How Do You Enhance Your Brand’s Reach?

two people drawing on whiteboard

hen you think of cornerstones of brand growth, “reach” is something that you absolutely must have. It’s one of the keys to growing your business and ensuring potential customers are interacting with your brand on a daily basis. 

Understanding Brand Reach

Brand reach is one of those terms that you’ve probably heard thrown around in various business circles, but maybe don’t really understand on a quantifiable level. And guess what? You aren’t alone. It’s a somewhat confusing term that often gets used interchangeably with other marketing phrases.

“Brand reach – the number of people who see you and hear about you – is the ethereal power behind the success of most every major brand. It is a flywheel, a wind in the sails, an invisible hand,” consultant Kevan Lee explains. “And it’s kinda hard to measure.”

While we aren’t going to dig too deeply into the weeds of measuring brand reach – Kevan is spot-on. Actually, getting a specific measurement for your brand reach is challenging. There are a bunch of different ways to calculate it, and there’s certainly no industry standard. But that’s okay – because you don’t actually need to measure it that precisely.

The key to brand reach is to always be expanding – and it’s relatively easy to know if you’re increasing your brand reach by studying what happens further down the sales funnel. The more your various numbers increase – including things like leads collected, sales page impressions, sales conversions, revenue, etc. – the clearer it is that your reach is also growing. It’s one of those things that you can subjectively know.

The Best Ways to Expand Your Reach

While we might not be able to tell you exactly how to measure your brand reach – there are plenty of formulas that you can access elsewhere – we can give you a few tips and best practices for expanding it.

  • Team up with influencers. There’s no better (or faster) way to expand your reach than by tapping into an existing audience. Influencers already have an existing audience that knows, likes, and trusts them. When you partner with an influencer, you basically get permission to infiltrate their little bubble. But you aren’t crashing the party – the influencer is actually vouching for you. That makes it far more valuable than any ad could ever be.
  • Invest in PR. PR agencies can help businesses reach millions of potential customers each month by getting articles published in top trade publications and websites. Plus, they can secure interviews, identify media opportunities, and help you shape the brand story you communicate to the marketplace. 
  • Tap into UGC. In much the same way that an influencer lends you borrowed trust for a specific group of people, user-generated content (UGC) acts as social proof that your brand is valuable, desirable, useful, etc. UGC is any content that your customers create for you. It could be a review or testimonial. Or it could be something as simple as someone posting a picture on Instagram wearing a t-shirt with your logo on it. Whatever the case may be, leverage this in your marketing. 
  • Find new social platforms. New social media platforms represent a potential opportunity for finding new customers or followers. For example, if you’re only active on Facebook at the moment, you could instantly expand your reach by trying out Instagram or TikTok. 
  • Build your own community. Imagine having a big group of friends who all love your brand! That’s what building a community is all about. Engage with your customers on social media, reply to their comments, ask for their opinions, and make them feel like they’re part of something special. When people feel connected to your brand, they’ll stick around and tell their friends how awesome you are. You can build communities on social media platforms like Facebook or by creating your own on standalone platforms like Skool, Kajabi, or custom-coded websites.

Adding it All Up

Reach precedes sales. Say it out loud: Reach precedes sales. In other words, in order to consistently acquire new customers and make sales, you need to have people to put your brand in front of. By investing in your reach, you’re making an investment in every other stage of your sales funnel. That’s what we call a worthwhile investment!