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Reach vs. Impressions: What’s the Difference?

You’re a business owner. You want to be successful and are always striving to stay ahead of the competition and ensure that your customers come back for more. Today’s technology is changing on an almost daily basis and staying ahead of the game is now more important then ever. Marketing your products and services to a desired demographic and doing it well can often mean success or failure. The key elements involved are reach and impressions. Much like theory and [practice, they’re the yin and yang of successful marketing. 

Reach and Impressions simplified 

Reach is the term for the number of people who see your content. Think in terms of a commercial on television. The reach corresponds to the number of people who saw the commercial. If 2,500 see one of your ads, that amounts to a reach of 2,500. (Not a bad start.) The other variable of this principle is Impressions. These are the number of exposures to your advertisement. Let’s say that 2,500 people saw this ad, and one person shared it to their social media account. The person shared the content and they have 700 friends who saw it on Facebook. Your ad now has 3,200 impressions. As you go about measuring these metrics for the ads that promote your business, keep in mind the impressions will be higher than reach. 

Reach subdivisions

Now that you have a basic understanding about how these metrics work, it’s time to dig a little bit deeper into how they apply to advertising. Because Facebook is one of the most popular social networking sites, we’ll use them as an example. On Facebook, reach and impressions are categorized as Organic, Paid, and Viral

Reach and Impression metrics via Facebook 

Organic – The Number of people who saw your ad for free in their newsfeed. 

Paid – The number of people who saw your paid ad on Facebook 

Viral – The number of people who saw your ad because of someone sharing your link, commenting, or ‘liking’. 

Implementing a winning strategy 

Now that you have a grasp on theory, it’s time to put it into practice. Utilizing the right strategy will yield the results you need to get ahead. The most important factor is knowing your target audience or demographic. Cater your advertising for what specific group you wish to reach. Necessity is the mother of invention, so think about who might need your products and services. If you’re manufacturing make up, think of targeting a younger audience. Being ‘in the know’ will allow you to tailor your advertising to attract the right customers. 

Keep your eye on the metrics

Two baseball coaches might say “Keep your eye on the ball.” A stockbroker might say “Keep your eye on the money.” As a business owner, you should keep your eye on the metrics. Monitoring your impressions every day will show you how effective your advertising is in getting to your intended audience. Daily reports will be able to show you what’s working and what might not. This data is crucial when it comes to turning your hard work into a profit. 

In order to help you and your business reach their maximum potential, look no further than Digisphere Marketing. We don’t believe in being complicit when it comes to providing the very best for our clientele. We’re constantly striving forward in a continuous pursuit of perfection. If you want a team that gives you 110% effort 100% of the time, visit us online at Don’t wait, reach for the stars and we’ll be sure you get there. 

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