Beyond Google: How to Drive Brand Awareness & Sales from Alternative Channels

In this episode of the 7 Figures and Beyond eCommerce Marketing Podcast, host Greg Shuey sits down with Kevin Indig, a seasoned growth advisor who has worked with top brands like Shopify, Reddit, and Dropbox. Their conversation dives into the need for eCommerce brands to expand beyond Google and traditional social media, leveraging alternative channels such as YouTube, Reddit, and online communities. Kevin explains how Google’s evolving landscape has made organic growth more challenging, pushing brands to rethink their acquisition strategies. He highlights the importance of building authentic relationships within niche communities rather than relying solely on search traffic or paid ads.

Kevin shares a step-by-step approach to identifying the right communities, testing engagement with paid ads, and gradually integrating into conversations as a trusted participant rather than a sales-driven outsider. He stresses that successful community engagement is about giving rather than taking—offering insights, solving problems, and sharing valuable content before introducing products. He also discusses the power of storytelling in these spaces, emphasizing that brands should focus on the problem they solve rather than aggressively pushing their solution. Transparency and patience are key, as credibility takes time to establish, and direct attribution from these channels isn’t always immediate or measurable.

Looking ahead, Kevin predicts that direct-to-consumer (DTC) brands will increasingly rely on community-driven marketing to differentiate themselves and sustain growth. As performance marketing costs continue to rise and Google’s search landscape shifts, brands that actively participate in customer conversations will have a competitive edge. He also notes that AI will play a growing role in content strategy and audience engagement, requiring marketers to adapt and integrate new technologies into their organic growth efforts. The episode leaves listeners with a clear message: the brands that prioritize trust, community, and long-term relationships will be the ones that thrive in the evolving digital marketplace.

Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Kevin Indig LinkedIn: https://www.linkedin.com/in/kevinindig/

Growth Memo: https://www.growth-memo.com/

https://www.stryde.com/drive-brand-awareness-sales-from-alternative-channels/