How to reach people who aren’t looking for what you’re offering
Online marketing has changed the world, especially for the small to medium business.
Being able to target your goods or services specifically and directly to your customers has revolutionised advertising and they way people do business.
Are you a lawyer specialising in immigration? Boom, a simple Google search of “immigration lawyer” will allow local people to find you. People know what they want and you have done the work to ensure you’re easy to find.
But what if immigration is just part of what you do? What if you also help immigrants find their first job in the country too? An immigration lawyer isn’t the first place someone would look when searching for a job.
What do you do if people aren’t looking for your services, even though they might be interested in them? How do you reach people online when they’re not specifically looking for something?
Discover your ‘unreachables’
By conducting extensive market research into your customer’s and client’s personas, you can build up a profile of what they need or what they might be interested in. These people are your ‘unreachables’ – the group that are part of your market, but have remained out of your grasp so far.
If you already offer these services or products, then ask yourself why your unreachables don’t know/want your product. Are you on the right platform for them? Are you appealing to the right demographic? Who do they go to instead of you?
Laser guided marketing
Once you figure out who your unreachables are, you’ll be able to target them online.
Targeted Google Ads can use factors such as age, geographical location, gender, relationship status, interests, education and prior search activity to zero in on the people you are trying to attract.
So to go back to our immigration lawyer example, if you want to appeal to those who have just arrived in the country and are looking for a job, then single, 18 -35 year olds with a post-graduate education who are searching terms that fit their specific needs.
Understand your audience
In a perfect world, we would have all the money we need to market to each and every potential client or customer. Unfortunately, the real world isn’t like that – we need to pick and choose where we spend our marketing budget.
The best way to get value for money and to attract new customers is to know your audience. As you develop a closer relationship with them, you may begin to recognise similar customers who could also benefit from your service or product. That’s when your business starts to grow.
Attracting new customers is the lifeblood of any company, and finding ways to sell yourself to people who otherwise wouldn’t consider you is an essential part of marketing.
Ark Advance can help you reach new clients who you would have been otherwise hidden from via this type of targeted marketing. Contact us today for more information on how this could work for you and your business.