Blog Post

In a world where digital marketing is dominated by paid ads, influencer endorsements, and social media campaigns, some of the most powerful tactics often remain overlooked. While popular strategies can certainly help you grow your brand, it’s the less flashy, underrated techniques that might provide the boost you’ve been missing.

This article dives into some of the most effective yet underutilized marketing strategies that can help set your brand apart from the competition. Whether you’re a small business owner or a marketer, these hidden gems can unlock new opportunities for growth and engagement.

Referral marketing is the original influencer marketing—only better. When happy customers spread the word about your product or service, they bring in new business through genuine, trusted recommendations. Yet, many businesses don’t optimize their referral programs or fail to implement one entirely, missing out on a goldmine of new leads.

People trust recommendations from friends, family, and even acquaintances far more than they trust advertising. Referral marketing takes advantage of that trust to turn existing customers into brand advocates.

• Create an Incentivized Referral Program: Reward customers for referring new clients with discounts, free products, or exclusive offers.
• Easy Sharing Options: Use automated referral systems that allow users to easily share your business with their network. Provide pre-made templates for emails, social posts, or direct links to share.
• Track Referrals: Use referral marketing tools like ReferralCandy or ReferralRock to streamline tracking and rewards, making it a seamless experience for both you and your customers.

Co-branding is a powerful marketing strategy that many businesses overlook. By teaming up with a complementary brand, you can expand your reach and gain exposure to an audience that aligns with your target market. Co-branding allows both brands to share resources, credibility, and customer bases for mutual benefit.

It taps into trust and credibility. When customers already trust one brand, they are more likely to trust a brand associated with it. This creates a win-win scenario for both businesses involved.

• Choose the Right Partner: Look for businesses that complement your product or service. For instance, a fitness apparel brand might partner with a health food company to launch a co-branded product bundle.
• Co-Create Content: Collaborate on webinars, blogs, podcasts, or eBooks that provide value to both audiences. This will allow you to increase brand visibility and authority while creating shareable content.
• Joint Promotions: Offer cross-promotions where both brands offer deals to each other’s customer base, boosting sales and awareness for both parties.

Guerilla marketing focuses on using unconventional, low-cost tactics to generate buzz. While big brands often focus on hefty ad budgets, small businesses can use creativity to get attention without spending big. Guerilla marketing is all about surprise and innovation, and when done right, it can create memorable impressions.

People love surprises, and unexpected, creative campaigns get people talking. These strategies thrive on word-of-mouth and social media shares, which can exponentially increase your reach with minimal investment.

• Public Stunts: Organize pop-up events, flash mobs, or installations in high-traffic areas. The goal is to capture attention in a way that people can’t ignore.
• Street Art or Murals: If done tastefully and legally, graffiti or murals can be an excellent way to increase local awareness of your brand.
• Interactive Campaigns: Create fun, unexpected experiences, such as treasure hunts, free samples, or digital scavenger hunts that get people engaged both online and offline.

While most businesses aim for brand awareness, building a community takes that one step further by creating an environment where customers feel like they belong. It’s a long-term strategy that turns one-time buyers into loyal advocates.

When customers feel like they’re part of a community, they’re more likely to stick with your brand over competitors. Strong communities can create emotional connections, fostering loyalty and encouraging word-of-mouth marketing.

• Create a Branded Online Community: Launch a Facebook group, forum, or other social spaces where your customers can engage with each other and with your brand. Provide value with tips, exclusive content, and behind-the-scenes peeks.
• Host Community Events: Organize online and offline events like webinars, workshops, or meetups. This helps customers engage with your brand on a deeper level.
• Feature User-Generated Content (UGC): Encourage your community members to share their experiences with your brand through social media posts, testimonials, or reviews. Feature their content on your platforms to show appreciation and build trust.

Email marketing has been a go-to for years, but SMS marketing is rapidly gaining traction as one of the most effective ways to communicate directly with your audience. Despite its effectiveness, many businesses haven’t adopted SMS as part of their marketing strategy, making it a prime opportunity.

Text messages have open rates as high as 98%, significantly higher than email. SMS also feels more personal and immediate, giving brands direct access to customers’ attention.

• Exclusive Offers and Flash Sales: Use SMS to send time-sensitive promotions or exclusive deals that incentivize quick action.
• Personalized Messages: Leverage customer data to personalize your SMS campaigns. Use their name, purchase history, or location to create a tailored experience.
• Keep It Short: SMS is a quick medium, so ensure your messages are clear, concise, and valuable to the reader.

Podcasting has exploded in popularity, and guest appearances on established shows can offer a unique way to grow your brand’s audience. By sharing your expertise on a podcast, you tap into an already engaged and loyal audience.

Podcasts create intimate, long-form content that builds deeper connections with listeners. As a guest, you position yourself as an authority in your niche, which helps build trust and credibility with a wider audience.

• Target Niche Podcasts: Find podcasts in your industry or related fields with a loyal following. Reach out to the host with a pitch explaining what you can bring to the table.
• Share Your Expertise: Be authentic and provide actionable insights, advice, or stories that resonate with the podcast’s audience.
• Leverage the Exposure: Share your podcast guest appearances on your own channels, and use them as an opportunity to drive listeners back to your website or social media platforms.

While the world of marketing can seem dominated by the same handful of strategies, the true power often lies in the unexpected. By incorporating these underrated tactics—referral marketing, co-branding, guerilla marketing, community building, SMS marketing, and podcast guesting—you can take your brand to new heights without the hefty price tag.

These “hidden gems” may not always be at the top of the marketing trends list, but they offer genuine value that can make all the difference for your business. Try integrating one or more of these strategies into your marketing mix and watch your brand flourish.