Frank's Take

Boosting Mid-Market Media Buys Through Uncommon Sense

Grow Your Brand by Expanding Your Audience!

Nothing lasts forever. Industries change. Products mature and consumer tastes change. As you market your business and your products, things will happen. That’s why it’s important for marketers to be open-minded. If you see change on the horizon, now’s the time to adjust your marketing strategy.

It’s unlikely that one audience will be your bread and butter forever. Over time, in order to grow, your brand may need to appeal to several different audiences. But you need be careful when you’re pivoting to a new audience. You don’t want to push your existing customers away. You just want to expand to appeal to an entirely new audience as well. 

Your brand needs to transform to stay competitive. And as demographics change, you need to change too. There are a few things you can do to adjust your marketing strategy without disrupting business operations, confusing existing customers or spending tons of money.

These days, nothing is possible in marketing without data. Before you even schedule a blog post, you need to understand who you’re marketing to. Only after you collect and analyze data are you able to define your target audience, choose the right mediums and pick the best tactics to engage them with your messages and try to earn their business.

Many marketers overlook research because they assume they already know their audience. But what if they’re wrong? Always gather data and use a little common sense to confirm who your audience really is, and don’t be afraid to make the adjustments, if your assumptions were wrong.

Get to know your target audience. Conduct test campaigns, surveys, interviews and polls. Learn what makes them tick, what interests they have and how your brand can serve them. Remember, you’re marketing to reach people. If your content doesn’t align with a demographic’s needs, it’s a waste of time. Every time you form a campaign strategy or write a piece of content, make it relevant to the customer you’re trying to reach. Make sure everything aligns to get results you want.

You don’t want to scare away your existing audience, but you need to attract a new demographic, too. The best way to do this is with marketing segmentation. Shotgun-style campaigns won’t work anymore. You need the high-powered rifle. You need separate campaigns for each demographic you want to reach. Segmentation makes your content more specific and relevant, increasing the chance that your new audience will actually become customers.

Another way to attract new demographics without scaring away your existing customers is to lead with benefits. Don’t say who your product isn’t good for. Instead, lead with benefits that attract the right customers from the start. Lock down your customers’ challenges to highlight the features they really care about.

What works for one audience might not work for another. After getting to know your new audience, try to utilize new tactics to better market to a new demographic.

Don’t limit your business. If there’s a new audience you need to target, adjust your marketing strategies to convert those potential consumers into customers. You can also reach new audiences by placing your messaging where that target market likes to get their information.

If you want to reach a new demographic without turning away your core customers, confusing your marketing team or wasting budget money, get the formula right. When you do, you’ll attract new loyal customers and a brand with longevity.

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