Indirect Marketing: Definition, Types, & Examples
Indirect marketing is marketing where you’re not trying to explicitly sell a product or service. Instead, it focuses on activities that generate brand awareness, build relationships with potential customers, and nurture them to eventually buy from you. Indirect marketing relies on the assumption that potential customers will not purchase your product or service immediately, but over time. And if we look at our buying behavior, that’s probably true. For example, if we need a new pair of headphones, we’ll probably first do some online research, browse forums, ask our friends, and get familiar with available brands and models—all before buying. In contrast, direct marketing is marketing where you’re explicitly trying to get potential customers to buy right now. Channels include cold email, direct mail, and ads. 3. Social media Creating valuable content that persuades people to follow you on social media platforms like Twitter and TikTok is a great way to generate brand awareness and build relationships with your audience. For example, our Twitter account has 128,000 followers, and we regularly share SEO and marketing tips with our audience: 13 SEO copywriting tips to create solid content that ranks 📝 We’ve grown the Ahrefs blog from ~5k to almost 320k monthly search visits—and using these tips helped us get there. 👇 (H/T: @siquanong) pic.twitter.com/ZQUft2hPxN — Ahrefs (@ahrefs) December 6, 2022 Indirect marketing: pros and cons Should you invest in indirect marketing? Let’s look at the pros and cons. Pros Here are the advantages of indirect marketing. 1. Indirect marketing builds demand and awareness Why is it important to build brand awareness and demand? Simple: There are only so many people who are ready to buy right now. Most of your potential customers are still unaware they have a problem, unaware of solutions, or unaware of your particular product or service. So if you’re using direct…
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