There are only two ways to reach more people

Now there are only two ways to reach more people. That sounds kind of limiting, doesn't it? But the two ways that you can reach more people with your business, firstly, is with paid advertising and, secondly, is with content marketing.

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The 2 best ways to reach new people for your business in 2022

People assume that posting on social media is a form of reaching new people, but that's content marketing. People assume that collaborations are a way of reaching new people, but generally there's going to be some content marketing involved in that as well.

 

The thing with content marketing is that it won't market your business unless it stands out. Posting to social media isn't enough to reach those new people, unless that content is remarkable. Doing a collaboration with somebody isn't enough to reach more people and grow your audience, unless that is remarkable as well. Also, you don't have to be on social media. There are other ways of content marketing that you can grow your business.

 

Now paid ads are great, especially if you have a budget for them, great. They accelerate your audience growth big time. But without an organic growth strategy, your paid ads are going to be so much more expensive and you'll get fewer people following you and subscribing to you as a result, and when you stop spending money on paid ads, the results stop.

 

Whereas content marketing might be more work upfront. It might take a bit more time to create really great content, but the results from that content will pay dividends for years. I'm still getting so much traffic to blog posts that I wrote three or four years ago, and to podcast episodes that I recorded four years ago when I first started this podcast. Now that I think about it, I'm like, “Great. That half an hour that went into prepping and recording a podcast episode four years ago is still bringing me traffic today, still reaching new people today.”

 

Now, when it comes to content marketing, you really only have two choices. You can either invest time into it, or you can invest money into it. Most people don't want to do either of those. So they'll just put some posts up on Instagram so that they can be on Instagram, and then they wonder why they're not getting results. You've got to either invest that time or you've got to invest money into it. Time means you've got to do it yourself. Money means you can hire somebody else to do it for you. You can't expect to see really solid, consistent audience growth without investing one of the two things into it.

 

Like it or not, you are in the business of audience growth. If you are launching a digital product, you are in the business of audience growth and the business of content marketing. Until you get that part right, growing your audience is going to feel like pushing an elephant up the hill. If you're not growing your audience before you launch and between your launches, your launches aren't going to meet your expectations. You can have a super successful launch, but if you don't grow your audience between that first launch and that second launch, that second launch is going to disappoint you, unfortunately.

 

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