Understand Your Audience
We've touched upon the importance of your audience. This week, we're going to go into some basics about how to know - and more importantly understand - your audience. Whether you're looking at a website, a blog, a video, a podcast, or social media outreach you need to know your audience. You need to know who your current audience is and be able to define who your audience should be.
By way of an example, Business A sells trendy handbags through their website. They are looking to launch a new handbag and want to create a promotional video with the launch. This is where knowing your audience is important. Using website analytics you can find out basic statistics for the visitors to your website. Business A's traffic primarily comes from women ages 18 - 25 living in the contingent United States. It would therefore make sense for Business A to gear their promotional video to that particular demographic. Would it make sense to lay out an ad with 45-year-old Norwegian fishermen? Probably not. By knowing their demographic, Business A can target an ad that would be more appealing to United States women between the ages of 18 and 25. Using this information, an ad with a group of girls at a club with the perfect handbag to match their outfits would be more realistic.
If you are looking to run a targeted social media campaign to garner new followers, audience statistics also come in handy. If you thought your Facebook following was users between the ages of 25 - 30, but a review of your statistics reveals your audience is actually users between the ages of 35 - 55, you may want to reconsider your social media approach. With Facebook Ads and Twitter Ads, you can specify which users you want your ads displayed to. Knowing that your audience is already within the 35 - 55 age range, you may want to designate your social media campaign to attract that younger demographic of 25 - 30.
You can also use audience interaction to gauge what content your customers and clients are interested in. If your podcast sharing some behind-the-scenes content has a proportionately higher amount of downloads and listens than your podcast about the history of your business, it makes sense to focus your energies on more behind-the-scenes content. The same goes for your social media presence. If you have more likes and shares of a post with a picture of your company mascot, it makes sense to post more interactive content with your mascot.
We would love to help you understand your audience and learn how to make the most of it for your project and/or business.