Marketing Techniques to Expand Your Client base

1. Begin with your knowledge.

It’s likely that your target audience shares traits with the people you already know. Therefore, these "replicas" are a smart choice for expanding your audience.

Look at what you know about your present contacts to locate new people who are interested in what you do. Do most of them have a similar age range? Do they reside in a certain area? Do they consistently react to a particular type of content? You can identify comparable folks using that information.

Let's say you run a local gourmet shop and you observe that young families are buying a lot of allergen-free pancake mix. With this knowledge, you may advertise this product online to people in comparable demographics.

Shantel adds, "Or, you can segment by interest. A fitness app might look for people their own age who have demonstrated interest in better health.

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2. Attract viewers with social media

Whether you're new to social media or have some expertise, giving your social media channels and methods a fresh perspective will help you build relationships. People want to interact with the companies they like on social media: 66% of Facebook users follow a brand. Additionally, 65% of B2B businesses have utilized LinkedIn paid ads to attract new clients.

Having a social media manager on staff is not necessary for posting on social media that is effective. By offering knowledge that relates to the interests of their audience, anyone can write pieces that are interesting. For instance, if you are an event photographer, you may share your images and provide advice on how to set up and shoot a great family portrait to demonstrate your expertise in the subject.

Additionally, you can promote user-generated content like tagged pictures. For instance, a decorator might offer tips on how to make a nice family room on a budget and then invite people to submit pictures of the furnishings they've put together following that advise. Once people start sharing these images, you can upload them to your social media accounts to give your material more authority and to engage your audience in your brand.

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3. Pay attention to consumer demands

Look for patterns in your present audience's priorities, engagement practices, purchasing patterns, preferred pricing, social media activity, and other factors. Use this information to then update or inform your outreach.

You might discover, for instance, that your most active connections are drawn to LinkedIn or as a result of an email campaign, which can be a signal to focus on those platforms. Or, in terms of the message, you might find that rather than a price reduction, your audience is more receptive to an offer for a free consultation with your top creative talent.

You can manage and link all of your audience data with the aid of marketing CRM tools and an audience dashboard. You may identify what your audiences want from you most with this strategy, as well as spot opportunities to produce individualized communications that demonstrate your understanding of their wants and desires.

4. Make a statement using postcards.

The Association of National Advertisers claims that direct mail is becoming more effective. Postcards, which come in a range of sizes and formats, can be a cheap and eye-catching way to communicate with individuals you haven't heard from in a while. A discount on eyeglasses and a reminder to make an appointment to preserve eye health, for instance, could be included in a postcard sent by an optometrist in an eyewear store.

When combined with other marketing initiatives, direct mail campaigns work very well: response rates are 41% higher, and personalized mailing pieces can increase response by as much as 50%. You can shift your connection from your inbox to your mailbox without addresses as well. If you have the email addresses of your connections, an address finder can assist you link their physical mailing information to those contacts.

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5. Increase visitors to your landing page

You can attract new audiences who fit your desired profile using social media postings, targeted digital adverts, and other content referring to your landing pages. To promote page views, use compelling calls to action (CTAs) in your marketing that are based on audience priorities. This may be a free delivery offer for an e-commerce business with a price-conscious customer.

Additionally, make sure your landing pages have information for visitors who want to learn more about your company. A buy-now promotion landing page that additionally includes a newsletter registration form or a link to your blog may be the destination of a digital advertisement. You may increase the audience you reach by utilizing several methods. When each of the visitors to your landing pages has an engagement option, your efforts pay off in getting them there.

6. Team up with complementary businesses

With goods or services that don't compete with what you provide, other businesses most likely target the same demographic as you do. Why not allow them to spread your marketing message among their audience as well? Collaborations like partnerships and co-sponsored events can increase brand recognition and marketing return on investment (ROI) for all parties involved.

Be ready to change with the times, advises Shantel. For instance, a restaurant customer ran joint advertisements for singles nights with the dating app Bumble. When the coronavirus broke out, the restaurant started working with a nearby hospital to promote meal donations for medical staff.

The secret is to choose a partner who appeals to your same audience and complements you. After that, you can work together to develop strategies for increasing both businesses' presence online and offline.

7. Develop a multichannel marketing plan.

Utilizing new channels is one approach to reach new audiences; the other is to make sure your channels are interconnected. We refer to this as multichannel marketing.

The reward might be substantial: A campaign's retention rate is 90% greater when it uses three or more channels (such as email, banner ads, and social media).

By using omnichannel marketing, you can make sure that both your present and potential customers are getting a single, consistent message that takes into account how they have interacted with your business. On Facebook, a specialty bakery might display videos of its family members baking. With a link to a particular landing page, viewers of the film could be urged to sign up for the bakery's newsletter in order to receive more family baking advice. If you sign up there, an automatic email with a unique invitation to in-store seminars at a discounted price may be sent to you. When baked goods are about to come out of the oven and become available for pickup, those who wish to be notified about popular bakery items can sign up to get texts.

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In Conclusion

You may keep making new connections by consistently experimenting with novel strategies and innovative techniques based on the information you learn about your audience. The secret to success is to use what you already know, build on what you learn, and constantly explore for new opportunities to grow.