What is promotional marketing?
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| What is promotional marketing? |
Promotional marketing is the foundation of the marketing process implemented by businesses and companies to promote their products.
The advertising aspect is considered one of the most important steps in selling and promoting products, especially in today's era characterized by a wide range of products and intense competition in the markets, with the spread of e-commerce and digital marketing, enabling access to any market from anywhere in the world.
In our following article on the "SEO 31" website, we will learn together about what promotional marketing is, its main objectives, types, and strategies, as well as how to create a promotional marketing plan and everything you need to know about this important topic. Follow along with us.
What is Promotional Marketing?
Promotional marketing is a set of activities and measures taken by entrepreneurs to share knowledge about their brand or the services offered by their company to increase awareness of these products and improve sales.
Various advertising campaigns are used, such as SMS messages, email campaigns, web notifications, and the basics of digital marketing and advertising, to introduce the products, which leads to increased sales and, consequently, increased profits.
What are the types of promotional marketing?
Promotional marketing can be categorized into the following types:
- Personal Selling: This type of promotional marketing involves individual communication with potential customers to close purchase deals.
- Advertising: It refers to the paid promotion of your brand or services offered by your company.
- Direct Marketing: This involves using social media, email, or text messages to directly communicate with customers.
- Sales Promotion: This type uses discounts, free delivery, cashback, or tangible gifts to incentivize purchase transactions.
- Public Relations: This type focuses on improving the image of your brand or services based on positive or negative consumer associations.
What are the goals of promotional marketing?
Promotional marketing aims to achieve the following objectives:
- First, promoting new products: The current brand name can be used to promote new brands or develop existing products, thereby gaining a product name with a prestigious and distinguished history.
- Developing the brand image: Promotional marketing works on restoring the image of old products and making them more distinctive among competing products in the markets.
- Informing customers: It is recommended to communicate with customers and inform them about the new features of the products and the vital details that have been developed in your brand.
- Demonstrating superiority over competitors: Promotional marketing is used to find a marketing strategy to achieve continuous progress or superiority over competitors.
- Converting potential subscribers into actual customers: Promotional marketing contributes to convincing hesitant customers and motivating them to make purchase deals by choosing the most appropriate approach to deal with them.
Steps of Promotional Marketing:
The steps involved in promotional marketing are as follows:
- Understand the needs of the target audience.
- Identify the promotional channels to be used in your campaign.
- Define the objectives of the promotional or marketing campaign.
- Develop an appropriate promotional mix for your brand.
- Determine the sufficient budget for the promotional marketing campaign.
- Monitor the results and make future decisions based on them.
- Craft the promotional message for your brand.
Promotional Marketing Strategy:
Promotional marketing utilizes distinct strategies to achieve optimal sales results, including:
- Promotional Marketing through Email
- Promotional Marketing through Social Media
- Promotion through Content Marketing
- Promotion through Influencer Marketing
- Promotion through Referral Marketing
1. Promotional Marketing through Email:
Email marketing is considered one of the most effective strategies used in promotional marketing.
Any marketing manager can send messages related to their brand to a pre-existing customer list and encourage them to purchase products or use the services offered by their company.
Studies and reports indicate that every dollar spent on email marketing in promotional marketing can generate a profit return of over 44 USD and enhance the reputation of your brand.
2. Promotional Marketing through Social Media:
Marketing through social media is one of the best types of promotional marketing strategies. In this strategy, marketing professionals utilize blog posts and videos with high-quality and engaging content to drive traffic to your website.
They may also seek the assistance of marketing experts to overcome weaknesses in your commercial advertisements and use promotional keywords such as gifts, and holiday discounts, which can attract potential customers and help convert them into actual customers.
3. Promotion through Content Marketing:
Promotional marketing through content marketing contributes to introducing and promoting your brand in the desired markets and areas.
This is achieved by using videos, articles, podcasts, and other media to convey the benefits of your brand and introduce the services provided by your company. It also helps explore new and improved aspects and updates made to your products to overcome any weaknesses and develop them for the better.
4. Promotion through Influencer Marketing:
Influencer marketing is one of the most important and common strategies in promotional marketing. This strategy relies on utilizing a large number of followers on social media platforms to promote and positively influence your brand and the services offered by your company.
Consulting experts in this field can help create distinctive marketing content capable of attracting customers and consumers.
5. Promotion through Referral Marketing:
Referral marketing is considered one of the best strategies in promotional marketing. This strategy relies on marketing through existing customers and depends on them to convert potential customers into real ones.
They can also be used to attract new customers through their relatives and friends by offering them incentives when they make purchase deals through them or by increasing the number of followers through their referrals.
How to Create a Promotional Marketing Plan?
Let's learn together how to create a successful plan for promotional marketing by following these points:
1. Improve Customer Persona:
Sales managers should enhance the customer persona targeted in the promotional marketing campaign by understanding their consumption behavior and identifying the products to focus on during the promotion. Focus on the following questions:
- What needs or desires can your brand and products fulfill?
- What experiences can your products address?
- What promotional content can attract new customers or retain existing ones?
2. Define Promotional Marketing Tactics:
Determine specific tactics for promotional marketing to increase the number of customers and acquire new ones by:
- Conducting contests on social media platforms.
- Offering gifts through email.
- Creating informative content about your company's new products.
- Hosting live events related to your company.
3. Set Your Budget for Promotional Marketing:
Define the budget for your promotional marketing campaign and focus on the following points:
- Secure funding for the promotional marketing campaign.
- Take stock of available resources for promoting your business.
- Allocate a budget for employees and the workforce.
- Consider other potential expenses.
- Develop a budget development plan to expand the campaign as needed.
4. Set Goals for the Promotional Marketing Campaign:
Set achievable goals for the promotional marketing campaign based on your available budget. Some example goals could be:
- Gain one hundred new followers on social media platforms each month.
- Convert twenty percent of participants into actual customers every week.
- Increase email subscribers by fifty percent within six months.
In conclusion, after understanding what promotional marketing is and discussing its goals, types, and strategies, as well as how to create a marketing plan, we emphasize its importance in increasing sales and generating more profits for your company and products.
Frequently Asked Questions:
Question 1: What is the difference between marketing and promotion?
Answer: Marketing is a set of activities that includes promotion and focuses on the needs, goals, and challenges of the target market.
On the other hand, promotion is a component of marketing that emphasizes the success of a product and increasing brand sales.
Question 2: What is the importance of promotion?
Answer: The importance of promotion lies in reminding consumers about the services and goods available in the market offered by your company. It also guides them on how to obtain these products, how to use them, and their key features.
Question 3: What is the impact of promotion on the marketing process?
Answer: Promotion directly affects the marketing process by playing a vital role in achieving customer behavioral response and increasing sales.