What is Indirect Marketing
Indirect marketing is the new kid on the block. It is essentially the ‘friends first’ or ‘awareness’ approach to growing customer loyalty.
Indirect marketing is found in many forms:
- Search Engine Optimisation
- News articles and press
- Useful blog posts
- Social media fan pages
- Social media influencers
- Product placements
- Online reviews
If you think about brands that you repeatedly buy from there was a time when you didn’t have any awareness of who they were. But over time, you started to feel a growing connection with them. This ‘feeling’ happened because of indirect marketing.
The benefit of indirect marketing is that it can grow incredible loyalty for a company. Many professional businesses such as law firms or accountants can have decades of business growth from indirect marketing and referrals. Restaurants and service businesses can also benefit massively from an indirect approach and growing online reviews.
Large-scale loyalty can be built with enough time. Brands such as Tesla, Apple, MailChimp, Nike, Trader Joe’s, Glossier, Starbucks, Vans and many others have shown that with the right approach brand loyalty can pay.
Seth Godin, one of the founding fathers of modern marketing, has this to say
“The marketer’s job is to tell a true story, one that resonates, one that matters to people, and to repeat it often enough that it creates value.”
In the modern era of marketing, you can gain a lot of engagement on social media platforms that can translate into actual sales. If a brand (or a person) has a strong enough following, it can mean that their loyal customers will buy almost everything they produce.