CTO at Paulsen, a marketing agency that moves rural America.

Talk to anyone about your work as a marketing professional and the conversation will likely steer toward traditional and digital advertising: TV, radio, print, direct mail, banner ads, streaming audio and video, native content, paid search and social media. Video Box

No surprises here. These are, after all, the marketing assets with which they interact on a daily basis. These assets are also what we as marketers pour our time, energy and resources into producing.

But marketing goes far beyond the ads served while streaming a show, flipping through a magazine or scrolling social media feeds. And chances are you’re missing opportunities to introduce and reinforce your brand.

Here are six unique ways to reach prospects and customers with your brand narrative outside of the more obvious advertising channels:

Sure, your website is one of the most valuable pieces of real estate you own. But when was the last time you audited your website or overhauled it? A website’s design and content should reinforce your brand identity and provide a consistent, outstanding experience for first-time visitors and repeat customers alike. Drive traffic to relevant landing pages and maintain a high degree of cohesiveness throughout their journey.

Most visitors will spend time on your website using their smartphone, so be sure to use a mobile-first design. It’s also important to pay attention to load times to help keep bounce rates low. Review website analytics regularly to ensure mobile and desktop users are engaged, and learn how they utilize your website. And, of course, fix any broken links or other errors that might detract from the user experience.

We’ve all been there before: You’re ready to publish a new page on your website or an article for your blog and you quickly hammer out a meta description. Make sure it’s coherent and has a keyword or two, and you’re good to go. But while creating meta descriptions with the right keywords matters to search algorithms, you want to be mindful of the actual consumers scanning search results for content. They matter, too. Compelling meta descriptions that reflect your brand voice and tone can help you build connections with prospective customers before they even click on a link.

Think about the last trade show floor you walked. How many pens, stickers and pieces of candy did you end up stuffing into your conference tote bag? Your brand has a real opportunity to stand out at a trade show. Transform your booth into an experience that goes beyond pop-up banners and gimmicky giveaways.

Design a comfortable, on-brand environment that invites prospective customers to stick around for a while. Set up monitors to display brand videos, product demos, testimonials and more while they’re waiting to talk with a sales rep. Equip your sales team with tablets and slick customer-facing content to use during their introductory pitch. Invite industry influencers to stop by to record a podcast and interact with visitors to your booth. These extra efforts demonstrate your brand’s commitment to being extraordinary.

When a customer or first-time visitor sets foot in your business location, what do they see and hear? How are they treated? Where do they wait for an appointment? These collective experiences significantly impact how they will ultimately view your brand. Design your signage, entryway and lobby to reflect your brand. Tend to every detail of their on-site interaction—from initial welcome to wait time to how they depart. This should include training and equipping your office staff to support the overall customer experience you’re trying to create.

Let’s be honest, nobody likes paying bills. But that doesn’t mean it’s okay to just stamp your logo onto your statements and invoices and send them off. Instead, use these touch points as an opportunity to reinforce your brand and remind customers why they like doing business with you. Keep your communication clear and concise, and make it easy to pay invoices. This adds to a smooth, streamlined customer experience.

Also, don’t forget the power of a nice handwritten note to thank your customers for their business. Design stationery or note cards that reflect your brand—or better yet, put together a brand box with a branded coffee mug and some locally roasted coffee to show your appreciation. Such attentiveness to your customers does not go unnoticed.

Ultimately, your products and services are the most important way to assert your brand narrative. Get earnest feedback from your customers and sales team and look for ways to constantly improve and add value to whatever it is you’re selling. This also applies to the sales process, packaging and delivery. You should seek to create a truly memorable experience for each person who purchases your product or service.

Advertising is essential to your brand’s marketing strategy, but it’s only one piece of the puzzle. There are many other ways to create a positive customer experience that can help build customer loyalty and drive word-of-mouth marketing—all while increasing the effectiveness of your ads. Taking advantage of these opportunities can move your business forward when done well.

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I've been a reporter at Forbes since 2016. Before that, I spent a year on the road—driving for Uber in Cleveland, volcano climbing in Guatemala, cattle farming in Uruguay, and lots of stuff in between. I graduated from Tufts University with a dual degree in international relations and Arabic. Feel free to reach out at nkirsch@forbes.com with any story ideas or tips, or follow me on Twitter @Noah_Kirsch.

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I’m a digital media executive recognized for building engaging content experiences that delight and inspire audiences. As Chief Product Officer of Forbes, I lead a team of world-class product managers, designers, e-commerce leaders, and other experts focused on building the products that shape the Forbes brand across the web, mobile, social, and emerging platforms.

Deloitte provides audit, consulting, financial advisory, risk advisory, tax and related services to public and private clients spanning multiple industries. Deloitte serves four out of five Fortune Global 500® companies through a globally connected network of member firms in more than 150 countries bringing world-class capabilities, insights, and high-quality service to address clients’ most complex business challenges.

Deloitte provides audit, consulting, financial advisory, risk advisory, tax and related services to public and private clients spanning multiple industries. Deloitte serves four out of five Fortune Global 500® companies through a globally connected network of member firms in more than 150 countries bringing world-class capabilities, insights, and high-quality service to address clients’ most complex business challenges.

Abhineet Lekhi is the Lead Partner for the Value Chain Transformation business in Deloitte Australia. Abhineet is the Global Lead Partner for Deloitte Illuminate, Deloitte’s world leading multi-tier supply resilience offering. He is passionate about developing innovation solutions that lead to tangible benefits for public and private sector organizations.

Maryanne Murray Buechner is Deputy Editorial Director at UNICEF USA. Based in Hastings-on-Hudson, NY, she is a former daily newspaper reporter and contributor to TIME magazine. She holds an M.S. from Columbia University’s Graduate School of Journalism and a B.A. from Georgetown. Her musings about being an American expat in Tokyo from 2007-2012 live on in the blogosphere.

Over eight decades, the United Nations Children’s Fund (UNICEF) has built an unprecedented global support system for the world’s children. UNICEF relentlessly works day in and day out to deliver the essentials that give every child an equitable chance in life: health care and immunizations, safe water and sanitation, nutrition, education, emergency relief and more. UNICEF USA advances the global mission of UNICEF by rallying the American public to support the world’s most vulnerable children. Together, we have helped save and meaningfully improve more children’s lives than any other humanitarian organization. For more information, visit unicefusa.org.

Kyle Lierman is the CEO of Civic Nation. He lives in Maryland with his wife Amanda and three daughters. Previously, Kyle was a Senior Associate Director of Public Engagement and Senior Policy Advisor in the Obama White House. During his six years at the White House, Kyle served as the liaison to athletes and leaders from the sports world, as well as to young Americans, education leaders, and the non-profit and philanthropic communities. Kyle launched and led the “It’s On Us” sexual assault prevention campaign, and spearheaded several other successful public/private partnership efforts, including the launch of Michelle Obama’s “Better Make Room” campaign. Before joining the White House, Kyle was the GOTV director in Louisiana in 2010 for Organizing for America, ran for State Delegate in his hometown of Bethesda, MD, and served as a Special Assistant on the Obama-Biden transition team. Kyle is a proud graduate of George Washington University where he majored in business.

Civic Nation uses organizing, engagement, and public awareness to address some of our nation's most pressing challenges. We work with public and private partners to inspire, educate, and activate people around the issues that are important to our country. For more information about Civic Nation, please visit us at civicnation.org.

Dr. Jeff J. Rocker, Celebrity Therapist, Rocker Management. Read Jeff J. Rocker's full executive profile here.

I’m a partner and Chief Creative Officer with Camden, an independent ad agency with offices in Montreal, Toronto, Lyon & Hong Kong. Read John Dutton's full executive profile here.

Founder at M16 Marketing and a Forbes Agency Council member, Don is a leading marketing technologist on a mission to create success stories. Read Don Dodds' full executive profile here.

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