17 Ways to Market Your Business Without Using Social Media

Mar 16

One of the most common questions I see from business owners on social media is “How to I promote my business without using social media?” (often followed by “Who can I hire to do my social media for me?”)

Even if they aren’t looking to drop social media entirely, business owners are looking for ways to be less reliant on social media platforms because of, algorithms, getting tired of keeping up with changes, or the amount of time it takes to maintain a consistent posting schedule.

As someone who has been in marketing since before social media, in many ways these platforms make finding new audiences (and customers) easier than ever, but in other ways it has introduced new (and unwanted) levels of frustration and burnout.

Social media can be fickle and unpredictable, while at the same time dangling the potential of a life-changing “viral” post like a blinking slot machine in Vegas. (read about how a small business navigated a viral post and worked with me to quickly build their marketing infrastructure to support their growth)

And, of course, the real question is - How do I grow my business without depending on social media? - because sales & bookings are what small businesses need to thrive.

Can You Really Grow a Business Without Social Media?

My answer is usually "it depends…"

I’ve seen so many business owners default to social media as their entire marketing plan - posting on Instagram at 9am on Wednesdays - instead of approaching their marketing with a big picture view.

So when posting on social media stops working (or stops feeling worth it), they get stuck

It is also important to point out that walking away from social media entirely only works if you have other ways to connect with your audience. Otherwise, you're just…not marketing your business at all. (Spoiler alert - people can't buy from you if they don't know you exist.)

So before you decide to ditch social media entirely (not something I recommend, by the way), you need to be very clear about these three things:

Who you're truly trying to reach. Not a vague demographic that is too broad to speak to - I’m talking about the specific type of person who has the problem you solve, who is already looking for what you do, has the budget to work with you, and is ready to move forward.
What you want them to understand about you. This is your messaging - the words you use to describe what you do, and why it matters, and why you’re the one to work with. Weak messaging isn’t solved by switching platforms.
How they go from finding you to buying from you. Understanding how your specific audience behaves (and what they need to see before they trust you enough to act) shapes every marketing decision you make.

Without being clear on those three things, you might swap one frustrating channel for another and end up in the same place.

As a marketing strategist, my approach to marketing is always holistic. You website, email list, search traffic, and relationships work best when they support each other, not when one channel is doing all the work.

Here are 17 ways to market your business without (only) relying on social media.

Email Marketing

Someone who gives you their email address has already shown interest in what you offer. And, unlike social media, you can contact them directly without relying on an algorithm.

When you compare deliverability of email (almost 90% of the emails you send are successfully delivered) to average social media reach (1.65% for Facebook and 3.5% for Instagram), it is easy to see that more of your email list will see your emails than your social media followers will see your posts.

Quick note - these are overall averages and your specific accounts may perform differently.

How do you get started with email marketing?

The most basic system is a signup form on your website, a clear reason to join, and a short welcome series that introduces you and your business to new subscribers.

If you’re not sure where to start, here’s a quick breakdown:

Choose an email service provider and set up your account (I like Mailerlite which is free up to 500 subscribers, but they roughly all do the same things at the free tier, so pick the one you like using).
Add a signup form to your website and to your social media “Link in bio” section
Promote your list wherever you show up.
Create a welcome series for new subscribers.
Email consistently with information your email subscribers are interested in receiving (yes, that will sometimes include offers!)
Email allows you to turn interest into sales as long as you can explain what you do clearly, help people understand when they need you, and build trust over time.

Is email marketing worth it? It can be - if you can be consistent around sending emails and promoting your email list, your audience is likely to be interested in emails from you, you have a clear understanding around what to share and how to convert them to buyers.

Email Marketing Takeaways:

It takes time to set up.
It takes time to grow.
Plan to send emails at least once a month to start.
As your list grows, or you need more functionality than free plans offer, you’ll need to pay a monthly subscription.
If you build your list with discount codes and freebie seekers, you may struggle to convert them to paying customers later.
People will unsubscribe (and that’s ok!), but it may hurt your feelings (a little).

Your Website is Your Home Base

To be blunt, if your goal is to rely less on social media, your website has to work harder.

Your website is the one place you fully control. Social media platforms can change. Algorithms can shift. Accounts can disappear. But your website is your property. And that means it needs to do more than look nice.

It needs to communicate within seconds:

This is for me (or it isn't)
Here's how you help
Here’s the next steps

Many websites tend to err on the bland side because business owners are trying to appeal to as many people as possible, but when that happens, your website becomes forgettable.

Or, if your website requires someone to read three paragraphs before they understand what you do, you've already lost them.

You can make your website more effective by making your banner image & headline pop. Think of it like the headline on a newspaper - it should speak directly to the person you're trying to reach as clearly as possible.

Once someone scrolls past your banner, each section and page of your site should reinforce the same messaging, but with more depth and explanation as needed.

Your site is part of your overall branding, so the colors, fonts, tone, and images should be consistent with how your business shows up in other spaces.

It should make it easy to take action, whether that’s booking, buying, or joining your email list - don’t make your audience work to give you money.

You’ll also need to shift your thinking from prioritizing sending people to your social media (gaining followers) to focusing on your website (where they can join your email list).

Nearly everything you do in your marketing eventually sends people back to your website: referrals, speaking engagements, networking conversations, search traffic, email campaigns.

Finally, your site need needs to be easy to navigate and load quickly on both desktop and mobile devices.

Again, your website is your home base - that should be where you want people to go.

Website as Home Base Takeaways:

A website isn’t free - domain registration, hosting, design tools, and more (depending on which website builder you use)
You’ll need to either design your site yourself or pay someone to do it for you.
Just having a website doesn’t automatically generate traffic or magically bring you the right customers - you’ll need a plan to attract traffic and be prepared to experiment.
You’re messaging and branding has to be clear and strategic.You have to give it time.

Build Search Visibility With SEO

Search engine optimization (SEO) is one of the most effective long-term alternatives to social media because it connects you with people who are actively looking for what you offer.

How does SEO work?

SEO helps your website show up when someone searches for a question or service related to your business. Done well, it can consistently bring new traffic to your site over time, even when you're not actively publishing new content. As an example, some of my best-performing blog posts were written in 2018.

Where your site ranks matters more than most people realize. Research from First Page Sage shows that the top three organic results capture nearly 69% of all clicks on a typical results page. Even modest improvements in your search visibility can outperform months of consistent social posting.

In practice, SEO looks like:

Creating pages that clearly explain what you do and who you help
Writing blog posts and FAQs that answer the questions your buyers are already asking
Following best practices for on-page and technical SEO
Ensuring your business shows up in local search if you serve a specific area

SEO takes time. But unlike social media posts, it is long-lasting.

A blog post from three years ago can still be sending you traffic today. An Instagram post from three years ago is just gone. While most social media posts are now indexed and can be shown in search results (and as of March 2026, LinkedIn has the best chance of being indexed and found), on the platforms themselves social media posts “live” anywhere from minutes to a few days before getting buried.

SEO Basics Takeaways:

SEO is a long game. If you need clients next month, this isn't where I’d start, but it can pay off for years.
You'll need to actually know what your buyers are searching for and know how to position yourself to be the one they want to work with.
Content like blog posts are important here, but you’ll need a strategy behind it.
You may want professional help to get started, especially with a technical audit to make sure the foundation and goals of your SEO strategy are clear.
Use free tools like Google Analytics and Google Search Console to track progress and learn where to make adjustments.

Pinterest as a Search Engine (Not a Social Media Platform)

For this post, I’m trying not to name specific platforms, but I do want to mention a couple because they sit somewhere between “social media” and “not social media” and are their own niches.

First, Pinterest.

Many people think of it as a social media platform, but it isn’t really. I tell my clients to think of it like pretty search engine. When someone saves a pin, it can continue to be found and drive traffic for months or even years.

Is Pinterest a good option for you?

It depends.

If you have content on your website already and have a clear idea of your buyer, what they are looking for, and how to meet their needs - then, yes, it can be a great option. Pinterest might be a good fit for your business if you are a product based business, service business, or have a blog with established content you want to share.

Pinterest Takeaways:

Pinterest works best as a traffic driver, not a standalone platform. If you don't have something to share, it won’t work for you.
There are best practices & strategy to be aware of - including Pin image, Pin title, Pin description, and the Board you are pinning to.
It takes time to build traction, similar to SEO.
It takes time to manage, but isn’t someone you need to post to every day or even multiple times per week to see results.

Substack

Similar to Pinterest, Substack isn’t really a social media platform - although as of March 2026, they continue to add features like a home feed similar to Twitter or Threads that make it behave more like a social platform.

Substack is like a cross between a blog and a newsletter platform. What makes it unique and worth mentioning here is both the discovery feature and the option to monetize your publication.

Readers can discover new creators via search and recommended accounts from creators they follow. This means your content can be found by new audiences without relying on your existing followers on social media or larger SEO searches.

Substack isn’t the right fit for every business, but readers on Substack are looking for insight and perspective they aren’t finding on other platforms.

Substack Takeaways

You're building on someone else's platform, which means Substack makes the rules. Your subscriber list lives there, but you export it at any time.
Discovery happens, but you still need to put in effort around promotion.
Substack works best when you have something specific to say, it isn’t the best fit if your not consistent yet.
You don’t need to publish weekly, which can take pressure off - but it isn’t a sales platform, so it takes time to grow.
It doesn’t have the functionality of a true email list (segmenting, analytics, landing pages, welcome sequences, etc.), so I don’t advise moving your email list to Substack - I see them as two different marketing channels with separate goals.

Find Speaking Opportunities

One of the fastest ways to reach a new audience is to show up where they already are.

When you appear on a podcast, contribute to someone's blog, co-host a workshop, or participate in a summit, you're tapping into the trust the host has built with their audience.

This works best when the fit is intentional. The audience should overlap with ideal clients, and what you share needs to be useful to the new audience you are speaking to. If you go in with a sales pitch (even if you try to hide it), the host and audience will be able to tell.

Some options to explore:

Podcast guest appearances
Guest blog posts or newsletter features
Co-hosted webinars or workshops
Speaking at events, panels, or local business groups
Summits and conferences

Finding Speaking Opportunities Takeaways

You have to pitch yourself. Opportunities rarely show up without some outreach, especially when you first start.
Quality of fit matters more than size of audience. A small, highly aligned audience will convert better than a large, mismatched one.
Your messaging needs to be dialed in before you guest anywhere. If you can't clearly explain what you do and who you help, you won’t get the results you hope for.
Follow-up matters. Have somewhere to send people - a freebie and dedicated landing page to track traffic is a good place to start.
Results aren't always immediate and some will be learning experiences of what you don’t want to repeat.
If you’re a guest on a podcast or speaking at a conference, make sure you’re promoting your appearance - it helps the host/conference and shows your audience a new side of what you can do.

YouTube and Podcasting

If finding speaking opportunities isn’t something you want to do, you can create your own by having a YouTube channel or podcast.

Just like blogging, you can build a content library that attracts your ideal audience without needing to constantly post to social media.

YouTube and podcasting also have similarities with Pinterest in that they both function as search engines.

Videos that answer questions your audience is asking can show up in search results and continue driving traffic for years.

Podcasting doesn’t show up as much in search engines, but if your audience listens to podcasts, it can be a way to build a loyal audience over time, as well as be found in podcast searches.

In my experience working with clients who have podcasts and YouTube channels of different sizes, those audiences can convert at higher rates than other channels and tend to be more willing to invest.

YouTube and Podcasting Basics Takeways

Podcasting and having a YouTube channel may require an investment in equipment to get started - but if you’re just exploring, stick with free options because this can quickly become an expensive hobby!
There is a learning curve as far as editing, best practices, and understanding each platform
Consistency can look like once a week or once a month instead of several times each week.
Growth will be slow at first. Plan for 6–12 months of consistent posting to see traction.
Have a clear reason for starting - know what you're trying to build and who you're trying to reach before spending money.
YouTube and podcasting work best when there are clear next steps - joining an email list, a specific offer, or a private community.
If you’re not ready to hire someone to edit your podcast or videos for you, plan to spend 2-3x the episode length on editing. So if your episode is 30 minutes long, expect to spend about 60–90 minutes editing it.
You can highlight your speaking gigs on your website (here’s mine) or create a speaker sheet to make it easier for organizers to see what you have to offer!

Getting Press and Media Mentions

Earned media - meaning press mentions, features, and expert quotes in publications your audience already reads - quickly builds credibility and can help interested readers/viewers find their way to your site long after the publication date.

The catch is that it requires some proactive effort to make happen and patience to see it through.

Where to start:

Sign up for SOS (Source of Sources), HARO (Help a Reporter Out) or similar services to respond to journalist requests for expert sources. There are free and paid options for this - stick with the free options until you have the bandwidth to make the most of the paid options.
Pitch local media with a relevant angle - local interest features, seasonal stories, or community-focused topics are often easier entry points than national outlets
Reach out to industry publications, newsletters, and blogs your audience reads and offer to contribute or be featured.

PR & Press Mentions Takeaways

Pitching takes practice. Your first few pitches may not land, and that's normal.
Relevance matters more than reach. A mention in a niche publication your buyers read & value will outperform a mention in a large outlet they don't.
Follow up. Journalists and editors are busy, and a polite follow-up can make a huge difference.
Have somewhere to send people when they find you through press. This is your website, messaging, and clear buyer’s path is important.
Share, repost, and save your press mentions. Even a small feature adds credibility when potential clients are evaluating whether to work with you.

Teach Something: Workshops and Webinars

Workshops, webinars, and community talks let people experience your expertise directly, not just read about it. And when someone walks away having genuinely learned something useful, the next step (booking a call, buying an offer, joining your list) happens faster.

Teaching works best when it's focused. A workshop that tries to cover everything teaches nothing. Pick one specific problem and approach, go deeper than people expect, and respect their time.

Formats worth considering:

Live webinars (free or paid)
In-person workshops (community spaces, libraries, co-working spaces, industry events)
Lunch-and-learns for corporate or organizational audiences
Virtual summits or panel appearances
Recurring educational series for your existing audience
Partnership workshops with complementary businesses

Free vs. paid — what to consider:

Free workshops lower the barrier to entry and are useful for list building, visibility, and reaching new audiences.

Paid workshops signal value and tend to attract more committed participants. Which is best for you? It depends on your overall goals and your goal for that specific event.

A few things to think through before deciding:

Are you trying to build your list or generate direct revenue?
How established is your audience? A newer audience may need a free entry point first.
Does your topic work best as a stand-alone topic or a lead-in to a larger offer?
What costs do you need to cover - handouts, printed materials, your commute, childcare, space rental, etc.

Renting space:

If you're running in-person events, you’ll either need to pay for space or get creative with where you hold your event.

Options range from free (libraries, community centers, your own office) to paid (co-working spaces, event venues, hotel conference rooms).

Many co-working spaces offer day rates or member pricing that can keep costs manageable.

Some venues will also waive fees in exchange for promotion or a revenue share.

Webinars & Classes Takeaways

Preparation takes longer than people expect. A one-hour workshop can easily require four to six hours of prep, especially if you are just starting.
Promotion is its own job. Registrations don't happen just because you announced it once. Plan to promote consistently in the weeks leading up to the event.
Attendance is unpredictable, especially for free events. Expect a drop-off between registrations and actual attendees.
Technology can fail. Have a backup plan for virtual events and test everything in advance.
One session rarely closes a sale on its own. Think of workshops as the beginning of a relationship, not the end of a funnel.
Sharing the recording after the event is optional - it may increase signups, but decrease day-of attendance.

Networking and Relationship-Based Marketing

Word-of-mouth remains one of the most trusted drivers of buying decisions. Nielsen research shows that 88% of people trust recommendations from people they know more than other types of marketing.

This is why networking, referrals, and community connections, for the right businesses, can have a huge impact on their business.

One important thing to remember is that networking isn't about selling on the spot. It's about being clear enough about what you do that you become the person someone thinks about and feels good referring when opportunities arise.

Where to start:

Attend networking groups and business meetups.
Look for events that build in time for conversation.
Follow up with people you meet.
Schedule coffee chats or Zoom calls.
Focus on helping first, not selling.

Over time, this creates a steady web of introductions that doesn't require constant content creation or an algorithm to work around.

Networking Takeaways

Relationships take time to build.
You’ll need to experiment with different networking groups, and you may need to attend the same one several times to get a true feel for the group and if it is a good fit.
It requires you to show up consistently - in rooms, in conversations, in follow-ups - not just when you need clients.
Your referral network relies on your referral partners knowing how to refer you (and how is or isn’t a good fit). If people can't explain what you do, they won't refer you confidently.
Not every connection will lead somewhere. That's normal.
If you're introverted or networking feels uncomfortable, this can be approached in low-pressure ways, but it does require some intentional effort.

Build Your Referral Network

Most businesses that rely on referrals are doing it passively - hoping happy clients will mention them to someone at some point in the future. That works, but it is slow.

To make referrals more effective (and more frequent), make sure the people in your referral network know how to refer you (and to who).

If the people in your network can't accurately describe what you do and who you help, they’ll either send poor referrals or not be able to refer you at all (even if they like you).

Make it easy to refer you. The easier you make it, the more often it happens.

Give people a simple way to describe what you do. You can even hand them a sentence or two they can use when sharing your name. Don't make them figure out the pitch on their own.
Make your intake process simple and responsive, so referrals have a good experience from the start.
Follow up when someone sends you a referral, even just to say thank you. People appreciate the gesture and are usually genuinely happy to know their referral followed through..
Stay in contact with your referral partners, and make sure you're sending business their way too.

And the most important one: don't drop the ball.

Here’s my perspective - who I refer reflects on me, and it's embarrassing when I recommend someone, and they don't follow through or give the person I sent a poor experience.

Your referral partners feel the same way. Give their people a good experience, and they'll keep sending people your way.

Who to cultivate as referral sources:

Past and current clients (the most obvious, and often overlooked)
Complementary service providers who work with the same audience
Community and networking connections
Anyone who has expressed admiration for your work, even casually

Staying top of mind:

Referrals will drop off when people forget about you - no one is being mean, but they are likely busy and looking for easy options. The good news is that staying in touch doesn't require much. A quick check-in email (scheduling these on your calendar is a great way to stay consistent), showing up at the same networking events, or simply being visible in shared spaces like online communities can be beneficial.

Your goal is to be the person they think of first when the right conversation comes up.

Building Your Referral Network Takeaways

You can create the conditions for referrals, but you can’t force them.
Incentivized referral programs (something that offers a “finders fee” or commission for referrals) require some administration. Understand the costs if you go that route.
Not all referrals are good referrals. If your referral sources don't understand who you're actually for, you'll get mismatched leads that waste everyone’s time.
Referral relationships are reciprocal over time. If you want to receive them, look for opportunities to give them.

Sponsorships and Raffle Prizes

If your ideal clients attend things like conferences, professional events, or even local community events, showing up there as a sponsor or contributor can put you in front of a warm, relevant audience.

By showing up in spaces your audience already cares about, you’re showing them your values align and (literally) meeting them where they are.

Formats worth considering:

Event sponsorships (logo placement, speaking opportunities, exhibit tables)
Raffle prizes or gift basket contributions
Program ads or digital event guides
Community partnerships with aligned organizations
Sponsoring a newsletter or podcast your audience already reads

Only invest where your people really are. A sponsorship at the wrong event is a donation, which may be something you’re ok with, but it won’t give you the results you are looking for.

Before committing, ask the organizer for basic attendance data like how many people typically attend, who they are, and what they typically do professionally.

A well-attended event, no matter how favorable the sponsorship package, full of the wrong audience isn't worth your time or budget.

Tracking whether it's working:

This is where a lot of businesses miss out. They sponsor something, hand out a few business cards, and have no idea whether it led to anything. A few simple ways to track:

Use a custom URL or landing page. Create a simple page (something like yourwebsite.com/[eventname]) that you reference in your materials. Anyone who visits came from that event. You can track this in Google Analytics.
Use a discount or offer code. If you're offering something at the event, a free consultation, a discount, a freebie, give it a unique code tied to that event. When someone redeems it, you know where they came from.

When it comes to sponsoring events, the goal isn't to expect an immediate return from every event. It's to be strategic about where you invest and honest about what's generating leads versus what just feels like broadcast marketing.

Sponsorship Takeaways

Sponsorship costs vary widely, from donating a low cost raffle prize to investing thousands in a conference sponsorship. Know what you're getting in return before you commit.
One-time appearances rarely build momentum on their own. Showing up consistently at the same events over time is usually more effective than spreading your budget across many different ones.
Follow-up is everything. Collect contact information where possible, and have a plan for what happens after the event.
If you're donating a raffle prize, make it something that attracts your ideal client specifically, not just anyone who wants a free thing. A gift card to a popular restaurant will get entries, but something more tied to your specific business/offer will get entries that are a good fit.

Content Marketing

Content marketing is one of the few strategies where the work you do today can keep paying off for years. Unlike a social post that disappears in a few hours, a great piece of content like an article, a guide, a video, or a round up of resources, can bring you new audiences years after you published it.

The core idea is simple: create something people want, and make it easy for them to pass it along. When that happens, your audience becomes part of your distribution plan.

What shareable content can look like:

In-depth articles or blog posts that answer real questions your buyers are asking (like this one!)
Visual guides or infographics that simplify a complicated topic
Videos that teach something specific and useful
Templates, checklists, or tools people can put to work immediately
Comparison guides or decision frameworks that help people think through a problem
FAQs or resource pages that save people time
Resource roundups or reviews that pull information together for your reader.

Content that genuinely helps someone by saving them time, answering a question, or simplifying something confusing is valuable and worth sharing.

On the other hand, generic content doesn't get shared because it doesn’t stand out. Content that makes someone say "this is exactly what I needed" or "I know three people who need to see this" does.

Content marketing vs. content creation:

Let’s talk about the difference between content marketing and content creation because they aren’t the same thing.

Content creation is the act of making things - videos, blogs, social media posts, etc.

Content marketing, on the other hand, is the strategy and plan for the content you create. That means knowing who you're creating for, what problem you're solving, where it will live, where it will be shared (and reshared), and how it connects back to your business.

It isn’t uncommon for businesses to create content without a plan for the next steps - which is where people get frustrated and burned out.

Before you start creating content, ask yourself these questions:

Who is this for, specifically?
What do they need to know, believe, or feel before they're ready to hire you?
Where do they go to find this kind of information?
How does this piece connect back to your offer?

Content Marketing Takeaways

Content marketing is a long game. It builds slowly and then compounds, but it requires time and consistency before you see returns.
Quality matters more than quantity. One genuinely useful, well-written piece will outperform ten boring ones every time.
You don't have to create everything from scratch. Repurposing works: a blog post becomes a newsletter, a newsletter becomes a LinkedIn post, a video becomes a series of short clips. One idea, multiple formats - reuse, repurpose, recycle!
Distribution is part of the strategy. Creating content and hoping people find it isn't enough. You’ll need a plan for getting it in front of the right people, whether that's SEO, email, partnerships, or something else (like sharing it on social media!)

Swag & Promotional Materials

Not all marketing happens online. Some of it happens when someone sees your name on a tote bag at a farmers market, notices your jacket at a networking event, or picks up your business card at a community bulletin board. For some businesses, these small touches add up and build strong name recognition, which drives referrals.

Promotional materials can look like:

Business cards
Branded materials like notebooks, folders, packaging, stickers
Apparel like t-shirts or hats
Signage for events, markets, or anywhere you show up in person
Flyers for local community bulletin boards
Clever, event specific branded items like USB thumb drives, tools, magnets, and other items.
Custom packaging for orders

A quick note about branded materials when you're just starting out:

It's tempting early on to invest heavily in branded everything. You have a new business, you’re proud of it, and nothing says “real business” quite like your own business cards and other collateral.

And, yes, those things are important, but spending significant amount of money on branded materials before you've fully figured out your positioning, ideal audience, or where you’ll share the materials is a very common (and expensive) mistake.

I promise that your brand will evolve, your messaging will sharpen, and you’ll likely outgrow the tagline you loved when you started.

If you must order promotional items, start with small. Order 50 items instead of 500. Yes, it will be a little more expensive without the bulk discount, but you won’t be stuck with hundreds of items you’ll never use.

Promotional Swag Takeaways

Some industries and audiences respond well to physical materials. Others don't. Know your buyer (and your goals) before you invest.
Have a way to track what's a working. If you've been handing out flyers for six months with no results, something is missing.
If you sell products where packaging is part of the experience, this can be a place to delight buyers (but watch your margins and costs so you don’t go over budget).

Events and In-Person Sales

For some businesses, showing up in person is still one of the most direct paths to a sale.

Markets, pop-ups, vendor fairs, and local events put you face-to-face with potential customers in a way that no digital strategy fully replicates. When the fit is right, a single well-chosen event can generate sales, grow your email list, and introduce you to referral partners, all at once.

The important phrase is "when the fit is right."

Choosing the right events:

Not all events are worth your time or your booth fee. Before you commit, do some research:

Attendance numbers matter, but so does who's attending. A smaller, well-curated event with your ideal buyer in the audience will outperform a large event full of people who aren't a match. Ask the organizer for attendance data and, if possible, information about who typically shows up.
Look at the vendor mix. Are the other vendors complementary to what you offer, or are there multiple people selling the same thing you are? A good vendor mix signals a thoughtful organizer and a better experience for everyone involved.
Consider the buyer intent. Someone at a wedding vendor fair is actively planning a wedding. Someone browsing a general community market may just be looking for a fun Saturday. Know which environment you're walking into.
Ask about past years. If the event has run before, ask vendors who've participated how it went. In my experience, organizers will almost always say it was great, talk to other vendors to get the real scoop.
Promotion matters. Ask how and where the event will be promoted. A well-run event will have a plan for promotion and be able to share it with you.

Vendor fees and what to factor in:

Booth fees can range from modest to surprisingly expensive, and the sticker price is rarely the full cost. Before you sign up, account for:

Booth or table fee
Travel and parking
Display materials, signage, and setup costs
Product, samples, or giveaways
Your time - including setup, the event itself, and breakdown
Any required permits, insurance, or certifications the event mandates

It is so important to run the numbers before you say yes.A $150 booth fee at an event where you make three sales is very different from a $150 booth fee where you make thirty.

You need to know your break-even point going in, and decide in advance whether email signups and visibility count toward your goals for the event or you need actual sales to justify the cost.

Making the most of your presence:

Promote your participation ahead of time rather than relying on the organizers themselves - share on your website, in your email list, and anywhere else your audience shows up. Don't wait for the event to bring people to you.
Make your display clear, easy to understand, and welcoming Someone walking past your table should immediately know what you do and who it's for.
Collect email addresses and set up a unique email list for each event so you can track how effective events are for growing your email list. You can offer an incentive like a discount, freebie, or special access to something as a way to encourage visitors to sign up for your email list.
Have a clear next step ready. Whether that's a follow-up consultation, an online store, or a simple postcard with a QR code that goes to your website or email list sign up page, make it easy for interested people to continue the relationship after the event ends.

Your goal is connection, not just transactions:

A sale at the event is great. But the email address, the conversation, the referral partner you met at the booth next to yours — those can be worth more in the long run. Approach events as relationship-building opportunities with the potential for immediate sales, not just a temporary storefront.

Events & In-Person Sales Takeaways

In-person events are time-intensive. Factor in prep, travel, the event itself, and follow-up before deciding if the return is worth it.
Weather, competing events, and organizer decisions are outside your control.
If you're a service business rather than a product business, events can feel awkward — you don't have something tangible to display. Focus on education, conversation, and a compelling takeaway (a freebie, a free consult offer, a useful printed resource) rather than trying to close on the spot - think of it as a chance to meet and talk to people rather than making an immediate sale.
The vendors and organizers you meet can become referral partners. Don't overlook the relationship-building that happens beyond the sales.

Advertising Without Organic Social Posting

Paid advertising often gets positioned as a simple fast track to success - put money in, get clients out. The reality is a little more nuanced than that.

Ads can absolutely support a low-social strategy, but they work best as an amplifier, not a foundation. If your messaging is unclear, your website is confusing, or you don't have a way to follow up with leads, ads will mostly reveal those gaps in expensive ways.

Before you run ads, you’ll need a clear, specific offer, a focused landing page that matches the ad's message, a way to follow up, and enough budget to test, learn, and adjust. It is rare for ads to nail every aspect the first time you run them (especially if you are new to running ads), so expect to make some mistakes.

Ads Basics Takeaways

Ads are not a substitute for a marketing foundation. They accelerate what's already working, and they can’t fix what isn't.
Budget matters. Very small ad spends often don't generate enough data to learn from.
The learning curve is real. Platforms change frequently and can be confusing to navigate without experience.

Pulling it All Together

No two businesses will use these strategies in exactly the same way, and that's the point.

A local service business might focus on Google search visibility, referrals from complementary providers, and a simple email list for staying connected with past clients.

A coach or consultant might build their visibility through podcast guesting, workshops, and long-form content that shows up in search long after it's published.

A B2B company might lean into partnerships, speaking engagements, and educational content that earns trust well before a sales conversation ever happens.

The combination looks different, but the principle is the same: build visibility where people are already looking, and build trust where people already gather. Social media can be part of that, but it shouldn’t be the only way you market your business.

Which Options are Best for You: How to Choose the Best Social Media Alternatives for Your Marketing

You don't need to do everything in this post. In fact, trying to do everything at once is one of the most reliable ways to burn out and quit entirely.

Instead, focus on what fits your personality, matches how your audience behaves, aligns with where your business is right now, and, most importantly, that you can sustain consistently over time.

My best advice it to start by choosing one or two options that feel manageable. Be aware that some of these are going to sound very interesting, or feel like you “should” be doing them - but if you don’t have the bandwidth…you’re not going to get very far, so focus on the ones you'll follow through on.

Then experiment. Pay attention to what's generating conversations, inquiries, and clients, and what’s keeping you busy without results - then make adjustments.

Some quick reminders:

Results will probably take longer than you want them to.
Consistency matters more than volume. Showing up reliably in one or two places beats showing up everywhere for three weeks and then disappearing for months at a time.
Track what you can, even loosely. You’re looking for enough information to know what's worth continuing and what you can drop.
Give strategies enough time to work before you decide they don't. Most of what I’ve covered here takes time to show results.

The Big Picture View

Marketing isn't a single activity you do once a week - it is a system that works together across channels and platforms.

I don’t recommend businesses abandon social media when it comes to marketing, but I’ve always advocated for both knowing where your customers come from and diversifying your marketing so you aren’t relying on only one way for clients to find you.

When your marketing includes search visibility, email communication, relationships, and content that doesn’t rely on social media algorithms you build multiple ways for your audience to engage with what you offer.

Social media should be a part of your marketing, strategy, it just doesn’t need to be the only thing you do.

Need help creating a marketing strategy to help you reach your goals? Book a discovery call to see if we’re a good fit to work together!

FAQs

Can you really grow a business without social media?

Yes, and many businesses do. Search, email, referrals, and relationships do a lot of heavy lifting for your business.

I’ve even worked with some businesses where social media wasn’t the best use of time or resources - so we focused on other avenues.

What marketing works best without social media?

It depends on your business, but email marketing, SEO, networking, speaking, and guest appearances tend to perform well because they're built on trust and intent rather than algorithms.

Is email marketing better than social media?

I’d say different with different goals and outcomes rather than “better”. The benefits of email marketing over social media is that it gives you direct access to your audience without a platform deciding who sees your message. It also tends to convert more consistently, especially for service businesses where the buying decision takes time.

How long does it take to see results without social media?

Most of the strategies in this post are long-term plays. SEO typically takes three to six months before you see meaningful movement. Referrals and relationships take time to build. Email grows slowly before it compounds. If you need clients next month, these aren't your fastest path, but they're far more stable once they're in motion.

What should I focus on first if I want to rely less on social media?

Start with your website and your email list. They're the foundation everything else connects to. Once those are solid, add one relationship-based strategy (networking, referrals, or guesting) and one long-term visibility strategy (SEO, content, or speaking).

Do I have to give up social media entirely?

No. And I don't suggest businesses dump social media (no matter how tempting it may be on some days). If social media is working for you, keep it. The goal is a marketing system that doesn't collapse if one channel changes, slows down, or stops working.

What if I've tried some of these strategies and nothing seems to be working?

That's usually a signal that something foundational needs attention, your messaging isn't clear enough, your website isn't converting visitors, or you're spreading effort across too many channels without a coherent strategy connecting them. It may be helpful to have someone like me audit your marketing to find opportunities and fix leaks.

When does it make sense to get help with marketing instead of doing it yourself?

When the time cost of figuring it out is higher than the cost of bringing someone in.
When you keep starting things but not finishing them.
When you're getting traffic or visibility but it's not converting to sales.
When you don't know what's working or why.
DIY marketing makes sense at certain stages, but there's a point where the cost of doing it alone (in time, money, and lost opportunity) exceeds the cost of getting strategic support.

Gwen Montoya