If you’re allocating portions of your advertising budget for social or digital media, odds are you’re investing in Facebook, Twitter, Google+, and/or LinkedIn. When it comes to market share, the logic is sound: Twitter and Facebook continue to dominate the world of social, Google has yet to loosen its grip as the “Boss Tweed” of search engines, and LinkedIn is a no-brainer for companies looking to expand their presence in the professional digi-sphere. For those with some spare advertising change (or not) and a bit of gusto, consider viable alternatives with your marketing strategy.
Here are three options you’re probably not considering yet:
Pinterest was the dark horse from day one, but is starting to show up on marketing strategies, especially for retailers. According to an eBizMBA ranking in December 2012, Pinterest is the 10th most-used social networking site on the web. With 15.5 million users, Pinterest could be a gold mine for the social-savvy company looking to break into a relatively untapped (at least in comparison to Facebook) area of new media marketing. Businesses that rely heavily on visuals (interior designers, publications, photographers, jewelers, fashion designers, etc.) will find Pinterest to be an ideal platform. The best part— it’s free. Businesses can’t advertise directly on Pinterest. They instead “pin” photos to be followed and shared by fans. As the old adage goes, a picture is worth a thousand words.
For those familiar with StumbleUpon, this might seem like a curve ball. Advertise with a site that allows users to “stumble” around the internet aimlessly? How? Truth is, there are some advantages to paid discovery with StumbleUpon. For one, you’re automatically exposing your business to a user demographic that’s primarily composed of educated young adults and college kids. The perks? There are no ads or links here. Just webpages. StumbleUpon exists for the sole purpose of trafficking surfers to other sites. So there’s no Timeline, no profile, no blog— the traffic’s delivered to your doorstep.
Earlier this year, Foursquare completely revamped their advertising model, allowing companies to begin to pay for promoted updates. According to Forbes, “adults who used Foursquare in the last 30 days are 72% more likely than adults in general to live in households with annual income of $100,000 or more.” That’s one heck of a demographic. The fact that the same study also found that Foursquare users “are more than twice as likely to indicate that an important reason for using/visiting social networking sites is to show their support for favorite brands and companies” is just icing on the cake. With over 20 million registered users, at the very least, claim your business listing to make sure your information is accurate and get free access to Foursquare’s business tools.