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Marketing Modalities

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What is branding? Put simply, branding is your business’s identity. It helps your consumer understand your business’s objectives, your purpose, and what you have to offer.

Branding is an invaluable way to build (and help retain) customer base. If your branding is effective, it builds a connection to your consumer market and keeps you fresh in their mind should they need something you have to offer.

Strategic marketing includes building an effective brand and using it to reach your target demographic. As competition grows and sales decline, a solid branding is a strong way to gain your consumer’s attention.


The first part of establishing a good marketing strategy is to identify your target demographic. Who do you envision would be interested in purchasing what you have to sell or offer?

From there, it’s important to put yourself in your customer’s shoes. Businesses need to know what those in their target demographic need, want, and what problems they have that can be solved by what that business has to be offered. From there, the answers to those questions will guide a marketing strategy.

Marketing strategies evolve and change as the customer’s needs do, so it’s important to continually monitor and make changes when necessary.


When you think ‘fast food’, what images pop into your head? If some of those images were logos or specific restaurants, you have a perfect example of brand awareness.

Brand awareness is tactic that businesses use to help customers recognize and remember their brand. An effective brand and a campaign to gain awareness for it are powerful tools for customer acquisition and retention.

When a consumer has awareness of your brand, they’re likely to recall your brand when put in a situation that your products or services become relevant to them. This awareness generation makes brands a first-choice for those customers and thus helps boost sales.


When do consumers visit your site? What pages do they gravitate to? When do they click away? How often are they purchasing? These kinds of questions are called analytics, and they’re great tools for learning about your website’s visitors and how they behave.

When you have a good understanding of your consumer base, you can change things around to better cater to those people. This is called optimization.

Analytics also help to give a clearer image of what works and what doesn’t for businesses. If you run a promotion and it doesn’t get the desired results, the analytics are solid data that help you understand what went wrong so that you can do better next time.


Like analytics, CRO helps paint a picture of what your visitors are doing on your website. However, unlike analytics, CRO helps clarify what stops those visitors from making a purchase. While analytics focus on what happened, CRO helps to rectify the problems and improve the site’s efficacy through various strategies.

CRO and analytics work together to provide valuable data about important questions business owners have, instead of leaving them to rely on their opinions and feelings about what works and what doesn’t.


The unfortunate reality of marketing is that even if somebody is in love with your product and really wants it, they may not be ready to buy for a variety of reasons. However, lead nurturing helps to address that problem by trying to retain that person as a customer so that they may buy in the future.

Lead nurturing works by sharing interesting information both about the product and related to it, by building trust, and by creating a relationship between you and your brand and the future customer. When this relationship is forged and maintained, it becomes highly likely that when the time is right, that person will make a purchase from you. When used in a large scale, lead nurturing has massive effects on sales and profits.