5 Unconventional Marketing Strategies That Get My Business 5+ Figures of Passive Monthly Income

5 Unconventional Marketing Strategies That Get My Business 5+ Figures of Passive Monthly Income

And why my competitors’ marketing looks completely different.

5 Unconventional Marketing Strategies That Get My Business 5+ Figures of Passive Monthly Income
Photo by Kaleidico on Unsplash

These days, there’s no shortage of “marketing tips and tactics” floating around the internet, insinuating that in order to succeed in business, we need to do all the things. Those things may range from daily social media posts on multiple platforms to paid ads, partnerships, and giving oodles of content away for free. As someone who’s done all the things and also scaled back to build a profitable, low-maintenance marketing strategy that doesn’t rely on out-spending or out-posting my competitors, I believe reexamining unconventional strategies may hold the key.

Before you accept another sales call, pay for one more day of ads, or post another hashtag-filled marketing plea, consider the 5 unconventional tactics that have made one of my businesses 5+ (or more) figures per month (for years), while cutting ad spend and eliminating social media from our strategy.

A common sentiment among marketers and entrepreneurs is that we need to be where our competition is. If they’re populating a certain platform, using certain hashtags, or running certain ads to certain audiences, that’s obviously working, and we should rush to catch up. The problem? By flocking to the same platforms, audiences, and strategies our competitors are blanketing, we put ourselves neck and neck beside them. Thus, we create a competition that rewards those who spend, post, or engage most.

If you know you have far deeper pockets than your competitors and want to pay to play them into the ground, have at it. However, as someone who’s a bit more price-sensitive when it comes to excessive marketing spend, that isn’t my preferred approach. Furthermore, setting myself up for an unnecessary competition sounds like just that: a set up.

I prefer a different strategy: When the competitors zig, you zag. In other words, my business deliberately markets where and how our competitors aren’t and don’t. Thus, we’ve been able to maintain a relatively low burn rate, avoid a crowded market, and keep our tactics proprietary and out of reach of copycat competition. I know where my competition is so I can go where they aren’t.

Conventional marketing tells us to focus on two things simultaneously at all times: Lead generation and lead nurturing/sales.

  • Lead generation is the process of acquiring new prospects by introducing your product or service to a cold audience (that’s never heard of you).
  • Lead nurturing and sales is the process of increasing engagement and familiarity with those prospects, conveying your product’s or service’s value add, and ultimately convincing them to purchase your offer.

Instead of spending an equal amount of time acquiring leads as we do attempting to convert them, my business takes an unusual approach: We only prioritize major lead generation efforts a few times a year (approximately once a quarter), instead of every single day.

Why? Because we know cultivating a trusting audience, building credibility and relationships, and communicating our unique value add is necessary to run an automated, high-converting sales engine and thriving business. If we spent the majority of our time, money, and resources prospecting for new leads, we’d likely be too distracted by these new cold prospects to fully focus on the warm ones.

By limiting our lead generation efforts to concentrated, compact quarterly initiatives, we’re able to grow our audience by tens of thousands of leads at a time, and spend the next three+ months simply building trust and conveying value. We don’t need to prospect every single day, week, or even month to turn a healthy and growing profit.

I’ve mentioned having a low-maintenance marketing strategy, but that in part relies on the nature of our low-maintenance prospects. Among thousands of customers and multiple businesses, I’ve seen it all — from the heart-warming to the bone-chilling to the unfathomably bizarre.

Over the years, I’ve learned to spot the perfect customers, the difficult ones, and those that announce their insatiability before setting foot (or mouse) on your sales page. I’ve also learned that some customers are simply not worth the hassle of convincing, converting, or serving.

Thus, in order to increase customer satisfaction, decrease operational headaches, and streamline my company’s marketing and sales process, we actively weed out impossible-to-please customers from the jump. How? While this might sound harsh or unpopular, we don’t bend over backwards to give them anything and everything they want upfront, including their choice of sales method.

99.9% of our sales occur without speaking to a customer beforehand — and these are sales ranging from $600 to $2k+ each. We offer a simple, straight-forward purchase process, and those who’d like something different or more elaborate are welcome to voice their request, but we have no obligation to meet those demands. Does that lose us sales? Sometimes, maybe. Though I’d venture to argue those were sales we were better off without.

When was the last time you stumbled upon an article, an interview, or a business highlight in a magazine, podcast, or news clip and subsequently rushed to buy the product or service featured? If you come across a funny, novel, low-priced invention with real utility or viral appeal, perhaps you might. However, the idea that a company should primarily or even materially rely on press features to get sales is incredibly risky, somewhat irresponsible, and definitely not something I’d suggest.

  • Why risky? Because a press feature can go largely ignored — especially by your ideal target audience — even in major publications.
  • Why irresponsible? Because the audience it reaches and the results it generates are entirely out of your hands and control.
  • Why wouldn’t I suggest it? Because there’s a much more effective way to leverage PR, news features, accomplishments, and other public credibility markers.

The common misconception about press is that it will generate leads and passively accumulate sales for your business. While it may, there’s something much more powerful it can do: reinforce the no-brainer content marketing that accelerates the speed and rate of purchase conversion among your warm audience.

Simply put, I never, ever rely on or expect for PR, testimonials, or major news coverage to generate leads or get in front of a single target customer. Instead, I repurpose these proof points and credibility enhancers throughout my content marketing and sales funnels, resulting in enough pre-purchase trust to rapidly turn cold leads into new sales without a single individual exchange.

Customers don’t have to see me or my business in Forbes to know we were there, and I don’t have to pray the ideal customer at the right time picks up the right issue where we were featured. If it happens, great, but I’d rather make things happen myself in the interim.

If I could spend money on either labor or technology, I almost always choose the latter. While that might sound like I’m encouraging machines to steal human jobs, that isn’t exactly the case. I’m not suggesting that a machine can replace a person or do their job better despite lacking that real-time personal touch. However, there is one thing automation offers that people can’t so well or easily: Data and control.

By investing in automated marketing, I’m able to see exactly which pieces of content perform well and which don’t. I’m also able to make real-time changes based on that data to improve future results without meetings, salesperson training, or a long debate over how, why, or what we should fix or change.

Additionally, I like to free up and control as much of my own time as possible. I’m able to spend one full day creating a month’s worth of automated marketing content and let it run, periodically checking in to review or tweak, but freeing up the next four weeks on my calendar. When technology increases efficiency and transparency, it may supersede the human touch — at least in my experience. Plus, those who believe automated digital marketing can’t be personalized or genuine likely just haven’t yet mastered it.

Go to Publisher:

Entrepreneur's Handbook – Medium

Author: Rachel Greenberg