This winter, there has been a lot of news surrounding social media, its leaders, and whether we can use certain apps in the United States.
While many of these events were happening, people who have been on social media for years are starting to shift platforms or leave altogether. This puts a barrier in the way for small businesses to reach potential customers and clients.
The Rising Tide Marketing Committee came together to discuss a few non-social media marketing strategies small businesses can incorporate into their 2025 plans that will help reach people in other ways, digital or not. Here’s what our members had to suggest:
Cady Darago, Altitude Marketing Agency:
Email Marketing:
“It’s so much more effective than social media because you are physically in someone’s inbox and you’re not relying on an algorithm,” Cady says. And once you’re in that inbox, whether the person opens the email or not, they are still seeing you and need to take an action: read or delete.
Even if they choose to delete the email, they still see your name. And it will take a very long time for someone to unsubscribe from the marketing emails.
SWAG:
It stands for Stuff We All Get and it’s a great way for low-cost advertising. Giving away stickers that will go on water bottles, cars, laptop covers, or magnets for cars or refrigerators, means you’re out there. “When I see stickers on my colleague’s and gym friends’ water bottles, I’m always intrigued because I trust their judgment on brands,” she says. It’s also a good way to cultivate brand love and loyalty.
Referral Programs:
Encourage people to refer your services to others, either with a discount, a free add-on, or a gift. Cady says referral programs are the easiest way to win new business, and it also helps to grow your brand and business awareness through word-of-mouth marketing. If you need ideas, examples, or general knowledge, head to this blog for assistance: https://www.referralcandy.com/blog/47-referral-programs
If you’re a service-oriented business, ask your clients to schedule their next appointments and put their names in a drawing for a gift certificate or free service. Who doesn’t love a good contest?
Murtaza Jaffer, EBC Printing & Signs:
Direct Mail:
Get right to people’s homes through direct mail marketing. This strategy allows you to target your services to certain ZIP codes, income levels, residences, and/or businesses. There are two paths you can take here. You can choose to work with a local company that can help you target the right geographical area, income bracket, and more to reach your target market and potential customers. Or you can use the United States Postal Service to send out direct mail pieces through Every Door Direct Mail Retail or Business Mail Entry Unit.
Ela Madrazo, Director of Marketing and Communications, CALV
Invest in Professional Photography:
It’s time for your business’s close-up! High-quality visuals are essential for showcasing your company and brand. Consider hiring a professional photographer, such as a wedding or event photographer. A one-hour photo shoot typically costs $150-$300, and the photographer will provide you with a file of high-resolution images for your use.
These photos can be used on your social media, website, and printed marketing materials. You’ll also have them on-hand if someone reaches out for a media feature. With a library full of photos, you’ll have images you can use for at least a year, but up to three or even five years.
Encourage Google Reviews:
If you don’t have a lot of reviews on Google, encourage your clients and customers to leave a review! “Positive reviews build trust and legitimacy for your business,” Ela says. Encourage your customers to add photos to their reviews, which can make your Google listing stand out more and it encourages future customers to do the same.
A handful of great reviews can boost your creditability and online visibility.
Lynn Schoof, Marketing and Communications Coordinator, Rising Tide
Spend time on your website:
Just because you won’t be spending as much time on your social media doesn’t mean you should forget about all digital marketing. This is a good opportunity to spend time on your website, making it look the best it can for potential customers. Add new photos, update your services, add reviews, and update your blog if you have one.
Ensure your website functions the way you want it to, as well. Fix any broken links and test out every page to ensure a smooth customer experience.
Flyers, pamphlets, and menus:
The tried-and-true marketing materials of flyers, pamphlets, and physical menus are still relevant in today’s digital world. As more people look to make real-life connections, ensure they have real-life materials to keep you front and center. A simple postcard piece is great for folks to keep on their refrigerator, office cubical, or in their planners as they will repeatedly see your name.
Those pieces are also nice to send when you ship items (if your business does that) or to add to shopping bags during purchases. You can advertise a special discount or encourage reviews. While the younger generations might not keep a stack of to-go menus, older generations still keep and use them. Hand them out with every order, especially if your prices and/or menu have changed within the last year.
These are just a few ideas to help you expand your marketing efforts that don’t rely on an algorithm and are likely to make an impact on your business. If you need any further assistance, contact Rising Tide for free marketing assistance at RTCLF-Marketing@caclv.org or schedule a time to meet with our marketing committee.
