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Imagine you have a restaurant. You’re sure you have the best menu in your city, but no one still buys from you.
Building a business is only a small step in achieving success. If you want to attract customers, you need to be well-versed in marketing.
Marketing helps build brand awareness, increase sales, and develop brand trust. Without proper marketing, you will surely suffer from a lack of sales. If you are clueless about how to market your business, we’ve compiled this in-depth guide for you.
What is Marketing?
Marketing refers to activities that businesses execute to promote and sell their products and services, or sometimes utilized to promote an organization’s cause.
One of the major reasons why you should prioritize marketing is because it gets the word out about your business. When you create brand awareness, more people can understand what you have to offer, and this will create a demand for your products.
Aside from building awareness, it also increases your sales. When people know about your brand, you can affect their purchasing decision.
In time, marketing will also help you build brand trust. Building your reputation takes time and effort but once you can establish trust through marketing, people will openly talk about your brand and share it with their friends.
Types of Marketing
In this section, we will explore the different types of marketing you can implement in your business.
This type of marketing strategy leverages the use of online platforms to implement brand awareness, and inspire audiences to buy products. It includes the following types:
Search Engine Marketing & Search Engine Optimization
Search Engine Marketing or SEM is a paid form of advertising that ensures people can see your website when they search for your products on search engines. The cost is based on a pay-per-click basis so it’s cheaper.
On the other hand, Search Engine Optimization or SEO refers to producing high-quality content, as well as other techniques that increase your ranking on search engines in an organic way.
These two methods are extremely beneficial because when consumers are searching for products on search engines, they are already in the right headspace to buy items.
This marketing type helps you attract potential buyers and retain old ones by creating and publishing relevant content through your social media platforms. Keep in mind that your content should be geared towards answering the pain points of your target audience. Content can come in the form of:
- Blog posts
- Digital PR
Email marketing is one of the most effective ways you can reach and convert leads online.
Whatever industry you belong to, make sure to build your email list as early as you can so more people can see your unique offers. Email marketing is also very easy to automate and track.
Social media marketing
If you’re not promoting your business on Facebook, Twitter, Instagram, Tiktok, and other social media channels, you are missing out on thousands of sales.
Social media is an avenue that will help you develop a better connection with your customers. This will drive them to make a purchase and even become brand advocates.
This type of marketing strategy allows brands to piggyback on the fame of a well-known internet personality or celebrity. Because these people already have loyal followers that treat them as an expert in their niche, they are more likely to listen to their suggestions.
To reach influencers and tap them for sponsorships or affiliate marketing opportunities, you can do the following:
- Hire an agency to reach them on behalf of your brand
- Manually reach them in their social media accounts
- Use an influencer marketing platform or speak to an influencer agent
Just because we’re already living in the digital age does not mean you should forget about traditional forms of marketing. For many industries, especially local ones, traditional marketing still reigns supreme. Traditional marketing includes:
- Radio spots
- TV ads
- Newspaper & Magazine ads
- Public relations
- Event marketing
- Outbound (cold calls & emails)
- Guerrilla marketing
- Cause marketing
- Field selling
Paid advertising covers all types of marketing efforts where you pay a specific amount in exchange for your target audience to see your brand efforts like advertisements. Some of the most relevant forms of paid advertising include:
- Facebook & Instagram ads
- YouTube ads
- PPC (display ads & paid search)
- TV & radio commercials
- Print advertisements
5 Useful Tips for Promoting & Marketing your Business
If you are intimidated by marketing, these tips below will help you figure out where to start.
1. Know your target audience
Your target audience refers to the group of consumers that will most likely buy your products or services. Therefore, this is the group you want to see your marketing efforts. Your target audience is dictated by the following factors:
Before creating your marketing strategy, understanding who your target audience is is vital.
For example, you may think airing a TV advertisement on primetime may seem like an awesome idea, but what if your target audience are those who don’t have televisions? Your money would only go to waste.
When you know how your target audience is, you can increase your advertising ROI. It will also be easier to tailor your message so customers can relate to it more.
2. Highlight your USP
Whatever industry you belong to, you probably have tons of competition; and considering how accessible worldwide shipping is today, it’s not just your local competitors you have to be concerned with.
Because customers are presented with tons of options for products, you need to position your brand well and set it apart from others. This is where your Unique Selling Point or USP (or sometimes called Unique Value Proposition) comes into the picture.
USP is the thing that makes your brand better than anyone else. It is a unique benefit that enables you to stand out. When you figure out what your USP is, this can be the focus of your marketing message, branding, and even copywriting efforts.
Your USP highlights your strengths. It should be assertive, yet not generic. For instance, selling “high-quality t-shirts” is not a USP. Instead, your USP can be “selling t-shirts made from recycled fabric.”
Additionally, your USP should also lean towards what your customer values. Going back to the t-shirt example, people who want to live a more sustainable life would want to get your product.
3. When one strategy works, give it more focus
When you’re still starting to exercise your marketing strategies, expect to do a little trial and error. For instance, in the first few months of your business, you may focus your marketing efforts on Instagram, Facebook, and Tiktok.
After a few weeks, try to see which platform performed best. Focus on the platform that gives you the best and most consistent metrics.
4. Leverage connections with existing customers
It’s harder to acquire a new customer than to close a purchase with an existing one. Considering this, don’t stop your marketing efforts after you have closed a purchase.
One of the best techniques you should exercise is to identify unique opportunities and selling points that will encourage repeat purchases, cross-selling, and upselling.
Because these people have already purchased from you, they have already developed trust in your brand. If you continually give them a positive experience, they will choose to do business with you again and again.
More than that, they would be more willing to share their experience with their peers.
5. Create a strong brand image online
Your brand image refers to how other people think of your brand. This perception can be formed based on people’s interactions and experiences with you.
Because your brand image is all about perception, you can’t directly control it. However, many factors will help you influence how other people see your brand, especially in the online realm.
If you want to have a strong brand image, you need to create a great first impression. When people encounter your brand, it should grab their attention and make them want to learn more about you.
Your online brand image should be guided by your mission, vision, and values. When you are inconsistent about what you stand for, people will not see you as someone trustworthy.
Additionally, it is also recommended to invest in your branding design. One great way to stand out is to ace your visuals. If you have a badly designed website or a terrible logo, it would only put people off.
It’s important to note that creating a good online brand image does not happen overnight. It takes time so you have to be patient.
When you keep providing the best experiences to your customers through your products, promotional efforts, customer service, and content, this will follow.
50 Marketing Ideas to Grow your Business & Get more Customers in the Philippines
Feeling uninspired on which strategy to try? These business promotion ideas will jumpstart your marketing efforts.
1. Advertise on Facebook
With 76 million users from the Philippines, Facebook remains one of the best platforms to exercise your marketing efforts. Facebook also makes it easier for businesses to reach specific goals such as increasing awareness, converting users, and attracting leads, among many others.
2. Get yourself published online
Another amazing way to get the word out about your business is to get published online. Look for trusted media partners and see whether they can feature your business in their content.
3. Sponsor a local or online competition
Sponsoring an event in exchange for funds or products will enable your brand to reap the benefits related to exposure.
4. Connect with influencers
Your customers actively avoid ads. However, you can piggyback on their trust towards an influencer in your niche. When influencers share your products, it can increase your brand awareness.
5. Reward repeat and loyal customers
Whether you give discounts, free shipping codes, freebies, or loyalty points, rewarding your loyal customers will encourage them to purchase repeatedly.
6. Cross-promote with other local businesses
This strategy can be done in a myriad of ways such as creating co-branded content, running online giveaways, or organizing an event.
7. Promote your products through content marketing
One of the best ways to demonstrate how your product or services work (as well as your expertise) is by creating actionable guides or tutorials that details how your business can help solve your target audience’s problems.
People will easily trust your brand if you put out accurate information. Aim to become an industry leader by posting relevant content to your niche. Several content formats that you can explore in publishing:
- long-form “how-to” or “list” articles
8. Participate in trade fairs and expos within your industry
If you own a local business, one great way to get more people to know about your brand is to participate in expos and fairs. For a small fee, you can rent a table or booth and sell products.
9. Sponsor an awards ceremony
When you sponsor awards, your brand can gain exposure to industry leaders. When influential people notice your brand, they can use their power to increase your brand awareness.
10. Offer discounts
One of the biggest factors why people don’t purchase products is due to price. By offering discounts, you can solve this challenge.
11. Teach your expertise and/or become a public speaker
Teaching other people about your industry will build brand trust because they will see you as an industry leader.
12. Use Twitter
You may think all your marketing efforts should only be focused on Facebook, TikTok, or Instagram, but Twitter is still a major player in the marketing field, with 10.2 million users in the country.
13. Wrap Your Car with a design that advertises your business
Cars that are designed with advertisements are mobile so it’s like a moving billboard. It can easily grab the attention of other people, especially if you have a local business.
14. Create lead magnets
Lead magnets are special offers that are promoted to your target audience in exchange for their email address that you can use to build your email list. This could be in a form of free mini-courses, market reports, checklists, or exclusive case studies.
15. Create an email newsletter
When you create a newsletter for your brand, people can understand your products and services better than any advertisement could.
16. Make a Facebook page for your business and consistently post interesting or engaging content
One of the upsides of Facebook is it is very easy to share content. When you have an engaging Facebook page, your customers can share your posts with their friends.
17. Advertise on other people’s e-newsletters
Don’t have time to make your newsletter? Advertising on the popular newsletters in your industry will greatly help your brand.
18. Ask for testimonials and highlight them on your social media page and website.
People love to hear about genuine customer experiences. Ask your previous customers for comments and feedback in exchange for a reward and post it on your online channels.
19. Join contests or similar events
When your products or services have reaped awards, people will trust your brand more.
20. Become a sponsor of the local sports event
If you have a niche business, this is an amazing marketing strategy to target hundreds or even thousands of people at once. For instance, if you own a surf shop, you can sponsor a local surf competition.
21. Leverage your email signature
You may already know the importance of making your first impression count, but what about your last impression? Your email signature is the final communication point between you and your customers so make it count.
22. Attend traditional networking events
When it comes to businesses, it’s not just about what you can offer, but also who you know. Networking events will help you get in touch with key industry players and customers.
23. Write a guest blog
Guest blogging allows you to share your expertise on other websites. Therefore, you can establish yourself as an authority figure in your industry.
24. Advertise on websites or blogs
If you want to increase your website traffic and brand awareness, try this tip. It’s also very affordable.
25. Create contests
When you create content, whether it’s online or not, you can drive brand awareness and increase audience engagement at the same time.
26. Create a YouTube page and post helpful videos related to your business/expertise
This is another way to build your brand authority. Videos have increasingly become today’s most popular medium. You can even repurpose this content.
27. Set up your Google My Business profile
When you set up your business profile on Google, you can list your business on Google Maps, and it will become easily searchable.
28. Write and launch a free ebook
Launching an ebook is another strategy to build brand authority. More than that, it’s also an awesome way to reward your email list.
29. Post videos on TikTok
If you want to showcase your unique brand personality, TikTok is the best platform. This is especially beneficial for brands whose target market belongs to Gen Z.
30. Give freebies
Giving freebies will enable your customers to associate positive feelings with your brand. It will also encourage them to keep ordering from you.
31. Leverage SEO for your website
SEO will help you improve your online visibility and credibility. Building awareness through organic traffic is also very affordable compared to paid marketing opportunities.
32. Create an e-brochure
An e-brochure will give your current and potential customers the ability to know more about your brand, services, and products interactively.
33. Update your website’s design for better aesthetics
Good website design is not optional. It is mandatory. If your website doesn’t look professional, people wouldn’t trust you.
34. Create downloadable whitepapers
Whitepapers may seem old school but people will appreciate this informational document. It can also help you build your credibility.
35. Start a podcast
A podcast is an emerging media type. By starting one, you can increase the size of your audience and explore different topics related to your brand.
36. Sponsor a Motorcycle Ride
Motorcycle rallies are still very common in the Philippines. It is a great way to let motorcycle riders and people in the street know about your brand.
37. Make attractive business cards and always carry them
Great business cards prove that you are serious about your brand. This is useful especially if you have a physical store or you attend networking events.
38. Create a better landing page on your site
Your landing page allows you to build your customer base, and increase conversions. Do not put this opportunity to waste.
39. Give useful comments on other people’s blogs and link to related resources to your site
You’ll be surprised at how many people will find you through blog or forum comments. As much as you can, point people in the right direction towards your brand.
40. Give something for free
By giving away free products, your customers will think that you are generous. This makes many people feel obliged to reciprocate by buying something from you in the future.
41. Create a unique logo and tagline
Your logo and tagline give face and character to your brand. When you don’t make it count, you won’t generate a good first impression.
42. Leverage your friends and family network
Instead of focusing solely on building new connections, take advantage of your old ones. The people who care about you are most likely to give you a helping hand.
43. Send birthday greetings to your customers
This strategy is a surefire way to make your customers feel like you genuinely care about them. Aside from greeting them, you can even send them a special discount code.
44. Create a viral social media post
Lower advertising costs, lightning-fast growth, and mainstream exposure – what’s not to like about becoming viral?
45. Make a blog and write high-quality content for your target demographic
The more high-quality content you create, the more you will show up in search engines. More people will also use you as an information source.
46. Join an association or organization related to your business
Joining an industry-focused group or organization will allow you to grow your network, and find new advertising opportunities.
47. Team up with your local LGU
Most LGUs and MGus welcome brands that want to help them. You can partner with government offices for programs and build a better connection with your local community.
48. Make T-shirts
When you give your customers t-shirts, they become an advocate for your brand. This unique marketing strategy is also affordable, considering your customers can wear the shirt for years.
49. Instagram Live/Facebook live
Instagram and Facebook live allow you to directly connect with your customers, and establish your brand. You can also repurpose this content.
50. Offer free workshops or online webinars
Doing this will set your brand apart from the competition. It also drives audience engagement, and it gives you an opportunity to sell a product or service without being too aggressive.