3 Ways to Be “Outside of the Box” with Your Marketing

A person wearing a box on his head

3 Ways to Be “Outside of the Box” with Your Marketing

A person wearing a box on his head

Have you noticed how hard it is to “be seen” with your marketing? Here’s why – and how to get noticed!

  • The average person in the U.S. sees anywhere from 6,000 – 10,000 marketing messages a day
  • Google and Facebook comprise the largest share of digital ad spending in the U.S. (37% and 20%, respectively), according to eMarketer
  • 70 -80% of search engine users ignore paid search results.

Looking at ad spending projections in the U.S. (below), it’s clear that the majority of advertising is being done online and will continue to grow at a fast pace, far surpassing the spend on TV or any other channel.


So what’s a marketer to do, in order to break through the clutter and get noticed? Here are three (3) ways to be “outside of the box” with your marketing.

  1. Find a podcast

Podcast advertising is predicted to grow from $1 Billion to $1.6 Billion by 2025. And yet it’s one of the smallest categories of ad spend. And it’s estimated that more than one-third of Americans now listen to podcasts regularly.

Do podcasts resonate with your target market? If so, what podcasts might they be listening to? Given it’s a new channel and there are over two million podcasts worldwide, finding a niche podcast that speaks to your target market may be the best ad dollars you can spend.

2) Choose a Newsletter

The top three types of content that B2B marketers (like me) use are social media content (95%), blog posts/short articles (89%), and email newsletters (81%). Why? Because email Newsletters to our current customers and potential prospects are opened, read, and appreciated!

What does this mean for you? It means that Newsletters may be a great way to break through the clutter, if your target market values information. Please notice I’m talking about valuable content, that addresses your customer’s issues and pain points, not content that talks about your latest product updates.

Another great way to break through the clutter is to sponsor a well-established newsletter! Typically, they’ll help craft a message that will resonate to your target market; they want your sponsorship to work! If you focus on a niche market, this might be a great way to do it.

3) Take another look at events

Not all events are created equal. But in a B2B world:

  • attending an event
  • presenting as a speaker
  • Sponsoring a session
  • Showing up with a booth

might be a good way to get out to your target market. Why? Because the need to move all events online for the pandemic has created pent-up demand for travel and being “in person.” While it’s not for everyone, those who want to be out-and-about again will have a leg up on everyone else, when it comes to seeing and being seen at trade events and conferences.

Have you been active in events? Is there one event for your industry that you know would really be a great place for you? If you answered yes, now is the time to jump in! And remember: the key to a successful event, as a vendor, is the work you do in advance (setting up meetings and appointments) as well as afterwards (following up). If you think that all you have to do is show up and see people, without all the pre- and post- follow up, events are not for you.

Not sure where to get started, to break out of the clutter? Email me and let’s talk!

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