Boss Lady

Marketing needs more than reach, it needs these vital ingredients


Reaching as many people as possible and diverting as much traffic as possible is an important part of marketing, let’s not underestimate it. However, if you focus too much on getting as many people on your site as possible or as many people facing your brand as possible, you’re not focusing on whether you’ll really gain from it. Whether you can really convert those visitors and viewers into customers matters. So, here are a few of the ingredients that your marketing campaign needs beyond reach.


You might get your brand in front of all the right people, but if it’s not saying what they want to hear, then what’s the point? Developing the right brand message can be difficult, but it is clear what your first step should be: thinking of the audience. Your product or service might fit a need of theirs, so that’s where you start. But your brand should get deeper than that. For instance, it might focus on an aspect you provide that your competitors aren’t, giving you a niche. It might focus on the ongoing emotional or lifestyle impact that your product or service might have. It can even focus on values that you share with the audience, such as responsible farming in a food company. If you find the right message to go with your marketing, it creates an emotional tug that’s much more likely to get the audience engaged.


Interruptive, outbound marketing with the right message can be effective. But you also have to consider the people to whom your business is most relevant. If your business is based off a truly worthy idea, then there are already people trying to find it. Making it relevant to them is all about ensuring you have the right inbound marketing presence, too. Professionals like make it so that anyone looking for the exact kind of services you offer is more likely to find you. You should also focus on creating content that’s relevant to your audience, as well, even if it doesn’t have an immediate connection to your product or service. That way it creates an indirect way to reach them by offering them sound advice or informative content while putting them face-to-face with the brand.


If you’re focusing on marketing in the online world (which you should be), then you might already be aware of just how social that world is. It takes only a few clicks for anyone to broadcast something they’ve seen at any one time. Making the best use of that factor and creating buzz through your marketing can lend a lot more weight to your campaign. Viral content and organic online interactions with customers are some of the most effective ways to create online word-of-mouth. When others share your content, people are even more likely to pay attention to it than when you broadcast it yourself.

Visibility is crucial, but without the right message, the right relevance, and a social factor to go with it, it’s incomplete. The next time you’re planning a big push, make sure these are three elements that form the core of your efforts.

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