5 Marketing Tactics You Should Use In 2017

The year 2017 written out with lit sparklers

When developing your company’s marketing tactics, it’s important to establish feel-good vibes and positive associations with your product or service. Businesses often incorporate catchy jingles, attractive billboards, and witty email taglines to create rapport with potential customers.

To determine how these strategies are working, marketers often analyze stats, using data as an actionable compass. Ultimately, the goal is to become more personalized, pinpointing your customers’ needs and wants with every marketing initiative. As you develop your promotional plan for 2017, consider these five types of marketing tactics.

1. Automating Emails

Email is one of the most effective tools in your digital marketing arsenal. Studies have shown that email marketing can be 40 times more effective than social media posts. For 2017, email is the primary method for qualifying leads and creating a shorter sales cycle.

Crafting engaging emails is a great place to start when creating a new marketing plan. By analyzing your users’ conversion paths, you can write emails that appeal to their needs. For example, if a user clicks your blog’s “Subscribe” button, you can send them an automated “thank you” message. You can also use email to encourage a user to revisit your website if he or she hasn’t engaged with the site in a while.

Two female members of the marketing staff, meeting to review marketing tactics for the upcoming year
Revenue is proven to rise when sales and marketing teams work closely together.

2. Adding a Personalized Touch

How your company reaches out to leads, customers, and website visitors shapes the way your brand is perceived. When trying different types of marketing emails, incorporate personalized subject lines to evoke a sense of familiarity with the reader.

It’s important to personalize the email content so that the users’ experiences are tailored to their needs and behaviors. One way to do this is to segment your contacts based on lifecycle stage, browsing activity, or demographics.

To find out which personalization strategies are working, you can perform an A/B test. You can run tests based on what you believe your users’ motivations are, such as CTA buttons or conversion point placement.

3. Aligning Sales & Marketing

Marketing and sales typically have the same goal in mind – ROI and more revenue for the company. When the two departments collaborate, it results in a shorter sales cycle and increased efficiency.

Recent studies have shown that companies that have successfully synched their sales and marketing teams generated 208 percent more revenue from their marketing strategies. In fact, these “smarketing” teams typically close 67 percent more sales.

If you’re ready to maximize revenue by blending your sales and marketing efforts, use data to motivate team members to work together. Some sales teams may be stubborn and unwilling to budge, but facts and figures don’t lie. Get talking with your sales team, align your marketing tactics, and start moving forward in 2017.

4. Incorporating Mobile Optimization

Is your website optimized for mobile and other smart devices? If not, it may be doing your marketing efforts a huge disservice. In fact, Google currently penalizes websites that aren’t optimized, affecting your search engine rankings.

When developing your website, find out how many users are opening your emails on mobile and cater your design to their needs. These users typically are on-the-go, checking email between tasks and errands. They expect a well-crafted mobile site that’s easy to read and navigate.

This is especially true for online retailers who use social media as a part of their marketing strategy. In 2017, content circulation remains a powerful marketing tool, with businesses spending billions of dollars on digital ads. Be sure your site is optimized so you can take advantage.

Male videographer shooting video for the client's website
Video is an inexpensive and engaging way to convert visitors.

5. Using Video as a Marketing Tool

It’s becoming the norm for marketers to use video in their promotional efforts. Embedding a video in an email can create a remarkable increase in the click-through rate. Using video provides users with another level of clarity, and it also adds a human touch to your message.

Best of all, shooting video isn’t as expensive as you’d think – in many cases, you can create high-quality content using a smartphone. You can add conversion points to your videos, like asking the user to enter his or her email to continue watching. Use analytics to determine where viewers are located and where they drop off.

It’s best to keep your initial videos concise and focused on one idea. How-to videos are popular choices, as they’re highly shareable across social media platforms. Develop a straightforward script that speaks directly to your target audience and helps them solve a specific problem.


While it’s not easy to revamp your marketing tactics all at once, these examples of marketing strategies can help you get started. With the proper tools in place, you can improve your marketing plan and make a great impression on your customers, leads, and visitors.

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Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.

Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.