Marrying New With Old: Reaching Out To A New Target Market (Without Sacrificing Your Existing One)

When you find the right audience for your product, it can feel like everything has clicked into place, and you’ve hit the motherlode. From there, you can either look at developing your products, or you can see if you are capable of reaching new target markets. Sometimes, people look at starting a new business, instead of expanding their current one, but if you are too attached to your baby to let it go at this point, reaching out to new target markets is the best way to improve on your business. How can you do this?

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Strengthening The Brand

If your product is perfect as it is, then are you doing yourself a disservice by not having as robust a persona as you thought? Now, marketing campaigns work on so many different platforms. From social media to the real world, as well as your website, crafting a comprehensive campaign is a big undertaking. You can make it easy on yourself by hiring a social media agency to assist you with your campaign, but to improve your catchment area, it’s vital that you understand what it is about your business that can transcend different target markets. This is something that can be very difficult to understand, universal appeal. But if your product has that universal appeal, then it certainly makes it easier to craft the relevant campaign. Your brand is your personality, and if your personality doesn’t carry across various target markets, then it’s time to go back to the drawing board…

Undertake Qualitative Research

If you are struggling to find out how to appeal to different markets, without you tampering with your product, research is the most important process any company can undertake. Making the most of market research companies, to get under the skin of various demographics, and understanding why they do or they don’t get on board with your ethos is very enlightening. Of course, you will have thought about this at the very outset of your business, and now, in essence, it’s about casting that net wider. You need to make sure your research is as qualitative as possible, but also, you need to ensure that you get the results you’re after. A research campaign doesn’t just consist of a questionnaire; it’s about burrowing deep into the emotions of the target market. It’s a fine art, because you don’t want to be asking leading questions, and so, do you write questions will open up the subject to discuss in great detail what they like or what they don’t like about the products, the company, the brand, and everything else associated with it. Once you get these results, it can go one of two ways, you may know exactly what you need to change, or you may come to the conclusion that you had ideas above your station. In which case, changing your business to accommodate a target market could very easily alienate your old one. This is a very difficult line to tread.

Reaching out to new target markets is a big undertaking, but before you decide to do this, you have to ask yourself if you are going to alienate your current audience. If you might do, is it worth it?

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