The Community Managers Playbook:How to Build Brand Awareness and Customer Engagement by Lauren Perkins
Author:Lauren Perkins [Lauren Perkins]
Language: eng
Format: epub
Tags: Business, Business Communication
Publisher: Apress
Published: 2015-01-07T05:00:00+00:00
All of these reasons for failure revolve around not having a clear understanding of the target audience and how to reach it. Even a great product won’t sell if the right people don’t know about it. Taking time to truly understand the audience can have a major impact on a company’s chances of success. In fact, you can even use audience analysis to validate your business idea by checking if there’s sufficient audience to establish a business.
Another analysis from ChubbyBrain.com shows that the number one reason startups fail is because they ignore their customers. Surprised? Audience should always be at the core of your work, your mission, and your brand.
Mix and Mingle: Different Types of Audience
Not all audiences are created equal, so let’s go deeper by defining the different types of audience groups. The first, target audience, is most familiar from a business standpoint since most companies think about to whom they can sell. However, there are other audience sets that can have a major bearing on a company’s ability to grow and connect with people. Together, these groups comprise an audience mix, giving you a richer understanding of all the people who can influence the success of your business.
Target Audience
The target audience is your company’s ideal consumer. Typically, they’ll be defined by specific traits and interests that connect to the product or service that your company provides. For example, a company that sells affordable and fashion-forward eyeglass frames might target 18–30 year old women, while a healthy new baby food line would want to target new parents in the 25–40 year old range.
Traditional ways to define target audiences include: age, sexual orientation, gender, economic class, religion, ethnicity, and location. Other factors might be a bit more specific, like “wearing glasses” or “health conscious” or even “what’s trending” classifications. These types of classifications are usually most useful for niche brands. Taken together, they allow marketers to profile the people to target in their marketing and advertising efforts.
Your audience is your market. Some businesses have a target demographic of “everyone” (think of a company like Google or Amazon), but that is rare. Most companies have some sort of lens that helps them focus on the type of customer that would be most valuable to them. For smaller brands, the demographic may be defined by one characteristic: people who love wine or people who enjoy learning about technology, for example.
Collaborators
This is different from target audience. Collaborators may not be the people buying your product or service, but they are a kind of support system that can help boost sales and brand awareness. For example, if you’re selling fitness products, the opinions of health and fitness bloggers are important, even though they may not be the target customers. It’s important to consider them when making decisions, as they may have longer-term relevance in helping grow the business.
Influencers
Influencers are individuals who have the power to influence purchase decisions based on their social status, authority, or relationship. These people may be part of your target audience profile, but not always.
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