Thinking Outside the Box: Creative Ways to Reach New People, Even If You’re 100% Online
Many businesses—especially service-based entrepreneurs—focus heavily on online strategies to grow their brand and connect with new audiences. But what if the key to standing out lies not just in perfecting your SEO or social media, but in thinking outside the digital box?
For example, I worked with a photographer whose entire focus was on online strategies—Instagram growth, website optimization, and digital portfolios. Her approach was effective, but it overlooked an untapped resource: local concierges at hotels who could recommend her to clients seeking personalized photography services. By stepping outside the purely digital world and creating relationships with these gatekeepers, we opened a whole new pipeline of high-quality referrals.
This kind of thinking—reaching into real-world networks while maintaining an online business—offers endless possibilities. The key is to blend the online with the offline, approaching it creatively.
The Power of Blended Strategies
Even though digital marketing offers huge potential, what many entrepreneurs miss is that offline networks often provide stronger connections. People still value personal recommendations, face-to-face interaction, and tangible touchpoints. Here’s how you can leverage both worlds:
Rethink Local Connections
Your business may live online, but your audience lives somewhere real. Think about local touchpoints that could connect you to potential clients, even if you aren’t face-to-face with them. This could mean building relationships with local businesses, concierge services, or community leaders who have access to the kind of clientele you want to reach.
For example, if you’re an online wellness coach, why not partner with local boutique gyms or spas? They can refer clients looking for personalized coaching that complements their in-person services. Or, if you sell products, create exclusive offers for local event organizers who can distribute them in goody bags at events.
Tapping Into Online Tools for Offline Impact
While the magic lies in blending both worlds, there are online tools that can help you make offline connections. Platforms like Meetup, Eventbrite, and even LinkedIn offer opportunities to connect with local groups and professionals who may not otherwise find you online.
LinkedIn, in particular, is underused for its community-building potential. You can target local professionals in your field and open up conversations that lead to referrals, collaborations, or partnerships. Whether it’s joining groups relevant to your niche or directly reaching out to local business owners and event coordinators, it’s a valuable space to build those "offline" bridges.
Creative Networking and Referral Systems
Don’t think of networking purely in terms of in-person events or digital conferences. Create your own referral system. Let’s say you’re an online service provider—a photographer, a coach, or a designer. Think about those who interact with your ideal clients regularly but aren’t competitors.
Who can you connect with? Wedding planners, interior designers, and personal trainers all have niche clients who may also need your services. Offer mutual referrals, create partnership packages, or even develop content that showcases both of your offerings together. The idea is to step out of the one-size-fits-all digital mindset and think about those human touchpoints that have influence but don’t operate solely online.
How to Identify Opportunities in Your Industry
Sometimes, the hardest part is knowing where to start. How do you identify the “outside the box” opportunities available to you? Here’s a process you can use to figure out where you should be looking for potential connections:
Map Out Your Client’s Journey:
Think about where your ideal clients spend their time, both online and offline. Who do they trust for recommendations? What services do they rely on that complement yours? If you’re an online nutrition coach, for example, your clients might frequent local fitness studios or wellness retreats—those are your new connections.
Identify Uncommon Collaborators: Go beyond the obvious partners. Think about the adjacent industries that aren’t directly related to what you do but still engage with your audience. For example, a travel agency can collaborate with local artisans or restaurants for exclusive travel packages that feature local experiences. If you’re in hospitality, consider partnering with wellness experts who can offer in-room experiences or personal wellness coaching to travelers.
Leverage Existing Clients: One of the simplest, yet often overlooked strategies is to empower your current clients to become your best advocates. Create referral programs or ask for testimonials that can be shared across both their online and offline communities. Even in a fully digital business, a well-placed personal recommendation from a trusted source can do wonders.
Bringing Online and Offline Together
The key to thinking outside the box isn’t necessarily about grand gestures—it’s about connecting the dots that others haven’t considered. If you’re an online business, don’t limit yourself to the digital landscape. Look at your broader community, think creatively about who has access to your audience, and build genuine, relationship-based connections that can carry your brand further than algorithms and hashtags ever could.
By blending online presence with offline strategy, you open yourself up to new networks, new audiences, and new opportunities. Because, in the end, it’s not just about being seen online—it’s about being remembered in the real world.