Every business would love to have an unlimited budget to find new customers and increase sales. From strategy, media buying, public relations, and creative, there are endless opportunities to increase your brand’s visibility and awareness. Realistically, most small to midsize businesses do not have the luxury of endless funds to market to everyone. That being said, it’s imperative to understand and market to your core audience, while experimenting with new audiences in order to continue the evolution of your brand. In this current marketing ecosystem, if you do not continue to evolve, relevancy and longevity are inevitably at risk.
How can this be done? Here are a few tips that can help get started!
Brands need to have the ability to identify consumer trends in real-time and adapt their media mixes accordingly. In doing so, brands will be able to consistently reach consumers who want to engage with them. For example, if a brand has consistently reached their audiences through terrestrial radio, experimenting with streaming digital audio opportunities such as Pandora or Spotify may be the next best progression. If TV advertising has historically conveyed the message in the best way possible, video pre-roll or OTT/CTV opportunities may be a perfect complement.
In addition, social channels are important to develop and nurture from a branding and sales standpoint. Even if you believe your core audience may not be on Facebook/Instagram/LinkedIn, consumers use these platforms as an extension of Google and search for pertinent information. Having a buttoned-up, well-curated page with relevant content is an important effort that can take your brand to the next level.
How can you attract new audiences if you do not diversify your current messaging to the new audiences?
These days, authenticity is key to capturing new audiences who may be potential customers. For example, does the website meet the needs of new/potential audiences? Is the correct language/imagery used on your website? These aspects come into play when figuring out how to address your new audiences while staying true to your core group.
All in all, keep everything streamlined – no need to go out on a limb and deviate from your brand just to reach a new subset. Shift the content, not the goal.