5 Underrated Marketing Channels Small Businesses Forget (But Shouldn’t)

When most small businesses think of marketing, they jump straight to Facebook, Instagram, or maybe a few Google ads. And while those are powerful tools, they’ve also become loud, crowded, and expensive.

The truth? There are plenty of creative ways to reach customers that your competitors probably aren’t using and they might just be the key to standing out this season (especially before the big guys flood the feeds for Black Friday).

Here are five underrated marketing channels that deserve a spot in your 2025 strategy.

1. Local Podcasts & Guest Spots

Podcasts aren’t just for celebrities or tech experts. Local podcasts, especially ones focused on business, lifestyle, or community topics, are an incredible way to reach your target audience. If you’re an apparel brand, jump on a podcast about Greenville fashion or entrepreneurship. If you’re a family-owned business, share your story on a community or “local legends” show. It’s authentic exposure, builds trust fast, and costs next to nothing compared to traditional ads.

2. Direct Mail (Yes, It Still Works)

In a world full of digital noise, a well-designed postcard or mini catalog stands out. People actually open their mail, and a tangible piece with personality can make someone remember your brand far more than a scrolling ad ever could. Tip: Combine print with digital. Add a QR code or unique discount code that leads customers right to your site or landing page — and track how many take action.

3. Team Up with Other Small Businesses

One of the smartest moves you can make as a small brand? Collaborate instead of compete. Partner with another local business that complements yours, maybe a coffee shop if you sell apparel, or a florist if you offer home goods. Run a joint giveaway, host a pop-up event, or feature each other on social media. You’ll reach a brand-new audience without doubling your budget.

4. QR Codes Everywhere

We’ve come full circle — QR codes are cool again. Add them to your packaging, store signage, receipts, or even your delivery vehicles. When scanned, link them to something engaging:

• A quick thank-you video

• A how-it’s-made story

• Or a surprise “Black Friday preview” page

The easier you make it for someone to connect with your brand, the more likely they’ll buy again.

5. Local Micro-Events & House Parties

Forget giant expos — small events make a big impact. Host a 20-person trunk show, launch party, or VIP shopping night. Invite your top customers, let them bring a friend, and turn it into content for your socials. These micro-moments build loyalty and word-of-mouth buzz that no ad can replicate.

The Takeaway

You don’t need a massive budget to make a massive impact. By using creative, under-the-radar channels, small businesses can connect with customers in ways big corporations can’t — personal, authentic, and human.

Start by picking one idea from this list to test before Black Friday, and see what kind of results you can spark.

If you’re not sure where to begin, that’s where we come in. At Reckless Projects, we help small and family-owned businesses find the marketing strategies that actually work without wasting time or money.