Social media has become the ‘go to’ strategy for many digital marketers, thanks to its ability to reach so many for so little. We often use social media to spread the word about our own offerings, as well as those of our clients, because it targets so precisely.

However, according to a study conducted by Pew Research Centre in 2016, only 29% of adults use LinkedIn and 24% of adults use Twitter, which means that a good chunk of your audience might not be on the social platforms that you are using. With these statistics in mind, companies must be open to the idea of marketing across more channels in order to reach those who aren’t active on social media.

Although social is an effective form of marketing, there are other options that are equally, if not more, powerful. If some, or all, of your target audience isn’t as engaged on social media, then it’s important to learn more about other areas where you can reach them.

Online Advertorials

Advertorials are a great way to engage more members of your target audience. They allow you to promote your company in your own words, as well as communicate with those you might not be able to attract through social media.

If you’re unsure as to what an advertorial is, it’s “an advertisement in a newspaper or magazine that is designed to look like an article by the writers of the magazine” (Source: Cambridge Dictionary)

If you pay for an advertorial online, you can generate more click-though opportunities for your website. You can also refer to downloadable guides in your article and funnel prospects from the advertorial to your website where you can collect their contact details.


Events are used in a variety of different ways and can serve as an effective means to display your industry knowledge. They are also valuable networking opportunities and are great for re-engaging with previously warmed leads.

Today, many brands focus their event promotion through social media. While this is an effective method, it can leave out a lot of potential prospects who might make great clients in the future.

A few other ways to promote your event could be:

  • Google AdWords
  • Inviting previous contacts, clients and attendees of events
    • via phone, letter or personal email
  • Getting in touch with active influencers in the industry and inviting them for free
    • They can champion promotion for you

Email Campaigns

There are many benefits to email campaigns. For instance, if you’re contacting a database you’ve built up over time, the companies and people you’re reaching out to are already familiar with your brand. They might even be warmed up to your services already and are receiving a monthly newsletter, or a weekly email.

Email campaigns offer a more personal marketing strategy, active contacts in your email database will be more open to hearing what you have to say. This means that engagement will be greater compared to a social media post, which might be just get overlooked by people who are unfamiliar with your brand.

These three strategies each have their own strengths and have the potential to reach prospects outside of social media. Depending upon your industry, some of these strategies might suit your audience more than others, but what’s important is that you explore a variety of tactics to see what works.

Put these strategies to the test and find out which one(s) work for you. Let us know in the comments below how you got on…