Marketing is not just social media

One of the first things I tell new clients is this:

Marketing is not just social media.

And almost every conversation starts the same way: “Can you help me with our social media?”

Of course social media has its place, but there are so many other ways to market a business effectively, and some other options can deliver far better results depending on the audience.

A website that performs well, is kept up to date, and has good SEO is also a vital part of the marketing mix. There’s no point driving people to a website that’s slow, outdated, or impossible to find on Google.

Some of my clients have had fantastic success with direct mail campaigns. Yes, actual mail through the door as nowadays it's a novelty.

And there are channels many businesses completely overlook because they assume they’re out of reach financially.

A good example is TV advertising. I’ve just spent a few days in Spain and bumped into a friend who is also runs his own company and organises advertising for clients with Sky. I was genuinely surprised at how accessible the costs are now, especially when you can target specific postcodes and demographics so precisely.

A lot of the work I do is aimed at an ABC demographic, and for certain sectors - particularly where the audience is slightly older - TV can still be incredibly effective.

Another platform I think can work well is email/SMS marketing - both are often underestimated too, yet they can deliver some of the highest engagement rates when used properly. Unlike social media, where algorithms control visibility, these channels allow businesses to communicate directly with customers in a far more targeted and personal way, whether that’s promoting offers, driving repeat business or simply staying front of mind.

The point is this: Good marketing starts with understanding where your audience actually pays attention, not automatically jumping to Instagram or TikTok because everyone else is doing it.

Sometimes the best results come from the channels nobody else is talking about.

If you want a chat about non social media marketing, give me a shout.