Marketing reach is a term used in digital marketing to describe how many people can see/hear any single type of “communication” your organization does.
For example, you have digital assets in the form of a website, a blog, a Facebook page, and a Twitter handle.
You just started your blog so you don’t have any email subscribers yet. Your Facebook page has 1,570 fans and your Twitter handle has 435 followers.
Your marketing reach is simply the sum of all those numbers.
In this case, your marketing reach is 2,005.
But what about the friends of my followers on Facebook or retweets on Twitter? That is called amplified reach. It’s impossible to do something about that, so measuring it will just give you more work without adding any value.
Measure your marketing reach on a monthly basis if you are just starting out. You will gain valuable insights like which channels you are currently focusing on or where your audience is more engaged.
If you have Google Analytics installed and you’ve set up goals correctly, that will give you the ability to determine which sources are working and which are not.
But remember, marketing reach is one of the vanity metrics you should be wary about. They make you feel good, but increasing this number doesn’t necessarily mean it’s good for your business.