It’s no secret that social media is a necessary part of any modern marketing plan (see last post), but what happens when your audience isn’t scrolling or when algorithms just aren’t working in your favor? Or, consider for a moment, that your clients are over the social grind! For culinary, hospitality, and CPG brands, relying solely on social platforms can leave a huge gap in your strategy. Slight adjustments need to be made! Thankfully, your customers exist elsewhere—in physical spaces, niche communities, and platforms where they’re actively looking for all the goodness of what your brand has to offer. The key is showing up where they already are and giving them a reason to engage — or even better, commit to your goods IRL.

First, let’s talk about the real world. Events, partnerships, and pop-ups are golden opportunities to build real, in-person connections. For restaurants, beverage and hospitality brands, hosting tastings, chef dinners, and collaborations with local businesses can attract new customers while strengthening your relationship with existing ones. CPG brands can shine at farmers markets, trade shows, and in-store demos. Seem like small potatoes? Think again. These locations CONVERT. In-person moments allow you to put your product in someone’s hands, share a story, and turn a one-time interaction into your newest brand champion. Word of mouth may feel old-school, but it’s still one of the most powerful tools for growth (case and point: influencers).

Story time: It’s July 2020, and I had co-founded my second distillery. The business is going in the second year of business and ready to launch some of the most beautiful amari known to man. One problem: there’s a global pandemic and no one wants to show up in person to buy a bottle or taste in restaurants AT ALL. How does one collaborate when there are no people? Seeding bottles and HIGHLY distanced, outdoor, collaborative pop-ups enter the chat. Thankfully, our distilleries shipyard location allowed for plenty of space to share with other businesses during the ‘vid. Our friend’s businesses had die-hard consumers who were more than happy to come out to their pop-ups, while trying new wares. The cross marketing efforts merited 5,000+ new email marketing sign-ups in our first six months. At one point, I was running and managing four pop-ups a week. When I left the company, I handed off 75+ active leads for collaborations, activations and partnerships because people understood the power of our brand’s partnership.

COLLABORATION! It’s gold, kids.

What else, you ask? Consider where people go when they want information or entertainment outside of the social sphere. Email marketing is still king when it comes to direct communication. A well-timed newsletter serving fresh updates, insider news, or exclusive offers is a tried and true way to build trust and keep your audience engaged. Podcasts and niche blogs are also fantastic places to reach highly targeted customers. If you’re in the culinary world, appearing on a food or hospitality podcast positions you as a thought leader and puts your brand in front of people who genuinely care about what you do. CPG brands can collaborate with newsletters, blogs, or review sites to gain credibility and visibility beyond the social media noise.

Finally, don’t sleep on search and SEO. While social platforms reward fast, trending content, search engines reward longevity and relevance. If someone searches for “best Seattle sushi” or “locally made snack brands,” does your business show up? A strong website, thoughtful SEO strategy, and local listings can bring your audience straight to you when they’re actively looking for solutions you provide. Combine this with strategic partnerships—like working with local influencers, food media, or other businesses that share your values—and you’ll expand your reach without relying on a single platform.

The bottom line? Your audience isn’t just on social media. They’re listening to podcasts, subscribing to emails, attending events, and searching online. Meet them there with the same consistency, creativity, and care you’d bring to your social media strategy, and you’ll connect with the people who matter most—no algorithm required.