How Balancing Exposure and Targeted Marketing Helps You Grow

Creating a buzz requires a multifaceted approach, by blending widespread exposure with targeted marketing efforts. Here is how to strike the right balance:

1. Wide Exposure

To build brand awareness and create a buzz, you need to be visible across various platforms. The more people that see your name and product the more likely they are to engage with you.

Social Media:

Facebook & Instagram: Regularly update your business page with engaging content. Use Facebook and Instagram Ads to reach a broader audience.
LinkedIn: Share articles and updates relevant to your industry. Use LinkedIn Ads, if possible, to target professionals in your field.
YouTube: Create video content showcasing your products or services, behind the scenes looks, and user testimonials.

Twitter:

Use Twitter to post frequent updates and interact with followers. Participate in trending topics relevant to your industry.
Follow industry leaders, engage in conversation and retweet relevant content.

Business Websites:

Make sure your site is SEO optimised to attract organic traffic from search engines.
Use blog posts, case studies and whitepapers to provide value to visitors and encourage them to return.

Forums and Message Boards:

Participate in discussions on relevant forums like Reddit, Quora and niche specific boards.
Provide value by answering questions and subtly mentioning your product where relevant.

2. Balancing Exposure and Targeted Marketing

While broad exposure is crucial, you also need to focus on those who are more likely to convert into customers.

Mailing Lists:

Segment your mailing list based on user behaviour, preferences, and demographics. Send personalised content to each segment.
Use email marketing tools to automate and personalise your campaigns.

Retargeting Ads:

Use cookies to track website visitors and serve them retargeting ads. These ads can remind visitors of your product and encourage them to return to your site.

Influencer Partnerships:

Partner with influencers who have a following that matches your target market. They can help to promote your product in an authentic and trustworthy manner.

Customer Interaction:

Engage with your audience through live Q&A sessions, webinars ,review platforms and interactive social media posts.
Collect feedback and use it to refine your product and marketing strategies.

Case Study: Apple’s Buzz Creation Strategy

Apple’s approach to creating a buzz can serve as a model for your strategy:

Pre-Launch Teasers: Apple often releases teasers and cryptic messages that generate curiosity and speculation.
Exclusive Events: Apple’s product launch events are highly anticipated and covered by major media outlets.
Influencer Marketing: Apple collaborates with tech reviewers and influencers to create hype around their products.
Customer Involvement: Through beta testing programs, Apple involves customers in the development process, making them feel both valued and listened to.

Summary

Creating a buzz and balancing exposure and targeted marketing before a product launch involves a blend of widespread exposure and marketing. Utilise all the various channels like social media, blogs, forums, and email marketing to reach a broader audience. Simultaneously focus on targeted efforts to engage and convert high-potential leads. The ultimate goal is to generate an excitement and an anticipation that leads to strong initial sales and sustained interest in your product.