You can focus on these two marketing tactics to build your brand.
1. Inbound Marketing: Earning attention organically, without interrupting anyone's path.
- Responsible for 90%+ of clicks on the web.
- Lower avg cost to acquire a new customer.
- Powered by creativity, talent & effort.
- Generates momentum, making future efforts easier.
Inbound marketing includes:
SEO & PPC
Opt-in Email Lists
Authoring Books/Print Media
Supporting/sponsoring events
Press & Public Relations
Thought Leadership
Community Building
Influencer Outreach
Blogging
Public Speaking
Earned Social Media
Word of Mouth & Viral Marketing
Content Creation & Marketing
Organic App Store Visibility
Video content
2. Interruption Marketing: Interrupting somebody's flow of activity in order to get attention.
- Responsible for <10% of clicks on the web.
- Higher avg cost to acquire a new customer.
- Powered by budget & repetition.
- Costs remain generally static with scale.
Interruption marketing includes:
Search spam
Paid/Rented Email Lists
TV, Radio and Print Ads
Billboards & Outdoor Advertising
Throwaway Press Releases
Pop-ups & Pop-Unders
Contextual Ads
Outbound Sales Calls
Interstitial Pages
Trade Show Booths
Most Social Media Advertising
Forum, Comment & UGC Spam
Banner & Display Ads
Paid App Reviews
Video Ads