What is one unconventional marketing tactic that has been surprisingly effective for your business? How did you come up with this idea and what results have you seen?

Question

In the ever-evolving world of marketing, unconventional tactics can often yield surprising results. This article delves into a variety of innovative strategies that have proven effective for businesses across different industries. Drawing from insights provided by experts in the field, these approaches offer fresh perspectives on engaging audiences and driving growth.

Lisa Benson · Answer

One unconventional tactic that worked shockingly well:I stopped creating "content"—and started creating "conversations."
Instead of obsessing over perfectly polished posts, I shifted my focus to starting real, strategic conversations inside my community spaces—DMs, comments, and small private groups. Every piece of content had one job: to open a door, not close a sale.
The idea came after realizing that most marketing advice was teaching people how to broadcast louder, not build deeper relationships. I flipped the script. I treated every post like the start of a dialogue, not the end of a pitch.
The results:
• 37% increase in inbound leads over 90 days• 22% faster client conversion time (from first touch to paid)• Higher client lifetime value—because trust was built before the sales conversation even happened
Most marketers are stuck trying to "scale" when what they really need is to connect first. Real business isn't built on more noise. It's built on more trust—and conversations build that faster than any funnel.

Peter Wootton · Answer

One unconventional marketing tactic that has proven surprisingly effective has been leaning into radical transparency--sharing behind-the-scenes processes, real client stories (with permission), and even talking openly about challenges we've faced. Rather than sticking strictly to polished, traditional marketing content, we started showing the human side of our work. It felt like a bit of a gamble at first, especially in a more formal industry like law, but it's made a genuine difference.
The idea actually came from casual conversations we were having internally--stories that made us laugh, moments where we learned something the hard way, or the everyday nuances that people outside the legal world rarely see. We thought, "Why not share more of this?" So we started posting more authentic content - things like lessons learned from tricky cases (without compromising confidentiality), insights into how we work behind the scenes, and reflections on industry news from a more personal angle.
The response has been really encouraging. Clients have said they feel more connected to us, and we've noticed a stronger sense of trust from people reaching out for the first time. It's made our brand feel more approachable and human, which has helped us stand out in a sea of more formal, sometimes distant, voices.

Michael Lazar · Answer

One unconventional marketing tactic that proved surprisingly effective for us involved intentionally fostering and engaging within very niche micro-communities online. These communities weren't directly related to our core offering but were tangentially connected by shared interests. The idea sparked from observing how passionate and engaged individuals are within these smaller online spaces. Moreover, we realized that by genuinely participating and offering value within these communities, without any immediate expectation of a direct return, we could build authentic relationships and brand awareness in unexpected places.
For example, we actively engaged in a forum dedicated to a very specific type of vintage photography. Our contributions weren't about our services; they were about sharing knowledge, offering helpful tips, and participating in discussions purely out of genuine interest. Here's what you need to know: over time, as we became recognized and trusted members of this community, individuals naturally became curious about what we did professionally. This led to organic conversations and introductions that we wouldn't have achieved through traditional outreach. While direct attribution is tricky, we've seen a noticeable increase in brand mentions and inquiries from individuals who cited their initial interaction within these micro-communities. It's a long-term strategy focused on building genuine connections that has yielded surprisingly valuable results.

Niclas Schlopsna · Answer

One unconventional marketing tactic we've had surprising success with at Spectup is hosting casual, virtual "ask me anything" sessions for early-stage startup founders. It started as an experiment to break away from traditional webinars—those can feel too formal and salesy. I remember the first session vividly; it was just me, a cup of coffee, and a group of about 15 founders asking everything from "How do I find investors who care about sustainability?" to "Is it too early for my startup to pitch with just a prototype?" We intentionally kept it low-key and transparent, focusing on providing genuine advice, not plugging our services.
What shocked me was how eagerly attendees kept connecting with us afterward—and not just for help with fundraising or growth strategies, but also for referrals to other founders who could benefit from Spectup. The ripple effect was tremendous. We saw an uptick in inbound leads, not to mention the trust these sessions built with founders who later became long-term clients. The idea stemmed from a chat with one of our team members who said, "Why don't we talk to founders the way we'd talk to friends?" It's proof that sometimes stepping back from polished campaigns and embracing authenticity can make people choose you for the long haul. If I had to give one tip to others, it's this: try something that feels refreshingly human—you'd be surprised how well people respond when you're just yourself.

Maksym Zakharko · Answer

One unconventional marketing tactic that has been surprisingly effective for my business is leveraging micro-events and webinars with limited, highly-targeted audiences.
The idea came from recognizing that large, generic webinars or events often lead to less engagement. Instead, I focused on creating small, exclusive events targeting a very specific segment of my audience — for example, a webinar aimed at digital marketers in the beauty industry or e-commerce leaders in the fashion sector. The goal was to deliver content that was highly relevant to that specific group, offering them actionable insights tailored to their business challenges.
By keeping these events intimate, we created a sense of exclusivity and urgency. I also made sure to integrate interactive elements like Q&A sessions, live polls, and personalized advice to make participants feel engaged and valued.
The results were impressive: not only did I see a higher engagement rate (with an average of 30% of attendees asking questions), but conversion rates for consultations and service inquiries also increased significantly. This tactic led to a 20% increase in leads generated from those events and, more importantly, a higher quality of leads — people who were more aligned with the services I offer.
This approach of personalization and intimacy, though unconventional, turned out to be more impactful than larger-scale marketing efforts. It helped foster deeper relationships with potential clients while setting my business apart from competitors who focused solely on broad outreach.

Austin Benton · Answer

One unconventional tactic that has worked incredibly well for SpeakerDrive is what we call "reverse testimonials." Instead of asking our customers to vouch for us, we started vouching for them — publicly.
Here's how it works: when a speaker on our platform lands a gig, we write a short LinkedIn post or email spotlighting them — not us — and how well they're positioned for that event type. We tag them, celebrate their approach, and quietly show the quality of our users without ever saying, "Look what we did."
We came up with this idea after realizing most SaaS testimonials feel the same: "This tool saved me time!" But nobody shares that. What they do share? Being spotlighted for their work.
The results? More inbound interest from speakers who saw us featuring others and wanted to be "next," plus a 3x higher engagement rate on those posts compared to standard product content. The best part? It doesn't feel like marketing. It feels like respect — and people remember that.

Yancy Forsythe · Answer

One unconventional marketing tactic that's been surprisingly effective for our business is handwritten note follow-ups to cold leads that went silent—not printed mailers, but actual short notes written by hand. In a world of automated everything, it stands out in a big way.
We came up with the idea after noticing that some of our best deals came from people who didn't respond to initial outreach but contacted us months later. Instead of more emails or texts, we started sending handwritten notes with a simple, friendly message like, "Just wanted to check in—if the timing still isn't right, no pressure. We're here when you're ready."
The response rate has been stronger than any email drip we've tested. It shows effort, builds trust, and brings in sellers who appreciate a personal touch.
My advice? When everyone else is scaling digital, sometimes going analog can be your edge.

Andrew Osborne · Answer

One unconventional marketing tactic that worked surprisingly well for my business was offering free mini garden assessments at local community events and markets. Most people go to these events expecting to browse or chat, not to think seriously about their garden. However, by setting up a friendly stall with a small display of healthy plants and a clear sign offering a quick garden health check, I was able to start natural conversations with people about their lawns, hedges, or veggie patches. Once they realized they were speaking with a qualified horticulturist who could pinpoint issues or suggest ideas on the spot, trust was built instantly. Many of those five to ten-minute chats turned into long-term clients. This approach didn't feel like marketing, which is exactly why it worked. It was about showing genuine interest and offering real value before anything else.
The idea came from my years of experience seeing how many people feel unsure about their gardens but don't know where to start or whom to ask. With over 15 years in the industry and a solid background in both the practical and theoretical sides of gardening, I knew I could provide meaningful advice quickly. That confidence came through in those short interactions and showed people they were dealing with someone who knew his craft. It also reinforced the reputation of Ozzie Mowing and Gardening as a business that listens, educates, and delivers. The result has been a steady flow of word-of-mouth referrals from those events and a stronger local presence that advertising alone could never have built.

Max Shak · Answer

One unconventional marketing tactic that has been surprisingly effective for Nerdigital is the use of behind-the-scenes content to showcase our team and culture. At first glance, it might seem counterintuitive to share such raw, unscripted content—after all, many businesses focus on polished, highly curated marketing materials. However, I found that giving our audience a peek into our day-to-day operations humanized our brand and created a deeper connection with potential clients and employees alike.
The idea came about when I noticed how much people were engaging with content that felt authentic and transparent, whether it was in the form of employee spotlights, process breakdowns, or even simple day-in-the-life videos. Rather than relying on flashy campaigns or high-budget ads, we decided to turn the camera inward and share our journey in a more candid way. We showed how we tackle complex projects, overcome challenges, and celebrate successes.
What made this tactic work was its relatability. People tend to engage with stories and experiences they can see themselves in. By sharing our real moments, we allowed our audience to see the human side of our business—something that, in turn, built trust. Clients, especially, appreciated this openness because it made us feel more like a partner they could trust, rather than just another service provider.
The results were noticeable. Not only did we see an uptick in engagement on our social media channels, but it also led to stronger relationships with potential clients. They felt like they knew us better, which made them more likely to choose us over competitors. Additionally, this approach also helped with recruiting talent. Potential hires were drawn to the authenticity of our company culture, knowing that they were joining a team that values transparency and open communication.
This tactic worked because it was unexpected and it resonated with the human side of our audience. It wasn't about selling a product or service; it was about building trust and creating connections, something that traditional marketing often struggles to achieve.

Jitudan Gadhavi · Answer

One unconventional yet surprisingly effective marketing tactic we've used at Brand Whitelabel is what we call the "Silent Audit Challenge." Instead of offering a standard SEO or PPC audit — which many agencies do — we positioned it as a silent head-to-head comparison: "We'll audit your website or ad account without talking to your current agency or team. If we don't uncover at least three critical missed opportunities, we'll donate $100 to a charity of your choice."
This approach worked on multiple levels. First, it created curiosity and low-risk engagement — prospects didn't feel pressured or disloyal to their current provider because it was framed as silent, respectful, and professional. Second, the charity component added a layer of goodwill and urgency. Third, it subtly demonstrated our confidence in our expertise — signaling that we were confident enough to bet on our findings.
We came up with the idea in response to a recurring objection from leads who were hesitant to switch providers or even entertain a second opinion. We realized it wasn't about logic — it was about friction and fear of confrontation. So, we restructured the offer to remove emotional and professional barriers.
The results have been compelling:
- Over 40% of prospects who took the challenge converted into clients within 60 days.
- It opened doors to companies that otherwise wouldn't have engaged with a traditional cold audit offer.
- The referrals from participants — even those who didn't switch — increased, simply because the experience was unique, non-pushy, and delivered value.
In a saturated agency space, this tactic has proven that differentiation isn't always about louder messaging — sometimes it's about reframing the risk.

Nikita Sherbina · Answer

One unconventional marketing tactic I tried that totally paid off was creating an "unboxing" experience--but not for a product. I'm in a service-based business, so I got creative and sent clients a personalized welcome kit. It wasn't anything extravagant--just custom guides, a handwritten note, and a few surprise extras--but I made sure to film the process and share it online. Clients loved the personal touch, and they started sharing their own unboxing moments, which gave me a nice boost of organic content. It wasn't just about the freebies; it was the feeling of being truly valued. I saw more engagement from clients, more buzz on social media, and even a few referrals come through. It was a small but surprisingly effective move that made a big difference.

Vick Antonyan · Answer

Our most unconventional yet effective marketing tactic has been creating "micro-personalization pods" where we assign small client groups with similar business challenges to collaborate on shared marketing initiatives. This approach emerged when we noticed several clients facing identical hurdles despite being in different industries. The results have been remarkable - clients appreciate the peer insights, costs decrease by 30% through shared resources, and the collaborative environment fosters innovative solutions impossible within isolated campaigns. This community-based approach also strengthens client retention as businesses feel invested in each other's success.

Brenton Thomas · Answer

One unconventional tactic that proved surprisingly effective was sending personalized video replies to new email subscribers. In addition to thanking them for joining, we tailored each video to their industry or interest based on form data. The idea came from wanting to humanize our brand and stand out in a crowded inbox. We used Loom to create short, casual videos that felt authentic and personal. Furthermore, this approach led to higher open and click-through rates, stronger engagement, and direct replies from leads. It turned first impressions into conversations—proving that small, unexpected gestures build big connections.

Daniel Lynch · Answer

One unconventional tactic that has been highly effective is hosting free technical workshops where we teach competitors' clients how to optimize their digital marketing. We have positioned ourselves as educators, not sellers—and it has built massive trust. Over 30% of attendees have ended up reaching out for consulting or agency services later. People are far more likely to buy from those who empower them first, rather than those who pressure them.

Joe Spisak · Answer

One unconventional marketing tactic that's been surprisingly effective for us at Fulfill.com has been what I call "Competitor Complementary Content" - essentially creating and distributing educational content that features our competitors alongside our own services.
When I first proposed this idea, our marketing team thought I'd lost my mind. Why would we give our competitors visibility? But I'd noticed a pattern in our customer discovery calls: eCommerce businesses were overwhelmed trying to compare 3PL providers on their own, often making suboptimal choices from limited research.
We started creating comparison guides, decision matrices, and capability maps that objectively showcased the strengths of different 3PLs in our network - including when competitors might be a better fit for specific use cases. Rather than hiding this information, we made it central to our content strategy.
The results have been remarkable. Our conversion rates from these assets are 40% higher than traditional marketing materials, and our average sales cycle shortened by nearly a third. Prospects come to us pre-qualified and with greater trust, having seen our willingness to recommend the right solution, even when it's not always us.
What's been most surprising is how this approach has strengthened our relationships with 3PL partners. They appreciate the qualified leads we send their way when there isn't a fit for our primary services. This has created a reciprocal referral ecosystem that accounts for about 25% of our new business.
The key insight was realizing that being radically transparent about the entire fulfillment landscape positions us as trusted advisors rather than just another sales-focused platform. In an industry built on trust and reliability, this unconventional approach has been transformative for our brand positioning and growth trajectory.

Melissa Johnston · Answer

I use a signature speech to talk about my story (the hero's journey of something significant I've overcome and how that translates to what I offer in coaching). Firstly, you get to attend numerous amazing events, summits, festivals, retreats, and conferences all over the world. Secondly, by simply showing up to talk and share what I've gone through to help others achieve their goals, I always end up with at least 5-20 hot leads who are eager to work with me. This is because they resonate with my story and would like my help to achieve their ideal transformation.

Travis Rieken · Answer

One of the alternative marketing methods that proved to work very well for us is forging strategic partnerships with businesses in comparable industries. Instead of focusing entirely on traditional advertisements, we formed relationships with companies serving the same customer base but not direct competitors. This created an opportunity to tap into their customers through shared promotions and marketing campaigns, creating a win-win situation for both sides.
The idea resulted from observing how numerous businesses, even successful ones, miss out on opportunities for cross-promoting in a way that is authentic to consumers. With this collaboration, we could enhance our visibility at a fraction of the cost of large advertising campaigns. Not only did this approach increase visibility for participating brands, but it also helped to increase customer loyalty, as individuals prefer it when brands partner to deliver them even more value. Month after month, we saw dramatic spikes in engagement and conversion rates. The biggest lesson? Simple, cooperative approaches can yield dramatic results, proving that less can be more in marketing endeavors.

17 Unconventional Marketing Tactics that Delivered Surprising Results

17 Unconventional Marketing Tactics that Delivered Surprising Results

Create Conversations, Not Content

Embrace Radical Transparency in Marketing

Engage in Niche Micro-Communities Online

Host Casual Virtual Ask Me Anything Sessions

Leverage Micro-Events with Targeted Audiences

Spotlight Clients with Reverse Testimonials

Send Handwritten Notes to Cold Leads

Offer Free Mini Garden Assessments

Share Behind-the-Scenes Content to Humanize Brand

Challenge Prospects with Silent Audit Offer

Create Unboxing Experience for Service Business

Form Micro-Personalization Pods for Clients

Send Personalized Video Replies to Subscribers

Host Free Workshops for Competitors' Clients

Deliver Signature Speech at Events

Forge Strategic Partnerships with Similar Businesses

Utilize Competitor Complementary Content Strategy