In today's fast-paced digital landscape, small business owners and entrepreneurs often find themselves relying heavily on social media for their marketing strategies. But what if I told you there are other avenues to explore beyond social media that can propel your business growth? Whether you're aiming to captivate your target audience or seeking creative ways to enhance engagement, diverse marketing strategies are key. In this guide, we'll dive into alternative marketing strategies that can empower your business and foster meaningful connections with your audience. So, grab a cup of coffee, and let's explore the world of digital marketing options tailored just for you!
In this post:
Expand Your Marketing Strategies
Understanding Your Target Audience
Leveraging The Right Tools
Beyond Social Media Platforms
Traditional Marketing Techniques
Print Advertising for Business Growth
Networking and Community Engagement
Radio, TV, Magazines and other paid advertising or advertorial content
Offline Tactics
Experiential Marketing Experiences
Collaborations and Partnerships
Personalised Design Solutions
Tailoring to Industry Needs
Crafting Unique Brand Stories
Expand Your Marketing Solutions - Diverse Marketing Strategies
Understanding Your Target Audience
Before diving into new marketing strategies, it's crucial to understand your target audience. Who are they? What do they need, and how can you meet those needs? Start by creating detailed client personas, also known as avatars (Check out my free Ideal Client Planner workbook here). These personas represent your ideal customers and help you tailor your marketing messages. Research their demographics, interests, and online behaviour. Do they frequently visit certain websites, or do they prefer email communication, are they signed up to online education portals or subscribed to printed magazines (these provide partnership opportunities for advertising so it's important to find out!)? Use surveys, social media insights, and customer feedback to gather this data. Once you've built a clear picture of your audience, you can craft personalised content that resonates with them. Effective marketing isn't about reaching everyone—it's about connecting with the right people. You only need to convert a tiny fraction of the potential population for your business to succeed, so find out who are the people that will love you the most, then figure out how they like consuming information. By understanding your audience, you'll be better equipped to choose the marketing strategies that will engage them and drive business growth.
Leveraging The Right Tools
Marketing is about two things:
Attracting the right customer
Keeping them engaged with your brand.
There are a range of tools built into your website dashboard on Wix that can help with both of these goals. For example, you can use the segment options in Wix's email tools to send targeted campaigns and automations that take your customers on specific journeys or repurchase pathways. In the Wix customer management software you can organise customer data and track interactions, and trigger automatic actions (like sending birthday emails). This can improve personalisation and efficiency in your marketing efforts. After all, the customers that are most likely going to buy from you are existing customers, so you want to make sure your existing customers feel as nurtured as possible.
Analytics might seem like boring data at first, but are actually really powerful tools in your marketing belt. Google Analytics, or the re-vamped Wix Analytics, provide valuable insights into customer behavior and campaign performance. The analytics give you heaps of information about what is and isn't working on your site. Plus, if you have them connected to your Google search console (this should happen when you finish your SEO setup), you'll be able to see how well your SEO is working right from your Wix dashboard. By utilising these digital marketing tools, you can enhance your engagement, and make sure that your main marketing tool (your website) is bringing in the right people and helping you keep them.
Beyond Social Media Platforms
The world of marketing existed before social media, and while it is still a huge part of the advertising universe, it is only one part. And, let's face it, don't we hate being advertised to when we're doing scrolling? We need something more than word of mouth, and something that doesn't require the huge energy drain that is social media posting. Effective marketing strategy covers a range of mediums, a variety of places that information is consumed, and specifically targets the people you want to speak to.
Search engine optimization (SEO) enhances your online visibility by improving your website's ranking on search engines. SEO on your website is the most important marketing you can do for your business because the first place most people go to find information is Google, not Facebook. So for the problem aware contingent of your audience - that's where you'll catch them, looking for solutions on Google. So make sure your SEO speaks to and answers their questions.
Google My Business listings are essential for all local businesses - I would say even more than your website. It's free and it's super easy to set up. If you haven't got your Google listing set up yet go do it right now, (you can start by clicking here), the rest of this blog can wait.
Content marketing through blogs, podcasts, or video series. Did you know that YouTube is the second largest search engine? And it's one of the most used sources of knowledge for people trying to help themselves. By providing valuable information, you establish authority in your industry and attract potential customers searching for expertise. It expands the number of places people can find you and gives them something shareable so they can pass the word on. Side bonus, you can use this as content for social media posting so you can cover all your bases more easily.
There's also a range of websites you can partner with that will list or showcase your products, events, services etc. Local radio stations, what's on pages, industry specific guides and other industry specific websites can be invaluable in spreading the word. For example, I have a profile on Wix Marketplace and I get leads directly from Wix.
I know in-person marketing is passé, but there are so many ways that local, physical, in-person marketing can be implemented effectively. Plus, people trust is more so you're more likely to get conversions for your effort. Some examples are:
Collaborating with local businesses or complementary for cross-promotions
Car signage (get those flashy decals! Vista print do cheap car magnets so it's totally affordable and you can remove them if you want to go incognito for whatever reason, no judgement here)
Flyers or posters in places your customers go
Networking and events (Meetup.com can be an awesome tool if you haven't used it yet)
Hosting or participating in webinars and workshops. These events not only showcase your knowledge but also create interactive touch points with your audience.
By venturing beyond social media, you diversify your marketing strategies and increase your chances of business growth.
Traditional Marketing Techniques
Print Advertising for Business Growth
While digital marketing is essential, print advertising remains a valuable tool for business growth. Print ads offer a tangible experience that digital can't always replicate, creating a lasting impression. Local newspapers, magazines, and community newsletters are excellent platforms to reach specific demographics.
Designing eye-catching flyers (I'm here to help if you need) or brochures and distributing them in strategic locations like cafes or community centers can also enhance local visibility. Additionally, consider direct mail campaigns targeting your ideal customers. No, I don't mean junk mail in random letter boxes, but that does have its place too. I mean sending personalised letters to specific ideal clients. Personalising these mailers can significantly improve engagement and response rates. For example, I was running an exhibition for my local village fundraiser that needed local artists to submit work, and needed sponsors to provide prizes so I sent handwritten letters to every gallery in my district. We had the highest rate of sponsorship the event had ever seen.
Print materials are not just about advertising; they can also reinforce your brand identity through consistent visuals and messaging. While digital strategies evolve rapidly, print advertising offers a sense of permanence and trustworthiness that can complement your broader marketing strategy. By integrating print advertising, you create a diverse approach that caters to different audience preferences, ultimately aiding in sustained business growth.
Radio, TV, Magazines and Other Paid Advertising or Advertorial Content Options
In today's digital landscape, paid advertising retains its power despite the rise of social media. Here's a breakdown of some options to consider for your marketing mix:
Radio Advertising: Small scale and local radio stations can have really affordable advertising rates and are often on the lookout for good local stories or input from local businesses so are open to partnering on stories for free. They also often need regular segment hosts - so depending on your industry, and available time, this can be an awesome way to expand your reach. Larger or more mainstream stations can cost a lot to advertise and have pretty strict requirements but they get some good traction if you can afford it.
Television Advertising: While potentially very expensive, targeted TV commercials can be highly effective, particularly during high-viewership programs. You're probably better off partnering with existing content creators on YouTube to reach a more niche market who will trust you more.
Magazine Advertising: Print publications targeting your specific demographic, whether it be small local newsletters or subject specific glossy mags, are an awesome way to get directly into the hands of your favourite people. Whether you're paying for listings or full page spreads, or providing articles and advertorial content, you need to make sure the publication serves your market and then create some content they will love to read. Advertorial opportunities could include sponsored content that informs readers while subtly highlighting your brand and solutions. This can take the form of informative articles, visually appealing infographics, or even interactive online experiences embedded within the magazine's website.
Digital Advertising: Paid advertising extends beyond social media. Explore programmatic campaigns that target users based on online behavior and interests. Display ads strategically placed on relevant websites can drive traffic to your landing page. If you want to go down this route I recommend hiring a dedicated Digitial Advertising expert (not me, I'm an organic marketing kind of girl) because it can be a hard thing to make profitable and really easy to waste money if you don't know what you're doing, and the experts will make it worth it for you.
Networking and Community Engagement
Networking and community engagement strategies can significantly boost your marketing efforts. These techniques involve building genuine relationships with local businesses, community leaders, and potential customers. Start by attending local events, trade shows, and business meetups to connect with like-minded individuals and potential collaborators. Such interactions can lead to valuable partnerships and referrals. Consider hosting workshops or sponsoring community events to position your business as a community-centric brand. Engaging directly with your local audience fosters trust and loyalty, as people are more likely to support businesses they know and trust. Additionally, participate in community service or charitable activities, which not only enhance your brand’s reputation but also contribute positively to the community. By prioritising networking and community engagement, you can create a strong support network and establish your business as a vital part of the local landscape, or as part of your business's specific niche community.
Offline Tactics
Experiential Marketing Experiences
Experiential marketing focuses on creating memorable experiences that engage customers on a personal level. These experiences invite potential customers to interact with your brand in a meaningful way, often leaving a lasting impression. Consider organising pop-up events or interactive installations where customers can engage with your products or services firsthand. Another approach is hosting workshops or classes that highlight your expertise, allowing attendees to gain value while associating it with your brand. For instance, a beauty product retailer might offer a bath bomb making workshop, turning customers into enthusiastic brand ambassadors. There's a reason Tupperware parties are a thing.
Experiential marketing can also extend to sponsorships or partnerships with local events, where you can showcase your offerings to a broader audience. For example, the beauty product retailer might partner with an upscale retreat provider and supply the bathrooms with fancy soap and have flyers in the guest rooms. Or a somatic sexologist might offer free Yonni Mapping session as a prize in a local women's network event.
The key is to create experiences that resonate with your target audience, effectively bridging the gap between the digital and physical realms. By crafting engaging and memorable encounters, you enhance brand awareness and foster deeper connections with your audience.
Collaborations and Partnerships
Collaborations and partnerships harness the strengths of multiple businesses to create a mutually beneficial outcome. We are nothing without our network to support us and we can use those connections to expand our client base too. By teaming up with other local businesses or complementary brands, you can tap into new customer bases and share resources. Start by identifying potential partners whose values align with yours and whose audience overlaps with your target market. Together, you can co-host events, offer bundled products or services, or create joint marketing campaigns. For instance, a yoga studio might partner with a local health food store to offer a wellness package.
These partnerships can amplify your reach and credibility, as customers of one business are introduced to the other. Moreover, collaborations often lead to creative ideas and solutions that might not have been possible alone. By forming strategic alliances, you not only enhance your marketing efforts but also foster a sense of community and support within your industry.
Personalised Design Solutions
Tailoring to Industry Needs
Personalised design solutions are crucial for addressing specific industry needs and ensuring your business stands out. Every business has unique characteristics and challenges, so customising your marketing and design approach is essential. Start by understanding the nuances of your sector—whether it’s health and wellness, creative arts, or another service industry. Consider what appeals to your target audience within this context. For instance, a health and wellbeing brand might focus on serene color palettes and calming imagery to resonate with its audience. Similarly, a creative industry firm may emphasise vibrant designs and innovative layouts. Collaborate closely with design experts (hi there 👋 yes I'm talking about me as one of those experts) who can draw out the essence of your brand and translate it into visuals and messaging that appeal to your audience. By tailoring your design and marketing efforts to meet industry-specific needs, you not only enhance engagement but also reinforce your brand’s position as a leader in your field. If you'd like me to help you feel free to book in a Power Hour, or apply to work with me as a regular marketing client.
Crafting Unique Brand Stories
Crafting a unique brand story is an essential component of personalised design solutions. Your brand story forms the backbone of your marketing strategy, conveying who you are, what you stand for, and why customers should care. Begin by reflecting on your business's journey—how it started, the challenges faced, and the milestones achieved. Incorporate these elements into a narrative that highlights your brand's values and mission. Authenticity is key; a genuine story resonates more with audiences than a fabricated one. Use your brand story to connect emotionally with your target audience, making your business memorable. This narrative can be infused across various channels—your website, social media, and even in print materials—ensuring a consistent message. Engaging storytelling not only differentiates your brand but also fosters trust and loyalty among customers. By emphasising the unique aspects of your business, you create a compelling story that draws people in and strengthens their connection to your brand.
I know this is a lot of things and it might feel overwhelming, so I recommend tackling one bit at a time. Get your Google Business Listings and SEO sorted first, then pick one of the other options to try. As always, if you want me to work with you, even if it's just a brainstorm session, I'm here for it. Book in a call and we can take it from there.
Otherwise, I wish you all the best in your project, I'm sure you'll smash it.
Much love,
Milly