6 Ways Small Businesses Can Reach Their Target Audiences: Email Campaigns, Ads and More

Defining your target audience is only half of the battle. Now, how do you reach them? Dive further into direct email marketing, social media ads and engagement campaigns.

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Email Marketing Campaigns

Email marketing of the most direct ways to reach your target audience.

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Email marketing is one of the most direct pathways to reach your audience. Creating direct, personalized email campaigns is the number one way to get your emails noticed. Email extensions and websites such as GMass and Mailchimp are the most efficient way to compose personalized emails and create audiences. 

Who is your audience? Email extensions make it simple to reach your target audience.  Find new email addresses using Facebook Ads to drive traffic to your website, which we will get to shortly. Collect email addresses from your website and previous orders. Using Google Sheets or a csv. file, import your contacts. Define segments of your audience to better cater each campaign to the audience you’re trying to reach. You can define segments of your audience using an email extension by importing previous purchase, location demographics and audience behavior from previous campaigns. 

When composing emails, make sure your audience can benefit from the information in some way. Sending irrelevant, cold emails is a great way to get consumers to unsubscribe to your emails. Keep your audience engaged and promote what you can offer to them.

Facebook

Facebook has a vast number of tools both within its business manager and organic feed that can optimize your business’s reach to customers.

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Facebook is a great way to grow your small business, if used correctly. Facebook has a wide variety of tools that are incredibly useful for marketing your small business including

Facebook Ads are a great way to reach your target audience. With Facebook Ads, you can create a campaign based on your objective and target audience. Knowing your audience is key in developing a great Facebook Ad campaign. Selecting very specific demographics is important in the development of an effective campaign. After creating your first audience you will then be able to continue creating similar audiences to reach more people. As I had mentioned earlier, Facebook Ads are a great way to drive traffic to your website. Website traffic is a key component to obtaining email addresses for your direct marketing campaigns. 

Facebook Groups are also a great way to reach an audience interested in your business. These groups are extremely specific, so finding one that shares interest in your products or creating one for your business in particular is a great way to expand. In these groups you can discuss products, answer questions, promote events and get to know what your audience is looking for. Creating value for this specified group can take your business to another level.

Instagram

Instagram is a visual-driven platform that can transform your business.

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Paid promotions on Instagram are a great way to boost your business. When creating promotions you are able to choose where you want to drive users through your call to action button. You are able to select your audience based on demographics, or base it off of your own follower base. 

 As a business account on Instagram, you can also connect your products from Facebook. When your products are connected to your page, you can tag the products directly on the photos themselves – this allows for easy shopping on the platform.

Influencers

Partnering with influencers who are already connected with your target audience can give you the boost you need.

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Using influencers is a great way to promote the brand through a virtual word-of-mouth format. Each influencer’s followers have a trusting relationship with the influencer and their opinion. Influencers don’t have to have a huge following to be effective, the best practice is to find influencers that have a similar image or style to what your business is offering.

Influencers can even be your pre-existing customers. Smaller influencers will often promote your brand in exchange for a discount code. Looking at Pura Vida’s influencer program for example. Pura Vida has a sign-up form on their website that anyone can apply to. The influencers then get a discount code and small PR package to start out with. Influencers get a small amount of commission on each order, which is the driving force to continue promoting their products. This small trade-off has floored the business, resulting in a 230% increase in revenue the year they launched their ambassador program according to Refersion.

Giveaways

Giveaway guidelines should be specific to your overall goal.

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Hosting a small giveaway can boost your small business just as much as influencers can. This can be done through your entry guidelines. Some examples of entry guidelines that can boost your brand are as follows:

  • Reposting the giveaway on your Instagram story
    • This allows people similar to the ones already following your business to be exposed to your page.
  • Sharing your page on Facebook
    • Likewise, this will allow similar people to your audience to see your page and create more buzz.
  • Commenting on the giveaway post
    • This task would increase the engagement on your post, therefore boosting it so more relevant people will see it.

Trade Shows

Trade shows are a great way to connect with your customers and form long-lasting impressions.

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Trade shows are one way to get your business out there in the real world. This format is helpful because while online commerce is growing at an extreme rate, many people still prefer to see the physical product in person. Allowing people to see your products displayed at a trade show can expose your business to a new audience. Including QR codes to your website and social media handles is a great way to keep these customers long term. Chatting with customers can create brand resonance and allow them to better connect with the products themselves. 

Connecting with customers in this format increases the likelihood of them to be life-long customers. Long term customers are more likely to support and interact with your business across different platforms, further exposing your brand to similar customers within your target audience. 

No matter how you do it, connecting with your target audience is extremely important! Defining your target audience using specific demographics is key. Using this information to run ads and promotions, select influencers, develop goals for a giveaway and making lasting connections with your customers can ensure that your business strategy is on track.

 

Disclaimer: This post is in partnership Responsival. 

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