Business Writing For Beginners

You render your service or sell products to people, and not yourself. So the first thing to do is to understand the demography you are looking to persuade.

If your product is an existing product, you need to know many things, including the general public’s perception of your product or service. What they like and what they do not like. 

If you have a fashion brand and you discover that people complain about the fact that your clothes are too light and a machine wash will ruin them, you know that you should increase the thickness of your clothes.

If your brand’s name is “Michael,” your copy headline on your website homepage can be written as “NEW IMPROVED Michael’s Apparel at the same old price.” 

Showing your existing customers that you are giving them an improvement based on their complaints, with the cool option of retaining the old price.

Knowing your customers is not limited to knowing what they want or do not want. It also includes your knowledge of what better value they can get elsewhere; hence, competitor analysis.

You need to keep all your customers loyal to you. Draw their attention; let them know the best possible thing they are getting elsewhere – in a subtle manner.

And from here, you can pitch your offer to them (and no one needs to tell you that it must be better). 

A few methods of identifying what your customers want are, 

Understand Your Product

This may sound weird as you believe you own your business and know what you make, but you must understand every little detail about your product as though you were the end-user – without manufacturer bias.

If you will be outsourcing your business copy to someone else, ensure you understand your products so you can communicate properly. 

This is typical with tangible goods because services cannot be rendered to oneself.

Using your product is an excellent way to understand your product. You will see your product from the lens of a consumer and not a producer.

Hence, you can identify flaws, where it lacks, and what gives your competitor an advantage.

As a copywriter, you are responsible for erasing these fears from your customers and providing a practical solution to how your offering solves these problems.

Also, combine this with the knowledge you have gathered from your customer survey, and you will be able to write a copy that speaks to your audience.

Social media interactions

Consumers tend to show their displeasure with things through social media interactions, discussion threads, comparisons, and other critical ways.

Unlike Instagram, which showcases products in the most graphical forms, and Facebook, which is more concentric on pictures than words.

Reddit and Twitter are critical platforms with various discussion threads, and they are very useful platforms to judge your customers’ satisfaction or displeasure. 


There is a Reddit thread for almost any topic. If your brand is well known, you will have a few threads dedicated to your products.

But if your brand is relatively unknown, then you may use general terms that apply to your brand to see what people say about the category where you fall.

You may be lucky to see a person mentioning your brand name in his/her comment, and there will be a couple of replies that will either disagree with the comment or Corroborate it. 

On Reddit you can sort replies by “Old”, “New”, “Top”, “Controversial”, “Best”, “Q&A” 

As their name implies, you can see the most recent and older comments via the old and new buttons.

You can also sort to Q&A, which means “Question and Answer,” to see conversational comments.

There is usually a right balance of praise and criticism in these comments sorted as Q&A because these comments are from people who want to discuss their experiences without actively praising or criticizing.

Take some time to read these comments, and you will have a thing or two to take home. 

The “controversial” comments are one you should pay attention to. They are laced with all manner of criticism, and while some are unfounded, some are genuine.

You should note frequent complaints and be prepared to work on them. When your next content addresses it, it will spark a high conversion. 

The “Best” comments are usually full of praise for your product or service. Although you already know the value you offer, you should check out these comments.

There might be a few minor things you ignore that might have caught your customers’ attention, and it will be wise to improve on these things.

Announcing an improvement in a minor feature will attract the attention of your existing audience.


Twitter is relatively easier to navigate than Reddit. However, Twitter users are just as blunt and honest with their opinions as Reddit users.

You can find out what people say about your brand and products by simply searching.

Search for your brand and product in the search box and navigate tweets and replies to see what people have said.

Dedicate time to do this, and you will see many things people have been saying about you.

Search for your products in different ways. SONY is a brand, and the PlayStation (PS) is a product. I can search for “Sony,” “PS5”, “PlayStation,” “Play Station,” and other ways people may address your product – Not everyone will spell it correctly, so search with different terms. 

As I explained, for Reddit, locate the criticism, and the higher its frequency, the more serious you should consider it. 

Amazon Reviews

Amazon is the largest online marketplace in the world, with millions of users.

Interestingly, these users don’t hold back, and they dish out praise or criticism in a well-detailed manner.

If you sell products on Amazon, it is a good place to analyze your product copy reviews.

Using the same formula as you did for Reddit and Twitter, Identify your most common criticism and work towards changing it. 

Search for your product on Amazon and if you have gotten any reviews. Check what people are saying.

Click on the stars, and it takes you to the review page, which analyses your percentage of reviews from 5 stars to 1 star.

Doing this on your computer or a desktop version of your mobile browser is advisable. 

An example of a product is given below. This manufacturer produces earbuds, and while having many positive reviews, there were many negative ones.

Although one common for all was that the “right ear just stopped working.” 

The product has almost 90% positive reviews, but there are

a few negative reviews, less than 10% of the total feedback. 

This is one of the reviews about the right earbud that stopped working.

This is another review that talks about the same issue of the right-sided earbud, and there are a few more reviews that had this same complaint.

You may address this issue with your copy. Imagine coming up with a video ad that starts with someone using those earbuds while experiencing difficulty with one ear.

It shows that you have paid attention to your product’s faults and made an improvement; your existing users will be very interested in what new things you offer.

Your script in the video may be based on showing off all the prevalent faults in the old model and an improvement in a newer model, and you will get your users on your side again.

Apart from your old users, new customers need a lot of convincing to buy a product.

Therefore you need to ensure that you address their potential fears about the product, even before they mention it, and when they can no longer think of any concern, they are inclined to purchase.

Customer Surveys

Customer surveys are usually helpful in judging your product’s position, which is a pointer to what you should improve or what new product you should make.

It is also a tool for writing a copy that will speak directly to your audience based on what they want.

When you conduct surveys, ask specific questions, they are probably busy and need to get other things done but have decided to spare two to three minutes to give you feedback. Hence, be direct.

  • “Thank you for choosing our product. What particular features made you prefer this product?”
  • “How did you discover our product?” – Give a multiple-choice here for ease of answering. As I said, the customer has limited time to spare.
  1. From a friend or family
  2. From online recommendations
  3. From social media ads
  4. From personal research
  5. Other (specify)

“Compared to the products of other brands you have used before, how would you recommend this product.”

  1. Strongly Recommend
  2. Recommend
  3. Undecided
  4. Do not recommend
  5. Strongly do not recommend

Give an option for them to state their reasons above if they want to.

“What do you think can be improved in this model.”

These questions and more you may construct yourself will summarize what the customer has in mind about the product.

You should discover the most frequent complaints from a statistical conclusion after the survey and fix them.

Remember that not only your customers see your reviews, but potential buyers also see reviews, and if they are not satisfied, they will not be inclined to purchase.

Make them feel at ease.

Customer Interviews

Customer interviews are magical; you may schedule an interview session with a select few of your customers over the phone.

You can strike a balance by choosing to call frequent customers, as they have used your products well and have a ton of experience with them.

Or one-time customers – who probably didn’t return because they didn’t have the best possible experience.

Hence, you have an idea about what people like and what useful qualities you can make better and bad features that have chased one-time customers away.

Customer interviews help you get the tone at which your customer is speaking. You can also attain a deeper reach if a customer obliges an interview.

Questions answered will lead to further questions, even outside your scope, that will broaden your horizon and make you see why you need to fix certain things.

Employee Interviews

 You should also relate to your employees and have a great relationship with them.

They go out and see things that you do not see.

They use products from other companies and may have some ideas about what you should add or remove from your products.

Having a solid relationship with your employees is crucial so that they will always relay truthful information about your products and not give you a false view to boosting your ego.

Analyze Analytics

 If you have been running ads before on social media especially. It would be best if you could look at the numbers.

This will give you an insight into what you have been doing right or wrong. Posts that people can easily relate to (which is the goal of copywriting) usually get more engagements, impressions, and interactions, unlike posts that they cannot relate to.

So check out the campaigns that have been doing decent numbers, look at the copy’s content, and use it as a benchmark for your future copies.

However, you should always ensure that you improve on whatever is already done, as a stereotype may quickly get boring to people.

You should also analyze your past sales of different products concerning the reviews and the advertisements. This will give you an insight into what people love and what they do not fancy.

In all, you need to conduct well-grounded research about your products.

Put yourself in the buyer’s position, and you will understand their grievances and help you make a better product for them.

It is worth noting that you cannot make a better copy if your product stays the same way.

You need to improve your product first before working on improving your copy.

You will quickly gain the reputation of a scandalous and lying business if you improve your copy by promising to do a couple of new things and fail to accomplish them.

Monitor Your Competition

 You must know what your competitors are up to, their strategies to infiltrate the market, and what they offer customers that make them stand out.

That is not the only reason businesses monitor their competition anyway; as much as you want to know what they are doing right, you also want to know what they are doing wrong.

If you can leverage what they are doing wrong and provide a better alternative, you will win over some customers to your business.

In monitoring your competition, there are many things you need to note. A few of them are:


Keyword monitoring will help you identify your competitors’ terms in their social media campaigns and other content created on their blogs.

You can monitor your competitors’ progress on search engines like Google, Bing, and yahoo; you can also monitor their social media keywords to know the words they use on their e-flyers that gain so much attention.

Some keyword monitoring tools will allow you to identify your rankings of yourself concerning your competitor daily, thereby monitoring your progress and that of other competitors.

You will see some of your competitors moving up the rankings quite rapidly – indicating that they are doing something right.

Pay attention to their keywords, and you will identify what they say that appeals so much to the audience in your niche.

There are many tools for keyword search and keyword monitoring. Some are free, some are cheap, and some are quite expensive.

But keyword monitoring usually brings results as it will improve the content of your copy. Some examples of keyword search tools are SEMRush, KeywordCompetitor, KeywordSpy, iSpionage, and many more.

Backlink Influence

A backlink, in simple terms, is a link to your website from another website. They greatly influence website rankings in search engines, making them an easier route to customers.

After all, if people can’t see your content, how will they relate to it? Therefore you need to judge how many backlinks your competitors get and the backlinks you get.

Assuming I give a product description in this article and an Amazon link to purchase it, Amazon will have a new backlink from the m\y website.

Backlinks amplify your well-written keywords by ranking your website high in search results.

Backlink tools can give you information on external links and anchor texts (an anchor text has a hidden URL, where you can click to visit another page).

So you will be able to identify the exact content that is driving a lot of backlinks.

Then you can focus on content like this and ensure that they are ever-present in your copy.

You can use tools to check link popularity, including Majestic Site Explorer and UberSuggest.

Both are free initially, with the option to go premium at reasonable amounts.


In my experience, I have discovered that different content works for different demographics.

It will be unwise to blindly move into creating content for marketing purposes without adequate research about what will be appropriate for the audience.

Monitoring your competitors’ advertisement strategy is a very effective way to market research for advertisements.

Advertisement monitoring tools can help you identify all the ads your competitors are using; they also offer the incentive of testing multiple iterations of their ad copy to see if the ad is performing at its optimal capacity.

Doing this can be tedious, so these tools offer a great route.

Some tools even allow you to monitor ads for a certain number of competitors; in your research, you may discover new competitors.

Your competitors are one of the easiest ways to learn the ropes, so you should continuously monitor them to see what they are doing. Some tools for monitoring Ads are AdBeat, AdGooroo, and many more.

Web Ranking

Many tools will help you identify how well people interact with your competitors’ websites showing ranks and relative ranks and giving you a list of competitors to steal ideas from.

Many tools enable this, but you will need to splash the cash for a full in-depth analysis.

Some of these tools are Alexa, Compete, and SimilarWeb. They provide a wide range of data highlighting website interaction, an excellent pointer at online consumer discretion.

Social Media Monitoring

Social media monitoring has one straightforward aim: to monitor what people are saying about your competitors and what they are saying about your brand online, as explained in the subsections above.

Although manually doing it will produce better results, it can be very tedious and time-consuming, depriving you of the time you need to focus on other parts of your business.

But there are many tools online with cheap access fees that you can use to monitor your competitors’ mentions.

You can get information on their follower demography and real-time alerts of searches on social media apps.

You can even monitor your engagement rates or that of your competition with simple third-party apps. You can also have real-time alerts of news, blog posts, podcasts, videos, and forums that talk about your competitors.

All these will give you an insight into what you should do, what you shouldn’t do, the audience to target, and the keywords to use in targeting them.

Read NextCopywritingContent Writing, Email MarketingSEOSocial Media MarketingContent Marketing.

Visual Marketing Glossary

Account-Based Marketing

Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.


Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset. 

Brand Essence Wheel

The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.


The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.


Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.


Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.


Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.


Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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