The tools of marketing are the means that marketers employ to communicate with their customers. A company can’t talk or write directly to its customers, but it can send messages through people who do have this access. These middlemen are called “advertising agency” or “public relations.” A company hires these agencies to design an advertising campaign for them, using the appropriate marketing tool, such as brand identity or branding.
Marketing can be intimidating, but it doesn’t have to be. Incorporating the right tools into your marketing efforts is the key to gaining leads and customers. Knowing what tools are available to you and how to use them offers many advantages.
What are marketing tools?
Marketing tools are the systems, techniques, strategies, resources, technology and materials used by companies or marketing professionals to create and implement marketing campaigns that successfully promote their products and services. Your company’s marketing campaign is the direct link between the company and its customers, so it is important to choose the marketing tools that are most effective for your customers. There are several types of marketing tools available, and each type of marketing tool serves a unique purpose. It is common for businesses and marketing professionals to use a combination of marketing tools in their overall marketing strategy.
Types of marketing tools
There are several types of marketing tools companies and organizations can choose from. A few of the most common marketing tools include:
Print advertising
Print advertising is a marketing tool that uses physically printed materials to raise brand awareness and generate customer interest. Print advertising includes materials such as classified ads, billboards, business cards, brochures, direct mail campaigns, catalogs, sales letters, order forms and more. These are some of the most traditional types of marketing tools, however, many of them are still effective. You can even use your print advertising to drive your customers to your digital marketing campaigns by directing them to your website or social media pages.
Digital marketing
The increased use of the Internet by consumers has made it necessary for companies to have a website. There are several roles your company’s website will have as a marketing tool. You can use your company’s website to build brand awareness, educate and inform potential customers, advertise your products and services, communicate with customers, generate leads and make sales. It is also important to make sure your website is optimized for speed, design, function and various platforms such as computers, cellphones and tablets.
Search engine optimization (SEO)
Another marketing tool closely related to your website marketing is search engine optimization, also commonly referred to as SEO. Search engine optimization involves optimizing both the on-site and behind-the-scenes content of your website to rank higher in major search engine results pages (SERPs). Search engine optimization refers only to natural search results rankings, not paid links at the top of the SERP. Effective search engine optimization involves the creation of high-quality content that consumers will find relevant to their search.
The higher your website ranks in the search engine results page algorithms, the more likely your website is to show up on the first couple pages of a keyword search related to your business. Because most consumers only look at the first page of search results, the higher your SEO ranking is, the more effective your website marketing will probably be.
Social media marketing (SMM)
Another type of marketing tool that has become increasingly important is social media marketing. Social media marketing involves using company profiles on social media websites to raise brand awareness, engage with customers and advertise products or services. Social media marketing tools include things such as blogging, micro-blogging, posting, sharing, commenting and bookmarking.
Classified adverts
Classified adverts or classified ads are useful for generating leads. In this context, the word ‘leads‘ means potential customers.
Classified ads can direct people to a specific website or webpage (the word exists as one or two words, i.e., ‘web page’). They can also attract people who seek further information.
Social media
In the world of Internet marketing, social media is a marketing tool where you try to develop an interactive online relationship with consumers. Your aim is not, for example, to surreptitiously mine customer data.
Blogging, posting, sharing and tweeting are popular social media marketing tools. Media sharing, pinning, bookmarking, and commenting on social media websites are also popular.
Internet marketing refers to marketing that only occurs online. Search engine optimization (SEO) and online advertising are examples of Internet marketing. There are several ways to increase your SEO. One of the first steps is to secure a reliable and simple domain name that is relevant to your site, industry, or keywords you want to match for.
Search engine optimization refers to techniques to increase one’s website’s appearance on search engines.
Surveys
Surveys are useful for determining which products to create and also for improving or upgrading existing goods. The word ‘goods‘ in this context means ‘products.’
Surveys are also useful if you want to rate your and your rivals’ products. A survey can ask a representative sample of consumers what they like about your and your competitors’ products.
You can carry out a survey face-to-face, on the telephone, by normal post, or online.
Most marketing professionals will mention surveys when you ask them to list their most important marketing tools.
Traditional Marketing Media
Traditional media – such as billboards, banners, newspapers, magazines, television, radio and telephone directories – involve marketing tools such as paid print advertisements, commercials and news releases. This approach focuses on a one-way sales push and relies on reaching high numbers of people to ensure success. Advertising with publications and networks is a costly marketing tool which makes analyzing the return on your investment extremely important.
Promotional Marketing Tools
Promotional items, such as brochures, business cards, press kits, websites, informational videos and merchandise, are tangible marketing tools. Some of these items include large amounts of detailed information and highlight attributes of your products or services; business cards and trade show giveaways may display only a company logo and provide contact information. In addition to increasing sales, promotional items contribute to building brand awareness, but cost is a factor when selecting these items.
Conclusion
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing tools allow businesses to effectively promote their products and services without being able to provide significant information about them.