Why is marketing so essential for small business growth, visibility and customer engagement? The simple answer: Without marketing, even the best products and services can go unnoticed. There are countless marketing types out there, each serving different purposes depending on your business goals.
From digital strategies like social media to traditional methods like direct mail, the right approach can make all the difference. In this article, we dive into marketing types so you can grow your business, whether you’re boosting brand awareness, driving sales or building customer loyalty.
- Marketing types vary from traditional methods, like print and broadcast ads, to digital strategies, such as social media and SEO.
- Engaging tactics like event marketing, guerrilla marketing and influencer marketing help create buzz and build brand awareness.
- Cost-effective methods like email and SMS marketing keep customers informed and engaged directly.
- SEO, PPC and affiliate marketing are powerful tools for driving traffic and boosting sales through targeted online efforts.
15 types of marketing
When it comes to marketing types, they all fall into two main categories: traditional and digital marketing. Traditional marketing includes time-tested methods like print ads and events, while digital marketing leverages online strategies such as social media, email campaigns and search engine optimization.
Both have their strengths, and the best approach often depends on your business goals, audience and budget. Understanding these two categories can help you craft a well-rounded marketing plan that drives real results. Let’s break down each type and explore which strategies work best for your business.
Digital marketing types
First, let’s cover digital marketing types. This is how businesses connect with customers online—through social media, search engines, emails and more. Whether it’s a catchy TikTok ad, an SEO-optimized blog or a perfectly timed email, these strategies help brands stay visible in a digital-first world. These approaches are often the easiest and fastest way to get started marketing your business! Fast, flexible and cost-effective, digital marketing lets even small businesses reach big audiences with the right message at the right time.
Social media marketing
Social media marketing helps you connect directly with your audience on platforms like Instagram, TikTok and YouTube. It’s a fun way for small businesses to showcase products, share updates and engage directly with customers. Social media allows businesses to build a community, drive traffic and create loyal followers—all while keeping it fun, creative and engaging!
Source: via Depositphotos
Research the kinds of content your audience likes and let that help guide your content strategy. Get inspired with social media content ideas.
Content marketing
Content marketing is all about sharing useful, entertaining or educational content that connects directly with your audience and keeps them coming back for more. While social media is one type of content marketing, there are tons more avenues for this strategy, including blog posts, YouTube videos, podcasts, infographics and more. Whether it’s a local boutique sharing style tips, a gym posting workout videos or a café offering delicious recipes, content marketing helps build trust and makes your brand a go-to resource. It’s a great way to engage your audience and turn them into loyal fans.
Search engine optimization (SEO)
SEO improves your website’s visibility on search engines like Google by using the right keywords and optimizing site speed and mobile-friendliness. For example, a local coffee shop can use keywords like “best coffee in [your city]” to appear in local search results. Strategic small business SEO helps drive more traffic to your site and increases your chances of converting visitors into customers over time.
If you’re a small business, encourage your customers to leave Google reviews. This helps you show up in local searches.
Pay-per-click (PPC) advertising
Pay-per-click (PPC) advertising is a type of digital advertising where businesses pay each time someone clicks on their ad. It’s a fast way to drive traffic to your website and can be cost-effective with the right strategy. You’ve most likely seen PPC ads on Google search results or social media platforms like Facebook.
For example, a small jewelry business might run Google ads for searches like “unique jewelry” or Facebook ads targeting jewelry lovers. With PPC, you only pay for the clicks that count, making it a great way to reach interested customers.
Email marketing
Email marketing is a simple yet powerful way to connect with your customers directly. By sending personalized emails, small businesses can share updates, promotions and special offers right to their customers’ inboxes.
For instance, a boutique might send a “new arrivals” email or a café could offer a discount for loyal customers. It’s a cost-effective way to keep your audience engaged and encourage repeat business, all while keeping things personal and direct!
Use A/B testing with different email subjects to determine which has the highest open rate!
Influencer marketing
Influencer marketing taps into the power of social media stars to promote your brand. Influencers are people who have a strong and loyal following in your industry. By partnering with them, you can reach a highly engaged audience in a more authentic way.
For example, a small skincare brand might team up with a beauty influencer to review its products or a local restaurant could invite a food blogger to share its dining experience. Influencer marketing helps build trust, increases visibility and creates buzz around your business, all through the power of genuine recommendations from trusted voices. Don’t forget about micro-influencers, either! They have smaller but highly engaged audiences and often feel more authentic, which helps build social proof.
Affiliate marketing
Affiliate marketing involves partnering with individuals or businesses to promote your products in exchange for a commission on sales. It’s a win-win, as affiliates earn money for driving customers to your business. For example, a small online store might team up with a blogger to review their products, and the blogger earns a commission for each sale made through their unique referral link.
Mobile (SMS) marketing
Mobile (SMS) marketing is a direct way to reach customers by sending promotional text messages to their phones. It’s a fast and personal method for delivering deals, updates or reminders. With high open rates, SMS ensures your message gets noticed quickly, making it perfect for time-sensitive promotions and strengthening customer loyalty.
Source: via Depositphotos
For many new businesses, tackling digital marketing can feel like another full-time job. Don’t waste time on unnecessary tasks. Plan ahead with your business’s digital marketing strategy, then check out our actionable small business digital marketing checklist to get started on what works.
Traditional marketing types
Traditional marketing covers the tried-and-true methods businesses have used for decades to reach customers. Think print ads, billboards, direct mail, TV commercials and radio spots—physical and offline strategies that build brand awareness and connect with audiences in the real world.
Even in a digital-first age, these techniques remain effective, especially for local businesses looking to engage their community. By combining traditional marketing with modern strategies, small businesses can create a well-rounded approach that maximizes their reach.
Print marketing
Print advertising remains a powerful marketing tool, even in today’s digital age. It uses physical materials like newspapers, magazines, flyers and posters to capture attention and build brand recognition. For small businesses, print marketing can create a tangible, lasting impression that digital ads often can’t replicate.
For example, a restaurant might place an ad in a local newspaper to reach nearby diners, or a boutique could hand out beautifully designed flyers to attract foot traffic. Unlike digital ads that disappear with a scroll, print materials stay in customers’ hands, reinforcing brand awareness over time. Combining print with digital marketing can create a well-rounded strategy that maximizes visibility and engagement.
Public relations (PR)
Public relations (PR) focuses on building a positive brand image and fostering trust through media coverage, strategic communication and community engagement. Rather than direct advertising, PR relies on earned media such as press releases, news articles, interviews and influencer collaborations to shape public perception.
For example, a small business can gain exposure by being featured in a local newspaper, partnering with a charity or hosting a press event. Effective PR marketing enhances credibility, strengthens brand reputation and helps businesses connect with their audience in an authentic way.
Word-of-mouth (referral) marketing
Word-of-mouth marketing, or referral marketing, relies on customers sharing their positive experiences with others to attract new business. This strategy can include offering referral discounts or encouraging online reviews.
Since people trust personal recommendations more than ads, word-of-mouth is a powerful way to build brand loyalty and expand your customer base through authentic, organic connections.
Happy customers can be your best marketers! Encourage them to spread the word by offering referral incentives like discounts or rewards. Want to make the most of word-of-mouth marketing? Check out our guide to referral marketing for expert tips on boosting customer referrals and growing your business.
Event marketing
Event marketing is a powerful traditional marketing type that involves promoting a brand, product or service through in-person or virtual events. It creates direct engagement with potential customers, allowing businesses to build relationships and leave a lasting impression.
Examples include:
- Trade shows
- Product launches
- Networking events
- Sponsorships
- Community gatherings
Small businesses can use event marketing to showcase their expertise, connect with their audience and generate leads. Whether hosting a workshop, attending an industry expo or sponsoring a local event, this strategy helps boost brand awareness and customer loyalty.
Broadcast marketing
Broadcast advertising covers TV, radio and streaming platforms, allowing businesses to reach a wide audience. Whether it’s a TV commercial, a radio spot or an ad on Spotify or YouTube, this type of marketing builds brand awareness fast.
For small businesses, it’s a great way to get noticed by a larger crowd, whether locally or beyond. It’s all about choosing the right time and platform to connect with your target audience and make a lasting impression.
If you’re on a budget, look into local community radio or low-cost streaming platforms for affordable ad options. Tailor your message to connect with your local audience and make the most of your budget!
Out-of-home marketing
Out-of-home marketing, or outdoor advertising, refers to advertising that reaches people while they’re outside of their homes, typically in public spaces. This includes billboards, transit ads, posters and displays in places like shopping malls or airports. For small businesses, out-of-home marketing offers a great way to grab attention in high-traffic areas.
There can be a digital element to this marketing type as well. Digital out-of-home marketing takes traditional outdoor ads to the next level by using digital screens and interactive displays in public spaces. You’ll see this type of marketing on things like digital billboards, subway screens and even on the back of buses.
For small businesses, it’s a dynamic way to engage with a large audience in high-traffic areas, with the ability to change messages in real-time. It’s a fun and flexible way to get noticed in the hustle and bustle of daily life.
Source: via Depositphotos
Guerrilla marketing
Unlike traditional advertising, guerrilla marketing relies on creativity, surprise and unconventional tactics to capture attention. This marketing type is often budget-friendly but highly impactful, using unexpected methods to engage audiences in public spaces.
Examples include:
- Street art
- Flash mobs
- Interactive installations
These tactics create buzz and encourage word-of-mouth sharing. For small businesses, guerrilla marketing offers a unique way to stand out, make a lasting impression and generate organic publicity without relying on expensive ad campaigns.
Get creative with low-cost, high-impact campaigns like chalk art or clever social media challenges. The goal is to grab attention in unexpected ways without breaking the bank!
FAQs on marketing types
What are the big 7 in marketing?
The big seven in marketing usually refers to the most influential types: advertising, sales promotion, public relations (PR), direct marketing, personal selling, digital marketing and content marketing. These methods cover a wide range of strategies used to reach and engage customers.
What are the 4 types of markets in marketing?
The four types of markets in marketing are consumer markets, business markets, government markets and international markets. Each market targets different audiences based on specific needs, buying behaviors and economic factors.
How many types of marketing are there?
There are countless types of marketing, but they typically fall into two broad categories: traditional and digital marketing. Within these, you’ll find strategies like content marketing, social media marketing, SEO, PPC, event marketing and more!
What are the 7 main marketing strategies?
The seven main marketing strategies include content marketing, social media marketing, influencer marketing, email marketing, SEO, paid advertising (PPC) and affiliate marketing. These strategies help businesses increase brand awareness, attract customers and drive sales.
Which type of marketing works best for small businesses?
For small businesses, the best marketing types depend on their goals and target audience. However, digital marketing strategies like social media marketing, content marketing and SEO are highly effective for reaching a broad audience, while local event marketing and word-of-mouth referrals can build strong community connections.
