This article was originally published on Forbes.com on March 16, 2023
Forbes Councils Member
PURSUIT PR QUOTE: Engage with people
Leaders are best positioned to engage their networks directly. Media coverage carries weight and reach. Still, there is more to the story than what may be captured in a quote. Executive spokespeople have the power to leverage the coverage as a credibility booster and conversation starter, and they must train the team to do the same both online and offline.
RACHEL KULE, PURSUIT PR
In today’s fast-paced digital world, companies need to be creative and innovative to build their brand and stand out from the competition. While traditional media channels such as TV, radio and print ads are still effective, there are many nontraditional media channels that businesses can leverage to reach their target audience.
Below, 15 Forbes Communications Council members explore some of the most impactful nontraditional media channels for branding and marketing efforts and how to best leverage them for brand-building. By understanding the benefits of these channels and how to use them effectively, companies can build a stronger brand presence and engage their target audience in new and exciting ways.
1. Host Showstopper Moments
During the pandemic, UNC Greensboro hired a plane to fly a congratulatory banner across key cities where our new grads were living since we weren’t able to hold a commencement. We partnered with our hometown to light the night blue and gold on their graduation date. We then put together a YouTube video of the celebrations. Our efforts were front page and A-block news. - Kimberly Osborne, UNC Greensboro
2. Engage With People
Leaders are best positioned to engage their networks directly. Media coverage carries weight and reach. Still, there is more to the story than what may be captured in a quote. Executive spokespeople have the power to leverage the coverage as a credibility booster and conversation starter, and they must train the team to do the same both online and offline. - Rachel Kule, Pursuit PR
3. Showcase The Employees In The Company
If the company treats its employees with respect, understands their needs, listens to their concerns and actually does something about them, the employees themselves will be the best media channel to build the brand because they will praise the company truthfully—not just for personal or marketing purposes. - Omar El Bahr, nandbox
4. Get People To ‘Unofficially’ Endorse Your Brand
Brand ambassadors are everywhere, including your employees, your clients and your end users. Being a brand that people are proud to be a part of and showcase is incredibly valuable. Whether it is rocking branded swag, tagging your company in a social post or name-dropping at a conference, these “unofficial” endorsements are brand building blocks. - Erica Morgenstern, Virgin Pulse
5. Utilize Private Networks
Younger generations don’t trust brands on TikTok or other social media anymore, as it rarely comes across as genuine. Private networks (eg. Discord and Slack), semi-private (eg. Reddit) and federated networks (eg. Mastodon) offer companies opportunities to go deeper into customer concerns, grow trust, and understand the how and why of customers who chose your brand and how they really engage with it. - Leslie Poston, Austin Data Labs
6. Create A Podcast
Podcasts are an excellent media channel for long-form commentary and a deeper explanation of complex topics. They have only grown in popularity over the past few years and allow companies to showcase a nuanced understanding of their market and industry trends. Podcasts also allow companies to engage with their customers on a conversational basis, which always adds credibility. - Kristin Russel, symplr
7. Work With Content-Creating Influencers
We’re in the travel industry and find content creators (a.k.a. influencers) to be an excellent way to build our brand with diverse audiences that we may not already reach. We select influencers who have followers and fans that we want to reach with positive messages about our products and services. Influencers are terrific resources but must be managed closely so that our messaging is aligned. - Daniel Durazo, Allianz Partners USA
8. Try Paid Advertising Via Reddit
My team teases me because I probably mention Reddit for paid advertising in every single meeting. It’s where people go to have authentic conversations, and it’s a great space for certain kinds of advertisers to target customers in a very real way. We use a variety of mediums and placements to make sure that we’re part of the conversation without intruding. - Alexia Bregman, The Bureau Of Small Projects
9. Take Advantage Of Speaking And Networking Opportunities
Last year, our CEO gave a wonderful (and very personal) commencement speech at UT-Austin, and it was a really impactful way to subconsciously raise our brand awareness among new graduates, as well as their family and friends. Amplifying her profile through speaking opportunities, awards, networking at events, interviews, blog posts and social media builds our brand through her name and expertise. - Jocelyn Sexton, Growth Acceleration Partners
10. Focus On Word-Of-Mouth
When used effectively, word of mouth combines immersive storytelling, authenticity and engagement. The residents of surprise and delight are on full display and translate into a company’s understanding of core human needs. The result? Immediate customer gratification and better brands. - Shanita Akintonde, ShanitaSpeaks, LLC
11. Use Channels That Reach The Next Generation
Media channels that reach the next generation of buyers and sellers are very powerful for short and long-term growth. TikTok is a great example of a media channel that companies are starting to embrace, especially brands that have goods or services that are similar to a creator or influencer approach. One of the next explosions of revenue will be in the creator space and TikTok is perfect for this. - Jonathan Shroyer, Arise Gaming
12. Share Expertise Through Micro-Influencers
Go small, not big. Often, companies look for the biggest areas to grow whether in national publications or large-scale ad campaigns. However, if you want to build your brand, you need word of mouth and the best way to generate that is through micro-influencers. Remember: Micro-influencers consistently are perceived as having higher expertise and in-built trust from their audience than larger influencers. - Patrick Ward, Rootstrap
13. Write For Open Platforms Such As Medium
Medium is great for long-form think pieces if you don’t have a blog or aren’t utilizing LinkedIn articles. The formatting is highly readable and it’s best if the article is written by a member of the brand’s leadership team, which helps build a brand’s credibility and thought leadership platform. - Melissa Kandel, little word studio
14. Ask Questions With Quizzes
We prefer to ask rather than tell because the very act of asking shows that the topic is important to the company. The respondents get their voices heard, the company gets to know what customers think and they raise awareness of the topic under consideration, positioning the brand right in the middle. Plus, you can create a blog based on the response! - Mahesh Bellie, Indium Software
15. Get Referrals From Customers And Clients
Reputation is everything and there is no greater way to build your brand than through the power of referrals. Trying to sell your services and products can be difficult even with the most dynamic tools and flashy marketing, but nothing will help close a sale or turn a skeptic into a believer quite like the recommendation of someone outside of your company—that is, your customers! - Victoria Zelefsky, The Menkiti Group