Traditionally in business, when it comes to marketing we target those who we feel would be interested in our brands. We do this because targeting other groups wouldn’t be beneficial enough to be worth the time or money it would take to reach them. We focus our efforts where we feel they would be most beneficial, and only give the merest thought to reaching anyone else with our marketing campaigns and messages.
Today, it’s easier than ever to target specific groups with your campaigns. You can easily target people based on demographics such as age, gender, jobs, location, and even things like hobbies, the places that they like to visit, the books that they read, and other ways that they spend their spare time. But, it’s also easier than ever to reach a far greater range of people.
Thanks to the power of digital marketing, things are changing. Yes, targeting your core audience is still valuable, and certainly shouldn’t be overlooked. But, digital and other modern marketing strategies give you the opportunity to increase your reach outside of these core demographics, without necessarily spending huge amounts of time or money to do so.
Why You Need to Increase Your Reach
Well, to put it bluntly, 14% of all startups that fail do so because of poor marketing. If you want your business to do well, you need to tell people about it. In the early days, you might think that it’s essential to focus on your target market, but, in truth, it’s impossible to be totally certain who this is. You can do all of the research in the world, but just because someone falls outside of the results of your research, this doesn’t mean that they won’t like or want your product. Your target market might be where you make the most money, but can you afford to rule out everyone else completely?
What is Marketing Reach?
First, let’s look at exactly what reach is. It’s not the same as impressions, clicks, or sales. It’s less precise. The reach of your campaigns is the size of your potential audience. On social media, this might be the maximum number of people who could potentially be exposed to your message.
Why Is It Important for Your Business?
Reach is an essential factor in growing your business, and increasing it beyond your target audience can be effective. But why is this so important?
- A large reach enables you to share your message with audiences outside your target without having to spend time researching them and focusing specific campaigns on them. you might get lower conversion rates from these people, but all sales are essential.
- It stands to reason that you and your direct competition will have a very similar target audience. You’ll be sharing similar offers and even fairly similar marketing campaigns with the same groups of people. A wider reach gives you the chance to speak to different people. This can give you an edge over other businesses in your niche.
- Measurable success. Reach is measurable. Looking at the analytics of your campaigns shows you how big the reach is. You’ll also have conversion statistics and be able to see how your campaigns are performing with specific groups.
- You can use these statistics to target specific groups at specific times. If you have a wide reach, you’ve already communicated with a substantial number of people. If something is performing well with a particular group, you can focus on them directly without having to find them first. If there’s an outside event, perhaps something in the news, that’s inspiring a certain demographic, you already have an in with them, and can quickly focus a campaign to get fast results, making the most of a situation while it’s still fresh.
To successfully upscale any new business, entrepreneurs would benefit from not a single, fixed approach, but instead wider marketing campaigns, with a more significant reach.
So, how can you increase that reach, without neglecting your target market? Let’s take a look at some of the most effective ways.
Don’t Be Scared to Aim High
If you want a big reach, aim for it. If reaching 1000 people with a campaign seems reasonable, go for 10000 and then plan for it. How are you going to reach these people? Are you going to focus on social media? Do you want to reach people in an international audience?
Don’t be scared to aim high, but be prepared to adjust your expectations and make changes accordingly as your campaigns progress. In the same vein, don’t be scared to try new things. If your campaigns have mainly focused offline, try digital marketing. If social media is effective, consider content marketing or working with influencers. Be brave and be bold, and your reach will grow.
Keep it Simple To Increase Word of Mouth
Word of mouth always has and always will be a great way to grow any business, whether new or already established. It’s also a great way to increase your reach.
Your first customer might be part of your target market, but the friends and family that they speak with might not be. That one customer might spread your story into other groups, without your direct involvement.
One of the best ways to increase word of mouth marketing is to keep things simple. If your branding, message, offers, and products or services are complex and hard to understand, people won’t talk about them, they might not even think about them. Give them something straightforward that’s easy to talk about, and they’ll do just that.
Increase Your Network
Every time you work with another business, you are exposing your own to their customers, and them to yours. Increase your network using social media, and especially Linkedin, but also by attending networking events. Partner with other businesses, especially other small businesses in your local area, and you’ll reach their audience.
Digital marketing is exceptionally effective. But, there are still many people that don’t use the internet at all, or certainly don’t use it as part of their everyday life. They don’t spend all of their time on social media, and they have little contact with digital campaigns.
Offline marketing is still incredibly important to the growth of a new business. TV advertisements can be a wonderful way to make an emotional connection with the audience. Billboards can have a huge reach, and marketing materials like business cards or leaflets give people something tangible to connect with. Engaging with your customers with ringless voicemail can be effective, and other offline marketing methods shouldn’t be overlooked, as they will all increase your reach.
Send a Newsletter
Your email campaigns are crucial. You might have hundreds of thousands of followers on social media, but you don’t own these lists. If Instagram should vanish tomorrow, you’d lose all of those followers instantly.
Conversely, you do own your email list. When someone subscribes to your newsletters, their name is added to a list that you own. Even if your email provider changes, you can transfer the list, it is yours, and these are people that you can contact until they unsubscribe.
Newsletters are sharable, they increase personal connections and so word of mouth marketing, they improve loyalty, and in doing so, they can help you to reach a wider audience, however slightly.
Utilize Social Media – And Try New Things
Social media is a great way to maximize your reach. Marketing on social channels is a powerful way to reach a large number of people very quickly and very cheaply.
You’ve probably already got your favorites, and it is, of course, important to utilize the channels that are popular with your target market. It’s also a good idea to take your time monitoring campaigns, looking at your competition, and learning more about how to use social channels to benefit your company.
But it’s also wise to try new things. Socials evolve all of the time. A few years ago, Facebook was the best thing ever. Now, most younger consumers are more likely to use Snapchat, Instagram, or now, TikTok. By all means, have your favorites and use them well, but try new things regularly to increase your reach.
People are more likely to share visuals than text. Add videos and attractive images to your campaigns online, and people will hit the like and share button, increasing your reach with little effort on your part.
Offer a Free Gift
People love free gifts. Offer even a small incentive, and you’ll get people talking and sharing, increasing conversion, and generating new leads.
Host and Attend Events
Attending networking events is great, but running your own can be even better. This will help you to build connections, but it will also get people talking about your company.
Increasing your reach doesn’t have to be a big commitment. With effective marketing campaigns and analytics to measure success, it can almost be organic. Remember, while your core audience will always be valuable and looking after existing is crucial if your business is going to succeed, to grow a business, you need to find new customers, and sometimes these will have to come from outside of your target demographics. A wider reach will make this considerably easier.