How Small Businesses Can Connect with Hard-to-Reach Customers
Some customers are easy to find. They seek out your business, engage with your posts on social media, and act to spread your message to their closest friends and associates. On the other hand, some potentially great customers are much harder to reach. They may not be active on certain social media sites, they may live in unexpected places, or they may not even be aware of your business –– yet. To that end, today we’ll explain how small businesses can connect with quality customers who –– for one reason or another –– may be difficult to reach.
Most of the time, businesses have a pretty good idea of what their ideal customers look like. However, that’s not always the case. Understanding your target demographics –– including age, income level, and living situation –– can help businesses advertise more effectively. That’s why it’s key for businesses to conduct surveys on a regular basis. Retail, industrial, and even health market research can all reveal vital information about your customer base. For instance, maybe a majority of your customers are ten years younger than you would’ve guessed. Equipped with that knowledge, business leaders will be able to market and advertise better.
Explore Social Media
Do you run advertisements on Facebook? If so, then fantastic. What about Twitter? LinkedIn? Reddit? The point is that there are dozens of social media sites that companies may decide to explore in search of new customers. Note that some smaller social media sites can also be a great way for businesses to get in touch with niche consumers. Identifying quality leads through digital marketing may be more cost-efficient in the long run as well.
Go Off the Grid
Of course, some consumers don’t use social media at all. If a large section of your target audience doesn’t engage with online marketing material, then don’t be afraid to utilize traditional outreach tactics. Newsletters, direct-mail ads, coupons, and even TV and radio ads can allow businesses to find consumers who may not have much of a digital footprint.
It’s possible that your company’s product or service is more popular than you realize. Rather than marketing to a very small or select group of people, sometimes it pays to expand your marketing efforts to gauge wider interest. It’s possible that consumers you never would’ve expected to respond to your advertising eventually become some of your best customers. But you will only find that out if you try. At the end of the day, don’t be afraid to think big and to believe in your business!