Marketing Strategy Examples From 6 Dominating Brands

Marketing Strategy Examples From 6 Dominating Brands

A well-organized marketing campaign can guide new customers through your entire sales funnel, from brand awareness to making a purchase. However, both creativity and insight into your customer base are needed to drive a quality campaign.

Many small business owners feel overwhelmed by marketing, and 73% aren’t sure their marketing strategies are helping them reach their business goals. To avoid falling into this statistic and to take your brand image and business to new heights, you can look at how the pros have crafted winning marketing strategies.

Studying what top businesses have done to drive customer engagement can give you ideas to incorporate into your own digital marketing strategy and help align your campaigns with your brand.

In this article, we’ll explain what you need to know about creating a marketing strategy and discuss some of the best examples of marketing campaigns from six brands to help inspire you.

What is a marketing strategy?

A marketing strategy is a structured plan that maps out how you should spend your marketing budget, time, and creativity to best reach potential customers and increase interest in your products or services. It’s typically informed by thorough market research that provides insights into your target audience.

By crafting a marketing plan aligned with your marketing goals, information about customers, their pain points, and what influences their purchasing decisions will be consolidated in one place.

This knowledge, combined with creative marketing ideas, helps you design a roadmap to engage customers effectively across various platforms. The strategy ensures your marketing efforts focus on building brand recognition, increasing purchases, and fostering loyalty, all while achieving measurable outcomes.

Why are marketing strategies important?

In 2024, advancements in digital technologies—including chatbots, voice search, and ever-improving generative AI— are enabling more user-generated content than ever before. This is heightening competition to the point that marketing strategies must be meticulously planned and executed.

Building a concrete strategy can help bring your team together and improve communication. Working toward a common endpoint, hitting concrete milestones and following clear metrics, helps everyone on the marketing team stay on task. It also creates better accountability within the team, as each member knows what’s expected of them.

The plan can help your team know the right types of content to create for the various platforms your marketing campaign will need to target. Well-strategized, tightly focused marketing campaigns enable more cohesive efforts that ultimately drive success.

Marketing strategy examples from top successful brands

Now that we’ve defined what a marketing strategy is and highlighted their importance, let’s explore some excellent examples of effective marketing. These include:

1. Spotify
2. GoPro

3. Taco Bell

4. Red Bull

5. Nike

6. Dropbox

1. Spotify

Spotify’s marketing strategy focuses on providing an outstanding user experience through a variety of tactics including:

  • Inbound Marketing. Spotify offers curated playlists tailored to users’ music preferences, drawing customers in organically. Their “Daily Mix” and “Year in Review” playlists provide personalized insights into users’ listening habits, which deepens engagement.
  • Content Marketing. Spotify creates valuable content like playlists, artist profiles, and behind-the-scenes features that educate and entertain users, positioning the brand as a trusted resource.
  • Digital Marketing. Spotify enables users to share playlists and follow each other’s music discoveries, fostering a sense of community and increasing brand visibility across the platform.

2. GoPro

GoPro has fully embraced user-generated content as the cornerstone of its marketing strategy. Some of its most impactful efforts include:

  • Content Marketing. GoPro encourages users to create and share their own experiences, seamlessly integrating the brand into the videos. The authentic, adrenaline-fueled content highlights the product’s capabilities.
  • Social Media Marketing. GoPro leverages the viral potential of user-generated content, amplifying its reach and boosting brand awareness across social media platforms.
  • Video Marketing. GoPro’s marketing features a wide range of user-generated videos, capturing everything from emotional personal moments to extreme sports feats, all showcasing the product in action.

3. Taco Bell

Taco Bell’s deep understanding of its target demographic—millennials—shines through in its marketing approach:

  • Social Media Marketing. Taco Bell creates humorous, relatable social media content that resonates with young consumers. This fosters better brand engagement and loyalty.
  • Public Relations (PR). Taco Bell’s innovative product offerings and adaptability to emerging trends keep the brand top-of-mind with its target audience.

4. Red Bull

Red Bull’s marketing strategy is defined by its willingness to take bold, unconventional approaches, including in their marketing. For example:

  • Event Marketing. Red Bull organizes and sponsors extreme sports events, providing thrilling experiences that align with their brand identity and appeal to their adventurous customer base.
  • Public Relations (PR). Red Bull’s marketing captures their audience’s imagination through exciting, boundary-pushing experiences that resonate with their brand’s personality and values.
  • Influencer Marketing. Red Bull partners with athletes and personalities who embody the brand’s daring, adventurous spirit, leveraging their influence to reach new customers.

5. Nike

Nike’s marketing strategy excels at leveraging influential figures and fostering deep connections with their audience, including:

  • Influencer Marketing. Nike forms strategic partnerships with renowned athletes and social media influencers worldwide, amplifying their brand messaging through these trusted voices.
  • Social Media Marketing. Nike’s smart use of platforms like Instagram, Twitter, and TikTok enables them to create captivating visual content and interactive campaigns that inspire and empower their audience.

6. Dropbox

Dropbox’s marketing approach revolves around personalized engagement and valuable content creation, which can be seen in their:

  • Email Marketing. As part of its online marketing strategy, Dropbox uses targeted email campaigns to highlight product features, share exclusive offers, and keep customers informed and engaged.
  • Content Marketing. Dropbox provides a wealth of educational resources, including blogs, guides, and whitepapers, positioning the brand as a trusted source of expertise and support for its audience.

11 main marketing strategy types

Below are six main types of marketing strategies that brands employ when working to engage their target customers.

1. Content marketing

Content marketing is a brand strategy that focuses on creating valuable content to engage the target market. Customers look for and trust this content as they seek more information about an industry (or to solve a specific pain point). A strong content marketing strategy provides potential customers with valuable insights, establishing the business as a trusted resource.

When it’s time to purchase, customers will buy from the business they trust.

Blogs remain the most prominent content format, with 9 out of 10 marketers leveraging their company blogs to achieve their content marketing goals. But content doesn’t have to be limited to text; it can include videos, infographics, and other engaging formats.

For example, a brand targeting gourmet coffee lovers might use content marketing to produce content educating customers on how to properly brew coffee beans for maximum taste, cultivation techniques in different regions, or the differences between types of coffee beans. Through consistent content creation, the company enables their customers to see the brand as a valuable resource that can be trusted when purchasing their next bag of gourmet coffee.

In 2024, content marketing has evolved to embrace cutting-edge strategies that captivate audiences. For instance, user-generated content (UGC) campaigns harness the power of authentic, customer-created material to drive engagement and build brand loyalty.

Interactive content marketing—another cutting-edge marketing technique—encourages active participation from the target audience, fostering deeper connections through immersive experiences.

These innovative approaches complement the well-documented objectives and metrics that underpin a successful content marketing strategy with maximum impact.

2. Inbound marketing

With inbound marketing, brands focus less on pushing advertising out in front of customers and more on producing high-quality material that naturally attracts customers interested in researching and then buying within the business’s sector. It’s a core marketing tactic for digital marketing, focused on capturing customers’ attention rather than interrupting them while they navigate social media, television, or other common marketing channels.

Consider a small business that offers computer repair services. These entrepreneurs know that when people start experiencing problems with their PCs, they will likely search online for answers to address their pain points. This business can use inbound marketing by creating high-quality content explaining different computer symptoms.

They might offer solutions for easy fixes, establishing credibility through word-of-mouth marketing. They could also let potential customers know when they need to visit the business for a more comprehensive fix.

Chatbot marketing has also become a common component of inbound marketing in 2024, guiding prospects through personalized interactions that nurture leads and deliver exceptional customer experiences.

3. Social media marketing

With social media marketing, brands can promote themselves across social media platforms like Facebook, Instagram, and Twitter. A good social media strategy builds online communities around a business while creating paid ads that encourage people to visit their pages or engage with their brand.

In 2023, marketing professionals reported that Facebook delivered the best return on investment (ROI) of any social media channel. But using multiple platforms helps increase your reach and effectiveness.

Consider a local restaurant that wants to target people looking for a casual establishment for Friday nights with friends. They might create a social media campaign on Facebook that promotes their trivia nights. They could also engage customers by creating social media posts with warm-up questions and replying to people’s comments, inviting them to visit the restaurant to keep playing. These engagements build a community around a brand, creating a positive impression and encouraging customers to patronize the establishment.

4. Search engine optimization

Search engine optimization (SEO) describes specific tactics brands use to help their website appear higher on the search engine results pages (SERPs) for desktop and mobile devices. This might include aligning content with targeted keywords customers use and queries that prospects make online. The marketing team focuses on establishing trust and authority by developing content that customers can rely on.

As part of a larger marketing strategy, marketers use SEO content to create content that search engine algorithms deem authoritative and trustworthy, pushing the brand’s website higher on the SERPs. This SEO strategy helps attract more attention from interested buyers and increases website traffic and organic traffic.

For example, a business that offers plumbing services might dedicate content on its website to exploring common plumbing challenges, offering advice to customers, and making sure Google knows its location. Incorporating Google My Business can be important in their local SEO strategy.

Voice search optimization (VSO) has also emerged as a must-have strategy. It helps brands reach consumers through voice-activated apps and devices and capitalizes on the increasing popularity of conversational search queries.

5. Email marketing

Email marketing involves the careful cultivation of email lists based on consumer interests. For example, a brand might invite people to register for a newsletter or sign up to download a white paper.

Once the email address and lead information are collected, the brand can remain in contact with the prospect by sending out regular emails with content they’re most likely to find interesting and engaging, encouraging them to become paying customers. Many brands also incorporate segmentation to get the right content in front of the right customers. Segmentation helps companies break their email lists into groups based on criteria like budget, location, or where the potential customers are at in the sales funnel.

Consider a fitness professional who offers classes through a local gym. They might create content about eating well or new exercises to encourage people to leave their email addresses. They can then send email campaigns encouraging people to educate themselves on health or to try out a fitness session to see what they can accomplish with a professional. Effective email marketing supports customer retention by keeping existing customers engaged with the brand.

6. Paid media advertising

With paid media advertising, brands pay to promote their organization on different platforms. For example, they might incorporate pay-per-click (PPC) links to get ads presented on the SERPs. Meanwhile, social media marketing may call for paid ads alongside social media posts. Paid advertising can also retarget customers who have visited the brand page in the past.

This digital marketing strategy also involves landing pages. When customers click on an ad, they should find themselves on a site that directly answers their needs. These pages make lead generation possible and help improve conversion rates.

Let’s say a business wants to promote an upcoming sale. They might create a social media campaign that targets people in their geographic area, a search engine marketing campaign that targets people searching for sales in their industry, and a retargeting campaign to target those who visited their store before but didn’t make a purchase. Together, these different paid media strategies can entice customers to come and check out the store and its sales.

7. Influencer marketing

Companies leverage influencer marketing by partnering with individuals who have large followings on social media platforms like TikTok to promote their products. Influencers have significant reach and can increase brand awareness and sales. This collaboration may involve providing influencers with a new product to review or offering sponsorships for them to showcase the brand in their content.

8. Affiliate marketing

Affiliate marketing is a performance-based strategy. It’s when affiliates earn a commission for promoting other people’s (or companies’) products. It helps the affiliate and the product creator as it leads to referral traffic and drives conversions. Affiliates leverage their networks to spread the word about products, helping businesses reach a broader audience.

9. Video marketing

As video content gains traction across platforms like YouTube, businesses use video marketing to promote their brand, products, or services in engaging formats. This strategy includes crafting curated video content that aligns with brand messaging. It’s a visually appealing way to connect with the audience and communicate value.

As for types of video content, short-form video is the clear frontrunner in 2024, with 56% of marketers reporting it’s the top format they plan to invest in this year.

10. Event marketing

Hosting and participating in events helps businesses increase brand visibility and connect directly with customers and prospects. Event marketing can include virtual formats like webinars and podcasts, as well as in-person initiatives that bring people together to showcase the brand, its products, and its values.

11. Public relations (PR)

Managing the spread of information between an individual or an organization and the public to shape perception and maintain a positive reputation is a key aspect of PR strategies. Effective PR helps establish and boost brand awareness. It helps to make sure a company’s value proposition resonates with the intended audience.

Need a hand? Hire an independent marketing strategist

As you can see, promoting your brand the right way may require a little insight, creativity, and finesse. But it’s necessary for generating leads and inspiring brand loyalty.

A marketing strategist has the skills and experience necessary to bring your brand to new heights, especially if you’re looking to join the brands we’ve discussed when it comes to your marketing strategy. If you’re interested in improving aspects of your marketing strategy—whether email marketing, SEO, or social media—see how Upwork can connect you to some of the best marketing strategists in the business.

Are you a marketing professional looking for new opportunities? Upwork is a great platform to showcase your expertise and connect with businesses that need your skills. Create a profile on Upwork today and find marketing strategy jobs that align with your experience and capabilities.

Upwork is not affiliated with and does not sponsor or endorse any of the tools or services discussed in this article. These tools and services are provided only as potential options, and each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situation.

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Marketing Strategy Examples From 6 Dominating Brands
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