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Attracting New Demographics: The Basics of Business Expansion

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Attracting new customers to your business is the only way to grow successfully. But how do you go about identifying and reaching out to new markets? It’s a vital process which every business owner needs to address if they want to enjoy successful growth, and in this guide, we’re going to take you through a few of your options. Read on to find out more about how to attract new demographics – let’s take a closer look.

Are you ready?

Before undergoing any kind of growth process, you have to make sure that your business is ready and capable of handling it. You might have to adapt your product or service, for example, and there will have to be a lot of research performed to ensure you understand any new audience’s buying patterns. You will also need to address the customer-facing side of your business, both on and offline – do you need to tweak things a little to appeal to the new demographic you are targeting?

Find the opportunities

Once you understand who your new audience is, the next step is to identify the right channels to engage and attract them. Analytics software can help you with this, as can basic demographic research – you can contact a marketing research company or look into government and state statistics. Finally, get to know the mindset of your ideal customer, and use it to inform everything from your tone of voice through to your general business practices.

Going global

Overseas markets offer a huge range of opportunities for any online business, so think about how you can really make an impact. According to The Translation People, using your customer’s language in all areas, from SEO to technical translation, can help you to market your products abroad. Developing a network of local contacts can also help you come to a greater understanding of the area you are trying to target. Finally, don’t forget to make use of a good international business attorney to ensure you understand all your legal obligations of moving into a new territory.

Make changes

The next step is to position your business as the solution to your new demographic’s problems. Let’s say you are a fitness instructor that has a lot of young people in your client list, but you want to appeal more to older generations. You might start to frame your classes as a way of transforming your older client’s lives, rather than appealing to the improved physique that younger people are looking for. It might be sensible to change your website and marketing materials to feature healthy, fit people of all ages, too, instead of using images of muscular, body-focused youngsters.

Find partnerships

If you are struggling to make any headway, think about developing new partnerships with complementary businesses. For example, let’s say you are a web designer. You might develop a relationship with a copywriting agency or an SEO company to offer a broader service. Not only will it help you reach a wider audience, but you also might find that you can offer your current customers a better and more specific service.

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