When I first started marketing for my business, I focused much (well, all) of my advertising dollars on trying to reach the maximum number of people possible. Since I was offering services to an online audience, I figured I needed to tell the world (or my small corner of the world) about my new business and everything it had to offer. I thought maximum reach was essential. Thus, I tailored my ads to a certain region and to people with certain interests and demographics, and I sent out ad after ad after ad.
I considered any social media ad a complete and utter fail unless it reached thousands of people.
As time went on, my perspective changed. I recognized that the number of reaches is not what matters. What matters is reaching only the customers who already know they need (and want) my services.
In a recent post, Stefanie Flaxman quotes Sonia Simone, Chief Content Officer of Copyblogger, with regard to this idea of reaching only those people who matter. “We don’t write much about creating content to generate massive anonymous traffic,” Simone explains. “We write about creating content to support a business with an engaged audience. Fewer people, tighter relationships.”
“Fewer people, tighter relationships.”
It’s not how many people you reach but who you reach.
My marketing efforts now fully reflect this idea. I work on connecting more deeply with those who already are on board with what I offer. While I still want to build my audience base, I do so with the understanding that those who are already interested in my services are the ones I should be “marketing” to. In a way, I’m not even really selling to them. I’m just continually reaffirming that I’m still offering the services that they know they’ll need.
Flaxman makes an interesting point. She actually likes when people unsubscribe from her content. This simply means that those people aren’t interested in what she has to offer. And rather than chasing after those uninterested people (with the hopes of converting them), Flaxman encourages us to focus on those who are interested, for one primary reason: “People who don’t like your content don’t stop you from succeeding; they were never a part of your success in the first place.”
How true. Only those who believe in you and your business will lead to your success. Shouldn’t that, then, be all the more reason to center your marketing efforts on them?