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Marketing tactics are the specific actions you take as part of a broader marketing strategy. Before you start working on your tactics, be sure you have a comprehensive strategy and campaign plan. Ultimately, your goal should be to build relationships, showcase your expertise, and be an essential solution. Do these things well and you should see success in the digital world.

Preliminary Steps

Know your audience. Identify your target audience for each marketing strategy. What are their interests? Where are they located? How do they shop? What’s their buying power? What resonates with this group?

Adapt to the trends. Monitor industry trends and adapt your strategy accordingly. If the trends indicate one thing and your strategy another, it might be time to consider a different strategy. Technology and shopping trends move at an alarming rate and you have to keep up to stay relevant to shoppers.

Implement Your Marketing Tactics

Create a New Product checklist. Go through your checklist for each new product you want to post on your website making sure you’ve done as many of the things on that checklist as possible for each item. This might include:

• Add the new product line to a Featured Category module on your website that hasn't been updated in a while.

• Pick a few new products and add them to a few Featured Products modules on the site that need an update.

• Add the new products to Suggested Products on the Website tab of Product Page 3.0 for any products that match.

• Link to the new product line in your next newsletter or email.

• Link to the top new products and categories on your social sites.

• If the new product line is significant, send out a message about it with Text Message Marketing.

Do your Website Daily Dozen. Set aside half an hour or more each day for running through your checklist to make sure your website stays in top shape.

Update your socials. Whichever social media sites you use (and you should be using at least one), make sure to regularly update your content with new posts, videos, and stories. Use built-in analytics to track the performance of your posts and repeat the format and style of the ones that work best. Do this regularly so that your followers learn to expect content on a reliable schedule. Consider joining different chat rooms for your industry and answering questions there. Always reply to messages on your social channels.

Send promotional emails. Send personalized emails to your subscribers targeting your marketing campaign goals. Use clear calls-to-action (CTAs). Send emails regularly but not so often that they become spam.

Create and share valuable content. Create a calendar schedule for releasing new content and make sure you hit those dates. Write your own compelling content that boosts your campaign goals or find and share other quality content (make sure you ask permission and give credit). Great, usable content will help you attract and retain new customers who will look to you as an industry leader.

Take care of your SEO. Identify a few important keywords for your campaign and use them strategically in your content, emails, and social media posts.

Consider alternative marketing routes. Advertise using pay-per-click platforms like Google Ads, team up with other business or social media influencers to promote your products, or create videos that highlight your products and engage your audience. Webinars and other online events can also be fun and engaging for your customers.  Building relationships with other industry leaders and influencers will give you some street cred with your shoppers.

Incentivize. Offer gifts with purchase, promotions, or exclusive content to your subscribers. You’ll have access to emails and other information about your subscribers that you can use to tailor your marketing plans.

Evaluate Your Results

Use analytics to track and analyze your marketing effort making adjustments where necessary. If you’ve been successful, you’ll have created new connections with your audience, generated new leads, and converted prospects. By adopting the methods discussed here, even those new to marketing can effectively implement tactics that contribute to achieving broader strategic goals.