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 with Old Spice’s marketing efforts. Marketers realized that they could reach a lot of the younger generations with humorous and quick-witted advertisements. Of course, there were changes to the products as well, but a lot of the instant success of the brand stemmed from the viral nature of the ads that spoke to a much broader group of people than ever before.
4) Offer them something truly unique
As wisely stated by Entrepreneur contributor Murray Newlands in his article, “The 8 Fundamentals for a Successful Inbound-Marketing Strategy”, “Think of your website as a hub, not a megaphone.” This applies to all areas of your brand’s presence—both online and offline. Treat your unreachables as if they are already your most loyal customers, rewarding them with valuable resources they can really use. Because if you can provide them with something they can’t find elsewhere, it will build trust and credibility—two things that give you an instant leg up on your competition.
Some valuable, yet still free/affordable resources you can offer include:
- Educational information, like e-books, guides, infographics, blog articles, webinars, tips, downloadable templates, etc.
- Coupons/exclusive discounts for first-time customers
- Product/service samples
- Branded merchandise
As many in the industry may know already, this method of marketing has proven to be one of the most successful ways to promote your brand or business.
5) Generate awareness of the want/need for what you have to offer
Your unreachables are most likely in the awareness stage of the buyer’s journey—unsure whether or not they even want or need the product/service you’re offering, let alone if they want it from your specific company. That’s why you have to create reasons why someone might need you.
Let’s say you’re a hotel that’s running a special vacation package. An example of the awareness-stage buyers would be a mother and father who just found out they’re able to take a vacation with their family soon, but aren’t yet sure if they want to stay local, travel abroad or go on a cruise. By marketing your vacation package as the most all-inclusive, affordable and family-friendly offer available, you’re successfully generating awareness and a desire for your offer.
6) Demonstrate how your product/service could be the only solution they need
Maybe your business offers a variety of products or services (i.e. multi-platform digital solutions). Or, maybe it offers something a little more niche (i.e. all-organic coffee). But no matter what you offer, there’s always a way to position yourself as their all-purpose solution.
Your unreachables might not even know your business can handle multiple problems they’re experiencing. They might not know that just how well you’ve mastered your very specific product/service. Or, they might not know they need you. Either way, you’ll want to demonstrate how you’re the only solution.
7) Position your business in the most positive light possible
Though it may hard to conceive, most people want to find out how you can help them, even if they’re not actively seeking you out. If you’ve piqued their interest in some way, they’ll want to find the good in your business, so they can have a product or service that provides a solution or added convenience to their lives.
A few suggestions for keeping your efforts upbeat and positive:
- Use up-to-date content, design and resources in your marketing efforts
- Use language that is confident and inviting, not cocky or abrasive
- Avoid negative messaging that puts down specific competitors (it’s tacky)
- Highlight what specifically makes you better than the rest, but say it in a way that makes you look like the hero
8) Find ways to get your advocates to promote to them
What’s better than having happy customers who love your products/services? Having happy customers who willingly promote your products/services to others. If they’re happy enough, they’ll do it for free, too. It’s like free advertising.
This is your opportunity to reward your #1 fans with things like:
- Refer-a-friend offers/discounts/coupons
- Exclusive content
- Donations to fan-favorite charities
- Answered questions/concerns, personalized shout-outs and Q&A sessions on social media platforms
- Fan-appreciation events
- Featured fan videos/photos/etc.
- Project involvement
Whether your business is able to spend a lot or a little toward rewarding your advocates, remember that there’s a huge benefit in having people promote your business for you.
9) Show many forms of credibility
In addition to having testimonials on top-rated review sites (or on your own website), there are a lot of ways to demonstrate that you are credible and trustworthy.
Find unique (yet still truthful) ways to display this in your marketing efforts, such as:
- Noteworthy awards or certifications (place a badge on your website, post a link to your social media platforms with information about the award/certification, etc.)
- Support a local charity (display information about it on a dedicated landing page on your site, post about it on social media, etc.)
- Mention any environmentally sustainable efforts you make at your business (recycling, volunteering for eco-friendly organizations, etc.
- Case studies and testimonials
Though this is certainly helpful for your current customers to confirm they’ve made the right choice with you, those who might not know they need you yet might find your business more desirable than another, simply for your credibility. Research the industry-specific materials you can provide your potential customers to let them know you are not just a viable option, but the best option.
10) Do all of this in stages—not all at once
Last, but certainly not least, make sure you do these things in different phases. Because it’s not realistic to believe any one effort will magically attract everyone to your business, you should set goals, follow a strategic plan and measure your results. Rinse and repeat as necessary for each audience.
There are plenty of ways to speak to those who seem unreachable. You just have to find ways to make it about them and why they (specifically) would want or need you. If you’re not sure how to get started, try these tips for expanding your reach.
So you’ve managed to successfully attract new customers. How do you keep them coming back AND turn them into raving fans? That’s really a two step process. First you need to connect with them on Social Media so you can deliver your valuable content to their email inbox. Secondly you need to make sure their experience with you meets or exceeds their expectation.
We can help you with those elements through our Reputation Management and Mystery Shopping offerings. Give us a call so we can help you protect your brand in todays very competitive market.
Written by Danielle Irigoyen and Carl Phillips