Tips for Alternatives to Social Media

As a small business you would think that social media would be a key marketing and community-building tool, and while it is there are still many things we’ve been exploring doing in those fields that do not rely on the big platforms we are all told to.

There are so many reasons for this, but while social media likes and the viral explosion we’re often urged to chase might be a real thing that launches business and gets independents earning money, for us there are continual down-sides and there may be a time that the balance actually tips.

If you know Pudding Press then you know we don’t have a vast social media presence and don’t do too much to chase it. There are so many reasons for that too but these tips are about what you can do in the world to help get the word out about what you do and also build something that you are happy with and believe is positive, all while making it financially viable too. All of this is something that independents tend to be interested in.

If you’re a small business or indie author / publisher you might also be looking for alternatives and here are some things that we have been experimenting with and also feel work a little.

1.      Websites and mailing lists. If you own a website then you own a tiny bit of real estate on the Internet, so using this is often a good way to promote what you do. It is true that the Internet itself rests on something none of us own, so as with most things online there is a tiny feeling of shifting sands online but it is nothing like you will get with building a whole business on social media.

Owning a domain is at least your address and from that you can build a platform. Although you will likely need to do things beyond SEO to promote it these days, there are still plenty of non-social media options that could tie in with a website and slowly get some traction.

If you have a website then definitely create an online mailing list to tell people about anything you want to. People who want to hear from you with this can, and they can also unsubscribe if they don’t want to any more.  As so many social media posts don’t get seen these days even by followers, at least this is a way to contact followers without algorithms saying no. Even if not everyone always opens your email, you will still likely get some people open it some of the time.

2.      Blogs and curated sites – blogs, like this one, are often a nice way to give people some information about who you are without expecting anything in return. You can also share ideas, hopes, new projects and anything you would like to away from the chatter of quick social media. Maybe less formal than a piece of commercial or editorial writing, you can make your blog about anything you want to and your audience might get something they can consider with a little more time than a 30 second video. You can put your blog on your website or use a site like Substack, where you can write a free blog for subscribers or even offer paid-for versions. Ideally this offers people something well-crafted and useful as a way to get to know you.  

3.      Paid Advertising – while Facebook ads currently count for a huge amount of advertising spend overall, for both big and small projects, you don’t have to only advertise on social media. In fact although sites like Meta and Pinterest allow fairly small entry level spends, you actually have to spend a lot to really gain traction. You also need exactly the right copy that will convert, and the whole thing is not as affordable than it might seem. You will also likely have better luck if you have products with a fairly high price point because then you will only need to sell a few to make back large advertising spends.

While Google is not social media, the above is also fairly similar. Google usually starts with a bigger budget at a few hundred pounds but in practice it is around the same amount you might need to spend with the social media platforms to gain any traction. If you have some money and expensive products to sell you might find advertising on the mainstream platforms suits you. Even if you do use social media for this, it is a way to advertise, without having too much to do with the platforms yourself, and there’s no doubt that a lot of people willing to spend money are hanging out on social media.

However, there are other advertising options that do not include the big online services. Capturing niche audiences is often a great idea for smaller projects or for people who do something less than mainstream. Magazines often have very reasonable advertising rates these days, and while magazines are not in as much circulation as they used to be, people who buy them tend to be subject enthusiasts and marketing to an already interested audience is likely much better than to everyone on social media.

You might find that such smaller platforms are also a great place to not just sell products but find an audience who like what you do and build that community. Other smaller platforms might include local publications, special interest groups and societies and specialist shops.

4.      Tramp the streets – Even in an age where we are told that everyone is just hiding behind a phone screen, it can be great to get out and promote your project. There are so many real-life places you can do this. For examples flyers put in specialist shops, libraries, colleges and other community settings. You might find book clubs and gatherings who would like to talk to you or know about what you do. Fairs, festivals, markets and stalls are also a truly fabulous way to get word out about what you do. Some of the above come at a cost, but for the most part it is a little more reasonable than the upper end of big online advertising budgets. However, you might be able to find things to do that do not cost too much money. These are all a time investment but are definitely worth thinking about, and remember that local is always the easiest place to start.

These are just a starter for the real relationships and audiences you can begin to build outside of social media. They might take a little longer to cultivate but are likely built on slightly more solid ground than a huge investment in time to build one account.

We’d love to know any other things that you have found works and will share any good ones in another post.