How do I reach a new demographic for my business? 

As business owners we understand that the market is forever changing and our customer’s tastes along with it! When marketing a business we need to stay open minded to change and growth in a new direction. 

One of the major changes to a marketing strategy can be targeting a NEW demographic! This can be a scary time for a lot of us, but it can be just what a business needs, to boost your business’ growth exponentially. 

So, what’s involved in reaching a new demographic in my business?

1. What are the benefits?

First we need to look at how a new demographic will help improve or benefit your business. Once you know what your business will look like with this change of target market, you will have an idea of what and who you need to be engaging in your day-to-day business activities. 

Engaging a new demographic can diversify your revenue streams and minimise risk if you’re too dependent on one category of customer or market. 

2. Do your research!

One demographic doesn’t suit all, so research needs to be done to find the perfect fit for your values and the services/products you offer.  In this process you also need to research your customers who fit within that target market to find what makes them tick through polls, quizzes and questions about what they are looking for. 

3. Build customer personas 

A customer persona is a great tool to bring your target demographic or ideal customer to life. It can help you understand them better and in doing this will allow you to market to them appropriately.  After all, “if your content doesn’t align with a demographic’s needs, it’s a waste of time.” (Carlson, Forbes 2019)

4. Segment your audience

A new demographic needs to be treated as a separate entity to your current target market. You don’t want to lose your current, LOYAL customers, but you do need to fish for a new demographic, so the best way to accomplish both is to use segmentation. 

Campaigns and other marketing materials need to be kept separate, in order to get the desired effect within a demographic. That means your millennials and tech savvy audiences cannot be mixed with your baby boomers. 

5. Try new techniques

There are lots of new strategies being implemented in marketing today! Some include:

• Automation. EDMS, SMS pushes and even scheduled posts can help to reach your target demographic and create a personal touch point with ease. 

• Remarketing. The NEW demographic needs to be aware of your business and product or service offerings available. This calls for a drive in campaigns, social media and other marketing techniques to get the word out. 

• Influencer Marketing. A trusted figure that is prominent within your target demographic can help you to build a strong foundation of followers and loyal customers through a simple mention of your business name on an influencer’s socials! This is a marketing tool definitely worth considering…..

What worked for you, when reaching a new demographic?

Let us know in the comments!

The Axis IQ team :)