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Audience Development

Broaden your audience and feed the top of your sales funnel through strategic audience development processes

Impression’s multi award winning digital marketing team works with businesses across lead generation and ecommerce to broaden existing and develop new audiences. Find out more about our approach to audience development below, or get in touch today to find out how we can help you reach more people to make more sales.

Our Approach

Audience development is nothing new to marketers. The very concept of a sales funnel depends on a company’s ability to attract new prospects at the very earliest stages of the conversion journey, and to be able to encourage them through that funnel to the point of purchasing or making an enquiry.

What is new – and evolving all the time – is the range of potential channels to use in developing an audience. Digital in particular opens up new avenues and savvy search marketers are exploiting new methods of attracting user attention and becoming the search result of choice, not just the top ranking result.

Audience development is all about identifying the best way to broaden your reach amongst audiences you know to be strong converters. Where early stage marketing plans will focus to the lower end of the conversion funnel – and getting people to buy once they’re ready to do so – more mature strategies call for audience development tactics to open up the market.

Audience Development Services

If your business is already benefitting from a strong presence on core search terms, or you’re feeling like you’ve saturated your area of the market, the following audience development services are ideal for you.

Search Query Expansion

SEO is all about being visible for the queries your potential customers search. Our SEO strategies always start with the most prominent terms, ensuring your brand is found when the user is ready to buy. Search query expansion is about identifying those search terms that are one step further away from your core offering, branching into areas like the benefits of your product or the problems it solves as a method of attracting more users, higher up the conversion funnel.

Demand Generation

Demand generation is all about creating desire for your products or services by making more people aware of their benefits. The primary channel for achieving this is digital PR. Our team works closely with you to understand your audience and to assess the marketplace to ascertain where online that audience can be found, and to create compelling content to earn their attention. This is also beneficial for businesses where there is little to no search volume for their core products or services, in cases where that product or service is new or highly niche.

Remarketing Audience Growth

Remarketing is a powerful method for re-engaging lapsed customers or speaking more directly to those who have visited your website but not gone on to convert. But while remarketing campaigns, when done well, boast high conversion rates, the challenge often lies in generating audience sizes big enough to remarket to. Our specialists work across PR, SEO and PPC to identify potential gaps and create compelling campaigns to grow remarketing audiences for your business.

Audience Diversification

With SEO and PPC both incorporating a large element of keyword and marketplace analysis, we’re well positioned to help you to identify new potential growth avenues for your business. As an agency with a highly commercial mindset, we’ve helped businesses to develop new strategies relating to audience targeting and even product development that have diversified and therefore broadened their audiences.

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What is audience development?

Audience development is the collective term for strategies that broaden your brand’s reach.

Audience development activities include awareness building, target diversification and tactics relating directly to SEO, PPC and PR.

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The idea of a sales funnel is not a new one.

But the strategies used to develop audiences through the sales funnel are continually evolving

From the introduction of advanced CRM platforms to the expansion of traditional search marketing services to better encapsulate audience development techniques. The basic concept of audience development focuses on the top of the funnel, where awareness is gained, and then moving users through that funnel to the point of purchase.

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Audience development and its role in PPC advertising

One of the most common uses of audience development – and arguably the most measurable – relates to PPC and, specifically, remarketing.

Remarketing is the term used to describe the adverts that re-engage lapsed customers or speak directly to those who have visited your website but not converted. The highest performing remarketing campaigns target users based on bespoke metrics, such as visits to a certain page of your website, or engagement metrics like time on site.

For many businesses, this is no problem – they utilise remarketing once their traffic has reached the necessary numbers for a remarketing campaign to become possible. However, let’s say you wanted to remarket to an audience for which the current traffic levels are not high enough, perhaps because the service or product on offer is not as well known as your others. In this case, use of channels like digital PR and content marketing can attract users by tapping into related interests, thus creating a sizeable remarketing audience that’s already engaged with your brand.

Our approach to audience development

Impression is a commercially minded, award winning agency that thrives on creating strategies that help our clients to grow. Our approach to audience development is unique in that we actively tie our activity into your wider business aspirations, working closely with you to identify that development opportunities with the highest profitability potential.

Talk to an expert

Find out how audience development can help your business

Fill out the form, give us a call or drop us an email. We look forward to hearing from you.

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