Tracy Woodworth, Media Analyst at Convertro (http://www.convertro.com/) talks about how increase marketing reach for your company. By identifying and breaking your audience into segments it is possible to present new opportunities to reach new customers.
- Identify & segment total audience
- Assign each new user a unique ID
- Each media channel presents new opportunities to reach new customers
- Reach- potential customers available to market
Reach is actually a very simple term. So, if you have a pool of people that you’ve already identified as your audience, then, any additional user you bring into that pool is considered reaching out further beyond your typical audience segment.
With reach, if you want to actually expand your reach, what you’ll do is you’ll identify your total audience. And once you identified, this is my playground, this is my pool, these are the people that I already have, I actually want to expand my reach and I want to be able to push my market, expand my brand or reaching new audience segments. So, what you’ll do is every user that you identify and you bring in to your pool, you’ll be giving them a UID, a unique identifier. And then, you’ll be able to track all of those UIDs in a way that will help you avoid duplicating new media channels. So, if you’re e-mail campaign tends to overlap really heavily with say, a television campaign, then there’s a really good chance that your e-mail campaign just might not even be worth it and you can actually save a lot of money that way.
The other way that you can actually track your reach and be able to expand your reach is by understanding who your pool is and understanding where you want to go with it. You’ll be able to spend against new segments and you’ll be able to test out in media channels. And every media channel will bring to the table what their specific reach is or what their specific demographics are. And so, you’ll be able to test and expand a little bit that way. But also, that UID, that unique identifier to each of your users or your leads will also help you narrow down what your consumer actually looks like. So, in that way, you can really drill down pretty specifically into doing some audience targeting.
Every media campaign is always driving for reach because you’re always trying to pack your funnel and you’re always trying to get the most bang for your buck and more leads you possibly can. And if you’re able to identify a good positive reach, then you’ll be able to scale your media effectively, you’ll be able to increase your brand and then, also, your company growth at the end of that.