The only constant in life and business is a change. Despite the fact that many business owners strove to create an atmosphere of stability and consistency at their offices, the reality is that things never stay the same for very long. Markets fluctuate, innovations occur, professionals leave old jobs and find new ones, and –– as a result –– even the best-laid plans need altering from time to time. Such is the case for businesses marketing their product to a new target audience. The good news here is that exploring a new marketing strategy presents a great opportunity for business growth. And to help professionals handle this issue gracefully, here are four tips for marketing to new consumers:
Tips for Marketing: Here’s What to Do:
First Tip for Marketing: Don’t Fix What Isn’t Broken
Sometimes, individuals value a product or service for very different reasons, and, as such, they should be marketed in very different ways. For instance, a mother of three may use a PC much differently than a college student.
On the other hand, some features of products or services are universally appealing. And, given that fact, it’s wise for marketers to stick with aspects of previous campaigns that have proven effective before. Odds are, your new market will appreciate those elements as well because everyone loves products that are cost-effective, easy-to-use, and/or versatile.
Before you build an extensive marketing campaign for a new audience, it makes a lot of sense to do some research about the demographics with whom you’ll be interacting. Determine their needs, preferences, and struggles. What’s more, the best companies make it a point to reach out to consumers directly through surveys or email messages. Consumer feedback can be invaluable down the line.
The more specific your marketing content is, the better chance it has of resonating with a new consumer. Cover the minutiae of how or why a product is worthwhile, and don’t hesitate to use industry-exclusive lingo if it increases your ability to connect with new leads.
Call in a Pro
It may be tempting for a business to attempt to do all of their marketing in-house –– particularly if they’ve operated that way for a long time. Yet, there’s no shame in enlisting a professional marketing agency to help your company through a transitional period. Marketing experts may be able to provide compelling insights that you might have missed out on otherwise.
The Bottom Line
Whether your company has just invented a new type of concert barricade, or you’re expanding to a different city, internal changes allow marketers the chance to identify and court new audiences. And businesses that seize these opportunities will be able to grow and fortify their positions within their fields. Don’t resist change –– embrace it!