3 Ways to Step Out of Your Comfort Zone and Expand Your Audience

Here at FieldTest our main goal is to give everybody the chance to effectively promote their brands online. FieldTest was designed to be the fastest and easiest way to build, target and publish digital ads, but what comes after that? Our clients often come to us with questions about how to grow their marketing success after they’ve set up a high performing digital ad campaign or two. No campaign advice is one-size-fits-all, but there are a few recommendations we feel every FieldTest client would benefit from. Today we’ll discuss 3 ways you can step out of your comfort zone and expand your digital ad campaigns in order to grow your audience, connect with new customers, and scale your business. 

1: Try new audience segments

The first and easiest way to expand your reach is to test out new audiences for your ads. Many clients come to us determined to target a certain group of intenders they are convinced are their core audience and nobody else. This approach can be successful for a while, particularly if your ads are designed to appeal to those very specific intenders, but eventually you may very well run into a wall with your available inventory. There are only so many people out there who will meet certain very specific criteria and the more granular you go with your targeting the more likely it is that you will one day find yourself having hit just about everybody in your audience targeting group and needing to, you guessed it, step out of your comfort zone a bit in order to find new intenders for your ads. Luckily for you, FieldTest makes this easy. 

So how exactly do you go about expanding your audience reach to new intenders? It’s simple! Once you have reached positive ROAS on your campaigns and have a solid revenue foundation built up, simply start a new campaign on the FieldTest platform, think creatively about some new groups who may be interested in your products, then build a few ads voiced to resonate with them. It’s really that simple!  Give them a small budget at first, whatever you feel you can spare, and schedule them for a limited run - a week or two should be enough to get a good gauge on the success of your test audiences. After the campaign is through, compare your test campaigns and decide which ones are the most successful, and give them some more budget so they can have some room to grow. Before you know it you’ll have a brand new high performing ad campaign delivering impressive results and adding to the success of your evergreen campaigns. We regularly see clients multiply their FieldTest revenue by 3-5x within several weeks using this strategy, and with a little creative thinking it can work for you too! 

2: Try new formats 

The next step outside of the comfort zone we recommend to our clients is to take advantage of the arsenal of alternative ad formats and placements we offer here at FieldTest. Our platform is designed to push your customers down the sales funnel toward conversion with highly optimized campaigns using custom banners and FieldTest Nearly Native ad units, but that’s not close to all we offer. The top of you funnel is an extremely important stage for building a healthy stream of sales and we have a whole suite of awareness marketing options available to any platform client interested in expanding their impact, growing their marketing and scaling their business.

Our CTV placements offer a unique and visually arresting way to connect with consumers at their most engaged. By mixing the visual appeal of video marketing with a television audience and the full data transparency of programmatic advertising, you end up with an extremely potent top of funnel marketing tool. We can even use your performance data from your CTV campaigns to build new custom audiences in the FieldTest platform for full-funnel, cross-platform marketing (more on that in a bit).

Similarly, our newsletter placement options offer you a new way to connect with an audience that is highly engaged with your content. Every week, hundreds of thousands of consumers rely on email newsletters to get their news, try new recipes, and stay up to date with the latest trends in media, fashion and culture from publishers like New York Times, Wired, Google, Vox and more. This is a tremendous opportunity to position your brand in association with these publishers and build a lasting connection with your consumers. Once again, all of the performance data from these campaigns can be utilized by the FieldTest platform to build custom audiences down the line ensuring that no intender at any stage of the funnel gets lost in the crowd of your newly expanded marketing campaigns. 

3: Lean into the technology

If you’ve followed all of our above recommendations, chances are you’re left with a huge new set of intenders, all interested in your brand and just waiting to be pushed down-funnel towards conversion. This may seem troubling, how exactly do we use all of this data across platforms? Is it even possible? At FieldTest we want our clients to fee confident in their marketing, no matter which platform it occurs on. That’s why we have built our platform to integrate data from any marketing campaign into your FieldTest dashboard, allowing you to build new custom audiences using data from just about anywhere - be it an email list, CTV campaign, social campaign, or beyond. Our custom lookalike audience tool, or “Audience Predictor” is even more cutting edge. Using simple data from your tacking pixel (you did implement your tracking pixel, right?) it can accurately build a completely new audience based exclusively on the profiles of your site visitors, people who have engaged with your ads, or just your converters. What’s better, the more data you feed into your custom audience predictor, the more accurate it will be and the better it will perform. This technology was built to make your job as a digital marketer as easy as possible while optimizing your ROAS, but in order to take advantage of it you must take the first step out of your comfort zone - we think it will be a step in the right direction!

Get in touch through the form below to find out how FieldTest can help you expand your audience and crank up performance on your digital ad campaigns.