Most companies adopt an extroverted approach to marketing. They want to shout their message from the rooftops. But for some businesses, this approach isn’t appropriate. Being the loudest voice in the room isn’t always the most profitable or lucrative (even if it seems that way sometimes). No - firms that fall into the discreet category need to make their outreach efforts more subtle. Simply being loud won’t work.
But how do you do effective subtle marketing to push a discreet brand? What tactics work? What strategy should you use? We provide answers to all of these questions in this post. Here’s everything you need to know:
Start By Considering Your Values
The first step is to consider your values and what makes your company unique. You want something customers can identify with and makes sense to them, given your products or services. Think about whether your brand needs a discreet strategy. In today’s marketplace, that is less common than it used to be, simply because of the changing culture. Also, think about the types of values you want to espouse. These are likely going to be different from the mainstream if your company sells something that requires a discrete approach. You want to ensure you stick to your values, even in the face of criticism from others. Once you understand what you stand for, you can start designing a marketing approach. It should become clear quickly if you need to be subtle or whether you can follow the same path as most businesses.
Prioritize Word-Of-Mouth Marketing
At the start, you can look into using word-of-mouth marketing. These approaches can make your services less visible to the general population, but more so to the people you want to buy from you. For example, you could work with professional services companies and get them to forward their legal or accounting clients to you for special services. You could also do things like invite loyal customers to exclusive events or build relationships with social media influencers who pass on leads. These approaches can be highly effective because they start from a place of trust. People want to work with you precisely because those they trust recommend your services and suggest using you.
Add SEO
Adding SEO targeted to your niche audience can also drive sales but maintain discretion. That’s because you can focus on audiences looking for your products or services. SEO usually takes the form of creating backlinks. The more of these you have pointing to your site from relevant third-party domains, the more seriously Google will take you. SEO also means adding the proper keywords to your web pages. If you can align these with audience searches, then you can connect with the people who need you most.
Discreet SEO is all about capturing niche markets. You want to attract leads who are willing to buy, not just those with a passing interest.
Focus On Telling A Story
Another approach is to focus on telling a story. If you can create a narrative, then you can market more subtly but also appeal even more to genuine leads. For example, you could talk about the craftsmanship that goes into the products or services that you offer. Delving into the details is often a highly effective way to make progress and convince people that you do things differently from the competition. These days, there are numerous channels you can use to get this narrative across, including blogs, videos, and social media. You don’t want to be aggressive with your CTAs, but guiding prospects through the process and explaining what they need to do next is always helpful. If you can create a story that makes the brand seem unique, that will often do most of the work for you. When you strike the right tone, it can attract a premium while also making your business appear more acceptable in the eyes of the public.
Make It Exclusive
Another route to go down is that of exclusivity. The more you can make your brand VIP, the more alluring it will become. For example, you could limit the number of products you sell. This strategy is one many luxury brands use, but it is also helpful in the adult space. Creating private or members-only experiences is another option. These allow you to craft your offering for specific people, helping anyone who does decide to join your family feel special. If you’re worried about putting too much information out in the open, you can use this method to generate an informational firewall. Instead of putting everything out in public upfront, you can tease it and then provide the goodies once subscribers pay.
Underpromise And Overdeliver
Perhaps the greatest strategy, though, is to underpromise and overdeliver. This approach seems risky (because you want people to think your service is great upfront), but it pays off long-term. It works because of human psychology. When someone pays a lot of money for something, they expect it to be good. But when they pay and get something that is worth much more money, that changes the game. Instead of being merely happy, they tell their friends and connections about it, boosting word-of-mouth marketing. That’s why some restaurants in city centers have people lining up outside the door to eat without any marketing, while others struggle to fill tables. If the product or service you offer is sufficiently high value, then it can boost organic promotion. Some people who enjoy what you deliver so much that they will become brand ambassadors.
Use Mystery As A Tool
Finally, you could explore the idea of using mystery as a tool to remain discreet. Tapping into your audience’s natural curiosity can be highly effective and something that makes a big difference in how much interest you generate.
Again, it comes down to teasing what you have. However, you can also try strategies that make customers believe that they’ve “discovered” you. This instantly makes your brand feel more personal to them (even if you sell to thousands of people).