Would you build a house on land that you were only renting? I hope the answer is a resounding "No Janelle, that would be a daft thing to do - the owners of the land could just knock it down." Of course they could. So, why, when it comes to building your business, would you consider only building it on rented platforms?

Yet, far too many entrepreneurs do. Because they focus only on social media marketing as a tactic or channel. Or, even worse, they only use social media and don't even have their own website. When it comes to marketing (or running) your business on social media sites, you are completely at the mercy of those who own them. When the dreaded algorithm is tweaked - yet again - your business is impacted. When Elon Musk has another crazy idea and rebrands Twitter/X and blocks a whole bunch of users, your business is impacted. If any of those sites crash and become obsolete, your business will be gone with it.

"But I need to be on social media Janelle - that's where my audience is!"

Okay, I hear ya. But let's look at it this way. You are someone's audience too. Are you ONLY on social media apps? Or do you also read emails, receive text messages, talk to other people, Google the stuff you're looking for, or watch videos and read blogs? Just because your audience is on social media doesn't mean that it's the only place you can reach them. So luckily for you - you don't have to rely solely on social media to grow your business. If you like, you don't even need it at all. Many businesses have thrived without using social media in their marketing! Not only is it possible, but it can also be incredibly effective.

Whether you're just sick to death of the social media hamster wheel (and the overwhelming dizziness that comes with it) and you want to abandon it entirely, or you just want to diversify your tactics so you don't have all your eggs in one (loaned) basket, I have 14 effective marketing alternatives to social media that you can use to grow your business.

I've personally tested most of these techniques, and I've found them to be more sustainable and impactful than social media. You're welcome!

14 Tried and Tested Alternatives to Social Media Marketing

#1. Nail your Brand Strategy

Effective branding is crucial for establishing a successful business. It's the number one foundation every small business owner needs to nail before doing anything else, and that includes creating your social media profiles. Not only will effective branding help you build trust with your audience, but it also sets you apart from your competitors.

When it comes to branding, consistency is key. Ensure that your colors, fonts, logos, tone of voice, and messaging align across all your marketing materials. To create and maintain brand consistency, you can utilise templates on tools like Canva or collaborate with a professional brand designer to develop brand guidelines.

14 Tried and Tested Alternatives to Social Media Marketing

#1. Nail your Brand Strategy

Effective branding is crucial for establishing a successful business. It's the number one foundation every small business owner needs to nail before doing anything else, and that includes creating your social media profiles. Not only will effective branding help you build trust with your audience, but it also sets you apart from your competitors.

When it comes to branding, consistency is key. Ensure that your colors, fonts, logos, tone of voice, and messaging align across all your marketing materials. To create and maintain brand consistency, you can utilise templates on tools like Canva or collaborate with a professional brand designer to develop brand guidelines.

Example of a brand guide I recently developed for a client.

#2. Create an SEO-friendly Website

If you want to establish a strong brand presence without relying solely on social media, having a website is essential.

Websites not only showcase your expertise and build trust among your target audience, but they also allow people to discover you in other places online besides on social media. Although some may argue that social media is enough, studies indicate that websites optimised for search engines result in over 1,000% more traffic than organic social media. Additionally, around 68% of online experiences begin with a search engine.

If you haven't created a website yet, I highly recommend dedicating the time to this crucial task or outsourcing it ASAP. Squarespace is my go-to for small business entrepreneurs - it is an exceptional website builder that offers user-friendly features and ready-made templates. You don't need to start with the whole hog either - you can start with a one-pager and build it up from there.

It isn't enough though to just have a website. It also needs to be optimised for search engines to get organic reach. Check out my blog "SEO Best Practice: 8 Tips to Make SEO Easier for You" to help you get started.

#3. Content Marketing and SEO

One of the best things you can do to boost your online presence is to regularly post new and unique content to your site. And that's where content marketing and SEO come in. A blog is one of the most effective types of content to drive potential customers to your website - it boosts your visibility in search results, it has a super long shelf life (as opposed to a social post that is lucky to have 24 hours), and it showcases your thought leadership and expertise, while offering value and building trust.

Most entrepreneurs overlook having a blog because they think it's too time-consuming to constantly write new posts. Believe me, I get it. This old blog of mine has been sorely neglected for the last few weeks. But how many hours a week do you spend creating social media content? Two? You're lucky! Five? Eight? And then the cycle starts all over again once the week is over and your posts have dropped off people's feeds. It's a vicious, time-consuming cycle. I'd argue that the return on investment you receive from writing a blog far outweighs those that you get from your social media posts. So if you only have time to do one or the other, my recommendation will always be to have a blog (with the caveat that it depends on your industry - a blog is not suitable for all industry types).

The best news is though, that your blog can feed into your social media marketing efforts - so you don't have to choose between them. Instead, use your blog to inform your social media posts and use those to drive traffic back to your website. It's a win-win!

#4. Host Workshops

Workshops are fantastic opportunities to reach your audience and educate them on your area of expertise. Hosting or participating in workshops can substantially expand your reach, boost brand awareness, and potentially attract new clients or customers.

You can either organise your own workshop or collaborate with businesses that share a similar target audience. For instance, as a copywriter and digital marketing consultant, I could organise a workshop on leveraging website SEO to grow a business. Alternatively, I could partner with a business coach and conduct the workshop as part of their coaching program.

Here are a few examples of workshops across different industries:

Photography: How to Take Great Product Photos for your Online Business
Finance: Financial Literacy for Freelancers
Nutritionist: Starting Solids 101: Introducing Food to your Baby
HR: How to Start a New Career When You're 40

The ideas are endless, but think about what you're an expert in, what people might want to learn from you, and how it can lead to a sale for your product or service offering.

#5. Traditional Marketing, Like Business Cards

In this digital age, you might be surprised to hear that business cards are still valuable. Believe it or not, business cards still have their place in your marketing ecosystem. I re-designed a business card for a client just this week because he has joined a new networking group and they're always looking for business cards.

Business cards serve as a tangible connection that can help you stand out and reinforce your credibility as a business. And the best part? Designing and printing business cards is affordable these days with tools such as Canva on the market. And, if you still want to include that little bit of digital wow, you can add a QR code that could take the scanner to your vCard or a link on your website.

Just make sure you don't print them and then leave them to collect dust. Keep them on you - you never know when an opportunity to give one out might present itself. I recently handed one out when I was having my hair done as another customer there said she was needing a website for her own business.

#6. Utilise the Power of Email Marketing

If you're looking for effective ways to build your audience without relying solely on social media, email marketing is an excellent solution. Studies show that 59% of marketers believe email as a marketing channel is twice as effective as pay-per-click and social media marketing in generating leads. That's because unlike social media, where you hope to appear on sufficient newsfeeds, a well-run email marketing campaign allows you to directly reach your subscribers' inboxes where you can grow and maintain personal connections with your community.

Here's how you can make the most out of email marketing:

Nurture leads and build relationships: Utilise emails to cultivate leads and develop meaningful connections with your audience.
Conduct market research: Take advantage of email surveys and feedback to gain valuable insights about your target market.
Promote your existing and new offers: Showcase your products or services through well-crafted email campaigns.

I recommend (and use it myself) using MailerLite for managing your email list. It is affordable, user-friendly, and provides customisable templates for emails and opt-in forms. Try it out for free for 30 days using this link.

Pro Tip: Boost your email list growth by offering a free incentive on your website, aka a lead magnet (a PDF guide, a discount code, a workbook etc). Any of the ideas for workshops above would make a good lead magnet. If you're a graphic designer, you could offer a free set of social media templates for Canva. If you're a VA, a free checklist for setting up your business systems would make a good lead magnet. Or if you have a Software as a service (SaaS) offering, a free trial could draw a new audience in.

Entice your audience to sign up to your email list by offering them something valuable in return and you'll steadily grow your email list.

#7. Enhance your Public Relations Efforts

Instead of solely focusing on engaging your followers, take a more targeted approach by building relationships with journalists through email. Get on their radar, capture their attention, and pitch ideas to them that make them eager to feature you in their publications. Successful public relations require staying up-to-date, maintaining just the right amount of persistence, and offering commentary that appeals to publishers. Alternatively, you can aim to become so newsworthy that journalists seek you out. Odette & Co is a PR queen who offers PR mentoring and training for small businesses, so if this is something you're keen to pursue as a strategy, definitely check her out!

#8. Leverage the Power of LinkedIn

Yes, technically LinkedIn is a social media platform, but hear me out. LinkedIn is often overlooked as an effective marketing tactic by many business owners. However, it boasts a staggering 930 million users, making it an ideal place to reach a wide audience and elevate your brand awareness. Unlike other social media sites, it's not subject to a gazillion algorithm updates, it's full of other business owners (so if you're B2B, it's particularly effective), and it responds well to written forms of content rather than short, sharp bursts.

For years now, LinkedIn has been associated mainly with job seekers. But it also serves as a networking space for professionals, including those not actively searching for employment. Regardless of whether your brand offers products or services, LinkedIn can help you expand your reach and establish meaningful connections that contribute to long-term business success.

While I wouldn't rely solely on LinkedIn for marketing purposes due to its smaller user base compared to other sites, I highly recommend utilising it in conjunction with other marketing tactics.

Top Tip: Engage in meaningful dialogue with your connections. Don't simply connect and disengage. Interact with your connections, share your blog posts and offers, contribute to forums, and share high-quality content from others. By providing valuable insights and facilitating professional growth, you'll build trust and earn respect within your industry. Encourage your employees to participate on the platform as well!

#9. Optimise for Local Search Engine Optimisation

One of the notable advantages of Google's algorithm is its ability to deliver accurate, high-quality, and relevant search results. In the local space, it levels the playing field, allowing small businesses to compete with larger competitors for prime digital real estate. Local SEO is a cost-effective organic marketing strategy that, though it requires time and effort, yields significant long-term benefits.

Here are a few tips to get you started:

Incorporate location-based keywords (e.g., "Brisbane city bakery") in your website's titles, headings, and content.
Ensure consistency across any online directories you're listed in by making sure your business details (Name, Address, and Phone Number) are identical across all platforms.
Publish pages or blog posts tailored to the specific neighborhoods you serve.

Additionally, creating a Google My Business account is essential for local businesses. It allows your business to appear in Google Maps, the local section of Google Search, and the right-side Knowledge Panel for branded searches. To optimise your Business Profile and improve its ranking on Google Maps and local results, you must verify ownership through your Google Business account, make sure you keep your information (including opening hours) up to date, and post regular updates, photos, and other useful content.

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#10. Collaborate with Industry Partners

Forming partnerships with businesses related to your industry (but not direct competitors) can yield great results. Together, you can collaborate on joint projects, both online and offline, such as special events, webinars, or promotional giveaways.

Teaming up with another business grants you exposure to a new audience that shares an interest in your niche. You can receive referrals, share resources and ideas, support each other's growth, and establish your expertise with a whole new audience that you otherwise may not have been able to reach. A good example of an industry partnership might be between a wedding florist and a wedding photographer. They are in the same industry and share the same audience, but are not direct competitors.

Building profitable partnerships requires careful consideration, open communication, engagement with potential partners, and numerous discussions before formalising agreements.

Top Tip: These same foundations apply if you're looking to try your hand at influencer marketing. You'll want to partner with an influencer whose audience is the same as yours, and you will want to make sure the expectations are clear from the outset. Influencer marketing can be tricky, but if it's done correctly it can yield great results when it comes to promoting your business.

#11. Think Podcasts or Videos

Another great form of content that has a long shelf-life is video content and podcasts. Both have become highly popular mediums for consumers, and the good news is you don't have to break the bank to create professional-looking videos or start a podcast. With the professional capabilities of today's mobile devices, the affordability of technology like mics and cameras, and platforms like Canva and YouTube, video marketing and podcasting has never been easier. These types of content can work independently or hand-in-hand, and they are effective in just about any industry.

You could consider creating:

Instructional videos and how-tos
Product demos
Behind-the-scenes coverage of your business
A podcast that shares interviews with staff or industry experts
Slideshows with images and captions
Bite-sized episodes sharing valuable tips

Make sure to add a branding or personal message that suits your brand, and include a strong call to action. Distribute the video on your website, YouTube, or podcast hosting sites, and then share it through your social media channels and even through emails.

#12. Network to Grow Your Business

Attending trade shows, industry conferences, and networking events is a smart way to market your business. These events provide excellent networking opportunities where you can connect with like-minded individuals and develop new B2B contacts. Moreover, they also often offer exclusive seminars that can enhance your skills in sales, social media, advertising, and other modern marketing techniques.

Research networking events happening online, in your area, or within your industry, and make sure to attend. Be ready to meet new people and follow up with those you feel a synergy with. After the event, find an excuse to get in touch with them for deeper, real-life conversations that can lead to valuable introductions and new clients. Don't be shy; remember that networking gains go to those who put themselves out there and make the most of the opportunity in front of them.

And don't forget those business cards you printed!

#13. Write Guest Blogs

Guest blogging involves writing articles for other websites and linking back to your website, thereby reaching a new audience and sending them back to your site. While some brands pay guest bloggers, others may not. Depending on the established status of your business and your writing skills, you might consider offering guest blog posts for free in exchange for the opportunity to include a link to your website. These links not only direct traffic from that site directly to yours, but they are also organic search gold and will help boost your site visibility overall. Just make sure you ask to see their website stats so that you can ensure that the industry site you choose to write for receives enough traffic to make it worth your time.

Here are some tips to succeed with guest blogging:

Find websites that share a similar audience as yours.
Utilise Semrush's free Domain Overview tool to check traffic numbers.
When pitching your guest blog idea, make sure it aligns with their content.
Write a personalised pitch explaining why you'd like to blog for them. Don't just send out generic cold emails, make sure the recipient knows you have checked out their website, what they offer, and why you think you can offer value to their audience.
Before committing to an article, confirm that they are okay with you including links back to your website.

If you don't immediately find brands willing to work with you as a guest blogger, don't get discouraged. Not all brands work with guest bloggers, and that's okay. Consider Googling your niche + guest blogger to see if any relevant opportunities come up.

#14. Establish a Customer Referral Program

Reward your existing customers with a free product, a free month of service, or even a small thank-you gift for referring new customers to your business. Word-of-mouth is a powerful thing, and customers referred by other satisfied customers hold significant value.

Here are some ideas to generate more referrals from your current customer base:

Implement a referral program with the chance for customers to earn a commission when their friends make a purchase. Affiliate marketing and referral programs are simple ways to motivate happy customers to spread the word about your business.
Ask for referrals directly. Sometimes, all it takes is asking your satisfied customers to recommend your business to their network. Word of mouth can be a powerful way to reach new customers or clients.
Provide clients or customers with a discount code they can use when referring you to a friend.
Request friends and family to share your business card or spread the word about your business.

Referrals often require just a little bit of surprise and delight, so think about how you can recognise and thank your customers when they send a referral your way. Next time, they'll be even more likely to refer you again if you've sent them a little thank you, whatever that may be.

Alternative Marketing Tactics and Channels

There are plenty of ways to market your business, increase brand awareness, and make sales without using social media platforms. Success can come in many different forms, and it's important to focus your time and energy on a marketing plan that works best for you and your brand. As shown throughout this blog post, website SEO is a powerful marketing tool with a much broader reach than social media. With billions of Google users conducting searches every hour, having an SEO-friendly website is essential for driving traffic. If I had to choose between the two, my focus would be on content and SEO, and 90% of the time that is what I would recommend for other business owners.

If you feel your marketing strategy is too singularly focused on social media, let's chat. My Digital Marketing Strategy sessions are designed to help you figure out the best tactics and strategies for your business, your goals, and even your preferences. With a small investment of $195 + GST, I will help shine a light on your path forward, beyond social media.

DIGITAL STRATEGY SESSION