9 Smart Tips for Reaching New Customers in Different Markets

How to reach new customers in different markets

1. Research your target audience.

Consumers are often the target audience that needs your products or services. If you don’t understand your potential customers, you won’t be able to sell to them. In addition to researching your initial target audience, you need to research customers in other markets if you want to reach them.

“Since you’re going after new customers in a different market, you want to be sure that you’ve done thorough research on your target audience and the market before you … develop your marketing campaigns,” said Courtenay Worcester, head of data products at FastSensor. “To do this, invest the time to really understand the market and buyer behavior specific to [that market].”

From there, you can develop new marketing strategies that are customized to the needs of that new audience.

“Armed with the knowledge of how that audience thinks, feels and behaves when it comes to making purchasing decisions, you can develop tailored marketing campaigns that attract and convert them,” Worcester said.

Some of this customer demographic data might already be accessible to you. For instance, if your new market overlaps with your old one (and it likely will), it’s possible you already have data on the additional consumers you’ll now be targeting.

“Take a close look at the data you already have,” said Nataly Kelly, chief marketing officer at Zappi. “What countries and regions send the most traffic to your website today? It’s rare for companies with an online presence to only have customers and lead flow in just one country. … Targeting contacts already in your [customer relationship management software] — but perhaps with focused efforts for that region, country or language — can be very effective to help these leads bubble up to the top to convert them into customers.”

2. Create buyer personas.

Once you’ve gathered data on your target audience, you can create buyer personas to help you better understand who they are and how they behave. Buyer personas are fictional people who represent a very real type of customer that your business may already serve or that you want to attract. Although these composite characters aren’t real, they’re grounded in the data you’ve gathered about your target audience; they should reflect the real individuals who are in need of your business’s products or services.

Buyer personas serve as a tool to keep everyone on your marketing team on the same page. They help you understand your potential customers’ interests, needs and how to best reach them. They can also help you tailor different messages for each type of customer you’re trying to attract, which is especially useful when you’re looking to break into a new market. Defining these personas and then giving them a name, face and set of characteristics can help you devise more effective marketing campaigns that resonate with your real-world customers.

3. Study the competition.

You’ll want to learn about your competition when shifting markets so you can answer questions such as: How will I stand out? What are the lessons I can learn from companies already targeting these audiences?

“Identify the top influencers in the market and read their content,” Worcester said. “This will not only give you insight into how to approach those influencers to cultivate relationships with them, it will also give you insight into the behavior of the customers in that market.”

Worcester advised identifying ways your competition engages their audience. This includes the language and tone they use in their messages. It also includes their primary marketing channels and the type of content they create to promote their products and services.

4. Collaborate with local business owners.

Not all businesses in your industry will be your direct competitors. Perhaps some sell products or services that complement your own. Find ways to work with these brands rather than against them. In fact, collaborations are one way to boost your sales.

“Find complementary local businesses and align with them for joint marketing activities,” Worcester said. “This allows you to quickly land and expand by tapping into an established business with a complementary clientele. … Since you’ve already done your homework on your target audience, you’ll know which businesses complement your offerings.”

Kelly added that popular companies already in the market are “your best advocates on the ground. They already know your business and can help represent you locally in the early days before you invest in a direct local presence in a given market.”

5. Create a digital marketing plan.

Digital marketing is essential in today’s business world. Not only is it crucial for your company to have a mobile-friendly website and strong social media presence, it’s important you also foster a positive reputation.

“A key part of reaching a new market is going digital,” said Eric Johnson, co-founder of digital marketing agency Firebrick Creative. “Word of mouth rarely suffices in a new market, because your top promoters are likely to be in the markets that you’re already in — not in the new ones. Digital marketing, however, provides a global version of word-of-mouth advertising. Online reviews, testimonials and stories can show new customers everything they need to know about your brand before they decide to give it a shot for themselves.”

A comprehensive digital content strategy— with clear goals and target research — can vastly improve lead generation and drive growth in new markets.

“A great way to reach a new market is via local SEO,” Johnson said. “If your business existed [prior to] your entrance to a new market, then you’ve likely already built a solid foundation for SEO that could take years to replicate. By simply expanding your site and offering new content that’s relevant to your new market, you’ll be miles ahead of the competition.”

6. Utilize email marketing.

Part of a solid digital marketing plan is to invest in an email marketing strategy. Your existing customer database can provide a wealth of information to help you better approach a new market.

Worcester recommends A/B testing your target audience using email marketing, which is generally low cost and has a high return. That way, if the trial runs are unsuccessful, you won’t have wasted too much money. But if they are successful, you’ve now figured out a great way to reach your ideal customer in a new market. [Looking for the right email tools for your brand? Check out our picks for the best email marketing software.]

7. Don’t forget text message marketing.

Once you have new leads, one way to personally connect with these potential customers is through text message marketing campaigns. This marketing technique allows you to send bulk text messages to segmented groups. Also, it offers a more individualized and direct approach to access new customers. [Related content: How to Run a Successful Text Message Marketing Campaign]

8. Take advantage of social media marketing.

It’s imperative you properly introduce yourself and your brand before advertising in a new market. A great way to do that while being cost-effective is through social media marketing. Use social media to reach out to the ideal consumers in your new market and build a connection.

“Finding a new customer is all about becoming a part of his or her community,” said Johnson. “Showing up out of the blue to convince someone that they need your product or service is expensive and largely unfruitful.”

However, if you can gain your consumers’ trust first, you may soon see sales skyrocketing. In addition to regular social media posts and ads, a great way to do this is through influencer marketing. This typically takes place on social media platforms like Instagram or YouTube. When a customer sees a trusted part of their specific community promoting another business, it affirms that the brand fits with their lifestyle, Johnson said.

9. Provide discounts for first-time customers.

Everybody loves discounts and promotions, and you can bring in first-time customers by offering them a deal. The simplest way to do this is to advertise generally that a new customer’s first purchase is at a reduced cost. This could bring in more leads who are looking for your products or services. Driving new leads from your target audience can help ensure your sales funnel remains healthy. It can also increase brand awareness in the new market you’re looking to break into.

However, a more effective way to convert leads into sales is by sending targeted marketing messages to your active leads letting them know you’re offering a discount. People who have already expressed interest in buying your products or using your services may just be waiting for the extra nudge to become your customer. Letting them know you’re offering a discount or throwing in an additional bonus at no cost could be all the incentive they need to go from interested to sold.

Adjust your marketing strategy to reach new audiences

A marketing strategy should encompass multiple channels and consider your target audience as a whole. If you’re looking to reach new customers, take some time to consider who the people are that could benefit most from your products and services. Then, figure out where they’re most likely to encounter and engage with your brand message in order to invest your marketing dollars effectively. By keeping the above tips top of mind, you’ll be able to reach more people in your target audience and tailor your marketing campaigns to pique their interest.

Tejas Vemparala contributed to this article. Source interviews were conducted for a previous version of this article.