Are you looking to build a brand worth remembering?
The majority of businesses spend all of their marketing dollars in digital ads and social media. But while those can work… They put all of their brand awareness at the mercy of an algorithm they can’t control.
Here’s the issue:
Algorithms are always changing. One small tweak can obliterate your reach overnight. That’s why savvy brands are starting to look elsewhere to build real, lasting awareness. Beyond the algorithm.
What you’re going to learn:
- Why putting all your eggs in one basket (AKA the algorithm) is risky
- How face-to-face marketing beats digital every time
- 5 alternative marketing channels that can build real awareness
- How to pick which channels work for your brand
Why Putting All Your Eggs in One Basket is Risky
Look, digital marketing is amazing. No one is trying to convince you otherwise.
But putting all of your marketing budget into platforms you don’t control is a gamble.
Social media channels regularly tweak their algorithms so that each day your organic content might have massive reach… And the next day crickets.
It’s not just social media algorithms that are out to get you. Pay to play ads are getting more expensive every year. The more you pay, the harder it becomes to break through.
Here’s the thing…
The brands that come out on top stop putting all of their eggs into one basket. They spread their awareness across multiple channels so that changes to a single algorithm won’t sink their brand.
Face-to-Face Marketing Beats Digital Every Time
Here’s a fun fact that most brands forget…
Advertising and interacting with your customers face-to-face is one of the best ways to build brand awareness. Sustainable exhibition stands from specialists like Booth Exhibits are popping up everywhere to give brands a leg up when connecting with attendees face-to-face.
Why does this matter? Because trade shows and exhibitions place your brand right in front of decision-makers.
Recent research has found that roughly 88% of businesses attend trade shows with brand awareness as their primary goal. Why? Because when someone visits your booth and interacts with your team face-to-face, it creates a connection that no display ad can.
Think about that…
If someone sees your brand on Instagram, they might swipe left. But if they stroll past your booth in a sustainable exhibition stand at a trade show… They’re gonna remember it.
About 81% of attendees at trade shows are decision-makers who can buy your product. In other words, the people who are visiting your booth are already interested and want to learn more.
Strong stuff.
5 Alternative Marketing Channels That Build Real Awareness
Alright! Let’s get into the meat of this article. Below are 5 awesome marketing channels that you can use to build brand awareness far beyond any algorithm. Read through them all, select which ones suit your brand best and then implement!
Community Events/Sponsorships
Sponsoring community events or even industry meetups is a great way to place your brand in front of a hyper-targeted group of people. The key is finding events that your ideal clients would already be attending.
This can be very affordable too. You don’t have to spend money on huge trade shows. Small community events can also get you tons of exposure. Just make sure you show up every year. Consistency with sponsorships builds real recognition.
Trade Shows & Exhibitions
This one deserves a second mention.
Trade shows are seriously underrated as a marketing channel. Not only do trade shows put your business in front of tons of potential clients, but they also give you access to a group of people who are READY to buy.
Here’s why they work so well:
- In-person access to decision-makers
- Hands-on product demos
- Real conversations that allow you to build trust
- Built in competition so you really stand out
Any brand can throw up a table and hang a banner. But the brands that invest in killer sustainable exhibition stands are the ones that consistently blow every other brand out of the water. Your exhibit literally represents your brand. Make sure it tells people that your brand is one worth paying attention to.
Podcast Guesting
Podcasts aren’t going anywhere. In fact, they’re pretty much booming right now.
What’s better is that getting on a podcast as a guest is FREE.
Any podcast episode that you’re featured on will live online for eternity. So spend 30-minutes sharing valuable insight on a podcast and you could be driving brand awareness for years to come. Find podcasts that your target audience listens to and pitch yourself as a guest.
The trick? Don’t sell during the podcast. Give tons of value and let your listeners come to you.
Strategic Partnerships
Seek out non-competing brands that share the same target audience as you and find opportunities to partner together. This is a great way to get your brand exposed to a ton of new people.
Here’s how it works:
Find a brand that sells to your target audience but doesn’t sell what you do. Then offer to create a joint promotion, collaborate on content or host a shared event.
Boom. Both brands get exposure.
Direct Mail
Okay stick with this one for a second. Direct mail might sound old school and outdated.
But here’s the thing…
Email inboxes are getting overloaded with digital messages. Physical mailboxes? Not so much. When was the last time you received something really cool in the mail? No junky pamphlets or catalogs. Something that made you think someone actually took the time to send it?
That’s direct mail. Make it personal, make it valuable and make it something they need. They will notice.
How Do You Pick The Right Channels?
Guess what? Not every channel will be perfect for your brand.
Your job is to figure out where your target audience spends their time and what type of interactions matter for your industry. Start with one or two channels you believe will connect with your audience and go all-in. Don’t try to put effort into every channel at once.
Ready for a secret…
If you’re a B2B brand your trade show presence needs to be near the top of your list. Boom! There’s your first channel right there.
Conclusion
Building your brand awareness beyond digital algorithms is not just smart. It’s necessary if you want your brand to last.
Big brands focus on multiple channels to spread their awareness. Digital yes, but not exclusively. Trade shows, events, sponsorships, podcasts; there are tons of ways you can get your message out there.
Here are the big takeaways:
- Put your marketing dollars in multiple channels
- Don’t rely on algorithms alone
- Face-to-face marketing is powerful
- Pick channels that allow you to speak directly to your target audience
- Pick one or two to start with and nail them
Algorithms come and go. The platforms we use to reach our audience constantly change. But as long as you’re connecting with humans on a genuine level, your brand will thrive no matter what.
0 Comments