Boosting Your Brand Through Indirect Marketing

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People see thousands of ads on the internet every day on social media and search engines. Do they notice they have seen those ads? Hardly.

Most people, over time, train their brain to simply ignore the ads and move on to what they want. No matter where you go—social media, YouTube, and even TV—you’re bombarded with ads. 

Ad fatigue makes direct marketing difficult. Tell me you’re not waiting for the skip button to appear when you’re sitting through a YouTube ad. 

While direct marketing isn’t dead, indirect marketing is all the rage. It’s a way of telling people about a brand without being “too in-the-face” about it. People don’t like intrusive brands.

They like brands that provide value that others don’t, and that’s how they remember a brand. 

What is indirect marketing?

Indirect marketing is a way of getting a potential customer’s attention towards your brand without being very obvious about it. There are no ads or calls to action. Instead, you offer potential customers value in some form to get their attention towards your brand. 

Boosting Your Brand Through Indirect Marketing_

Think of indirect marketing as a strategy to get attention and build brand awareness. Indirect marketing is the more subtle side of marketing where you may or may not mention your product or service, but you’ll need to make it worth someone’s time.

You’ve probably been indirectly marketed to a million times, but you don’t realize it because you’re too focused on the value that you derive from a brand’s indirect marketing rather than focusing on what they’re getting out of it. Genius, right?

This article explains some effective indirect marketing tactics for those keen on boosting their brand through indirect marketing.

5 indirect marketing tactics

Getting started with indirect marketing can be a bit tricky because there are way too many options out there. However, it’s best to start small and with things that won’t break the bank within two months. Following are some beginner-friendly strategies to take the first (or the tenth) step towards indirect marketing.

1. Accept crypto payments

Wait now, how is that marketing? 

It’s not, at least not inherently. Accepting crypto payments happens at the stage where customers are already ready to purchase the product, so how is it a marketing tactic? 

Well, put on your marketing hat for a moment and think about your buyer persona. Do they prefer using crypto to fiat? How many of your current customers prefer paying with crypto if they had an option? How many customers are you losing to competitors that do accept crypto payments?

The thing is, accepting crypto improves user experience for many. It’s just less of a hassle to pay with crypto for people that actively use it. Not having that option requires them to jump through hoops to get your product.

Accept crypto payments

Marketing 101 says make it easy for the customer to buy the product, and that’s exactly what accepting crypto payments is about. It also projects your brand as evolved and is likely to bring in a large group of customers who would have otherwise ignored your product entirely.

Think about it. Say you’re a crypto user and prefer paying with one-tap crypto payments because it’s just so easy and quick. You buy USDT on MoonPay and transfer it to the vendor and poof! Your money is transferred.

You’ve got two equally compelling products, but one accepts crypto payments. The choice is a no-brainer at this point, isn’t it?

Here’s the indirect marketing: accepting crypto payments improves user experience, which increases customer retention, and makes your product more accessible for a large audience.

2. Create winning presentations

Presentations are an excellent tool for B2B marketers. They’re direct, don’t beat around the bush, and communicate value.

Remember, though, presentations are also used as a direct marketing tool. In their simplest form, presentations indeed are a form of direct marketing. At some point, the presentation will likely focus on the brand or its product.

However, there’s also an indirect marketing element here. 

Picture yourself in a conference hall. Brand reps are presenting on stage. The first presentation communicates the value well, but feels dull and made in a rush. The second presentation communicates value well, but also has a polished look. 

Which one does your brain like?

Creating beautiful presentations makes the brand look professional. It shows that the team put in the effort into creating a presentation rather than throwing in a bunch of images and text into PowerPoint the day before the presentation. 

Here’s the good news: creating professional presentations isn’t difficult. You can use Pitch’s software (an online presentation maker) to effortlessly create gorgeous presentations online. Just go to the website, pick a template, populate it with content, and voilà! 

3. Offer free tools

Searching Google for the words “mortgage calculator” shows a ton of results. Opening the websites will probably take you to a financial institution’s website. The websites could belong to a bank, private lender, or a consultant, among others. 

Offer free tools

Now, it doesn’t take Einstein to figure out that they don’t sell mortgage calculators. In fact, the mortgage calculator adds $0 in revenue to the company’s income statement.

However, the calculator offers value to users who are trying to do some math about a potential mortgage loan they plan to take out. When they land on your page, they’ll input the proposed loan’s interest rate, principal amount, and the duration. Once they’re done, they’ll leave.

So, how does this help you? It doesn’t for the time being. But the visitor now knows that there’s a lender that they should at least check with before taking out a mortgage, just in case they can get a better deal. 

Over time, the calculator effectively works as a lead generator on autopilot. That’s how indirect marketing produces results. 

4. Optimize website for search engines

Search engine optimization (SEO) is one of the most powerful and rewarding indirect marketing tactics. Think of SEO as selling the search engines instead of customers. Essentially, you’ll need to persuade Google that your website or product is exactly what a searcher is looking for. 

But SEO isn’t easy. The first SERP is beachfront property and everyone wants a spot. The competition is fierce. This is why it’s smart to hire an SEO agency that can take care of the nuances for you. 

Winning at SEO is a marketer’s dream though. It produces massive results over time and the benefits won’t stop unless you do. It’s also great because marketers don’t need to sell anything. Through SEO, marketers are just putting their product in front of the right people at the right time.

SEO is probably one of the most expensive tactics on the list. But do it long enough, and you’ll thank yourself. 

5. Help the society

Corporate social responsibility and sustainability are top of mind for the current generation. People are now repelled by companies that are just out to get their money. They want to buy from companies that give back and make a difference.

Help the society

By helping the society, you’ll put your brand’s name on the radar of Gen Z. And guess what? 

They’re vocal. They’ll go to great lengths to support a brand that helps the society. 

Brands get the dual benefit of getting a new audience interested in their product and the word-of-mouth marketing that comes along with the audience.

However, helping society isn’t a one-and-done deal. It requires actively participating in local events and meeting new people. You can’t just write a check and be done with it. You’ll need to invest time and network with people. 

Get the exposure, put the brand’s name out there, and most importantly, be genuinely interested in helping people and society. People can spot a faker from a mile away.

This indirect marketing tactic is also long term. It takes a while to network and build a reputation as a brand that contributes socially. 

But be assured, over time, you’ll start seeing the benefits. Even better, you’ll have a ton of fulfilling experiences helping the society with challenges. 

Find the sweet spot between direct and indirect marketing

Indirect marketing is not a replacement for direct marketing. They’re both essentially tools in a marketer’s toolkit, each with their unique set of benefits. The key is to find the right balance that works for your brand.

Direct marketing is an excellent tool, but when overdone, can feel intrusive and tarnish a brand’s image. Indirect marketing is far less intrusive because it’s customer-focused. It usually focuses on what the customer wants and giving it to them for free so they recognize your brand in the future.

Indirect marketing is a long-term game. You can’t get results overnight. However, direct marketing can produce quicker results. 

Conclusion: boosting your brand through indirect marketing

See how both bring value to your overall marketing strategy? That’s why it’s important to find the right balance. Don’t be afraid to experiment. 

Try out a few tactics and see how it works for your brand. If something doesn’t produce results, you can always change it. As time goes by, you’ll be in a better position to optimize your strategy and find a balance.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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