If you’re looking for ways to grow your business without social media, there’s a good chance you’ve heard of the book Stolen Focus by Johann Hari.
If not – pop it on your reading list pronto! Without totally giving away all the goodness that’s inside, the book is largely about an experiment Johann conducted to take a 3 month break from social media and the online world. The results that he experienced are pretty astounding in themself but what I also found astounding was the information I learned about big tech companies that own social media platforms.
These giant companies are calculated in the way they craft social media algorithms to encourage us to spend as much time as possible on these apps. The more time we spend there, the more chances we have of seeing ads from businesses investing in their platform and the more money the big tech companies make. Learning all of this filled me with dread. It made me feel like a cog inside a greedy, giant tech machine. I know some people wouldn’t have issues with this. However; if you’re reading this, you probably aren’t one of those people.
The social dilemma
Herein lies the dilemma. Never before has starting your own business been as easy as it is now. This is thanks largely to the online space and even more to social media. Social media provides a FREE platform to market ourselves and our businesses. There’s no denying the opportunities social media presents, but I can’t help but wonder, at what cost?
Are we becoming a society glued to their phones? Disengaged from our community and unfamiliar with the art of true human connection?
I know that I don’t want to align with this kind of world for my own future, or my kids future. So I believe now more than ever, the way we market our business matters.
We need to get strategic and ensure we are creating lead generation that doesn’t rely on us spending hours making a 30 second video on these social platforms.
If you’re picking up what I’m putting down – I’m sharing my favourite ways for generating leads and making sales outside of social media, to help inspire you to do the same.
My favourite ways for marketing your small business without relying on social media.
1. Create an Email List.
Unless you’ve been living under a rock you probably know you should consider creating an email list as soon as possible. Email marketing is such an effective way of reaching our audience and potential customers. Emails don’t rely on algorithms like social media does. It’s a guaranteed direct line to your audience, every time. It can be a super personal way to connect with your audience and build the know, like and trust factor that we need as consumers to make a purchase decision.
Starting in email marketing can feel overwhelming but my advice here is to keep it as simple as possible. I build my email list from my in-person events as well as through my email opt-ins.
2. Work on your search engine optimisation (SEO).
This goes hand-in-hand with your blog but can also be a stand alone concept. SEO is about structuring your website so that it has the best chance of being seen in search engine results. The best time to work on your SEO is when you build your website but it can be adjusted at any time along your journey if you know what you’re doing.
SEO involves things like keyword research and placement, image size and structure and site speed. If you are clever about your SEO, you are improving your chances of ranking in Google and increasing your potential of being seen without having to show up on things like social media.
If you want to know how I managed to rank on the first page of Google for multiple keywords, download my beginners ebook – SEO Rookie for my step-by-step tips.
3. Start a blog.
The word blog I find can often be a bit misleading. I still have clients ask me ‘Is blogging still even a thing?’ The answer is yes. Blogging is 100% still a thing and will continue to be as long as the internet exists.
Instead of the word blogging, think of blogs as articles – just like this one you’re reading! They are a way of sharing your expertise, connecting with your target audience and positioning yourself as a thought leader in your niche.
Blogs are also an integral part of your website strategy and getting your website seen on Google. The more you blog about particular topics, the more your website will be associated with certain subjects or topics.
4. Host an event.
Granted, in person events have been slightly trickier the past few years thanks to ol’ mate COVID. But I feel like as the situation improves across the world, so do the chances of hosting an in person event.
There is really nothing quite like the connections you make with people in real life. I truly believe that we are here on the planet to learn more about ourselves from our connections to others. It’s all part of the human experience and I feel like from a business perspective, it’s so often overlooked. Events are an opportunity to educate, entertain or inspire your audience (or all of the above!) in a unique way that only you can do. You can make max impact and leave a lasting impression which helps to cement your brand and business, hopefully in a good way, for days,weeks or years to come! Events can also be a fab way to build your email list at the same time.
5. Business networking.
Business networking could be considered ‘old school’ but don’t underestimate its effectiveness, even in this digital age. In the right networking environment, you will meet like minded business owners who will share advice, stories and tips to help you succeed. It is also the best way to forge friendships (hello word of mouth marketing!) and establish future partnerships or collaborations.
I like to think of business networking like having your own personal cheerleaders and ‘little black book’ to cross refer to your own audience, too.
6. Collaborate with another business.
Partnerships and collaborations can be a highly successful modality to market your business. This is where networking can come in so handy. Networking is an effective way to ‘put yourself out there’ and meet different businesses with the same target audience.
Some ideas for collaborations or partnerships are things like hosting an event, workshop or masterclass. Or you can create a situation of cross promotion – maybe you each share a discount code to your audiences or hold a giveaway together.
The beauty of collaboration is that you can double your reach and impact and also halve your workload at the same time!
Social media can play a role in collaborations and it’s these sorts of applications where I actually think it can be pretty amazing.
7. Start a podcast.
Another way to grow your business without social media is to consider podcasting. You might think that podcasting is a saturated space but my advice here would be similar to a website – if you’re not on there, your ideal clients can’t find you.
I know so many businesses that generate many leads through podcasting, including me – so I can vouch for it working.
Podcasts are similar to blogs in that they allow you to share your expertise, experience and add value to your audience. And in an increasingly busy world, a lot of people are turning to podcasts. For this reason I always recommend turning your blogs into a podcast and vice versa!
This is a task that you could assign to a VA as it can be quite time consuming, or you can implement a sweet content repurposing strategy to make it easier if you’re a solo operator.
8. Word of mouth marketing (WOMM).
So here’s an idea, how about actually telling people what it is you do!? You know, when you’re standing around at school pickup time and one of the other parents asks you what you do for work – TELL THEM ABOUT YOUR BUSINESS! So often we play small and don’t want to talk about our business, especially if it’s relatively new. We need to stop that.
Word of mouth marketing is powerful AF and even though it is one of the most simple (and perhaps the oldest) forms of marketing, it doesn’t make it less potent.
In a 2012 Nielsen global marketing study, it was found that 92% of people trust a recommendation from family or friends above ALL OTHER FORMS of advertising.
See? Powerful AF. So powerful in fact, that billion dollar businesses still consider WOMM the most important marketing channel.
Social media can be helpful here too. I find Facebook groups a fantastic place to get a recommendation and so they can be a useful tool in encouraging WOMM. Facebook also has reviews available on business pages and in the same Nielsen study online reviews were the second most trusted form of advertising, so together these two things = good stuff for your biz.
9. Linked In
Okay, so maybe this could be considered social media but I categorise it differently because it isn’t part of the metaverse.
The thing I like about Linked In is that there doesn’t seem to be the same algorithm that keeps us scrolling and scrolling for hours on end. We can hop on and off, spend a little time there without it taking over our days.
Linked In is a great tool for B2B business models. It is an online networking tool enabling you to connect with aligned businesses, publish posts (think of them like mini blogs) to help build thought leadership and add value as well as share your events and market your services.
There is a job search element to Linked In too, so you could actively look for potential job opportunities that would align with your skills.
Let’s hope Linked In doesn’t do an Instagram and change its algorithm ten times per month and have us having to make videos where we dance and point at things just to be noticed.
Social media isn’t the only way to market your business.
If, like me, you’re feeling tired of social media, I hope this blog has given you some inspiration for different ways to grow your business without social media.
I’m a big believer in doing what feels right and true for YOU and your business, not because someone told you to. Pick the ideas that feel aligned and you realistically can execute in your current business setup.
On that note, if you love social media and what it creates for your lifestyle and business, then you do you. However; I do think that even if social media is your go-to marketing strategy, you should consider adding at least one more channel into the mix. Start with an email lead magnet and use some of your social media posts/videos to direct your followers to download so you can start to build your email list.
Book your 1:1 content intensive and let’s nail your content plan for your small business.
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