An unconventional channel I've experimented with (which was surprisingly effective) is Quora. By engaging with this question-and-answer platform, we were able to subtly introduce our products and services within the context of providing valuable, informative answers to relevant queries. What makes Quora stand out is its community of engaged users actively seeking insights and solutions, offering a unique opportunity to build authority and trust around our brand in a non-intrusive way.
One unconventional digital marketing channel we've experimented with at Startup House is partnering with popular podcasters in our industry to sponsor episodes. By reaching our target audience in a more organic and engaging way, we've seen a significant increase in brand awareness and website traffic. Plus, it's a fun way to support content creators we admire while getting our name out there in a unique way.
It’s challenging to gain the attention of busy business professionals, even when you have an intelligent enterprise technology that could revolutionize their business. That’s why we launched a nine-part audio drama podcast series as an entertaining approach to educate executive listeners and entice them to learn more about SAP’s new extensible, intelligent cloud computing environment. "Searching for Salaì" is a fictional tale about a time traveler who comes to the 21st century to learn about the digital renaissance. Claiming to be an apprentice of Leonardo da Vinci, the mysterious Salaì explores new ideas driving digital innovation, seeking the spiritual link between the science of Leonardo’s era and the technology of today. Taking its format from old-fashioned radio mysteries, "Searching for Salaì" was pure entertainment that invited the listener to ponder possibilities and seek their own path to embrace the Digital Renaissance and learn more about SAP’s solutions in the process. Although produced by SAP, "Searching for Salaì" never mentioned the company except in the credits. It did, however, invite listeners to learn more about what they heard in the story at a dedicated website that included reports in written and audio format developed by an analyst firm that profiled SAP use cases and customer successes in 15 separate industries. The website also included two blog entries, one written in the same storytelling format and the other in a more traditional format, as well as other content to complement the podcast. The show and campaign launched in November of 2018 and in two short months: "Searching for Salaì" garnered ~3.5K unique downloads and a 5-star customer rating on iTunes and Stitcher in just two months in a very crowded marketplace. ̶ The story format blog garnered 2K+ unique page views. The podcast was reviewed by the American Marketing Association, "Searching for a New Podcast Model", AMA Boston, December 13, 2018. The audio drama captured the attention of AdExchanger, which wrote a featured article, "Why SAP Launched A Branded Podcast To Bring High Tech To Life," on December 19, 2018. The series was featured on Audio Drama Reviews, "The Digital Renaissance: Searching For Salaì", March 3, 2019. The show was featured in RadioPublic’s 2018 Retrospective, highlighting the trends and standout shows that launched in the prior year.
Something that we now usually do but was something different in the beginning was utilizing the power of niche online communities We identified and engaged with specialized forums, subreddits, and online groups relevant to web development, startups, e-commerce businesses and agencies, covering our four basic personas on a personal level This approach not only helped us connect with our target audience but also positioned Cloudways as a trusted authority in the hosting industry. It led to increased brand visibility, website traffic, and ultimately, conversions,
Further, I will state an unconventional digital marketing channel I have been experimenting with on Reddit. For the gaming industry's client, I would develop a series of interactive Reddit threads, which will discuss gaming tips, secret ways, and the production of game behind the scenes. The engaged discussion was encouraged by posting these strings in relevant subreddits to attract an interested and highly dubious crowd. Billboards Twitter effect was evident, as we saw a 40% increase in traffic from Reddit referrals and a 20% boost in product inquiries during the month. Furthermore, the threads users made were also why the brand generated user-generated content and feedback, which meant they became visible and well-known within the gaming community. We were able to take advantage of Reddit as a digital marketing platform and reach the community in a unique niche market, which further proved that using non-conventional platforms can get your target audience very efficiently, thus achieving your goals.
Reddit. We ran a Rediit ad campaign at the end of last year and it produced by far the best conversion rates of all the digital channels we were using. Better than Facebook, Instagram and TikTok.
The unconventional channels can lead to unexpected wins, such as using interactive quizzes on a niche social media platform. They identified a platform with highly engaged communities and created engaging content related to their industry. The quiz provided valuable insights and personalised recommendations for the product/service. Active participation in discussions fostered a sense of community and brand loyalty, demonstrating the potential of unconventional channels in marketing. The platform significantly increased website traffic and qualified leads through quiz recommendations, positioning the company as a thought leader in a niche community, emphasising the importance of engaging audiences, and providing genuine value through interactive content.
Chief Marketing Officer at Scott & Yanling Media Inc.
Answered 2 years ago
We dove into the world of online gaming communities as an unconventional digital marketing channel. We integrated subtle brand messages within popular games and captured the attention of a highly engaged audience without the intrusion of traditional ads. This approach allowed us to be part of the conversation in a space where our target audience spent a lot of their leisure time. The gamers appreciated that we understood their world, and this authenticity translated into increased interest and traffic to our platforms. The effectiveness was clear from the spike in website visits and social media engagement.