Advice from an Agency: Getting to Know Your Audience
By Jaci Schreckengost
Getting to know your audience is important for every aspect of your company. From marketing to product design, your understanding of your audience can help you better optimize your brand.
Why do I need to know my audience?
It’s easier to reach them. When you know your audience, you can cater things directly to them.
When you know the people who are most interested in your brand, you can find them and then other people like them. This can help you engage with the right people on social media, find other people who like similar things, and compare yourself to other brands in the market.
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Don’t I want everyone to be in my audience?
Of course we want our brands to reach as many people as possible, but when we optimize who we’re trying to reach, we’re more likely to reach them. Sending out broad messages without an intent to reach a specific audience can leave the messages floating in the digital market.
Your intended audience is important, because once you know who you want to reach, you can take the proper steps to reach them.
How do I get to know my audience?
It’s important to know a lot about your audience, which can make it difficult to get to know them well.
If you don’t yet have a following, you’re essentially starting with a blank slate. This is great — but can be overwhelming.
This is an opportunity to take a look at who can use your brand. Here are some questions to ask yourself to get started: What is my product? Who is likely to enjoy my product? Who uses products similar to mine? What are those people interested in? Do they live in a certain geographic area? Are they generally a certain age?
If you already have a following, review who follows and engages with your company’s social media platforms. What are their age groups? What do they enjoy doing? What do they have in common?
Do you have your followers signed up for email marketing from you? If so, you could send out a survey to get to know your audience better.
Will my audience change?
Absolutely. Your audience, the people in your audience, and the world around us changes every single day.
You know your brand best, so keep an eye out. If you think your audience is changing and you’re not reaching as many people as normal, it’s likely time to reevaluate your intended audience.
Knowing your audience gives you the opportunity to engage and create relationships with them.