It's no secret that digital marketing in today's business world is an invaluable part of any comprehensive strategy. Research indicates that Google may process about 63,000 searches every second, or 5.6 billion per day. While your company will only reach a fraction of those users who input search queries, the point stands that traditional digital marketing tactics like SEO and content management play a huge role in modern business success. 

Of course, there are also many non-traditional media channels that you can use to reach niche audiences in the online world. These tactics can help you take your digital presence to the next level when incorporated into your overall marketing mix.  

Overall, the internet offers many opportunities for businesses to build relationships with their particular clientele, and there's little limit to the methods for doing so. BMW led the forefront of this method with their film series, "The Hire," where they filmed and launched an online movie series to advertise their new line of vehicles. The series was massively successful and heralded in a new era of online marketing, later capitalized by YouTube.  

Add Non-Traditional Media to Your Marketing Mix 

For this article, the term "non-traditional marketing" does not refer to shock tactics or guerrilla marketing, both of which often backfire and leave a company's reputation in tatters. Instead, some examples of non-traditional yet reputable media channels include: 

• Influencer marketing 
• Webinars 
• Repurposed web content 
• Blog content 
• Podcasts 
• Video development 
• Video sponsorship 

While marketing via these avenues can be effective on its own, the real benefit comes when these channels supplement your traditional marketing mix. In short, you can create a "positive feedback loop" that keeps your consumers engaged for a longer time and on a deeper level. 

For instance, a user who discovers your brand through an influencer's recommendation may then connect with your website after a Google search (which is where traditional SEO comes into the picture). Subsequently, the user may subscribe to your company's podcast or sign up for one of your webinars, thus maintaining this "cycle of engagement." 

Non-Traditional Media Helps You Reach New and Specific Audiences 

Investing your resources in traditional media channels can offer a high ROI in terms of raw audience reach. However, allocating at least some of your budget towards non-traditional marketing routes can help you engage with demographics who don't usually engage with mainstream mediums. In many cases, you'll be able to reach a smaller yet more passionate audience than you would with standard tactics. If you create content tailored to their interests, you can leverage this into a huge advantage. 

A simple example of this principle in action would be engaging with the blind and visually impaired via podcast content. Another example would be engaging with Gen-Z prospects using influencer marketing. While catering your content to these demographics may not yield a massive overall reach, the people you engage with are more likely to be a captivated audience that will welcome your messaging. Simply put, it's a matter of quality vs. quantity. In the end, you may not engage with as many consumers, but a higher percentage of the ones you do reach may become loyal advocates for your brand. 

Develop Your Content Marketing 

The time-honored adage in the marketing world is that "content is king." Without a doubt, creating useful, engaging, and highly targeted content is a powerful tool for building your brand's reputation and ultimately acquiring more customers. While you should design some of your content for a general audience, you can drill down into the needs of your different customer segments to create a marketing strategy that speaks to the unique circumstances of each user. 

It helps to be creative when developing and implementing your content marketing strategy. Here again, using non-traditional channels and tactics can optimize the impact of your content. For example, besides creating a value-adding blog that covers various niche topics, consider deploying a complementing email marketing strategy alongside your newest posts, focused on alerting your consumers to new content and promotions.  

In addition, don't be afraid to leave your comfort zone to grow your brand appeal. While many businesses still shy away from video advertising in any form, social media platforms like YouTube have transitioned from the alternative media into the mainstream and offer vast potential in terms of reach and engagement. When it comes to video marketing, it's important to remember that "low cost" doesn't necessarily equal "low quality."   

Continue Leveraging Non-Traditional Media to Grow Your Brand  

Non-traditional digital marketing channels can be a powerful addition to your overall mix. They can help you reach different audiences compared to mainstream avenues and engage with them better. 

Granted, it may take some creativity, effort, and perhaps assistance from an experienced media partner to successfully incorporate these tactics into your strategy. However, the results will be a much stronger brand position for your company, the opportunity to engage with and win over small but dedicated fanbases, and significant growth for your business. Indeed, the return from your efforts will be well worth the investment.