Organic reach. Paid reach. Impressions. Retweets. Presence.
It’s all overrated.
Obsession over analytics and data has led us into a world where we seem to think the number of people you manage to shout at is the measuring stick of marketing success. There are two problems with this.
The first is that only a fraction of those who you have the potential to reach will ever see your content or messaging. Of those who do, you will be lucky if more than 2-3% stop to look properly. An ever smaller portion of those people will actually do anything about it and maybe perhaps consider potentially buying something from you, *if* on the off-chance they happen to feel like it. Not great odds.
The second problem is that by placing such weight on how many people *might* see your work, you become careless and fail to get to know the people who are seeing it. With such a broad church of an audience, you’re forced into a ‘throw shit at the wall and see what sticks’ approach. Again, not great odds.
Instead, marketers and brand builders should be thinking about depth, not width. Focus on what Seth Godin calls the ‘minimum viable audience‘ your business needs to work properly. That might be 10,000 people, or it could be 10. Then, expend all energy, not on trying to grow that number, but on building trust.
Get to know your audience, who they are, what makes them tick, what they find useful, and practice the craft of talking directly to them. Everything you do, say and create should be about serving their needs and rewarding them for their loyalty to your brand.
Do this and you’ll find that by speaking to those who want want to listen your chance of success goes up significantly. Oh, and it’s a hell of a lot less tiring than shouting into the abyss.