Your brand’s reach is determined by how many consumers you’re getting seen by in a given time period. If you’re not running a marketing campaign at the moment, your reach will be organic, which is to say that it will depend on people finding you under their own steam, usually via Google. In contrast, if you’re investing in marketing, you’ll enjoy this organic reach plus a huge boost of extra visibility. It’s this extra visibility that can help your firm grow and engage with more consumers – and this article explains how that will work for your company.
No marketing campaign should begin without first putting together a marketing plan. These plans help you to understand what you’re trying to achieve and where you’ll draw the line in terms of budget. You should plan for:
- How long you’ll run your marketing campaign
- The budget you’re willing to spend on it
- What your KPIs will be for each marketing arm
- Whether to partner with a marketing agency to supercharge your campaign
All of these decisions should be taken before you begin to plan which type of marketing you’d like to use – of which there are many.
Choosing a Strategy
Different firms will tend towards different strategies. Some will opt for paid adverts on the likes of Google and Facebook – or across the web. These adverts will cost you a good deal of cash, but those that are well planned tend to result in a sharp uptick in business. Meanwhile, marketing via the consumer’s inbox is a new and exciting form of marketing that many firms are choosing in order to entice customers to their websites. You can do this with instant messaging or via SMS 2 way chats, which give consumers the option to begin conversations with you about your company.
Adapting and Optimizing
It’s best to set off a campaign with at least two different marketing strategies – like the two mentioned above. That way, you can compare to see which is returning the most on the investment you’ve made. Following that insight, you’ll then be able to adapt to the more successful strategy, which you’ll then focus on optimizing. Firms often use A/B testing, a form of trial and error, in order to refine a marketing campaign to make it as successful as possible. If that’s something you’re interested in, there will be a marketing firm happy to perform these changes on your behalf.
In the background to all of these exciting attempts to expand your reach, you should always be aware that SEO is very much the bedrock of your organic traffic and that there are ways to bring more of this base traffic to your website. SEO techniques vary, and a good way to ascertain which will be best for your website is to run a simple, free SEO test on your URL. That way, you’ll uncover areas you should work harder in, and those that you’re already performing well in.
Use these four tips to boost your brand’s reach, getting seen by more consumers over time.