How to Reach Customer Who Don't Know They Need Your Business

Digital Marketing inbound marketing

Businesses need to market their products or services in order to make a sale. A good marketing campaign is necessary so that you can tap the right market for your product. You should be able to reach your target market effectively and make sure to continuously expand your reach.



However, in every business, there are a few unreachables. These are people who will not benefit from your product or service. But it should not stop you from reaching out. You just need to know the right way to speak to them.


Here are some tips for successfully reaching not just your target but those unreachables as well.


1. Make a list of your unreachables.

This is a critical step in the process. Before making any moves, you need to identify your unreachables. You need to do some research with this because they may or may not be who you think they are.

You can start looking at your current demographics and see the types of people who are not connecting with you. You can also compare your demographics to your competitors to see if they are reaching the audience you are not.


2. Develop a persona for your unreachables.

Once you have identified your unreachables, the next step is to find out what their likes and dislikes are, where they live, work, etc. This information is going to help you brainstorm the message and channels to reach them. It can also help you create a story that could get their attention.


3. Customize your approach to appeal to them, not your customers.

Remember that the same message that works really well for your current audience would probably not be received well by another - or not as effective as you’d hoped to be. Keep in mind that you need to appeal to them directly.


4. Offer them something that is unique.

You need to treat your unreachables as if they are already your most loyal customers by rewarding them with valuable resources they can really use. It will help you build trust and credibility and will eventually give you a competitive advantage from your competitors. The implementation of inbound marketing has been proven to be one of the most successful ways to promote your brand or business.


5. Generate awareness of the want or need for what you have to offer.

There is a chance that your unreachables are in the awareness stage of the buyer’s journey and are unsure whether or not they even want or need the product or service you are offering. This is where you need to tap their interest. Create reasons why someone might need you. As an example, you can create a special package where your best-selling products are included, complete with a care package and instructions on how to use your product. This will not only make them try your products, they will also appreciate the idea of helping those who have little knowledge of the products.





Fabrizio Colombi

Written by Fabrizio Colombi

Fabrizio is director of business development at Decographic. He's been with our team since 2008.


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