Online Marketing is an essential aspect of any business, and consumer brands are no exception. With so many options available to consumers, it's more important than ever for brands to develop effective marketing strategies that resonate with their target audience. A strong marketing plan can help brands stand out in a crowded market, build brand awareness, and drive sales.
But developing a marketing plan is easier said than done. There are countless marketing channels to choose from, each with its own strengths and weaknesses. Furthermore, consumer behavior is constantly changing, and what worked yesterday may not work today.
Fortunately, there are some proven marketing strategies that consumer brands can use to improve their chances of success. These strategies range from developing a strong brand identity and building brand awareness to engaging with customers and measuring results.
Many businesses rely on traditional marketing methods like boring social media advertising and email marketing, but there are other clever and uncommon marketing strategies that can drive buzz and engagement with your audience.
In this post, we'll explore some of the most effective marketing strategies for consumer brands, with practical tips and real-life examples to help you create a winning marketing plan for your brand.
Whether you're a startup looking to gain traction or an established brand looking to stay ahead of the competition, these strategies will help you connect with your audience and drive sales. So, let's dive in and explore the world of marketing strategies for consumer brands.
1. Brand Storytelling
Branding is the foundation on which successful consumer brands are built. It's the way your business is perceived by your target audience, the emotions it evokes, and the reputation it earns over time. The importance of branding for consumer brands cannot be overstated, and here's why:
- Differentiation: The market is crowded with competitors, all offering similar products and services. Branding helps you stand out from the crowd and differentiate your business from others in your industry.
- Recognition: A strong brand identity makes it easier for customers to recognize your business and remember it when making purchasing decisions. This recognition can lead to increased sales and brand loyalty.
- Trust: A well-established brand with a strong reputation for quality and reliability can build trust with customers, leading to repeat business and positive word-of-mouth referrals.
- Emotional Connection: Consumers make purchasing decisions based on emotions, not just logical reasoning. Branding can create an emotional connection with customers, leading to stronger brand loyalty and a deeper relationship between the consumer and the brand.
- Price Premium: A strong brand can command a price premium, as customers are willing to pay more for products and services from brands they trust and respect.
Liquid Death is a prime example of how effective marketing can help a brand stand out in a crowded market. With an unorthodox marketing approach, the brand has become the most successful canned water brand in history. Let's take a closer look at how Liquid Death has leveraged various marketing strategies to achieve this incredible feat.
Customers as Heroes: Liquid Death has recognized that its customers don't want to be passive observers of the brand's story. Instead, they want to see themselves as the hero and Liquid Death as the guide who can help them achieve their goals. The brand has done an excellent job of positioning itself as the perfect partner to help its customers achieve their goals and aspirations. They have created a tribe of customers who are fiercely loyal to the brand and identify themselves as "Death Defiers."
Clear Brand Message: Liquid Death's brand message is simple, straightforward, and highly effective. They communicate what they offer, who they offer it to, and how it can help their customers solve their problems in a way that's easy to understand and highly compelling. The brand's unique selling point of providing mountain water in a can is reinforced in every aspect of its marketing campaigns. From their packaging design to their website copy, every element of their brand message is consistent, clear, and memorable.
Strong Calls to Action: Liquid Death makes it crystal clear what action they want their customers to take. They use strong calls to action to encourage them to engage with the brand and make a purchase. Their "Murder Your Thirst" tagline is a perfect example of a call to action that stands out and is memorable. They also use social media effectively to drive engagement and encourage customers to interact with the brand.
Emotional Connection: Liquid Death uses storytelling to create an emotional connection with its customers. The brand has created a persona that is edgy, humorous, and irreverent. They position themselves as the guide that can help their customers overcome their problems and achieve their desired outcomes. This approach has helped them build brand loyalty and turn customers into advocates. The brand also supports several environmental causes and charities, which has helped them to win over socially conscious consumers.
Community: Liquid Death has created a strong sense of community around its brand. They have built a tribe of customers who are fiercely loyal and identify themselves as "Death Defiers." The brand's social media presence is particularly strong, with its Instagram account boasting over 200k followers. They use their social media presence to interact with their customers, create engaging content, and build a community around their brand.
2. Referral Marketing
Referral marketing is an excellent way to grow your consumer brand and attract new customers. By encouraging your existing customers to refer their friends and family to your brand, you can create a network of loyal customers who will help spread the word about your products.
One of the significant advantages of referral marketing is that it taps into the power of word-of-mouth advertising. When a customer refers someone to your brand, they are vouching for your products or services to that person. This endorsement is incredibly powerful, especially if the referrer has a strong relationship with the person they are referring to.
Amazon's affiliate marketing program has been a crucial factor in its success as the largest online retailer in the world. This program allows third-party websites and bloggers to earn a commission by promoting Amazon products, and it has helped Amazon reach a wider audience and drive more sales.
In 2020, Amazon's net sales revenue amounted to a staggering 386 billion U.S. dollars, and over 6 percent of those sales came from affiliate marketing.
Amazon's affiliate program's success is due to several factors, including its provision of customizable banners, links, and an API, making it easy for affiliates to promote its products. Additionally, Amazon offers competitive commission rates to its affiliates, incentivizing them to promote Amazon instead of its competitors.
Creating a successful affiliate program can be costly and time-consuming, especially if you lack technical know-how. However, there are platforms like Tapfiliate that make it easy for businesses to create and manage their affiliate programs.
With Tapfiliate, you can customize the commission rates, create a user-friendly affiliate portal, and track real-time analytics, all without any technical expertise. By using platforms like Tapfiliate, you can tap into the power of referral marketing and grow your brand without breaking a sweat.
3. Community marketing
Community marketing is an effective way to grow your business without spending a lot of money on marketing costs. This type of marketing strategy involves building relationships with your target audience and engaging with them in a way that is authentic and genuine. By creating a sense of community around your brand, you can develop a loyal following that will not only support your business but also help spread the word about it.
Airbnb is a prime example of a company that has successfully leveraged community marketing to build a loyal customer base. The company's innovative business model, which allows anyone to rent out their homes to travelers, was a radical departure from traditional hotel accommodations. To build trust and credibility in the eyes of its potential customers, Airbnb focused on building a strong community of hosts and guests.
Airbnb's community marketing efforts began with the creation of an online forum where hosts and guests could connect, share tips, and discuss their experiences. This forum not only provided a platform for communication but also fostered a sense of community among Airbnb's users. By encouraging hosts and guests to share their stories, Airbnb was able to build a brand identity that resonated with its target audience.
Airbnb also made it easy for hosts to create compelling listings by offering photography tips, design inspiration, and even professional photography services. This not only helped hosts present their properties in the best light possible but also ensured that guests had a positive experience when they arrived at their destination.
Facebook groups is one of the most powerful tools for community marketing. Not only can you create your own group, but you are also able to join existing groups related to your niche.
4. SMS Marketing
In today's fast-paced world, where mobile devices have become indispensable to our daily lives, SMS marketing has emerged as a powerful alternative to email marketing. With its ability to reach customers on the go and deliver messages straight to their fingertips, SMS marketing offers several unique advantages that make it stand out as a powerful tool for connecting with customers.
One of the most significant advantages of SMS marketing is its high open rate. Research shows that 98% of all SMS messages sent out by businesses get opened, compared to email open rates, which typically hover around 20-30%. This means that SMS marketing has a much higher chance of reaching its intended audience and delivering its message effectively.
Furthermore, SMS marketing allows businesses to connect with customers in a more personal and immediate way. Unlike email, which can often get buried in a cluttered inbox, SMS messages are delivered straight to the customer's phone, where they are more likely to be noticed and acted upon. This makes SMS marketing a great way to engage customers with time-sensitive promotions or important updates.
5. Content Marketing
In today's world, content marketing has become an essential aspect of building a successful brand. It involves creating and sharing valuable and informative content with the target audience to attract and engage them, ultimately leading to increased brand awareness, customer retention, and conversions.
One of the most significant advantages of content marketing is its ability to establish a brand as an authority in its industry. By consistently creating high-quality and informative content, businesses can position themselves as thought leaders and gain the trust and loyalty of their audience. This, in turn, can lead to increased credibility and brand recognition.
Another benefit of content marketing is that it can help businesses reach a broader audience. By publishing content on various platforms such as social media, blogs, and podcasts, businesses can expand their reach and connect with potential customers who may not have found them otherwise.
However, content marketing isn't just limited to blogs and podcasts. In recent years, organic TikTok videos have emerged as a popular and effective alternative to traditional content marketing methods. With over 1 billion active users, TikTok has become a powerful platform for businesses to reach a younger demographic and engage with them in a fun and creative way.
One example of a company using TikTok effectively for content marketing is the clothing brand, Gymshark. They have created a strong presence on the platform by collaborating with popular TikTok creators and influencers to showcase their products in a creative and engaging way. Their TikTok content is often humorous and relatable, appealing to the younger audience that makes up the majority of the platform's user base.
After exploring some of the most effective marketing strategies for consumer brands, it's clear that there is no one-size-fits-all approach to developing a successful marketing plan. However, by focusing on branding, referral marketing, community marketing, SMS marketing, and content marketing, businesses can create a comprehensive marketing strategy that resonates with their target audience and drives sales. By leveraging these strategies, brands can differentiate themselves from their competitors, build trust with customers, and establish themselves as thought leaders in their industry. So, whether you're a startup or an established brand, it's time to dive into the world of marketing strategies and start connecting with your audience.