How to Promote a Brand Without Social Media
Social media marketing has become a popular addition to many businesses’ marketing plans. It offers a way to attract new customers, expand your following, and increase brand recognition. While social media may be a great tool for business and growth, it’s not always worth the time and investment for some business owners.
There’s a lot to learn when it comes to social media marketing and if you don’t take the time to figure it out, you could sink your ship before you set sail. When you engage in social media marketing, you face risks, such as negative online exposure or making false or misleading claims. You may open your business up to the potential for information leaks or inappropriate behavior associated with your brand.
If you don’t feel you’re ready or don’t see the need to take on the challenge of social media marketing, there are many other ways to promote your business. Review these marketing strategies so you can build a successful campaign without the stress of social media.
Invest in Email Marketing
Email marketing is a great way to communicate with current customers or subscribers without being too invasive. If a recipient chooses to open and read the email you sent, chances are they’re already interested in your brand. You may captivate your email audience more effectively than social media followers who are scrolling through a distractive feed of friends, family, and brands.
Email marketing also allows you to communicate relevant information to your current customers and subscribers, such as limited-time sales or exclusive discount codes. Keep in mind, most people receive several emails from different businesses every day. Use your brand’s personality and unique characteristics to attract readers and encourage them to engage with your company further.
Use Traditional Media
Most businesses focus their marketing strategy on digital outlets and connecting with potential customers online. While an online marketing strategy is important, traditional media — such as radio ads, billboards, TV commercials, and magazine write-ups — also helps promote your brand and increase your following.
It’s expensive to advertise with traditional media so before you blow your marketing budget on a highway billboard, consider your ideal customer. Make sure you’re using the right media to attract potential customers and the type of advertising you think will gain you the most attention.
Try to keep your traditional media marketing budget low. For example, if you think mailers are the best way to utilize traditional media, buy postage online, and mail out promotions yourself to save money.
Sponsor an Event
Getting involved with a local event is a great way to show you care for the community and increase brand awareness. Look into different charity, networking, sports, or community events that may need business sponsors.
Before you write a check, consider the type of people who are likely to attend the event. If the event is in some way linked to your industry or will attract your target customer, it may be worth the investment. To ensure you get noticed as a sponsor, go a step further and give out branded items, such as pens or golf tees, to participants.
Create a Referral Program
Nielsen’s Global Trust in Advertising Survey found that 92% of consumers trust recommendations from friends and family more than any other type of product advertising. Referrals are a lucrative source of new business so it’s important to focus on making sure your customers are vocal about how much they love your brand.
Incentivize customers to talk about your business through a referral reward program. Customers earn a discount on future purchases when they refer a new customer to your company.
Consumers also rely heavily on product reviews when making buying decisions. Offer a small discount or other incentives to current customers who leave online reviews for your products.
Use Consistent Branding Everywhere
If you want your brand to be recognizable, consistent branding throughout all marketing mediums is key. Whether you’re branding your car, email header, shipping materials, fliers, or brochures, it’s crucial to be consistent. Use the same logo, colors, font, and brand voice so you can build awareness and recognition faster with potential customers.
The more elements that point to your brand, the easier it is for a consumer to connect the dots. For example, if you’re planning to mail out an ad with a discount code, think about every material the consumer will see. Brand your ad and your envelope. You can even customize your postage stamps to include your logo and company name for one more branded detail.
Networking events and conferences within your industry give you an opportunity to meet other business owners or potential customers. You can attend conferences to learn more about your field but also to meet new people and expand your contacts.
Be prepared with business cards, brochures, and a creative deck that’s branded to your business. When you hand out these materials, your business name and brand are prominent, making it easier for those you meet to remember who you are and what you do.
Partner With Other Brands
Since you’re not focused on building a social media following, it’s important to turn to building an in-person following. You may be able to increase brand awareness by partnering with another brand in the same industry. While partnering with a competitor won’t increase sales, working together with a business that complements yours may bring in more customers.
For example, if you own a flower shop, you could partner with an event or wedding coordinator. Together, you may sponsor networking events or refer customers to each other. Since consumers who are planning a wedding may also need flower design, this partnership is likely to increase your sales.
Increase SEO Efforts
Implementing search engine optimization practices on your website helps you rank higher in search engine results for keywords related to your business. Your website content should include information about your products and industry.
One of the best ways to provide informative and engaging content is through blogging. By posting blog entries on your website, you’re more likely to attract visitors. As a result, search engines are more likely to rank you higher and consumers are more likely to look at you as an expert and helpful communicator.
You can also use your blog to show customers what you’ve been up to and how you’re improving your brand. For example, if you recently started using eco-friendly packaging for your products, write a blog entry about it. Consumers who are environmentally conscious may be so intrigued by this that they decide to order products from your company.
While social media is a top marketing trend, there are other ways to increase brand exposure and lead generation. By tapping into customized materials, networking events, and email marketing, you can execute a robust marketing strategy without building a social media following.