Reach.
Ad budgets often pay to reach people who already bought. Reach helps new customers find you using what you already know about your best ones, plus the advocacy that brings people in on the word of someone who already buys from you.
What good reach looks like.
Good reach is not measured in volume. Traffic is easy to buy; what matters is whether the people arriving resemble the customers who already buy from you and stay. That definition of a qualified buyer is what every channel gets judged against.
It also means a channel mix you can defend. Each channel earns its place against what it costs to reach the next qualified buyer, and the mix shifts as those costs move. Nothing stays in the plan simply because it was in the plan last quarter.
The first impression has to hold together. The landing page, the reviews, and the first email should say the same thing, so someone meeting the brand for the first time gets a consistent answer to what this is and who it is for.
And some of it should not be paid at all. A share of your new customers arrive because an existing one told them to, and reach that works treats referrals and reviews as an acquisition channel rather than a pleasant byproduct.
Start from your best customers
- Bought more than once
- Paid full price
- Still buying a year on
Qualified buyerThe profile every channel is judged against
Cost to reach the next qualified buyer
Referrals and reviewsKeepPaid searchKeepPaid socialKeepCreator partnershipsCutDisplay adsCutCeiling: what a buyer is worth
Why hire a growth agency for reach?
Acquisition is the easiest place to spend money and the hardest place to know whether the money worked. Channel costs move, platforms change what they report, and a result that looked clear in one quarter stops being true in the next.
An agency spends its days inside that moving picture, across more than one brand and more than one category. That vantage point is what separates a channel that is genuinely underperforming from one that needs a different creative approach or a tighter audience definition.
It also brings a way of measuring against something. Reach work without a baseline, a holdout, or an agreed definition of a qualified buyer gets judged on traffic, which is the number easiest to move and least connected to revenue.
The Tarsus Reach Strategy.
Our reach strategy starts with your own customers, not with a channel. We audit what you're doing now, channel by channel, and use your order history to define a qualified buyer: someone who looks like the customers who already buy from you and stay. Reach doesn't transfer cleanly between industries, so that definition comes from your data rather than a template.
From there, every channel is judged against one question: what does it cost to reach the next qualified buyer? Channels that earn their place keep it, and the ones that don't are flagged to come out of the plan, whatever they did last quarter.
Then we build the layer that decides who gets reached: suppression so you stop paying to reach customers you already have, seed audiences built from your best buyers, referral asks timed to the moment a customer is happiest, and the handoff that moves a lapsed customer from email to paid instead of writing them off. Media buying, bidding, and ad creative stay with you or your agency.
After that, we keep revisiting the mix. Costs, platforms, and buying behavior all change, so the plan gets re-read against the same definition of a qualified buyer at every monthly review.
Helpful resources.
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