Having a dedicated target audience is great—invaluable, even. This is an essential step in defining what your brand is and who you’re for. This can prevent you from feeling too generic and allows you to cultivate a personality.
However, over time, you might find that you’re in need of new customers so that your business can continue to grow. The question of how to expand your appeal without losing what made you interesting to that initial core audience is an important one to ask and a difficult one to answer, but solutions certainly exist.
Retain Your Identity
What can ultimately be most alienating to your pre-existing audiences is finding out that you’ve completely ditched them in an effort to find more broad appeal. That’s not to say that this approach can never work, but it can ultimately lead to some bad will that could do you damage further down the line.
You’ve found success with your current approach, after all, and if you’ve developed a dedicated audience, that’s not something to take lightly. What you’re trying to do is replicate what you’ve done already but on a larger scale. This will inevitably mean that you have to try new things and take some risks, but as long as your audiences feel as though these evolutions are natural and something that’s ultimately consistent with what came before, they might well stick around for the ride.
Deliver Stronger Results
In terms of your brand personality, you might be able to expand without having to do much differently at all. If you’re finding that a large part of the reason why audiences keep coming back to your brand is because of the quality that you’re able to provide, why not simply maintain that line of action?
It likely won’t be enough to do the same thing that you’ve always done, however, which means you might need to find ways of increasing your output to have the desired effect— it could potentially be acquiring the right technology or skill. In software development, for instance, docker extensions can be transformative for how developers design the user experience, and something like this might be all it takes to elevate you from where you are now to having much more buzz generated around you.
Marketing Strategies
The simplest approach is often the most effective. If you’re looking to expand your audience, you might turn to marketing strategies that are often used to that very end. Part of the benefit of finding that your business is growing is that you have more resources available to you than you did before – that means that you can afford to spend money here. While lower cost options like social media carry a great degree of utility, methods like search engine optimization (SEO) are specifically designed to increase brand awareness.
It might be that you don’t rely on any one particular strategy here, instead utilizing multiple approaches to both increase your awareness and pull fresh audiences in further with revitalized content across your digital channels.
