There are many techniques marketers can use to help a company gain visibility and reach its intended audience. Marketing activities can help these professionals promote the value of a company’s products or services to attract and retain customers. If you work in marketing, you may want to know about some various strategies to help you improve a company’s brand awareness and boost sales. In this article, we define marketing activities, explain their benefits and provide a list of seven activities to help you effectively promote a company’s products or services.
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What are marketing activities?
Marketing activities are strategies that help a company develop and promote its products or services to customers. Collectively, these strategies can help a business create and market products or services that have value for consumers. Companies use marketing activities to identify their target audiences and develop or improve their offerings to meet the needs of those consumers. These strategies can help a company achieve its revenue goals, improve its brand awareness and increase its customer base.
Benefits of marketing activities
Successful marketing activities can help companies gain visibility with consumers and improve their brand, which is the public perception of a business. These strategies can help businesses create and maintain relationships with new, existing and potential customers. By using these various activities, marketers can:
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Understand the company’s market: These strategies can help marketers understand the company’s market by identifying the customers who are most likely to use its products or services. This information helps them effectively market a company’s offerings to consumers.
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Attract customers: Marketers use these activities to tailor their messaging to a company’s target audience, which can help them attract new customers and retain loyal customers.
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Promote the company’s offerings: These efforts can help marketers promote a company’s offerings through various channels by providing helpful information about the value of its products or services.
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Improve the company’s brand: These activities can help marketers improve the company’s brand by distinguishing its products or services from competitors, which can help customers remember a company in the future.
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Grow business: Effective marketing activities can help generate new leads and boost sales, which can help companies successfully grow their business within a market.
7 examples of marketing activities
Here are seven examples of marketing activities to help a company develop and promote its products or services:
1. Market research
Market research is the process of collecting and analyzing information about a company’s target audience, current customers and competitors in the marketplace. This activity can help companies create or improve their products or services to provide increased value for consumers. Marketers can assist with market research to help them understand the company’s intended audience so they effectively promote its products or services. They may conduct market research by sending surveys to existing customers, engaging with customers on social media and performing keyword research to understand what customers are searching for online.
2. Lead generation
This marketing activity involves capturing interest in a company’s product or service to encourage prospective customers to make a purchase. Marketers can perform this activity by collecting details about prospective customers. For example, they may create a call-to-action message on a website encouraging visitors to click through to a landing page. On this page, customers can fill out a form with their contact information in exchange for a special offer, such as a coupon or discount. Marketers can provide these leads to sales teams to help companies increase their customers and boost sales.
3. Cold calling
Cold calling can help marketers connect with prospective customers who may have no previous awareness of a company’s products or services. When performing this activity, marketers typically make unsolicited phone calls to potential customers to offer them information about a company’s products or services. During this call, they can describe the benefits of a company’s offerings and address any concerns the prospective customer may have. Some calls may lead to purchases, while others may help prospective customers learn more about a company. Cold calling can help marketers inform prospective customers and create personal connections with them.
4. Advertising
Marketers can use advertising to create awareness of a company’s products and services. Traditional forms of advertising include print ads in newspapers and magazines, TV commercials and radio advertisements. Newer forms of digital advertising include website banners, social media ads and online promotions. Marketers often use both traditional and digital advertising to reach the company’s target audience through different channels. Regardless of their format, these advertisements encourage the audience to take a specific action, such as making a purchase or following the company on social media. This marketing activity can help marketers increase sales and improve brand awareness.
5. Content marketing
This marketing strategy involves creating helpful content for a company’s target audience. Rather than promoting the company’s products or services, content marketing centers on educating potential or existing customers about topics related to the company or industry. Some common forms of content marketing include videos, blogs, articles, podcasts and emails. For example, a marketing professional at a finance company may write blog posts related to budgeting, saving and investing to boost traffic to the company’s website. Content marketing can help marketers reach potential customers, grow a company’s audience and increase revenue by providing value to new or existing customers.
6. Search engine marketing
This marketing activity can help marketers increase the visibility of a company’s website. It involves optimizing a company’s website to help it rank higher in search engine results when customers search for a term or product. Marketers can perform this activity by researching keywords customers may use to search online and then creating website content using these keywords. Another search engine marketing strategy is using pay-per-click ads to target digital advertisements to specific demographics, such as age or income level. This activity can help marketers increase traffic to a company’s website and convert leads into new customers.
7. Sales promotions
Marketers can use this activity to encourage potential or existing customers to buy a company’s product or service by offering incentives. Some common sales promotions include coupons, free trials, service bundles or customer loyalty programs. Contests, competitions or giveaways can also be effective sales promotions. For example, marketers may host a social media contest that encourages customers to tag the company for a chance to win a free product. This type of marketing activity can help marketers create enthusiasm about a company’s brand and gain valuable insights about the company’s target audience.
