The Rise of Dark Social Marketing Strategy

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 marketing takes advantage of the lack of social media visibility, using it to your advantage to generate more revenue for your company.

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.

What is dark social

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.

There are many options for dark social online, but some of the most effective methods include retargeting with relevant ads and using dark social marketing strategies. Hubspot first coined the term dark social in 2012. With social media becoming so prominent and its usage increasing, many companies are looking to make their marketing strategies more effective. Dark social is targeting your ads to the right people browsing the web. What is dark social?

Dark social marketing strategy

Dark social marketing strategy is a form of digital marketing that spreads content through social media platforms and other channels that are not typically monitored by traditional methods.

A dark social marketing campaign exploits the range of those channels and infuses them into additional 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.

It is akin to social sharing of their business plan, and the professional can reach a large audience by using this tactic. Although this is not considered spam or junk mail, it does have the potential to be spam or junk mail. A social marketing campaign is essentially a business person who has created content and communicates it to others through the same channels to market their business plan. Although this is not considered spam or junk mail, it does have the potential to be spam or junk mail.

Examples for platforms utilized 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 includes a slow, methodical approach. The slow strategy is beneficial because it allows for a lot of time on lead generation and content creation. However, it’s not that easy to pull off, as many variables are involved. One of those variables is how quickly a company responds to each request. There are also other pros and cons to this strategy.

Pros of the Dark Social Marketing Strategy:

  • Building trust: Consumers are often wary of companies who are not transparent and immediately respond to every request.
  • Generating leads: The slow and methodical process of social media marketing and customer service is a great way to help generate leads.

For example, if a consistent customer service team is the backbone of a company’s marketing strategy, that team will be relied on.

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.
  • Greater risk of fraud: The team doesn’t have to act on each request, so the risk of fraud is more significant.
  • 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.

If you want to use dark social to generate demand, you’ll need a new measuring strategy and mindset, as well as alternate channels.

To generate demand, you must enlighten potential consumers about what’s going on in your sector and why they should place your product at the top of their to-do list.

You want to demonstrate to your prospects how the problem your solution solves is vital to their company’s success so they can prioritize it.

As a result, when customers engage in conversion intent channels, they already perceive your offer as the best solution to their problem.

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.

Long-form blog posts and other pieces of content that explain how your prospects can solve their problem with your product, converting them into users by the time they finish reading it, are examples of solution-led stories.

It entails determining your product’s problem and the ideal customer personas (ICPs) who will use it. Then, using contextual marketing, you craft a story that places one of your ICPs in a situation where your product can help them solve their problem.

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.

One of the challenges that freelance writers face when sending cold emails is personalizing the first line to maximize open and response rates.

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

If your solution solves this problem, you may write a detailed story about how these freelance writers can utilize it for composing and sending as many personalized emails as possible in a short amount of time.

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.

Dark social networks are tough to measure, so marketers are hesitant to employ 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 selected to be in places where they have a good chance of succeeding. And put in the time and effort to get to know their prospects to become peers with them. Then they provide expertise in the form of product-driven content so that these prospects see them as category leaders even before making a purchase decision.

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

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.

Because most of the buying process takes place before the prospect decides to buy, most attribution software only examines the visual touchpoints in the buying journey, limiting.

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

How did you find out about us?

Including a free response field in your demo request form for “how did you learn about us” reveals where your customers first heard about you versus what your attribution software states.

You might discover that they first learned about your firm from an advertisement while listening to a marketing podcast and then opted to search you up. Alternatively, they may have heard about you through a specific slack community.

Analysis of Victory

When you’re ready to end an account, phone the main point of contact and learn about their purchasing process. In comparison to what your clients may reveal in the how-did-you-hear-about-us form, you may obtain 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.

You can conduct these surveys after a certain amount of time has passed since they become your customers, such as six months.

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


To conclude, dark social marketing is a tactic that should be used in conjunction with other marketing strategies to maximize its effects.

The dark social marketing strategy has many benefits and is becoming a popular option for marketers because of its effectiveness. For the most part, this strategy promotes big websites and brands through tiny channels that aren’t often looked at by other people.

Originally published at on January 14, 2022.




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