5 Tips for new business owners on finding & reaching the right audience

If you’re a small business operating within the digital space, then you will know the importance of a solid online presence. 

Paid ads via social media platforms, such as Google and Meta, are strong tools to get your products or services in front of new customers. However, when you’re first starting out as a business owner, it can be overwhelming when you are not sure where to begin when it comes to expanding your digital reach.

Let’s dive deeper into what the first steps are when it comes to reaching new audiences…

This is how you can find & reach your target audience, according to small business owners

1. Define your target audience and start to narrow it down

You will hear this many times, but knowing your ‘ideal’ customer is critical for your business and will influence the effectiveness of your operations and revenue. If you’re new to this, you can begin by identifying your customer persona by:

  • Age
  • Gender
  • Income
  • Location

In addition, you’ll also want to have a clear answer to this key question: what problem is my product/service solving for them?

Having answered this question, you’ll be able to both understand your customer better and provide a solution they’re looking for, which will help when deciding on your digital strategies.

2. Market/competitor research

Do you know who your competitors are or how you can appeal to the same audience, but in a unique way?

Chances are, your product or service already exists in some capacity in the market. That’s a good opportunity to see what your competitors are doing and understand how you can stand out from the competition by forming a UTP (Unique Trading Proposition). This approach can give you some insight into developing your marketing strategy.

3. Work on SEO optimisation to make your webpage more discoverable

Once your target audience is chosen, it’s time to develop your SEO strategies and begin pulling in traffic from search engines. The essential starting point is to create an official business website, ensuring it has a SSL certificate enabled to secure and support the SEO tactics. Check that your page is SEO-optimised for search with appropriate images and responsive pages, with fast loading time.

4. Explore the social channels that are most popular with your target audience

In recent years, social media has become an undeniably powerful tool to help increase sales due to its sizable audience of users. Regardless of your marketing goals, we strongly recommend you create a digital presence on at least one of the social platforms. 

It’s a good idea to start with a channel that has a large potential reach, and then narrow down from there. Social media can also help you listen to your customer and prospective customers in order to learn from them and improve your product/service. 

5. Use Google Ads to increase your reach

If you want to reach new customers outside of social media platforms, Google Ads is a great tool to employ. Understanding the way it works can initially be overwhelming but, just like any effective long-term marketing strategy, you can still pick the correct campaign objective (based on your business goals), monitor the search term report, and remember to test, test, test!

Creating a digital presence takes time but, if tackled effectively, will change the game for your business. If you have the right SEO, social and paid media strategies then you will begin to see new traffic and leads on a regular basis.

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