Features | May 26, 2020
4 Must-Have Tactics for Your Marketing Plan
In the cover story of the May issue of PS Magazine, “Marketing U,” we let four industry experts be our professors for the day and put together a core curriculum on four categories and types of marketing: social media, website, email and integrated. If you haven’t read that feature, check it out.
Beyond the core curriculum, however, you’ll find many electives at Marketing U that merit further exploration. Here are a few components of a comprehensive marketing strategy that can benefit your business.
Content marketing. In recent research published by MarketingProfs and the Content Marketing Institute, “content marketing” is defined as a “strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” Companies that share knowledge and success stories through blogs, case studies, white papers and more can position themselves as experts in the print products and services industry, engendering trust in current and potential customers.
Public relations. Writing and sending out press releases when anything new and noteworthy happens involving your company remains a valuable way to publicize new or enhanced products and services. Publications like this one often write news briefs based on info in press releases and publish them in print and/or online, which gives you free exposure to industry professionals. You also should publish PR on your website. If you look at your website now and see the last press release you posted is from 2016, that sends a negative message to readers. Get back in the PR game.
Involvement in industry events. Trade shows held during industry conferences offer excellent face-to-face marketing opportunities. Ways to boost the impact of your involvement in these shows include serving as a speaker or panelist during an educational session or being an event sponsor. Both will increase exposure for your company, and attendees then may be more likely to notice your booth on the exhibit floor and stop by.
Multimedia marketing. Print and digital advertising, videos and webinars can be useful tools in your clients’ marketing plans and in yours. Use them to promote any of the things mentioned above to develop a cohesive and integrated marketing campaign.
Marketing and Sales