Expand Your Reach To Get More Customers
Marketing is the process of creating, communicating, delivering, and exchanging value to your customers. Thinking that you can do that though one outlet means you are limiting your reach. You want to get results from your marketing, but how can you if your limiting yourself?
WHAT DO I MEAN?
I see businesses, flea marketing, and individuals who use only one or two ways to communicate with their customers. This one outlet will have limited impact on your customers. It takes more then one message to get your customers to take action. So, if you only have a sign in the front of your farmers market or only have a website, you can’t expect huge results out of it.
When I consult for businesses I see the majority focusing on one area. This might be social media, website, Youtube, traditional advertising, or online directories. This will not be effective. To get results from marketing online, you need to use more than one outlet. Customers need to trust in you before they will considering doing anything about it. Most customers hear or read about a business several times before ever considering going.
WHAT DO YOU NEED TO DO?
If your business utilizes online marketing outlets than you should be using several. Here is what happens:
A customer finds you on social media and looks through your posts. After looking at your Facebook page, they become interested in what you do and they go to your website. This builds trust between you and that potential customer, but they will likely look at online reviews and other content before taking action. If you only focused on your social media then you would have likely lost this customer.
After seeing a brand response to a review, 71% of consumers change their perception of the brand. - Bazaarvoice, January, 2014
Before ever entering a store, 62% of Millennial shoppers already know what they want to buy through prior online research. Eighty-four percent of them say consumer-written content on brand sites influences what they buy. - Bazaarvoice, July, 2013
All of your marketing works together to communicate with customers and the best way to get results is to focus on several outlets. This will let you expand your bubble and tells you get in front of more customers. This will exponentially increase your results and return on your marketing.
WHAT DO YOU NEED TO UNDERSTAND?
You can not have just one type of marketing and expect significant results. You need to invest your marketing strategy for the long-term growth and success of your business or organization. The only way to get the most out of your marketing is to use different outlets to communicate with your customers. These multiple channels work together and become more effective. Use multiple points of contact with each potential customer. Take the time to evaluate what ways your effectively communicate with your customers and how you aren't. Do these channels work together?
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