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For B2C Marketing Professionals

Balance Trust With Targeting In Social Reach Marketing

A Reach-Focused Road Map For The Social Marketing Playbook

October 30, 2013

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  • By Zachary Reiss-Davis
  • with David Truog,
  • Nate Elliott,
  • Sarah Takvorian

Why Read This Report

Reach marketing helps potential customers discover your brand and offerings and, in social as in other channels, requires a mix of tactics that's not the same as at other stages of the customer life cycle. For example, at the discover stage, you can't expect that your prospects will spontaneously visit your website or your branded pages on public social networks, so social tactics in those venues won't help you much at achieving reach. In this report, we explain which tactics will help — social advertising, influencer marketing, and advocate marketing — and how. We also provide guidance on how to pick the tactic that best meets your needs.

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Table of Contents

  • To Reach New Customers, Meet Them Where They Are
  • Balance Different Social Reach Elements Based On Complexity

  • Use Social Reach As One Component Of A Broad Social Strategy
  • Supplemental Material
  • Related Research Documents