Digital marketing is a wonderful concept because it allows brands to reach consumers on multiple channels, wherever they may be found. This amount of potential reach can also come in handy for a brand that’s looking to diversify its audience. But how, exactly, is this achieved?

Let’s use an example of a videography company that, up to this point, has spent most of its time marketing to professional events and conventions. Now, they want to branch out and start producing videos for events such as weddings and parties. How do they begin marketing to this new demographic?

Identifying a New Target Demographic

First things first, it’s important to identify the new target demographic that a brand wants to reach. Realistically speaking, many members of this demographic may already be accessible to this videography company, as certainly some professionals also plan weddings or parties.

So that’s a good place to start. The brand can begin to produce new marketing materials aimed at the wedding niche, for example. Perhaps they’ve shot a wedding in the past, or perhaps they can do a few at a lower cost in order to gather content for the campaign.

Once the target demographic has been identified, the next step is to do some digging into where those individuals can best be reached. Perhaps starting an Instagram feed or simply just tweaking a Google Ads campaign to reach a younger demographic with different language and geo-targeting would be useful.

But take the time to dive into this subject — don’t just cast nets haphazardly in an effort to maybe reach a few people. The more research that goes into a new campaign for any brand, the better.

Changing Language to Reach New Demographics

The professional convention attendee and the wedding party planners are two completely different groups of people that our videography company wants to reach. Therefore, the marketing language must be tweaked accordingly.

While a flyer advertising videography services for a professional convention may be more formal, in tune with the overall tone of such effects, a wedding videographer should be more elegant and more fun.

Everything from the imagery used in an ad to the copy on any ads is important to getting this attempt at reaching new audience members right. An Instagram ad showing a professional convention video with footage of meetings and trade fairs is not going to catch the eye of a wedding planner — and vice versa.

Of course, a brand can certainly run campaigns concurrently or showcase the diversity in its offerings, but perhaps doing targeted marketing will pay off by reaching more of the new target group of users.

Diversity in a brand’s offerings is often a key to success and longevity. However, not all marketing materials are created equal. Changing tactics to reach an entirely new set of users requires some thought and planning, as well as great execution.

Marketing professionals who spend time researching the new target and tweaking marketing materials accordingly will see more success and a higher level of conversions from the new demographic of people.

5WPR CEO Ronn TorossianRonn Torossian

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.