Many large brands use this approach since it allows you to prevent unwanted information, like negative reviews or news from other sites, getting in your clients' sight. Or, most importantly, ads from your competitors that might try to advertise their companies using your name. Showing banner ads on partner's websites within one display network is also a valid way of increasing brand awareness and/or introducing a new product to the market.
Targeted ads on social media
You won't get a lot of traffic using this strategy (especially in B2B), but advertising is usually cheaper than with other channels. And if your business is targeting the local market, it might be quite profitable, too. This is an interesting alternative to Google Display Ads.
Interact with the audience
This includes not only promotional campaigns and sales, which can attract customers even better than advertisement, but also after-sales services, free consultation about the product, and other similar perks.
You can interact with the target audience not just on your website, but on other venues as well. For example, customer support can contact users on review sites, social media, and price catalogs.
Online platform presence
By creating social media accounts, YouTube channels, and being active in various online communities, you can fully leverage those platforms and make them benefit your online presence.
The best strategy, in this case, would be not focusing on direct sales, but genuinely trying to help your potential clients. Share useful advice, help them make the right decisions, tell them how to deal with the possible problems when using your product or service.
Offline presence
Usually, the most troublesome things for entrepreneurs who mainly operate online. But I highly recommend this strategy if you're dealing with a business targeted on the local market.
Here are some offline activity ideas you can use:
- Ads in local printed media;
- Giving out flyers, brochures, etc.
- Participating in niche events (exhibits, conferences, forums);
- Conducting free educational seminars and workshops (for B2B), organizing events, etc.
This may seem like old school marketing, but these methods really work. You can track the return by using promo codes, add discounts linked to certain offline activities, track geographic and demographic data, and much more.