Most of us already know this is the case, but if you’re a business that’s looking to improve upon your marketing strategies as we move into 2023, then you’ll probably want to diversify your plans. What do we mean by that, though? Well, there are a few answers to that question of course.
Direct marketing is quite valuable, and there’s really no way to deny that. However, it’s a good idea to also start thinking about what’s known as indirect marketing. What is that, then, and how can we get started with implementing these strategies? That’s what we’re here to explore today.
You can find a little more information about what it is and how it works in this article, but don’t worry if that seems a bit overly-technical – we’ll be covering this in detail as well! Just stick around to learn more about what indirect marketing is, how it works, and how you can utilize it in your business’ marketing strategies in the future.
What is Indirect Marketing?
Indirect marketing refers to a marketing strategy that involves promoting a product, service, or brand through various channels and methods, rather than directly trying to sell or advertise to the target audience. Unlike direct marketing, indirect marketing aims to create awareness, build trust, or influence consumer behavior through more subtle and less intrusive means.
Indirect marketing techniques can include public relations, content marketing, social media marketing, influencer marketing, SEO (search engine optimization), email marketing, events, sponsorships, and so on. Instead of pushing a sales message directly to consumers, indirect marketing focuses on long-term brand building and developing relationships with potential customers. It often involves creating valuable content, engaging with the target audience, and establishing a positive brand image.
Additionally, indirect marketing can be highly effective in reaching a wider audience, building credibility, and generating brand loyalty. By providing useful information or entertaining content, indirect marketing aims to create an affinity towards the brand, making consumers more likely to choose it when they are ready to make a purchase.
As you can see, it’s a fairly effective method of generating more leads and customers, without being too intrusive or in-your-face. In fact, it’s become quite popular on a lot of levels, which you can read about here: https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A825206&dswid=-6370.
Since we’ve discussed this in a lot of technical terms thus far, let’s take a moment to look at it in a more practical sense. How does it work in practice? What should we be on watch for as a business?
How it Works
Indirect marketing works by leveraging various strategies and channels to build awareness, credibility, and trust over time, rather than directly promoting a product or service. We’ll cover some of the key pillars to how this works, just so you can have a full perspective.
One of the first things that you’ll want to do is figure out who your target audience is. In fact, indirect marketing starts by identifying the target audience and understanding their needs, preferences, and interests. In turn, this allows marketers to develop strategies that resonate with the intended audience.
Actually determining who your target audience can be slightly difficult, of course. That’s where external marketing services can come in handy, in terms of having some sort of safety net and someone who can assist you in figuring out that target audience. Otherwise, just try to think about who would find your products and/or services useful.
Another important aspect of indirect marketing is creating the content that will be the actual driving force behind your campaign. At the end of the day, indirect marketing relies heavily on creating valuable content that educates, entertains, or provides solutions to the target audience’s problems. This content can take the form of blog posts, videos, podcasts, infographics, social media posts, and more.
When you think about the comparison between direct and indirect marketing, you can see how critical it is to generate quality content. One method that a lot of businesses have started to utilize is social media marketing, by hiring influencers to talk about products or sponsoring them directly. There are all sorts of methods to accomplish this, though, so feel free to explore what’s out there to find what works best for your organization.
Indirect marketing focuses on building relationships with the target audience through engagement and interaction. Responding to comments, providing support, participating in online discussions, and sharing user-generated content can help foster a sense of trust and community.
This is, of course, entwined handily with the idea of generating content and then distributing it across various platforms, whether it’s in e-mails, social media platforms, or anything else like that. Overall, this can help you foster a closer relationship with your customers, helping with the idea of positive branding and even brand loyalty.
Another thing to keep in mind is that this style of marketing aims to position the brand as an expert or a thought leader in its industry. By consistently delivering valuable and reliable information, the brand can establish credibility and gain the trust of the audience. Naturally, this leads to improved relationships as we mentioned above, and it’s just another reason to ensure that the content you generate is high-quality.
While this all doesn’t directly aim to drive immediate sales, it creates a foundation for future conversions. By consistently delivering value and building trust, the target audience becomes more likely to choose the brand when they are ready to make a purchase.
Is Direct or Indirect Marketing better?
Overall, this process works by creating meaningful connections with the target audience and providing value, thus influencing their purchasing decisions over time. It focuses on the long-term growth of the brand by building awareness, credibility, and trust.
You’ll have to decide for yourself whether that sounds like something appealing to you and your organization. These days, many businesses opt for both direct and indirect marketing strategies, to cast as wide a net as possible for potential buyers.