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3 examples of marketing strategies you can use to develop your own
Everyone has their own opinion on how to create a marketing strategy, but the most important parts to know are:
- Your value proposition: How your offer relates to a customer's problems, needs or wishes.
- Your target customer (s): An understanding of who you want to target with the products or services your company offers. In some cases companies only have a single customer profile, but most of the time they have several.
- Your core messages: What you will convey to your target audience in order to convert them into customers.
- Your marketing channels: How you will reach your target group with the core messages. Some examples of marketing channels are SEO, social media, and email marketing.
In this blog post, we will use the sub-areas just mentioned to break down the marketing strategies of three real companies from different industries so that you can understand how the whole thing works in practice.
- Perfect keto
If you've been to the grocery store aisle for cleaning products, you will almost certainly be familiar with the Method brand. The Chicago-based company has been making household cleaning products since 2001.
And while a brand that sells cleaning sprays would be expected to be fairly no-nonsense and no-nonsense, Method stands out for its far-from-conventional marketing approach.
What are Method's value proposition?
Method's core value proposition is that they are an all natural brand.
Unlike many cleaning products that use a lot of synthetic chemicals, most of Method's ingredients are biodegradable and plant-based. The company is so confident of its claims that the ingredients are non-toxic that founder Eric Ryan drank their toilet cleaner in a previous press interview. Please do not try this at home.
In keeping with this unconventional approach, Method went to great lengths to make the bottles beautiful.
While with other brands the bottles are clinically green, yellow or blue (the colors of cleanliness), Method bottles are works of art: multicolored, transparent and they are often designed in collaboration with artists.
They're instantly recognizable on the shelf and reinforce the idea that Method products are full of natural ingredients and don't need an opaque bottle to hide the actual blend.
Who are Method's target customers?
Almost anyone who owns a toilet, sink, or bathroom could be a Method customer. But not everyone who has to clean will actually buy their products.
Method's most important customer group are environmentally conscious people.
This group is primarily concerned with the process of making the bottles and how the ingredients in the product could harm the planet.
Method's bottles are fully recyclable and made from recycled plastic. Your customer base might also include parents looking for non-toxic products.
What are the key messages of Method?
The core message of Method is that effective cleaning products do not have to be harmful to the environment or to humans. But they also try to convey that cleaning doesn't have to be boring.
This is a bit abstract as a message, but her fixation on the design of the bottles and, as we'll see in a moment, her approach to social media certainly make the message clear.
Which marketing channels does Method use?
Method's website is sparse and barely content, but it still scores remarkably well in search terms. According to Ahrefs' Site Explorer, their US website consistently receives more than 80,000 hits per month from search engines.
They also rank # 1 for many brand-related terms with high traffic:
A company that scores well on search and receives the most searches on branded terms has typically built high brand awareness through other channels.
People already know Method from the company's marketing.
What are you investing all of this effort into to achieve that?
Let's start with Instagram.
Method maintains an Instagram account for their major countries where they share highly visual content.
Method's presentation delivers the perfect content for an audience who curates their feeds and “Like” beautiful objects and image compositions.
They also rely heavily on influencer marketing — paid and earned — and use the hashtag #methodaddict. There are currently almost 3,000 posts with this hashtag on Instagram.
In addition to their Instagram presence, there are also many customers who share their experience with Method on YouTube.
While not all of these reviews are positive, the strength of user reviews is that they add some kind of social proof to the marketing mix that is not that easy to direct directly.
On the other hand, it doesn't seem like Method invested time creating YouTube content itself. However, if you look for them, you can find a couple of very high quality produced TV commercials that they produced. Including this memorable version of The Proclaimers ’ I'm Gonna Be (500 Miles):https://www.youtube.com/watch?v=ezAuS4AeO8s
Perfect Keto is a direct-to-consumer (DTC) e-commerce brand that sells snacks and nutritional supplements for people on a ketogenic diet. It was founded in 2016 by Dr. Anthony Gustin, a chiropractor from Austin, TX.
The ketogenic diet (keto for short) is said to help you lose weight, improve overall health and even prevent illness. Like comparable diets, the keto diet has seen a huge surge in popularity in recent years and has been promoted by many celebrities such as Halle Berry and the Kardashians.
According to Ahrefs' Keywords Explorer, an estimated 114,000 people are currently searching for “keto snacks” each month in the US alone.
What are the Perfect Keto Value Proposition?
Perfect Keto has three key value propositions:
- Makes the keto diet easier: No cooking or prep required.
- Pure ingredients: All snacks are gluten / grain, soy, added sugar, artificial ingredients, filler, or chemical free.
- Developed by doctors: We all trust doctors, right?
Who are Perfect Keto's target customers?
Perfect Keto's customers are mostly those who already know about the ketogenic diet and are looking for things like “keto snacks” - a term that brings about 7,000 people to the Perfect Keto website each month.
However, when we look at their website, they mostly publish educational guides that read like a promotional brochure for the diet itself. This shows that their customers are more keto newbies than keto experts.
What are the key messages of Perfect Keto?
As we have already shown above for Method, a look at a company's homepage usually reveals which things they emphasize in the text or with their images.
The Perfect Keto homepage is no exception.
This is the main message:
There's a right way and a wrong way to do keto. There's a healthy way and an unhealthy way. We're the healthy way. We're the only company doing keto right. No junk
There is a right way and a wrong way to do keto. There is a healthy way and an unhealthy way. We are the healthy way. We're the only company that gets keto right. No junk.
This is underlined by the association with the expertise of a doctor and a photo of him with a healthy charisma.
Which marketing channels does Perfect Keto use?
The most important channel for the company is SEO-based content marketing. The site has extensive resources with articles, podcasts, recipes, keto guides, and product guides.
A quick look at the keywords they are ranking for shows that their content marketing strategy is very keyword-oriented. They rank highly for many terms that their target customers are likely to search for, such as "keto snacks" and "keto pizza sauce".
The result is that their website receives nearly 200,000 hits a month from search - most of them from how-tos and blog posts.
Perfect Keto also advertises on Google, Facebook and Instagram. Site Explorer estimates that the company spends around $ 18,000 a month on paid traffic from Google.
Your ads will primarily target branded terms like "Perfect Keto".
On Facebook and Instagram, they are currently running retargeting campaigns like the one below, which is targeted at people who have viewed certain products on their website.
Finally, let's take a look at Ahrefs' marketing strategy.
In case you're not familiar with it, Ahrefs is an industry leading SEO toolset. It helps with keyword research, link building, and many other aspects of SEO.
What are Ahrefs' value proposition?
First of all, the data Ahrefs uses for the toolset is unrivaled.
The Ahrefs crawler is the second most active crawler in the world (only Google's crawler is more active). It crawls five million web pages every minute and the company has data on 11.6 billion keywords.
The second value proposition is Ahrefs' unique reports.
For example, Ahrefs is the only tool that shows you both search volume and clicks data.
In the screenshot below you can see the data from the Keywords Explorer for “cheap gaming pc”. There are 45,000 search queries every month, but 56,000 clicks on the results.
From this we can tell that people do a lot of research on the term and may look at more than one page before finishing their search.
On the other hand, we can see that only 27% of searches for “jake gyllenhaal height” result in a click.
This is because Google shows an instant response for this search query and there is hardly any need to dig deeper into the search results.
Here you can find more information on how Ahrefs compares to other search tools.
Who are Ahrefs' target customers?
SEO professionals, affiliate marketers, founders, companies, bloggers - anyone who owns a website and wants to improve their SEO performance.
What are Ahrefs' core messages?
With Ahrefs, you don't have to be an SEO pro to rank better and get more traffic.
That is the core message, and it is even at the top of the homepage.
This can also be seen in the content they publish. For example, this post on data forecasting for SEO is geared towards professionals. But even if you are just starting out with SEO, you will be able to follow this video:https://www.youtube.com/watch?v=FUYAe5ROeP0
Ahrefs is committed to making SEO less daunting and easier to understand for anyone who owns a website.
Which marketing channels does Ahrefs use?
Of course, given that Ahrefs is a toolset to help you rank higher and get more traffic through search, it makes a lot of sense that their marketing strategy revolves around SEO.
Because what leads to more traffic via search engines? Unique, interesting and useful content.
They rely on three main forms of packaging their content.
First, the blog, where they write keyword-focused posts on topics their target customers are looking for. It currently has around 400,000 monthly visits through organic search.
Second, their YouTube channel, where they post in-depth videos on SEO and marketing issues. They currently have over 200,000 subscribers and over 9 million views.
And third, their courses, such as Blogging for businessand Marketing with Ahrefswho have favourited helping customers get better results from their work with Ahrefs.
The goal of all of their content is to help people solve common SEO and marketing problems - often with the help of Ahrefs.
Marketing strategies don't have to be complicated. Simply focus on the added value your product or service offers, identify your target customers, align your message with them, and then use marketing channels to get the message across effectively.
The hardest part: putting your strategy into action.
What are you going to do to move forward with your marketing strategy today?
Let me know on Twitter.
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