Dark Social

The Rise of Dark Social Marketing Strategy

Dark social marketing is a powerful strategy that builds a base of followers that are not meant to be seen by their friends and family. To do this successfully, you need to find ways to build trust with your followers, increase engagement, and make it seem like your brand is trustworthy and credible.



Social Media is a great way to get your brand in front of thousands of consumers and customers. However, the platform isn’t without its faults. One major flaw that many business owners face is the lack of visibility across the internet. Dark Social media marketing exploits the absence of social media exposure to increase income for your firm.

A good way to get people to follow you is to use “dark social marketing.” This method isn’t visible to your friends and family, but it works well. To do this well, you need to build trust with your followers, increase engagement, and show that your brand is trustworthy.

What is dark social Marketing?

Dark social refers to sites where your target customers congregate to discuss solutions to their problems, but no tracking or intent data is available.

Dark social is the hidden content that can be found on a website. This type of content includes things like web bugs, pop-ups, interstitials, and beacons. These are all tools used to target ads towards the audience without knowing it.

Dark social marketing includes re targeting with relevant advertising and employing dark social marketing tactics.. Hubspot first coined the term dark social in 2012. With the popularity of social media growing, many businesses are striving to improve their marketing techniques.. Dark social is targeting your ads to the right people browsing the web. What is dark social?

Dark social marketing strategy

Dark social marketing is a kind of digital marketing that uses unrestricted social media platforms and other means.

A dark social marketing campaign takes advantage of the wide range of those channels and adds them to more marketing material.

For example, a conventional business person who has created a business plan, brochures, and brochure covers, may decide to lend a hand by starting a video to go with their brochures. In doing so, they turn the content from the same brochure into a marketing video. 

Dark social marketing strategy

It is akin to social sharing of their business plan, and the professional can reach a large audience by using this tactic. Although not considered spam or trash mail, but it may be. A social marketing campaign is a business person who creates content and distributes it via the same channels.. Although this is not considered spam or junk mail, it does have the potential to be spam or junk mail.

Examples of platforms used by dark social:

  • Groups and communities (Slack channels, Facebook groups, etc.)
  • Social Media Sites (LinkedIn, Reddit, etc.)
  • Platforms for content (Apple Podcast, Spotify, YouTube, etc.)
  • Word-of-mouth advertising (DMs, text messages, zoom calls, etc.)
  • (VC/PE groupings) 3rd Party Events/Meetings

Pros and cons of the dark social marketing strategy

One of the dark social marketing strategies is to go slowly and gradually. The slow strategy is good because it gives you a lot of time to get leads and make content. If you want to do this, there are a lot of things that need to go right, so it’s not easy. One of those factors is how quickly a company responds to each one of its clients. Also, there are both good and bad things about this plan.

Pros of the Dark Social Marketing Strategy:

  • Building trust: Consumers tend to be suspicious of businesses that aren’t open and don’t answer every question right away. 
  • Generating leads: The slow and methodical process of social media marketing and customer service is a great way to help generate leads. 

As an example, if a company has a consistent customer service team as the backbone of its marketing strategy, that team will be a big part of that strategy.

Cons of the Dark Social Marketing Strategy:

  • Easier to cheat: It’s easier to cheat when a person/team doesn’t have to act on each customer request. Companies can respond to requests, but they don’t have to contact a customer.
  • The crew doesn’t have to respond to every request, therefore fraud is more likely.
  • Lower response rates: There’s no accountability for responding to a request because only one person in the team responds.
  • Less effective: There’s no automated, routine social media marketing process; therefore, it’s less effective and is not sustainable because the team has to micro-manage it.

How to use dark social media to increase demand for your goods

Need a new measurement method and mentality for dark social demand generation?

To drive demand, educate prospective customers about your industry and why they should prioritize your product.

You need to show your prospects how your product addresses an issue that is critical to their company’s success.

How to use dark social media

So when consumers use conversion intent channels, they already think your product is the greatest answer.

When you’re not doing it for a living, your rival is most certainly out there establishing an excellent first impression on your prospects and being their go-to option.

Most marketers aren’t creating demand right now. Instead, they wait for people to find them through intent channels like Google Search, where they spend most of their money.

Someone could be teaching their prospects everything they need to know to consider purchasing their product.

It could be a different provider, they could have heard something through word of mouth, or they could have identified a problem within their firm and started looking for a solution.

However, if you want your company to accelerate growth and win categories, you must manage the number of buyers who join the buying cycle at any one time.

When you educate prospects when they have no intention of buying, your chances of being chosen when they are ready to buy increase dramatically.

So you have more individuals who believe you are the category leader, and they will come to your product when they are ready to buy.

How to use Dark Social in Marketing Strategy

It’s no secret that Social Media is the most powerful marketing tool on the planet. That power has its limitations, though. It’s challenging to get your audience to engage with you when there is so much noise out there. Dark Social Marketing allows you to target your audience by using social media, but only letting them see a small part of what you post. This makes your content sticky, increasing the possibility of engagement from your audience.

Benefits of Dark Social Marketing

Dark Social Marketing is just like traditional advertising, but instead of reaching out to the world with paid advertisements, you send your content for free to a few key people for their review. This can take many forms, for example, sending an email blast of your content or creating social media posts. When these reviewers are engaged with your content and start sharing it themselves, this creates a higher chance your audience will make a purchase, post about it on social media, or tell someone else about it.

Type of Dark Social Strategies

Dark social strategies are digital marketing strategy that is not advertised or mentioned publicly. Targeted messages are sent to the audience to attract their attention and impress them with their effectiveness. . dark social strategies are a type of digital marketing strategy that is not advertised or mentioned publicly. Targeted messages are sent to the audience to attract their attention and impress them with their effectiveness.

1. Contests and Sweepstakes:

Contests are a terrific way of engaging with your audience. This is a viral strategy that uses the power of social media to spread the word about your product or service. You can use a contest to boost your productivity and get the word out on social media. Sweepstakes are similar to contests, but they offer monetary rewards to participants.

2. Articles:

Share your posts on different social media platforms. This is an excellent way of getting the word out about your product or services.

3. Videos:

Upload your video on YouTube, Vimeo, and other video platforms. This is a great way to share your message with the world. I uploaded it on YouTube, Vimeo, and other video platforms, your video will reach a broader audience.

This is how you achieve faster growth.

Create product-driven stories to boost word-of-mouth.

Those who write long blog posts about how your product can help their customers are examples of solution-led stories. By the time they finish reading, your customers will be users of your product, too.

It includes figuring out what your product is going to solve and who the best people are who will use it. A scenario that puts one of your ICPs in a circumstance where your product can benefit them.

When a reader who fits that ICP reads the content, they are more likely to buy because they believe your product is the best option.

Consider the following scenario: you sell email marketing software to B2B buyers, and one of your ICPs is a freelance writer who grows their business through cold emailing.

They have a hard time personalizing the first line of their cold emails to get people to open and respond.

How will they be able to send as many tailored cold emails as possible in a short amount of time?

To show how these freelance writers can use your solution to write and send as many personalized emails as possible in a short amount of time, you can write about how they can use it.

Share those product-driven stories where your buyers congregate.

Once you’ve spent both time and effort to write a compelling story about how your ICPs can use your product to address their problems, distribute it in locations where they congregate.

When writing a product driven tale, you never want it to go viral.

Instead, the goal should be to read it by the proper people who will eventually become users or share it with their peers who require your product.

According to Ross Simmonds, you only produce something once, but you can share it indefinitely.

Distribute your material in locations where you know people will find it and tell their friends about it, but you won’t track it.

Why are advertisers resisting the transition to dark social media?

Dark social networks are hard to measure, so marketers don’t want to use them.

Marketers from 2010 are fascinated with marketing automation, locked in attribution models, and depending too heavily on technology.

They still consider gathering contact information their primary task, even though they are moving further away from their potential clients.

As a result, their sales teams speak with MQLs or people who aren’t ready to buy right now.

Let’s talk about marketing in the year 2022.

Marketers in this generation understand that relying on technology to get people is quite limited.

Instead, they’ve chosen to be in places where they have a good chance of succeeding instead of where they don’t. And they took the time and effort to get to know their prospects so that they could become friends with them. Then they show their expertise in the form of product-based content so that these people see them as leaders in their field even before they make a decision to buy.

Stop being a data-driven marketer and start engaging with your customers in locations where you can’t track them since that’s where the most critical touchpoints in the B2B buyer’s journey occur

How can attribution for dark social media be measured?

Attribution is how marketers determine how buyers discover their brand or product – the touchpoints along the purchasing journey.

Attribution analysis aims to understand which channels or messages were most effective in convincing a prospect to purchase your products.

These data enable your marketing team to fine-tune and adapt its efforts to increase consumer acquisition.

During the buying process, a lot of things happen before a person decides to buy. Most attribution software only looks at the visual touch points in the buying journey, which is limited.

Because attribution software cannot assess the most critical touchpoints in dark social, here are some alternatives:

How did you find out about us?

People who fill out your demo request form should be able to answer “how did you learn about us.” This lets you know where your customers first heard about you, rather than what your attribution software says.

You might find out that they saw an advertisement for your company while listening to a podcast about marketing. They then looked you up on the web. Instead, they may have learned about you through a specific Slack group.

Analysis of Victory

When you’re ready to close an account, call the main person and find out how they buy things. In contrast to what your clients might say in the “How did you hear about us?” form, you might get more detailed information.

Market research surveys on a large scale

You want to learn how your customers find out about your brand, how they want to shop, and where they spend their time.

A certain amount of time, like six months, can pass before you can do this kind of survey.

They might remark, for example, that they first heard about you on a social networking site for marketers like LinkedIn.


To sum up, dark social marketing is a tactic that should be used with other marketing strategies to get the best results.

The dark social marketing strategy has a lot of advantages and is becoming a popular choice for marketers because it is so good at getting people to buy things. If you use this strategy most of the time, it promotes big websites and brands through small channels that aren’t often looked at by other people.

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