What marketing types work best for your business?

Traditionally, there are five main types of promotion:

  1. Advertising
  2. Personal Selling
  3. Direct Marketing
  4. Public Relations
  5. Sales Promotions

These foundations are still highly relevant today. But with the rise of digital technology and changing consumer behaviour, three newer approaches have emerged as essentials for today's businesses:

  1. Content & Digital Marketing
  2. Partnerships & Influencer Marketing
  3. Community & Retention Marketing

The key is not to rely on just one but to create a mix that works for your business and your audience.

Start with your USP

Before diving into marketing, clarify your Unique Selling Proposition (USP) — what makes you stand out from competitors.
Once you know your USP, you can then choose the right marketing channels and messages to reach your ideal client.

The 5 Traditional Types of Promotion

1. Reach audiences with advertising

Advertising builds awareness and visibility.

  • Traditional: TV, radio, newspapers, billboards.
  • Digital: Search ads, social media ads, e-newsletters.

It’s about putting your brand in front of as many relevant people as possible.

2. Build relationships with personal selling and networking

Personal selling is one of the most effective ways to build trust — but it’s also resource-intensive.
This is where networking adds value.

By showing up at industry events, business groups, or community gatherings, you can:

  • Make genuine connections.
  • Build credibility through face-to-face conversations.
  • Develop trust that leads to long-term relationships.

In today’s business environment, networking is as much a marketing strategy as any ad campaign.

3. Target precisely with direct marketing

Direct marketing lets you send targeted messages to specific audiences.
Examples include:

  • Email campaigns
  • Postal mail
  • SMS or social DMs

It’s all about relevance and personalisation.

4. Shape your reputation with public relations (PR)

PR builds credibility by getting other people to talk about your brand.
Examples include:

  • Press releases
  • Media interviews
  • Sponsorships (local markets, kids’ sports teams)

It positions your business as trustworthy and community-minded.

5. Boost sales with sales promotions

Sales promotions are short-term incentives designed to drive action now.
These include:

  • Discounts & coupons
  • Contests & giveaways
  • Loyalty programs
  • Limited-time offers

They work best for creating urgency and re-engaging customers.

The Evolving Landscape of Promotion

6. Engage audiences with content and digital marketing

This modern evolution of advertising and direct marketing is about adding value first.
Examples:

  • Blogs, videos, podcasts, infographics
  • SEO to get found on Google
  • Social media posts & ads
  • Webinars or live Q&As

Instead of just “selling,” you’re educating, entertaining, and building trust over time.

7. Expand reach with partnerships and influencer marketing

Today’s consumers trust people more than ads. That’s why partnerships are so powerful.

  • Collaborate with complementary businesses.
  • Work with influencers (large or micro) who already connect with your ideal audience.
  • Co-host events or promotions to share exposure.

This approach blends the personal touch of selling with the credibility of PR.

8. Retain customers with community and relationship marketing

Winning new customers is great, but keeping the ones you already have is even more valuable.
Ways to do this:

  • Nurture email campaigns.
  • Create loyalty or referral programs.
  • Build online communities (Facebook/LinkedIn groups).
  • Share customer stories, testimonials, and user-generated content.

Happy customers become advocates who promote your business for you.

Pulling it all together

The traditional five types of promotion are still the foundation of marketing — but today’s businesses also need to consider digital, partnerships, and community-building.

The most successful strategies blend both: building awareness, creating relationships (through networking and personal selling), and nurturing long-term loyalty.

 

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