5 Types Of Unique Marketing You May Be Overlooking

Each week, in our Mid-Week Marketing Mash-Up, we bring you the advice of five must-read marketing articles in just two minutes or less.

Tired of always resorting to the old tried-and-true methods of marketing? Are you looking for something different and fresh, but worth the investment? Read on to learn about five unique marketing ideas worthy of your time and effort.

  1. 5 Tactics For Increasing Your Business’ Word-Of-Mouth Marketing Traffic: A recent study showed that “92% of consumers trust referrals from family or friends more than any other type of advertising or referral.” Word-of-mouth marketing (WOM) is like the gold standard when it comes to lead generation and online marketing. There are several ways businesses can encourage WOM. 1) Ask for referrals from delighted customers. 2) Use your business’ specific type of WOM to influence referrals. Your company can either be referred anytime (a retail store) or in a time of need (a photographer), so tailor your marketing accordingly. 3) Reward the prospect customers and the customers that make referrals with discounts, special pricing, or other incentives to show appreciation. 4) Take advantage of social media, especially since “81% of social media users say that their purchases are impacted by friends’ social media posts.” Finally, 5) analyze your WOM data. Tracking and testing will show whether or not investing in WOM is right for your business.
  2. An Introduction To Closed-Loop Marketing: Typically, the inbound marketer’s buyer journey is a straight line with a beginning and ending point. However, this journey is now starting to look more like a circle, with the buyer at the end of the sales’ funnel equally as important as the visitor entering it. This is called closed-loop marketing—sales and marketing teams work together using insights and analytics to better understand how their company can better nurture leads and close sales. In order for closed-loop marketing to work, you need to sync your customer relationship software (CRM) with your marketing analytics software. HubSpot has broken up this new “circle” into four pieces: 1) Visitor arrives at your site. This is the beginning of the system. 2) Visitor browses your website. This is when you’ll track their behaviors, allowing you to create a more optimized path for future visitors. 3) Visitor converts into a lead. Hopefully they’ll exchange their personal information for a valuable offer on a landing page. Visitors and leads have been in the hands of the marketing team up until this point—now the sales team takes over. 4) Lead becomes a customer. When visitors travel the whole circle, you can answer certain questions that will help you optimize the process for greater success in the future.
  3. The Evolution Of Generosity Marketing And Three Trends Today: Generosity marketing has been happening for decades, but its tactics are changing thanks to evolving technologies. There are three tactics specifically worth considering. Adapt your loyalty program to 1) reward consumers for social engagement. There’s also 2) instant gratification—offering consumers a gift with a specific purchase. The last tactic is the 3) social halo effect. Today, consumers are more aware and passionate about global challenges. So, enable consumers to take action toward a specific challenge through your business. To win the loyalty of customers, brands need to act now.
  4. The Art Of Contrarian Content Marketing: Nearly all of B2B companies do content marketing, and nearly all of that content marketing is the same, repetitive stuff. To avoid contributing to the redundancy, consider posting contrarian content. Controversial ideas interest people, and they’re more likely to be talked about and shared because they tend to hit emotional triggers. With more shares and links due to supporters and those that disagree, your content is bound to have a larger audience and a greater reach. For contrarian ideas, follow industry influencers by using news scanning tools or appointing someone as a news scanner, and then interject current news with research-based, strong opinions whenever you can. When you find a topic you disagree with, think of these things before going ahead with a contrarian post: 1) Will this topic resonate with those in your industry? 2) Is there a general consensus on the stance? 3) Are you convinced that there is more to the story than is being shared? 4) Is your perspective one that hasn’t been shared yet?  Also, keep in mind that going against the flow can have adverse reactions. So, be respectful and if necessary, apologize when you should.
  5. Is Your Referral Marketing Strategy Using The Power Of The 80/20 Rule?: In many companies, 80% of their business comes through referrals and references. The remaining 20% are typically brought in through traditional outbound marketing tactics, requiring about 80% of your company’s efforts to obtain. Even with this 80/20 rule, very few businesses have a referral marketing plan. To begin one, allocate 80% of your efforts to increasing your number of high-quality referrals, and be sure to reward current customers when their referrals become new clients. Then, exchange your outbound marketing techniques that only bring in 20% of your business for an inbound model that will nurture your new referred leads. The unfortunate part of referral marketing is that you don’t control the conversation, but you can influence it by encouraging human-to-human (H2H) conversation. Accomplish this by asking for a referral, being remarkable at what you do, creating easy to share stories about your business, and nurturing new leads. Referral marketing isn’t any less work, but it certainly has better pay off.

Would you consider these “unique” marketing ideas? What do you think of them? Let us know in a comment!

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