Discover why you should market beyond sites like Twitter, Facebook and Instagram —and how else you could be reaching your target audience.

What do Ford Motor Company, Meijer and Stryker have in common when it comes to marketing? All three have a robust social media presence. Platforms like Twitter, Facebook, and LinkedIn are where these companies have a presence. However, these smart companies don’t rely solely on social media for building their business — and neither should you.

When it comes to marketing there’s wisdom in the phrase “don’t build your house on rented land.” When all your marketing goes through a single channel controlled by a third party, a change in the terms of service or having your account blocked could seriously damage your business. That’s why it’s important to invest some of your marketing efforts in “land you own.”

Build an email list

One of the most cost-effective ways to stay in touch with your customers is by building a robust email list. Folks who opt in to your list are already interested in the products or services you offer. Messages sent on a regular schedule keep your business top-of-mind. And, you always own the list!

Develop a website based on SEO

Another way to enhance your marketing efforts on “land you own” is by providing a content-rich website. The key here is not just to publish according to a template (though that is a good way to start). You want to provide content that people are looking for. Answer the questions they ask. Solve their problems.

Use search engine optimization (SEO) to make sure you include key words and content relevant to your audience. That way the search engines can quickly and easily find your content to offer in search results.

Sponsor events

Now that COVID-19 restrictions have eased, people are eager to get out and attend events. Sponsorship is a great way to connect with attendees. There’s almost no limit to the number of things you can sponsor, even with a modest marketing budget. Local events and professional association events are some of the best ways to get your name in front of people.

Of course, there are more than these three ways to market outside of social media channels. The important thing to take away is that at least some of your marketing should be done on “land you own.”

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