The Best Marketing Strategies for small enterprises
The Best Marketing Strategies for small and medium enterprises (SMEs) by Márcia Monteiro
There is a panoply of marketing strategies that can be used in different enterprises or organisations. However, marketing managers must make decisions in relation not only to the dimension of the enterprise but also in relation to the product or service they are commercialising and in relation to the market. There are many other factors that may also affect those decisions but today we’re going to share 25 marketing strategies used in SMEs.
Direct and Indirect Marketing: Direct marketing consists on the message sent by enterprises or organisations to people or potential customers without using an intermediary, that is, information, promotions and actions that communicate directly the product, service or brand, either through physical or digital means. On the other hand, indirect marketing includes logo spreading strategies and a brief message (usually the slogan) in non-advertising environments.
Digital Marketing: a set of marketing strategies and actions in digital channels.
Relational Marketing or Relationship Marketing: strategies that are meant to ensure the customers’ loyalty through the development of a relationship before, during and after the purchase.
Social Marketing: is usually pursued by enterprises of institutional character and is based on actions that solve or improve social problems.
Data Marketing: Data marketing goes beyond digital marketing because it uses a volume of specific information about customers and potential customers, narrowing this way, a possible relationship.
Marketing Automation: Automation differs from data marketing because it doesn’t have a more developed artificial intelligence and it works only with lower volumes of data. It’s normally used in marketing funnels.
Permission Marketing or Attention Marketing: This kind of strategy is based on storytelling and aims to get the attention of potential customers by obtaining their consent to receive information.
Content Marketing: is about producing relevant content (video, podcast, texts, eBooks, tools and other formats) to draw the attention of customers and potential customers.
Inbound Marketing: this marketing strategy assumes the audience must find the enterprise, and not the other way around. This methodology requires 4 steps: use content to attract the audience; convert the audience into leads; sell through a sales funnel; allure by developing relations and post-sale actions for the creation of brand ambassadors.
Trade marketing: is a set of POSs (points-of-sale) marketing tactics and involves the 2nd P from Marketing which is distribution and promotion.
Promotional Marketing: consists on promoting products or services that add immediate value to the brand and generate sales, loyalty or a new experience with the brand.
Marketing Activation: is about executing actions that make the brand active to the target audience, such as events, advertising, etc. The strongest word in marketing activation is experience.
Guerrilla Marketing: is meant to cause the maximum impact possible with little investment and it’s especially used by enterprises or organisations that do not lead the markets they operate, yet.
Viral marketing: marketing or advertising actions that are held to influence people and potential customers and can be used directly, indirectly, online or offline.
Niche Marketing: This is a positioning strategy that identifies market opportunities oriented towards a specific audience. Because it’s more segmented, the competition is less and the costs to execute other marketing strategies is relatively low.
Response Marketing: is a strategy in which the enterprise or organisation waits for the signal and answers from the macro environment where is operating.
Endomarketing: is a strategy oriented towards enterprises and organisations. To communicate internally the enterprise’s goals and ensure teams are united and aligned to fulfil the goals and objectives established.
Exclusivity Marketing: this is a strategy for exclusive products or services, thus bringing more rareness and more value to them.
Digital PR Marketing: it consists in allocating efforts so that the main events of the enterprise or organisation are published by the media. Credibility comes in an associative way by the union of reliable brands of information.
Cross-selling: is one of the most classic marketing strategies for sales. To start practicing cross-selling, there should be a mapping of products or services and then, it will be necessary to identify the ones with more synergy, so they can be offered together or with a discount, if they’re all purchased.
Up-selling: this a strategy includes discounts for customers, promotions, new payment methods and any other facilitator that encourages the purchase.
Cross Media: is about joining strategies and media simultaneously to carry out a successful marketing action that can include, for instance, television advertising, smartphone games or POS with trade marketing interaction.
Seasonal Marketing: Is concerned with marketing strategies that operate on a seasonal basis due to products, services, markets and enterprises that have this kind of specificities.
Multi-Level Marketing: consists on a logic-based standard commercial representation in which sales and commission gains are distributed by a team.
Community Marketing: is very similar to loyalty marketing strategies with an orientation towards the target audience, to their needs and to what they wish to hear.
Márcia Monteiro – MA Marketing Course Leader
London School of Design and Marketing