Some promotional strategies just seem to fly under the radar, even if they’re incredibly effective. If you’re not sure what other steps you can take to help your business reach a wider audience, here are 9 underrated yet undeniably effective promotional strategies to help your brand reach a higher profile.
1.) Physical freebies
Giving away t-shirts, lanyards, tote bags, and silicone wristbands for promotional needs can still be a viable strategy for raising your brand profile. These simple items can make your organization feel more real and less abstract. Physical objects, even ones as mundane as a pen or a wristband, can give your business an emotional resonance that would be close to impossible to achieve otherwise.
Despite all clickbait articles you might have read about Google’s algorithms rendering SEO outdated, SEO is still extremely relevant for any business. We’re not just talking about businesses that want to be found on search engines either. The explosive growth of online shopping has made it crucial for merchants to optimize their listings for the platforms they’re listing their items on as well.
The COVID-19 pandemic has had a lot more people biding their free time on social media. On Facebook, Twitter, and Instagram, brands and influencers alike have turned to old-fashioned quizzes, not too unlike the ones you’d find on magazines, to engage followers and create some hype. Creating a quiz will only take a few hours and will not only help you engage with your brand’s followers, but the answers themselves can also be revealing of their interests, making them easier to market to.
4.) Video content
While not necessarily the easiest promotional strategy to execute, leveraging video content can be an extraordinarily powerful way to reach out to your audience. A regular video series not only invites plenty of quality engagement, but it can also potentially have as powerful a following as any TV program, even if your budget is decidedly much smaller. Video series also have plenty of SEO potential and, on some platforms, can be used a source of ad revenue as well.
Well-designed infographics can make an abstract point much easier for your audience to follow. Businesses with complex selling points can use infographics for helping their target market better understand the benefits. For instance, consumer banks and insurance companies can use infographics to illustrate compound interest and other concepts that would be otherwise too unintuitive to relate.
6.) Virtual events
Hosting a virtual event can be a great way to promote your business within its industry and attract collaborators, suppliers, and even future employees to your organization. It’s also a good way of keeping tabs on recent developments happening within your industry without having to take much time off work.
While virtual events are not new by any means, the COVID-19 pandemic has led to an explosion in the number of these being held. Professional meetups, teleseminars, classes, interviews, and even full-fledged conventions can be held virtually these days. Holding events virtually not only cuts down on travel, hotel, and hosting expenses, they can be much easier to schedule and can be done with more relative comfort.
7.) Keeping in touch
Regular email and snail mail updates can be a good way to remind folks that you’re still around. The key is to not make them so frequent as to be a nuisance. While this frequency can vary depending on the type of business you run, once weekly or monthly updates can be an excellent way to keep yourself at the forefront of your customer’s minds. Don’t worry if they’re not replying immediately either. The goal isn’t necessarily to get them to buy from you right then and there but to keep yourself available as an option for them.
While data analysts don’t always get the glory, our relationships with major brands and the types of products we enjoy are invariably the result of their work. However, analytics-based strategies are no longer the sole domain of large organizations. The wide availability of free analytics tools has made it possible for smaller businesses to have a strategy that’s just as based on “Big Data” as any Fortune 500 company.
One mistake many small businesses make is to invest too late in analytics. If anything, smaller businesses have more to gain from having a robust analytics capability as they’re generally able to pivot to a better course of action much quicker. This means having an analytics program guiding your promotions and customer handling early on can quickly translate into big gains in a short time.
9.) Building authority as a subject matter expert
Building your authority and credibility in your field is important when it comes to creating trust in your business. Whenever you interact with customers, suppliers, and industry peers, being credible and authoritative should always be a priority, as this can be the foundation on which much of your future sales will rest.
If you’re new to the industry, answering customer queries in public, holding classes, posting in industry publications, are just a few of the ways you can get started. From there you can begin building relationships and a better knack for explaining concepts relevant to your field to a wider audience.
Hopefully, you’re now inspired to try out at least a couple of these underrated marketing strategies. Have you tried some of these before? How did they work out for you and your business? We’d love to hear from you!