The whole point of content marketing is to connect with clients and potential clients so you can drive sales, but it only works if the content you produce actually finds its way to your potential market.
One of the most difficult parts of content marketing is finding your clients. If you have no one to market to, then what’s the point?
If you’re reading this article, it’s probably because you’ve exhausted all of your go-to strategies for a client connection. Now, you’re looking for a new source. Here are four unconventional ones that may just work for your business.
The Co-Branded Marketing Campaign
Find a company that has clients in common with you and then work with it on a marketing campaign. According to the travel media website Skift, Icelandair realized that about 9% of U.S. tourists who flew to Iceland flew directly to Copenhagen to continue their vacations. So Icelandair teamed up with the Copenhagen tourism board to create a co-branded marketing campaign.
Think about your clients, is there another company that they’re constantly working with in addition to you? Is it possible that the company’s current clientele could also use your services and vice versa? Can the two of you team up for a cross-promotion? Working with another company may help you both tap into a whole new market.
The Pop-Up Shop
I was at my son’s soccer practice the other day when a Hawaiian shave ice truck pulled up. It wasn’t scheduled to be there; it was leaving an event and happened to have some extra product that the owner wanted to get rid of. The kids all got a treat after practice and he found some new customers.
If you have a product, consider going to your potential customers instead of waiting for them to come to you. A pop-up shop is a one time or set period of time where your product will appear in a new venue. It’s a chance to reach customers that don’t live near your brick and mortar store or don’t know about your online market. While it may not encourage them to come to your store, it may encourage them to be on the lookout for you whether online or out in public.
The Scavenger Hunt
A little more about myself, I’m a huge fan of the San Jose Sharks hockey team. Every year in the build-up to the season, the team holds a scavenger hunt for its fans. It hides pucks and other team swag all over the San Francisco Bay Area and then sends out Tweets, Instagram posts and Facebook posts with hints on where to find them.
I don’t have the actual figures to support this, but I do know that fans of the San Jose Sharks share and retweet these posts to their friends, many of whom are not fans of the team’s social media accounts. If just a few of these people become new followers, then the post has done its job. It has created a buzz, pulled in new followers and connected with an audience.
If you have an opportunity or the ability to do something like this, consider it. Everyone loves free stuff!
Be a Philanthropist
It’s tough to get down on a company that’s doing something good for your community. Whenever I hear about a company doing a good deed in my neighborhood, I make a mental note. I know which local businesses support the 5k race my son’s elementary school puts on every spring. I know which local television station teams up with the local supermarket for the holiday food drive.
I like to believe that we are a society filled with people just looking to do something good for someone else. As a result, I also think we are a society of people that want to recognize a good deed. If you have a cause that you care deeply about, find a way to give back.
I have seen some companies hold a special shopping day where 50% of the proceeds go to a local non-profit. The company Patagonia promises at least 1% of all its sales to environmental groups. I’m not saying that you have to go that far, but every little bit helps.
When you’re in the trenches every day, fighting to get your business to that next level, it can be tough to take the time to brainstorm new and exciting ways to reach your potential customers. Hopefully, this short list helped get those wheels turning.
Written by Erika Towne