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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.