Understanding Your Audience
Who Are You Talking To?
You’re in a room full of people, telling them about your brand and what you do. This audience is hanging on your every word, completely engaged by what your business or product is promising, and they can’t wait to buy into what you’re selling. The words roll easily off your tongue and convert an enraptured audience into instant sales.
Take a look around the room, what does your audience look like? Are they mostly male or female? What is their age range? Can you identify their income group based on how they dress or carry themselves? What kinds of brands do they admire? What lifestyle do they adhere to?
In other words, who are you talking to?
Successful marketing comes from a resonating relationship with your customers. A lot of brands treat marketing as coming up with the widest net to cast over the largest audience possible, hoping to pull in new customers.
There’s actually a better way to approach marketing. When you’re able to customize the bait to directly appeal to the fish you’re trying to hook, you’re much more likely to get a catch that is more valuable to what your business is trying to achieve. Quality over quantity; depth over width. This is why the content you develop to build a relationship with your audience online is extremely important.
So how do you develop marketing material that talks directly to your target audience? The first step is to clearly define who that audience is. In my checklist for how to build a more valuable brand, I guide you through some thought-provoking questions on how to figure out the defining characteristics for your current customer and your ideal customer.
Your marketing approach would be very different if your target was teenage girls compared to 40-year-old males. The language and imagery that appeals to each demographic can have a huge impact on how well your brand identifies with its audience.
I’ve been helping businesses build their branding strategies for over 14 years. I’ve observed that people thrive off of human interaction and building relationships is a surefire way to spark resonance with your audience.
If you’re having trouble finding a marketing approach that will speak directly to your customers, it helps to develop buyer personas or profiles so you get a better idea of your audience. List out the demographic details of your audience and assign them a name. For example, if your brand is selling organic cold-pressed juice and you’re targeting young businesswomen in the downtown area, your customer profile might look like this:
Persona name: Sarah Johnson
- Age range: 25-38
- Work: Marketing Manager
- Family: Married, 0-2 young children
- Area: San Francisco Bay Area
- Characteristics: Organized, motivated, health-conscious, eco-friendly, active
Once you get an idea of what your customer looks like, you can dive deeper into research and find out what marketing channels appeal to them most. What are their goals and frustrations? Do they spend more time on Facebook or Instagram? Do they prefer email or messaging apps?
When you have a complete picture of your target market, take it one step further and make sure this market is aligned with what you want your brand to achieve.
Ideally, your audience should:
- Stand for the same values that your brand stands for
- Be able to afford the products that you sell
- Want what your brand offers and be willing to pay for it
- Energize and motivate you to continue bringing them the best of the best
Does the persona you developed tick these boxes? Or have you been marketing to a completely different audience this whole time? There’s no right or wrong. You might have an idea of the type of customer you want for your product, but you may have inadvertently developed a marketing and branding strategy that appeals to a different type of consumer.
Remember, it’s up to you to decide who your marketing will be targeted towards and create content that speaks to them accordingly. Sign up for my checklist on how to build a more valuable brand now to discover not only who your audience is but also how to directly resonate with your customers.