By danielle@marketingzillas.com (Danielle Irigoyen)

Event planner, lawyer, daycare owner, tow truck driver. Regardless of our chosen professions, it’s fair to say that we all want to build our businesses’ customer bases. It’s how we thrive. So it’s only natural for us to want to market our products or services to everyone, in hopes of capturing a larger audience and thus making more money.

But every business has a few “unreachables.” Now, some of these people are placed in that category for a reason. If you sell retirement plans, for instance, your unreachables might be children because they’re simply too young to purchase your product. But that doesn’t mean they have to remain that way forever. Even the most unexpected groups of people could be your biggest advocates later on. You just need to know how to speak to them.

Here are some tips for successfully reaching your unreachables.

How to Reach Customers

1. Make a list of your unreachables.

This is an important step you won’t want to skip. Before you start trying to reach all different types of groups, you’ll want to find out who your individual unreachables actually are. They may or may not be whom you think they are. That’s why researching and surveying are important parts of this process.

You might look at your current demographics for visitors to your website or social media platforms and determine which audiences aren’t connecting with you. You might also try comparing your demographics to your competitors’ to see if they’re reaching an audience you might not be. Or, you could conduct interviews and send out questionnaires to gather additional information. Whatever methods of obtaining this data, be sure that in the end, you have answers to questions like:

• Why are these groups uninterested/uninformed about my business?
• Are they also uninterested/uninformed about the products/services I sell, too?
• Do they know they might want/need what I’m offering?

2. Develop a persona for your unreachables.

At this point, you’ve narrowed down exactly who your unreachables are, but the research stage isn’t over just yet. You still want to find out what their likes and dislikes are, where they live, where they work, etc.

Researching the specifics of their day-to-day lives can be helpful when brainstorming the message and channels to reach them. It can help you create a story that appeals to multiple audiences.

You can create campaigns that are effective because they appeal to multiple audiences by finding common ground through storytelling.

3. Customize your approach to appeal to them, not your current customers.

This is a continuation of the previous action. When brainstorming ways to speak to your unreachables, it’s important to remember that the same message that works really well for your current audience probably won’t be received well by another—or at least not as effectively.

A successful example of this is Dollar Shave Club’s marketing efforts. Marketers realized that they could reach a lot of the younger generations with humorous and quick-witted branding. The success …read more

Source:: HubSpot Blog

Author: Aaron