There’s an obvious trend when looking at the spend allocated to go-to-market strategies within most companies: an over-reliance on channels such as SEO, paid search, and organic social media. What do all of these have in common? Well, they’re most likely the most popular channels thrown into the mix from the get-go. Yes, they all work, there’s a ton of data which suggests that, however, these strategies are often so valued that companies tend to neglect other channels that can be equally effective – or sometimes more effective for businesses with larger deal sizes and smaller total addressable market. Today, we’ll run through some of the most underutilized GTM channels.
Spoiler Alert: the hidden gems are anything offline. With a world so digitally connected, it’s no wonder that these approaches are so beneficial. Firstly, they’re “lesser-known” in the sense that they just completely go unnoticed. Why? Because they’re less glamorous than getting ranked #1 on the search engine, even though there are massive ROI in these channels. Some examples include
One issue with the world of marketing being so digitized (and AI hasn’t helped) is the fact that so many brands have no meaningful relationship built with their customers. Usually, these deep, meaningful relationships can be built through small gatherings, dinners, in-person events, or just casual activities that take place in a group environment. These interactions can help build trust and loyalty, leading to long-term business relationships.
This is one of the most important underutilized channels – that’s our opinion, haha. Sending thoughtful gifts to close customers, prospects, and partners during big holidays or notable life events can make a lasting impression. Just imagine the smile on their face! It’s a personal touch that shows you cared enough to try. It also shows you care beyond just the business transactions. Some ideas for you:
Emails get boring, or inbox gets flooded, and we sometimes lose what’s most important to us while clearing house. How do you alleviate getting left behind in the inbox clean out? Direct mail… Leveraging direct mail is an awesome way to engage your GTM strategy to make an immediate impact. Even if it’s just a simple, hand-written note or a well-designed mailer that can capture attention and engage the recipient, it’s an overall win-win.
Partner-networks are very underrated. This is true even beyond just GTM strategies. When you have a network of partners who have an interest in your success that also share an interest in your market, you’re the equivalent to an airbender. However, even though this sounds awesome right now, this type of relationship (or relationships) requires a focused and dedicated effort. Some ideas:
Marketing is about being a human and understanding humans. You have to treat your closest customers like friends, not just as targets. Offline channels give us that exact opportunity to create personalized experiences that digital engagement just can’t create. While popular channels definitely have their place, we can’t overlook the potential of offline strategies in growing our GTM approach. Building relationships, thoughtful gifting, direct mail, and strategic partnerships can provide unique advantages that help your company stand out in a crowded market.