Content plays a huge role in the communications strategy of a business. We’re constantly “talking” — pumping out various pieces of data to fuel the 24-hour, 365-days-a-year demand for information. Social posts, photos, blogs, videos, web copy, brochures, newsletters, graphics…the list could go on for days.
In this frantic rush to push out content to this massive plethora of platforms, there’s a vital step that many companies are skirting around: who are they talking to?
Find your people
Trying to be all things to all people on all channels can be counter-productive. It often leads to an unclear message, inconsistent branding and, in general, confused customers.
Alternatively, if your primary audience still gets information on the radio during their morning commute, is Snapchat the best channel for you to use for sharing content?
Not only will defining your target audience help you shape your message to target it to your people, but it also streamlines which platforms you should be focusing your energy on.
If you’re not sure where to begin, here are a few quick tips for finding your target audience.
Hello, my name is Jane. Engage your whole team and start asking the questions. Who are your clients? What challenges do they face? What are their needs? How do they make their decisions? You can define your target audience right down to a single individual. Give them a personality. Jane is a 37-year-old single mother who runs her own business, is extremely involved in her daughter’s school, and loves a monthly spa day with friends. By creating a profile for Jane, then you can begin to look at how your service or product can fill a need in her life.
Where does Jane get her information? Finding your people takes time and attention. You need to be where your audience is, not where you want to be. If you refuse to use Facebook because you don’t like it, but that’s where Jane is, then you’re missing an opportunity to connect with her. Use the analytics provided by the various social media platforms to get a sense of your reach, engagement and demographic data to help guide this process.
Earn Jane’s loyalty. Does your messaging make sense for Jane? If you aren’t offering her a realistic option that fits into her daily life, the odds are slim that she’s going to re-arrange schedules to make it happen. You have to make your service work for her, not the other way around. By earning Jane’s loyalty through effective messaging, she is more likely to join your people and become an advocate for your brand.
Focusing your audience doesn’t mean you won’t end up with customers or clients who fall outside of the target. But by defining your people and speaking directly to them, you will cultivate a strong network who believes in the power and reputation of your brand.