Expanding your target demographic becomes increasingly important as your business goes from small to large. The more people you appeal to, the easier it is to make your company thrive. One way to achieve this is by identifying and targeting a new audience. Check out the information below to discover the top five ways to expand your brand’s target audience.
Identify Key Players
You should analyze your current company metrics before deciding who you’ll market to. More specifically, look for service and product usage patterns outside your primary demographic. Categorize this information so that you can determine who, aside from your target market, engages with your company.
Once you have found a secondary group, you can expand your reach to them. You can cultivate new relationships by targeting a group already interested in your company.
Pro Tip
Another great way to learn more about your buyers is through customer surveys. Ask specific questions about age group, race, social class, and more to build a consumer persona.
Create a New Target Persona
Once you know who uses your product or service, create a persona so that you can tailor specific business aspects toward them. When doing this, follow the same process you used to create the primary target demographic—pick details such as age group, gender, interests, race, etc. Having an imaginary customer helps you understand the new audience better and research marketing methods.
Attend Marketing Events
Marketing events, such as trade shows, can introduce your brand to new demographics or help you reach current customers. Likewise, you can improve your brand visibility or showcase your company’s values and strengths. Best of all, trade shows allow the public to get hands-on with any products your company may create or reveal information about upcoming changes.
Pro Tip
Standing out is vital when attending a trade show, so consider getting a trade show booth built. On the day of the event, you’ll need to hire booth builders to assemble the exhibit for you.
Use Social Media
Social media is an excellent avenue for interacting with your target audience. Creating content specifically suited to your new demographic allows you to share and engage with the community. Strive to respond to comments and actively share interesting articles and news about your company.
Collaborate With Business Partners
The final way to expand your brand’s target audience is to partner with other businesses in your industry. Ideally, the business you partner with should be well-established with your prospecting target demographic. Some companies collaborate with online influencers to easily market their service or product. Since fans of the influencer already trust the individual, people are more likely to test your product or service.
Nourishing and growing your target market is one of the best ways to expand a small business as you climb to the top. As you establish meaningful relationships with customers from different demographics, you’ll bring diversity and strength to your brand. Your brand can expand and evolve into something better with the right strategies and techniques.
