Marketing is just a new way of talking about advertising. The goal of a marketing campaign is convincing people to buy whatever you're selling. Instead of focusing on an individual product, contemporary marketing aims to get people invested in your entire brand. Here are some ways to achieve just that.
People like to feel like they're part of an exclusive club of insiders. It only takes a few special coupons and secret sales to make your customers feel included. Offer fans VIP deals that they can only gain access to by joining your Facebook page and following you on other social media platforms. When people become invested in your brand, they start to think of you as part of their overall lifestyle. They will check out your website and social media for updates and new products even if they don't need anything new at the moment. It is great for sales when you become part of people's daily social media rounds.
The way to get lots of new customers is to become known among people who are not typically part of your industry's target audience. For example, ADT's television advertising is so ubiquitous that its name is practically synonymous with home security. And with deals like carbon monoxide sensor monitoring at no additional charge, when people decide to purchase security systems for their homes, they turn to ADT because it's the only brand they know. They don't have to do additional research because they already have a brand name on the tips of their tongues.
Even if your company is web-based, it is extremely beneficial to meet potential customers in person. People are more likely to buy products that they can physically hold in their hands, and they are more trusting of companies when they can have a conversation with a real person. Renting a temporary office space or setting up a table at community events goes a long way toward building a rapport with the people who will be buying your products. You could even use your social media to advertise free products or surprise discounts to anyone who visits your pop-up. You don't have to maintain a permanent storefront; it is fine to go back to being exclusively web-based once you have generated the desired amount of hype about your brand.
All of the above steps are easy to accomplish if you already have a strong brand identity. People will feel comfortable buying from you if they feel like they know you. Establish a connection with them by showing them how much you value them.