How to Reach a Wider Audience with Your Marketing Message
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A successful marketing campaign is one that can convey the right message to the right people at the right time. But is it enough if you want to learn how to reach a wider audience?
Like any business owner, you want to grow your reach. And there are a lot of tips floating around to help you do that. But when you try to incorporate too many of them at once, you can end up doing just the opposite. In this article, we’ll focus on the techniques that will yield the best results.
How to Reach a Wider Audience: 5 Powerful Tips
Imagine this… You’ve produced what you think is stellar content and you’re excited to share it with your audience. But as soon as the analytics come in, the traffic you were expecting is far from reality.
Here’s the thing: No matter how good your content is, it’s pointless if your target audience can’t find it. Let’s step up your content distribution and marketing strategy with these tips on how to reach a wider audience.
1) Be Clear & Consistent with Your Marketing
The best way to reach a wider audience is to focus on your marketing message first. After all, you can’t capture an audience if your message is inconsistent and doesn’t offer value.
So, here’s what you do…
Start with your unique value proposition and make sure it addresses your target audience’s pain points. If you’re struggling with this, that’s when you’ll want to conduct some market research to help you identify your target audience and position your product or service as the best solution to their challenges.
As you do this, don’t forget to use the power of storytelling to your advantage by appealing to your audience’s emotions.
The most important thing to remember is consistency.
This is non-negotiable if you want to know how to reach a wider audience. You must keep your voice and style consistent across different platforms. That way, your audience will be able to identify your brand from the sea of other companies vying for their attention.
2) Streamline, Streamline, Streamline
Now that you know how to craft your marketing message to make it clear and consistent, it’s time to spread that message around.
Here's a good rule of thumb: Streamline your platforms down to two or three.
Why limit yourself to only a couple of platforms when there are so many?
We get it. You want to learn how to reach a wider audience, and choosing so few platforms can seem counterintuitive. But here’s the thing… Although your goal is to widen your reach, when you scale back to only two or three platforms, it gives you the opportunity to focus on those platforms and maintain consistency in your messaging.
Let’s say you put your full attention on the top platforms first, such as Facebook and Instagram. By focusing solely on those, you can build your audience on both platforms until you establish credibility and brand salience.
Once you have a large enough following, you can expand to other platforms and tap a wider audience. Just be careful that you aren’t spreading yourself too thin at the start because you can lose focus and your messaging could suffer tremendously.
3) Use a Content Marketing Calendar
Many business owners don’t have a content calendar because they think building one takes a lot of time and effort. But taking that extra time and effort to plan can make you so much more productive. At the end (or even the middle), it will pay off big time.
If you’re serious about knowing how to reach a wider audience, you need to develop a plan.
A lot of businesses fail when it comes to expanding their audience reach—not because they lack ideas, but because they fail to organize those ideas.
If you feel disorganized when it comes to your content marketing strategy, it’s time to build a content marketing calendar so that you have access to all of your ideas in one place.
Plus, you can plan based on what type of content you want to focus on at any given time frame. HINT: That’s what the big guys in the marketing arena are doing, and it’s a major reason why they are the “big guys.”
It’s also easier to maintain a consistent voice with your marketing message when you are more consistent with your planning.
4) Stay on Top of Your Reach Data
Your work doesn’t end when you hit “publish” on your content. Successful marketers keep a close eye on the analytics.
And here’s a tip: When you study analytics, don’t just focus on the numbers. Instead, examine what those numbers mean. Ask yourself questions like…
- Who are your visitors?
- How did they find your website?
- What channels or devices did they use?
- How long were they on your page or website?
- Did they visit any other pages or content?
To know how to reach a wider audience, capture this type of data. It can indicate how effective (or ineffective) your content is so that you know what areas you need to improve on with your current marketing efforts.
You can use your analytics data to know what content is most read and shared. If you have a social sharing bar on your website, it will make tracking which social media platforms your content is being shared on easier.
Just remember, how you use this data is critical to your success moving forward. It involves more questioning, such as…
- What could you have done differently?
- How can you reach a wider audience more effectively?
- How can you maximize your time and resources for better results?
5) Capitalize on Social Media through Collaboration & Interaction
If content marketing is king, then social media is queen, especially when it comes to growing your audience.
There’s no rocket science to this—it’s where most people spend the most time online.
You can still focus your time and effort on your blog and website while leveraging the popularity of social media to your advantage. The two go together like peanut butter and jelly.
There are over 420 billion users on social media (as of Q1 2020). Even if you only access a small share of that, it can be significant for your marketing campaign.
Let’s look at just Facebook for a moment. According to PR Newswire, there were 1.8 billion active daily users on Facebook in 2020. That means Facebook remains one of the top platforms to leverage to learn how to reach a wider audience.
The rise of social media influencers is another aspect of using social media that has helped brands flourish and reach a wider audience. In this type of collaboration, you can tap into a strong following base with high engagement and use that to your advantage. It’s important that you choose your influencers wisely, though. And once again, make sure you stay consistent with your brand storytelling so that you can capitalize on your strong credibility and values.
When you choose influencers with the same aesthetic and philosophy as your brand, your audience will believe it’s a good fit. And when you share the content online or on social media, it will be more compelling for them.
For example, if you are a vegan beauty brand, work with influencers who have established their reputation as vegan or who support cruelty-free beauty products.
When you find a good fit like that with an influencer, you hold true to the consistency of your marketing message and the collaboration is sure to be a huge success.
Use our social media marketing guide to help you develop the best strategy.
There’s no magic formula to uncovering how to reach a wider audience. It’s all about following the basic rules of marketing and tweaking them to fit your audience and what your company is all about.
It can be understandably overwhelming to figure out where you should focus your time and resources. When you use the tips we’ve discussed, you can better organize your marketing message and identify the best channels for distribution.
And as always, we are here to help if you want to take some of the time and effort off your plate. Start with a FREE, 20-Point Marketing Audit today!