No selfies needed: Alternative paths to business growth
You know, I’m kind of chuckling to myself as I write this blog and look at its title. For anyone who follows me on LinkedIn, you’ll know I’m the Queen of Selfies! Virtually all my LinkedIn posts contain a selfie, some silly, some glam, and some downright strange! But what I really wanted to convey in the title and in this blog is that you don’t actually have to be glued to social media for your business to succeed.
Sure, I’m the local LinkedIn cheerleader, influencer and sassy trainer, and I’m always banging the drum for engagement, visibility, and using LinkedIn to grow leads and connections. But I also appreciate and understand that social media isn’t everyone’s cup of tea.
For many professionals, the prospect of posting selfies at charity fundraisers or sharing quirky team-bonding photos fills them with dread. There are many private and content-shy people in this world. And anyone nodding their head in agreement right now might be asking: “Is there another way?”
I’m delighted to say, yes, there absolutely is!
You can build a thriving business without becoming a slave to the social feed, and you don’t need a big budget either.
Why some businesses say no to social
Not every business needs to be everywhere online. If you despise the idea of putting your face on every post, or if your stakeholders prefer discretion, the shiny, noisy world of social media can feel wrong for your brand. Maybe you’re short on budget or time. Maybe privacy, professional boundaries, or just plain comfort mean you want another way.
And, you’re not alone if you wanna say to social media “talk to the hand, coz the face ain’t listening”. There are loads of other HUGE, global and successful businesses that don’t do social media.
Apple
Although Apple's products are ubiquitous on social media, the Company itself does not have official Facebook, Twitter, or Instagram accounts for brand promotion. Instead, it focuses on controlled communications through its website, email, and product launches.
Wetherspoons
In 2018, the pub giant deleted all of its social media accounts, citing concerns over misuse of personal data and negative comments. They continue to thrive using their website, app, PR, and direct customer engagement.
So what are the alternatives?
1. Email Marketing: It’s an oldie, but it’s a goldie!
Email isn’t dead, it’s thriving! Curate a mailing list of loyal customers, suppliers, and interested locals. Send out regular newsletters, seasonal promotions, and company updates. You control who sees your message, making it cost-effective and personal.
Tools like Mailchimp are free to use (if you don’t mind the chimp logo featuring on your email footer) and the setup is easy, too. Keep your emails friendly, informative, and relevant.
2. Local PR and community engagement
Sometimes, word-of-mouth is worth far more than a thousand Facebook or Instagram likes.
Build relationships with local journalists by offering expert opinions, contributing to industry round-ups, or sharing business milestones.
Get your business featured in local papers, magazines, or even Channel Eye itself if you ask nicely, of course!
Attending local networking events is also a great way to spread the word about your business. Don’t skulk in the back by the sausage rolls; mingle and be ready for meaningful conversations.
3. Partnerships and strategic alliances
Do you know of any other businesses that align with your values? Why not team up with complementary companies or charities for joint promotions, shared events, or co-branded newsletters?
This gets your name in front of new audiences without the risk of social media burnout or awkward photo ops.
4. Optimise your website. Let Google do the heavy lifting
If your website isn’t on the first page of Google, you’re missing a trick and need to work harder on your SEO (search engine optimisation) (call me!). You should view your website as your virtual shop floor. Make sure it’s up to date, easy to navigate, and optimised for search engines. One effective way to improve your Google ranking is by creating helpful blog posts, answering customer FAQs, and showcasing your expertise. If your website is optimised, it can do a lot of the heavy promotional lifting for you.
5. Customer reviews and referrals ⭐⭐⭐⭐⭐
Encourage happy clients to leave honest reviews on platforms like Google, Trustpilot, or sector-specific sites. Word-of-mouth still rules. According to wiserreview.com ’20 Surprising Google Review Statistics (New 2025 Data)’, 87% of customers engage with businesses that have a 3-4 star rating on Google. So if you’re looking to attract new customers, start asking existing customers for feedback.
According to the results, 73% of consumers only trust reviews written in the last month, so it's essential to ask for customer reviews regularly.
You could ask satisfied customers to mention you to friends, or offer referral schemes to spark new business.
6. Webinars and events
Host lunchtime learning sessions, webinars, or community workshops (virtual or in-person). Share what you know. Offer value, guides and how-tos that make others’ lives easier. There’s no need for flashy social posts, just real help for real people.
Just remember, social media is a tool, not an obligation.
Use it how you want, when you want, as much, or as little as feels right for you. Focus on consistent, authentic promotion that matches your business values and your personality. If you’re still responsible for your company's social media, focus on sharing helpful updates, such as company wins, customer reviews, or team achievements. You don’t have to share personal things to get your brand noticed.
It’s about being smart, not loud. You don’t need to post daily, go viral, or parade your private life to make your mark. With a bit of creativity and local know-how, you can thrive and grow, even if social media isn’t your thing.
So, pick the channels that suit you, stay true to your business, and remember: success comes from strategy, not selfies.
Like what you’ve read?
Jo Buchanan, the author of this blog, is the Founder and Director of TwitTwooYou Limited, a business growth strategic consultancy centred on getting brands noticed. TwitTwooYou offers smart services to help businesses grow and achieve their aspirations and goals. Want to get your brand noticed? Get in touch for a free, no-obligation chat.
