8 Types of Marketing Strategies to Promote Your Small Business Effectively

Advertising and marketing specialists wonder how well, often at a low cost and, above all, to effectively advertise a company and sell its products or services. For the creative marketer, the rule that everything has already been done becomes relative. In most cases, the goal remains the same: to attract and interest the customer, but their paths are always varied and inexhaustible.

In order to win a consumer, you should use the experience of other companies and the practical methods of promotion they have proven, which should always be adapted to the profile of your company. A marketing specialist has to pay attention to the fashion prevailing in society, the foundations of marketing tricks, and creatively transform them to influence the company’s position on the market positively.

This article covers:

8 types of marketing strategies that are most effective

Difference between “advertising,” “PR,” and “sales promotion.”

Pros-Cons of Marketing Media (Type of Advertising Media)

Effective Marketing Strategy

8 types of marketing strategies that are most effective

Each strategy has different advantages. Therefore, there are various types of marketing strategies that you need to know well so that they are more effective when applied to business.

In order to choose the most effective marketing strategy, a company must look at the most important aspects that support its business. Certain products may need to be marketed conventionally, but some products are more effective when promoted digitally.

Here are the 8 types of marketing strategies that are often used:

Paid Advertising

In paid advertising, the company pays the ad space provider to display its products in that space. The price paid is usually determined through negotiations between the marketer and the ad space provider.

Paid advertising consists of several categories, including display or banner ads, pay-per-impression (PPI), and pay-per-click (PPC). This method is beneficial for companies that want to show their name to a broad audience.

Transactional Marketing

One of the leading challenges faced by even the largest companies is meeting sales targets. However, the existence of a transactional marketing strategy is very effective in coping with this problem.

Companies that use this strategy can attract prospective clients through shopping coupons, discounts, promotions, and significant events. Finally, consumers are interested in buying more of the products offered.

Social Media Marketing

Currently, more than 2.8 billion people are actively using social media platforms. Social media marketing is also easy to use, cost-effective, and can target multiple targets so that various companies can apply this strategy.

Social media marketing focuses on using social networking sites or applications such as Facebook, Instagram, Social Media Posts, etc. Given that the scope is so broad, companies can build a brand in a fast time.

Interactive Marketing

An interactive marketing strategy involves consumer participation in the marketing process. For example, a company may include a consumer’s name or other customization on a limited edition product.

This method helps potential clients to get the most recent information about a product or service. That way, consumer demand for these products or services will increase.

Content Marketing

This strategy focuses on creating and distributing valuable, relevant, and high-quality content to attract consumers.

Instead of making a direct offer, the company provides the information that consumers need so that they are interested in a product.

Both small and large companies can apply content marketing. In order for content that is created to be of high quality and able to attract potential customers’ interest, companies must have competent content creators.

Search Engine Optimization (SEO)

It is the technique of getting traffic from organic, editorial, or free search results on search engines. This strategy is closely related to content marketing and even determines whether content can be quality.

SEO-compliant content will occupy a top position in search results.

If the content increases rapidly, the company will get high traffic. This can increase brand awareness so that the number of consumers also increases.


This marketing strategy may be familiar to you; even so, some companies still consider telemarketing useful. 

This marketing strategy utilizes direct marketing methods in which a salesperson presents a product or service through telephone calls or web conferencing tools such as Zoom or Lifesize, based on the prospect’s agreement.

Examples of telemarketing marketing strategies are offering credit cards to customers or when telemarketers from telecommunications companies offer postpaid sim card services.  

Email Marketing 

Email marketing is a procedure that marketers take to achieve marketing goals by sending email advertising to several prospective customers or target audiences. 

Even though it is considered effective, you must pay attention to the right strategy in doing email marketing. The reason is, with an unattractive title and content, as well as sending too will often make your email marketing not open, enter spam or even immediately delete the target customers.

There are various types of email marketing commonly used in marketing strategies, such as email newsletters, email press releases, and transactional emails

Difference between “advertising,” “PR,” and “sales promotion.”

Many people confuse sales promotion with advertising and public relations, but I would like to keep in mind that the purpose is significantly different from advertising.

While the purpose of advertising is “to convey appeal to more people and raise awareness,” sales promotion is aimed at “motivating purchases” after making it known by advertising. There is taking beverages as an example, TV commercials are advertisements, and in-store tasting sales and campaigns are sales promotions.

There is no right answer to a sales promotion strategy that encourages consumers to want and buy more. Each company is making various efforts in response to changes in the times.

By the way, PR stands for “Public Relations” and is often included in sales promotion activities. It refers to activities in which a company builds a good relationship with society and is characterized by being two-way or multi-dimensional. On the other hand, “public relations” has a strong character of transmitting from one side.

Pros-Cons of Marketing Media (Type of Advertising Media)

   Pros: Extensive target audience reach, sharp, dynamic images. Make the picture clearer able to improve the ad before the date of the screen. People are most interested in.

   Disadvantages: Television media is expensive. Viewers are not very fond of it, as they often interrupt when watching their favorite TV programs. Consumers do not recognize some ads. Outside of advertisements, often or with catchy words


   Pros: to the consumer groups very quickly. Able to make minor adjustments to the advertisement before it airs. It doesn’t cost a lot of money. Have a high advertising frequency

   Disadvantage: Not able to reach the audience. Because while listening, the listeners will also do their business and can’t see the product.


    Pros: Readers can choose to read as they like. A newspaper can be advertised with detailed content. Able to reach a vast audience bulk and fast

    Disadvantage: Newspaper ads are lackluster. Newspaper makers have to do it in a hurry because they do it day to day. The picture in the newspaper is not beautiful because the paper is of low quality.

Effective Marketing Strategy

In developing a marketing strategy for small businesses, you need to pay attention to several things, including:

  • Consistency

Consistency is required in all marketing areas. The goal is to help reduce marketing charges and increase the effectiveness of brand creation.

  • Planning

In executing the marketing concept for small businesses, it is necessary to plan carefully in order to get a lot of customers. Therefore, you should take as much time as possible to design an effective marketing strategy, the required marketing budget, and other concepts so that your small business can grow smoothly and quickly.

  • Target Market

Define carefully what market share is being addressed. You do this by picking one or more market segments to be entered. This aims to clarify what kind of target market you want to enter so that the marketing concept you wish to make it easier to implement.

  • Marketing Mix

The marketing mix is ​​generally described as product, price, place, and promotion. As an entrepreneur, you need to decide specifically on a product or service, the reasonable price, how and where you will need to distribute the products you need, and how other people can find out about what products you are offering. You can also use digital marketing company services to market your products. One of them is Billed, which has handled and promoted several business partners’ products and services to succeed and develop.

  • Financial Analysis: 

Get a full understanding of your finances and provide information on how much of your budget you can allocate for the marketing of your business. (You may want to add your entire financial report so that your close circle can see where you are and make suggestions if necessary).

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