Fundamental Marketing Question: Who is your audience?
You probably have a general idea of who your audience is, or at least who you think your audience is. But, when was the last time you really sat down to define it?
This isn’t something you can do quickly or even in an afternoon. It takes some serious research. But, you can get the ball rolling and at least start to build a basic understanding of who you are trying to reach for your business.
So, why do you need to know who your audience really is? Let’s look at this analogy:
Think about how you talk to people throughout the day. Do you talk to your children the same way you talk to your spouse? What about your boss and coworkers? You use the same language, inflection and urgency in all of those conversations right?
Of course not!
You may not vary your voice much, but you do talk differently to different people. It’s not that you want to treat people differently, it’s just that you know all of these different people really well, and you know HOW to talk to them. Everyone receives and understands information differently, that’s why we vary our communication styles when talking with the different people in our lives.
With marketing, it’s no different!
Once you know your audience, then you can start building the right message. You can talk directly to them in a way they understand and can relate. But, we’re getting ahead of ourselves. We need to start with your audience.
Don’t be like “most businesses.” A common mistake is that they assume their customer feels and experiences things the same way they do. That may not be true. So, be the oddball out and start making decisions based on your audience and NOT on your own emotions.
Over the next few months we’ll be exploring practical ways you can determine who your audience is. But first, get with your team and have a brainstorming session. You may not know the exact answers, but start to think like your customer.
Start with these three questions:
-Where does your audience go? (physically and online too)
-What do they see everyday?
-What problems are they facing?
Next month we’ll continue exploring ways to understand who your audience is and how to answer some of these questions.