Grassroots Marketing

For small business owners who may not have deep pockets to sponsor huge advertisement campaigns, there has to be a way to get the message to the target audience effectively in a cost-effective manner. This has led to the development and implementation of several low marketing ideas and tactics, one of such methods is grass root marketing.

Grassroots Marketing

What is Grassroot Marketing?

Grassroots marketing is a strategy where brands create content that’s highly targeted to a niche or specific audience. The goal is to reach a target audience with content that inspires them to amplify and share your message. It’s like word-of-mouth marketing x10.

This form of marketing is based on personal recommendation of a product or service, word of mouth strategy backed by consistently supporting communities to promote their product. The whole idea is to connect with people, bringing your product and services to them at their place of work, leisure or commerce.

Grassroot Strategies

Know your target audience.

It’s true, it’s going to be important for you to know your audience for any marketing campaign. However, with grassroots marketing it’s a necessity.

The entire concept of grassroots marketing is that your audience will share your content for you. Yet, they won’t do that if your content doesn’t inspire them to. Before you get started with grassroots marketing, you need to know what motivates and inspires your audience. Figure out what they care about and create content surrounding that.

Start hyper local.

It might seem like grassroots marketing is about creating viral content; however, no grassroots campaign started that way. With grassroots marketing, your content should be laser focused on your target audience. The goal is to attain national attention by sheer share-ability and word of mouth.

Get Creative with Ambient Ads

Ambient ads are advertisements that appear in unusual locations, or in an unusual way. These ads can literally stop people in their tracks, making them one of the most effective examples of grassroots marketing. There are quite literally hundreds of examples of ambient ads in action, and the topic itself probably warrants its own post, but the following examples prove that getting creative with ambient ads can help spread the word about your business.

Effects of Grassroot Marketing

Marketing by word of mouth has been around for ages, however, its effectiveness is a function of how the message is delivered and how fast it gets there. Through effective use of the internet, messages can go viral a lot faster. This boosts the effectiveness of the marketing technique.

There are several reasons you should consider using grassroots marketing.

  1. It’s remarkably cost effective. With smaller, more targeted audiences (more on this in a second) comes significantly lower expenditure. This is a major selling point of grassroots marketing, particularly for companies with limited budgets.
  2. It makes smaller, more targeted campaigns viable. Although the audiences typically targeted by grassroots marketing campaigns are smaller and highly segmented, this specificity often precludes them from larger PPC and paid social campaigns. A grassroots effort can therefore open up new opportunities that may not be otherwise cost-effective.
  3. It capitalizes on existing social trends and gives audiences what they want – direct interaction with a brand. Socially responsive brands are often perceived much more favorably than companies that ignore their followings, so taking a proactive approach and directly appealing to your social fans is a great way to engage with your audience and leverage that desire for an interactive social experience.

Grassroots marketing can be a great way to build your brand and reach new customers. Although not all of these ideas will necessarily apply to your business and campaign objectives, hopefully you’ve thought of some ways you can leverage the power of grassroots marketing to grow your business and reach new audiences in innovative ways.

What is a grassroots startup?

A grassroots startup does not have to be only a restaurant, hairdressing salon, or another service business. A grassroots startup can be anything, including hi-tech, app development, or rocket science. What it takes is the urge and commitment to create a viable venture.

The quickest way for content strategy to fail, is lack of editorial direction. and a community will quickly abandon your channels to you fail to maintain a consistent publishing schedule.

  1. Important dates in the lodge and community calendar.
  2. What topi1cs the lodge will create content fair.
  3. What, channel the content will be published on {e.g., website,
  4. Facebook, Snap Chat, Instagram, etc.).
  5. What type of content will be created for each topic (e.g., blog? video, i1nfographict etc..). What date the content will be published.
  6. The lead tasked with developing each piece of content.
  7. Appropriate hashtags, links and ca1ll-to-act’ ones for ·each piece of content.
  8. Allows for a more seam, response in a crisis situation.

Best Practices: Social Media Platforms


Social media platforms like Facebook, Instagram, and Twitter are channels where il1ocal lodges can eng1age in a daily conversation with the community. And like traditional “TV” channels, each platform appeals to a slightly different segment of the wider community audience.


In addition to video content, text and photos can be leveraged to tell the multimedia “Story” of a local lodge and the· co1mmunity it serves. Day-to-da1y content should feature a variety of official information, real-time updates, and com1munity stories. It should always be in line with your objectives and approved narrative. Factors to consider for successfully using social media platforms include·:

  1. Channel’ focus – Which channel does your FOP lodge Like best? Which channels perform best with your llocal community? Which seg1mentsofthe community do you want to target?
  2. Publishing cadence – Do you produce enough content to publish daily?
  3. Weekly? This. will determine time commitment for content creation.
  4. Variety of content- While you don’t have to produce unique content for every channel

Faceless Marketing

Here at Faceless Marketing, we develop engaging websites that speak clearly and directly to your target audience. Our compelling designs showcase your brand personality and key attributes. We build or improve business websites, so they are easy to use, both internally and client-facing. You save time managing your site and take potential customers from interested to engaged.

If your website looks unappealing or outdated, your audience will immediately have a negative impression of your business. They will not find your website appealing, which deters them from your page. You will miss out on leads because they will leave your page for a competitor’s page. Marketing moves fast, but so do we. Our marketing experts have worked with many businesses – large and small to develop their customer base and number of subscribers. Reach out to Faceless Marketing for a quote or FREE consultation. Call 1-800-357-1299 or email and check out our YouTube channel for helpful videos.