Marketing Considerations for Specific Business Models

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As diverse as the world of business models is the realm of marketing strategies tailored for each model. A successful marketing campaign aligns closely with the business model to optimize for specific KPIs relevant to that model. This article aims to provide an in-depth understanding of how different business models necessitate distinct marketing approaches.

Marketing for eCommerce

  • Pay-Per-Click (PPC) & SEO: Due to the digital nature of eCommerce, a robust online presence is crucial. PPC campaigns and SEO are staples in eCommerce marketing.
  • Email Marketing: With cart abandonment rates high, automated email sequences can help bring customers back into the sales funnel.
  • Implication: A well-rounded digital marketing strategy that focuses on customer retention as much as customer acquisition can be the key to eCommerce success.

Marketing for Brick and Mortar

  • Local SEO: Given the physical location, local SEO can help your business show up in local search results.
  • Customer Experience: In-store experience is part of the marketing strategy; it needs to be impeccable to ensure repeat business.
  • Implication: The blend of online and offline strategies with a focus on community engagement is often effective for brick and mortar stores.

Marketing for Low Volume High Ticket Models

  • Content Marketing: Detailed, value-driven content can establish the authority necessary to persuade customers to make significant investments.
  • Account-Based Marketing: Focused, customized campaigns can attract high-value clients.
  • Implication: The focus here should be on quality over quantity, targeting fewer but higher-value prospects.

Marketing for High Volume Low Ticket

  • Social Media Advertising: Quick, eye-catching ads can drive impulse buys.
  • Affiliate Marketing: Given the low-cost nature, affiliates can drive a significant amount of traffic.
  • Implication: Scalability is key; your campaigns need to reach as wide an audience as possible for smaller individual gains.

Marketing for Service-Based Businesses

  • Referral Programs: Word-of-mouth and customer testimonials can be particularly effective.
  • LinkedIn Marketing: Professional networks can be a goldmine for service-based B2B companies.
  • Implication: Trust and long-term relationships are crucial; focus on relationship-building strategies.

Marketing for Digital Products (SaaS/Coaching/Courses)

  • Free Trials/Demos: Offering a taste can lead to conversions.
  • Content Marketing: Educational content can not only attract but also qualify leads.
  • Implication: Marketing should focus on both acquisition and retention; long-term customer value is critical for profitability.

Marketing for Lead-Based Businesses

  • SEO and Content: For industries like insurance and real estate, educational content can draw in potential leads.
  • CRM Systems: Effective lead management is crucial, making CRM systems essential for tracking and follow-ups.
  • Implication: A focus on high-conversion channels and efficient lead management can spell success.


As is evident, one size does not fit all in the domain of marketing. The nuances of your specific business model can greatly influence the marketing strategies that will bring the most value. From customer acquisition to retention, the business model you operate within has inherent challenges and opportunities that your marketing activities should be aligned to. Understanding these unique needs is the first step in creating a successful, optimized marketing strategy.