Putting all your eggs in the Instagram-Facebook-TikTok basket can leave you exhausted, frustrated, and unsure if you’re actually making any progress. I want you to take a step back and look at the bigger picture. Because smart marketing tactics aren’t about doing more, they’re about doing what works.
If you’re a Solopreneur or running a small business, chances are you’ve been told (over and over again) that you must be on social media if you want to market your business properly. And yes, social media can be useful—but here’s the truth: it’s just one slice of the marketing pie.
Let’s Talk About What Marketing Really Is
Marketing is how you get people to know your business exists, understand what you offer, trust that you can help, and take action—whether that’s signing up to your mailing list, booking a call, or buying from you.
And that means marketing can happen in many different ways:
- Online and offline
- Face-to-face or digital
- Free or paid
- Passive (like SEO) or proactive (like speaking at an event)
Social media might be loud and fast-moving—but it’s not the only way to get your business seen.
The Smart Marketing Mix
Here are just a few ways you can promote your business outside (or alongside) your social platforms:
1. Email Marketing
Still one of the most effective promotional tools around. It lands directly in someone’s inbox—no algorithms to battle—and you know who’s reading and what they’re clicking on.
Example: A jewellery designer sends out a monthly newsletter featuring her latest pieces, a behind-the-scenes story from her workshop, and a spotlight on a customer review. Simple, personable, and sales-generating.
2. In-Person Networking and Events
Whether it’s a local business meetup, a craft fair, or running a workshop, getting yourself in front of people in real life builds trust fast. You’re not just a face behind a screen—you’re a real, helpful person.
Example: One of my clients, a business consultant, gained two new clients after giving a short presentation at a Chamber of Commerce event. No online ads, no social campaign—just real-world connection.
3. Speaking or Guest Teaching
If you have expertise, share it!
Pitch yourself as a guest speaker on webinars, podcasts, or panels. Or run a free online session to build trust and grow your audience.
4. Blogging and Website Content
Your website should be doing the heavy lifting for you—attracting, informing, and converting visitors. Blog content boosts SEO, positions you as an expert, and gives you material to repurpose across all your other marketing channels (including social media, if you still use it).
5. Referrals and Word of Mouth
People buy from people.
A referral from a happy client is marketing gold. Make it easy for people to refer you—ask for reviews, set up a referral scheme, or simply let clients know you’ve got capacity.
6. Print Marketing
Think postcards, flyers, or brochures in local shops or coworking spaces. Especially effective for location-based businesses or when targeting a specific demographic.
There Are No Rules – Just What Works for You
Here’s where it gets important: there are no universal shoulds when it comes to marketing.
You don’t have to post every day, attend three events a week, or start a podcast just because someone on LinkedIn said so.
What you do need is a plan—and a way to track what’s working.
Test, Measure, Tweak
The most successful business owners treat their marketing like an experiment. Here’s how to do the same:
1. Set Your Objective
What do you want your marketing to achieve? More website visitors? New enquiries? Bigger mailing list?
Be specific.
2. Choose Your Methods
Pick 2 or 3 tactics to try, for example, one blog a week, attend one networking event, send two emails.
Keep it manageable.
3. Track Your Results
Use tools like:
- Google Analytics for website traffic
- Email open and click rates
- A spreadsheet or notebook for referrals and leads
Check your numbers.
4. Evaluate And Adjust
After a month or two, what’s delivering results? Do more of that. What’s not? Either tweak it or let it go.
Remember Einstein – you won’t get a different result by doing the same thing over and over again!
You don’t need to do everything. You just need to do the right things for your business.
Two Quick Wins to Try This Week
If you’re ready to reduce your reliance on social media, start here:
- Write a blog post that answers a common client question, then share it with your email list. Haven’t got an email list? Use this as the opportunity to get started (remember, there are the things I help business owners with!)
- Attend a local networking event and introduce yourself to three new people.
Both of those actions can be repurposed and built on, and neither rely on chasing likes or fiddling with Reels.
Final Thought
Social media can absolutely be part of your promotional toolkit, but it shouldn’t be your whole strategy. When you build a smart marketing mix that suits you, your clients and your business model you reduce the stress, boost your visibility, and increase your chances of actually making sales.
So step away from the algorithm for a moment, take a broader look and start making marketing work for you.
Want to Talk Through Your Own Smart Marketing Tactics?
Book a Let’s Talk conversation and we’ll look at what’s working, what’s not, and how to build a plan that actually fits your business.
Book your free call HERE
