Marketing for the Masses (Guest Post)

The following is a guest post by Lexie Lu. Lexie is a designer and writer. She constantly researches trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.

With social media and the internet at everyone’s fingertips all the time, you’re only a click away from reaching a new customer every single second. With the right tools, you can use this to your advantage to reach and appeal to a large audience and get the most exposure for your business.

It’s important to understand how this type of marketing works so that you can best include it in your marketing strategy and start reaching the audience you want to reach. Here are some of the best tips to appeal to the widest audience and get the response you want.

Engage Your Audience

Everything these days is about engagement. If you aren’t engaging your audience, they’re going to scroll right by you without a second glance. One simple way to engage your audience is by using calls to action, such as ending posts with “share this with your friends” or “let us know what you think about this.”

These types of lines will encourage them to hit “share” or “like,” which will in turn spread the word about what you’re marketing. The more people you have sharing and interacting with your posts and your website, the more people it will reach. And that’s exactly what you’re going for.

Another way to engage with your audience is providing relevant quizzes, doing polls, creating conversations, holding giveaways and basically anything that’s going to get them actively participating with your company. The more they click around on your site or your social media page, the better. If you’re doing print marketing or online advertisements, encourage them to go “like” your Facebook page or to send a text for more information. Getting the audience to pick up their phone and search for you or interact with you is the best way to appeal to them and put you on their radar.

Be Consistent

When creating the design and layout for your website, advertisements and social media, be consistent. Choose colors and a font that represent your business well and stick to those. Use the same colors and fonts on everything you put out, from brochures and business cards to emails and website pages. This will create brand recognition with your audience.

You’ll also want to create one logo to use on everything, as well. Your logo and slogan are your claims to fame when running a business, so design wisely and then stick to it.

When choosing your fonts and colors, take the time to make sure you’re choosing wisely. It might be beneficial to you to create a few different designs and run them by a focus group to see which ones resonate best with your audience. This might cost more time and money, but in the long run it will be well worth it.

Know what kinds of colors evoke the response you’re looking for. If you want to energize and empower your audience, colors like red and black might do the trick. If you’re looking for a calmer or more subtle tone, try purples and blues. In the same way, different fonts say different things about your business. Some fonts are more fun, while others look more professional. Try out a bunch to see which says the most about your business.

Use Pictures

It’s no surprise that pictures grab more attention than text does. With people constantly scrolling on their phones, a big block of text isn’t going to catch their eye. But a pleasing picture might make them look twice.

Whenever you have text, you should have a picture to go along with it. On social media, posts with pictures are shared and liked more than posts without. Using pictures and animations will go a long way while trying to reach your audience.

Be Culturally Sensitive

If you’re trying to appeal to a wide audience, you may be reaching people from different nationalities and people in different countries than you. This means you have to be culturally sensitive to all of these different people. Phrases that may sound funny to you might be incredibly offensive to somebody from another country.

Also, not everyone will understand the same jokes. Using jokes that relate directly to your culture might create confusion among some other people, which will turn them off from your business. If you’re trying to reach a global audience, be aware of the content of your posts and do your research to make sure you aren’t going to be offending or confusing anybody.

Do the Work for the Audience

People interacting with your website don’t want to spend extra time trying to figure out how to navigate around it. Everyone is in a rush these days, and if they have to spend more than a few minutes on your site trying to find a certain page, they’re just going to leave and go somewhere easier to navigate. Make your site easy to get around by using clear headings and buttons and giving directions when necessary.

Also, when posting to social media or when putting out an advertisement, always include the link to your website. If they like what they see, they can just click and get to your page instead of having to go to Google to find you themselves. People can be lazy, so do the work for them to get the most interaction.

Know When to Post

Once you have your audience’s attention, you want to keep it. However, reaching out to them through emails or posting on social media five times a day is going to have them unsubscribing or hitting the unfollow button before they even know what your company is about. At the same time, not reaching out enough will keep you off their radar and they’ll forget about you. You need to find the right balance.

For email, the sweet spot is usually only once or twice a week. Creating a weekly newsletter might be your best bet. Anything more than once or twice a week will have them sending you into the junk mail folder. For social media, you can post a little more. Once or twice a day is usually fine for social media, but keep track of how your followers are interacting. Are there certain times or days when they seem to be interacting the most? Use this information to put out your posts at the best times.

Reaching a large audience is easier than ever with the rise of the internet and social media, but there are still certain tips you can employ to get the most mileage out of these tools. Try out these ways to reach a wider audience and create the best marketing strategy for your specific business.