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Scrolling down, trying to gain more social media followers, or trying to make your Reels go viral… These might be very important to you as a business owner. But let’s put this straight: focusing on vanity metrics won’t help you grow your business. To achieve sustainable growth, you need to do more than that. Would you believe me if I said you can start and grow a business without a social media presence? It’s absolutely possible! By focusing on alternative marketing strategies, small businesses can effectively attract leads and drive real growth. Let’s have a look at these strategies:
1. Search Engine Optimization (SEO)
When you need a lawyer, do you open Instagram to find one? What about a private tutor, house cleaning company, business coach, or interior designer? You might check an interior designer’s Instagram account after discovering them on Google, but searching on Instagram will likely show results from all over the world—without giving you much insight into their expertise.
For entrepreneurs and small businesses, findability on search engines is crucial. Many believe they can’t rank on the first page of Google or compete with big companies, but that’s a myth. When you know which keywords to target, appearing on the first page isn’t as difficult as it seems. Yes, competition exists, but by continuously optimizing your website, conducting keyword research, and building quality backlinks, you can establish one of the most sustainable ways to grow your small business.
2. Content Marketing
Marketers always say, “Content is king,” and this saying never gets old. Trends change, and new platforms appear, but content remains everywhere.
As a small business owner, you need to create content that builds authority and trust. You can achieve this by crafting relatable stories, sharing your (and your audience’s) experiences, and using various content formats such as videos, infographics, and blog posts.
While storytelling is essential, addressing your audience’s pain points within those stories is even more powerful. This is why understanding your target audience is the key to creating impactful content that truly resonates.
3. Email Marketing
In digital marketing, you have two invaluable digital assets: your website and your email list.
When people subscribe to your email list, they are already interested in what you offer—so why not grow that interest? By regularly sending informative emails, you can maintain their interest, establish trust, and lead them through your sales process.
When executed properly, email marketing has the ability to convert prospective customers into dedicated clients, positioning it as one of the most efficient and lasting methods to expand your business.
4. Public Relations (PR)
When we talk about PR, you might immediately think of newspapers and magazines. But today, PR is much more than that.
Digital PR doesn’t only boost brand credibility but also offers significant SEO benefits. When your business gets media coverage from reputable online sources, you earn backlinks. This then improves your website’s search visibility and helps potential customers find you more easily.
Another powerful PR strategy is hosting webinars or guest podcasting, especially for B2B businesses. By positioning your business as an industry leader, you attract interest, build trust, and create new opportunities for growth.
5. Customer Referral Programs
You’ve probably seen it in Facebook groups. Someone asks for a web designer, and suddenly, a flood of recommendations appear. But not all of them are genuine referrals; many people share names just to earn a commission.
As a small business owner, you can make use of this strategy by creating your own referral program. Offering benefits or commissions to those who recommend your services can grow your business organically.
When done right, a referral program can be one of the most cost-effective and powerful alternative marketing strategies for growing your business.
