3 Marketing Tactics You Should Be Using (+ Bonus)
If you’re constantly seeking ways to stand out and drive results, marketing tactics can give you the boost you’re looking for. I have firsthand experience executing tactics like these which resulted in more clicks, more sales, and more signups.
Among these, social proof, authority, and scarcity are particularly powerful. And to give you an extra edge, I’ll also share a bonus tactic at the end - urgency.
Let’s dive into using these strategies to boost your marketing performance:
1. Harness the Power of Social Proof
People are naturally inclined to follow the actions of others, especially when they're unsure of what to do. This psychological phenomenon is known as social proof. By showcasing customer reviews, testimonials, or case studies, you can build trust and influence potential customers to take action.
Here’s how to effectively use social proof:
Testimonials: Showcase authentic and relatable testimonials on your website, social media, and marketing materials. Video testimonials are especially impactful as they add a personal touch.
Case Studies: Develop detailed case studies that highlight how your product or service solved a particular problem. Be specific about the results to make the impact tangible. These are especially powerful in B2B industries.
User-Generated Content (UGC): Incentivize your customers to share their experiences on social media or take this a step further by getting willing customers involved with your content creation process. This type of content can be repurposed for maximum impact, and if you have people willing to participate, this can be a very effective, economic approach.
2. Establish Authority to Build Trust
Authority in marketing is about positioning yourself or your brand as an expert in your field. When customers see you as a credible source of information, they’re more likely to trust you and do business with you.
Here's how to build authority:
Content Marketing: Create high-quality, informative content that addresses your audience's pain points. Blog articles, white papers, consultations, and how-to guides are a few ways you can demonstrate your expertise. The idea here is to provide real value upfront in a way that positions your brand as a reliable resource.
Speaking Engagements and Webinars: Participate in or host webinars and seminars where you can share your knowledge. This not only establishes authority but also expands your reach and can help you get leads in the process.
Certifications and Endorsements: Highlight any relevant certifications, awards, or endorsements you’ve achieved. This external validation objectively reinforces your credibility.
3. Create Scarcity to Drive Demand
Scarcity is a powerful motivator in decision-making. When people perceive that a product or service is in limited supply, they’re more likely to act quickly to avoid missing out.
Here’s how to use scarcity effectively:
Highlight Imminent Sellouts: If you have best-sellers or find yourself with a product flying off the shelf - let your customers know! If they see ‘only X remaining!’ or ‘X people have this in their cart!’, then they’ll know this is a hot item and they need to jump on it.
Limited Availability: If you have a limited quantity of a product, let people know. This one is especially useful in combination with pre-orders, which gives you a chance to secure preliminary sales.
Exclusive Access: Offer exclusive access to products, services, or events to a select group of customers. This can make your offering more desirable and drive the desire to be eligible for exclusive offers in the future.
Bonus Tactic: Use Urgency to Accelerate Decisions
Urgency is closely related to scarcity but focuses more on time-sensitive actions. By implementing a sense of urgency, you can nudge prospects to move faster through the decision-making process.
Here’s how to create urgency:
Expiration Dates: If an offer is expiring, then people need to make their decision or they’ll lose the opportunity. Putting a deadline on your offer tells people they need to be decisive, which can help prevent overthinking and backing out of an offering.
Flash Sales: Run flash sales that are only available for a few hours or a day. The short time frame can create quick purchases.
Cart Abandonment Emails: If a customer leaves items in their cart, send an email reminding them to complete their purchase before the items sell out or the offer expires.
A Word of Caution
While these tactics work, don’t believe that tactics are a replacement for a strategy. Strategic vision uses tactics like these as a way of boosting an already winning formula. Tactics are supportive and are not meant to make or break your marketing strategy - they’ll give you short-term wins that push performance in specific situations.
Without a long-term vision, direction, and plan for growth, marketing tactics are just a means to an end. So always remember to use these tactics as an add-on to your ‘big picture’ thinking, and push your performance to its maximum.
In short, tactics can help you answer ‘how?’ when it comes to getting results, but it won’t answer the 'why?’.
Also, don’t overuse these tactics. If you’re always using urgency or scarcity, then the effect becomes diluted and people become numb to their effects. This is another reason that tactics don’t replace a strategy - because they’ll wear out their utility if you use them too much.
Conclusion
By integrating social proof, authority, and scarcity into your marketing strategy - and adding a touch of urgency - you can greatly enhance your marketing performance. These tactics not only build trust and credibility but also drive action and engagement. Start implementing them today and watch your results soar!
Want to learn about other tactics and how specific combinations of tactics like these can drive your marketing performance to new heights?
Connect with me by clicking below and let’s power up your campaigns!
