Marketing takes on all forms. The Blendtec people have done very well with their viral YouTube videos. Starbucks positively engages with the Twitter community each day. And then there are more conventional TV commercials and newspaper ads.

Another strategy that you might want to consider is something called education-based marketing. The critical distinction here is that this method of marketing doesn’t involve selling anything, at least not directly. The idea is to educate the public on topics related to your niche, establishing you as an expert in your field.

For instance, a real estate agent can passively engage with potential clients by offering a website or newsletter with perspectives and news on the local real estate market. These don’t “sell” the services of the realtor directly, but they do help to keep his or her name at the forefront when it comes to buying and selling homes.

Similarly, financial advisors and mortgage brokers can do quite well by offering informational seminars in a variety of locations. Assure the attendees that they will not be “sold” anything during the presentation, but know that there is an opportunity to gain contacts and gain their trust. Have you tried education-based marketing? Has it worked for you?