-up emails for abandoned shopping carts
Example: An online fashion store sending exclusive discounts to email subscribers.
Geofencing & Location-Based Marketing
Using GPS technology, businesses target users in specific locations with tailored promotions.
Why it works:
- Perfect for brick-and-mortar stores
- Reaches customers at the right time and place
How to implement it:
- Send push notifications when users enter a specific area
- Offer location-based discounts
Example: A café sending mobile coupons to nearby office workers during lunch hours.
Choosing the Right Marketing Strategy
With so many options, how do you decide which strategy to use?
Consider Your Audience – Are they active online or prefer traditional methods?
Analyse Your Budget – PPC and influencer marketing require investment, while SEO and content marketing are more cost-effective long-term.
Test & Measure Results – Use analytics tools to track what works best for your brand.
Conclusion
Successful marketing isn’t about using every strategy—it’s about choosing the right ones for your business. Whether it’s SEO for organic traffic, PPC for instant reach, or influencer marketing for brand trust, each method plays a role in growth.
Which strategy works best for you? Experiment, analyse, and refine your approach to drive the best results.