Getting to Know Your Audience Better

September 21, 2021

One of the most important concepts in business is understanding your audience. Whether you’re making a sales pitch, delivering a speech, or organizing a presentation, knowing what your audience values can contribute greatly to your success. On a larger scale, familiarity with your audience’s preferences lies at the core of effective marketing. It defines what your marketing strategy is; without an understanding of what resonates, your strategy is essentially trial and error. While that may work for mad scientists, at H2 Marketing Consultants we believe success is driven by proven practices. So, today we’ll be discussing the foundation upon which communication is built, and how you can improve your tactics when gathering information about your target audience.

Do Your Research First

While this sounds obvious, you would be surprised by how often this step is looked over. Take a wide-angle approach and find out what sector your business lies in. Now narrow down the industry. Then find your specific market. With hard definitions for all of these, you can find demographic information that lets you know your audience’s age, sex, race, income, marital status, and more. From there, tailor your research to fit your niche. Selling jewelry? Find out which gemstones are trending. Moving furniture? Learn when folks tend to move. All information is good information!

Note What Your Competitors Are Doing

In school, we’re discouraged to cheat off our peers, but in business all bets are off. Observe your competitors and watch their successes— with any luck, you’ll find out why they succeed! Not only that, but you can see what kind of audience they’ve established, what they appreciate in your competitor, and equally as important, what they dislike about your competitor. Pick up their slack and you’ve got a solid edge against them!

Conduct Surveys

When you’re facing a wall in your research, try something you may not have thought about: ask your audience directly! Sometimes, it really is as easy as a five-point questionnaire. Don’t just survey your existing customers though, prospect some customers using your demographic information and send them one too. Doing so can give you insight into how you can expand your audience and helps you stay ahead of trends.

Engage, Engage, Engage

You didn’t think surveys were the only interactions you’d have with your audience, did you? Make surveys your least common form of engagement and sprinkle all sorts of interactions in your audience relationships. A time-tested method is email marketing. Another method is to make yourself useful to the customer – encouraging questions and offering assistance (even if no one asks).

Don’t let social media go by the wayside. The average person makes just about as many online interactions as in-person these days. Find out what your audience follows online and engage with that. Likes, comments, retweets: people like when you are interested in what they like! The importance of social media really can’t be overstated. In fact, we have a whole article dedicated to how to achieve success in social media marketing, which you can find here

Find Influencers in Your Niche

Influencers are a recent evolution of internet marketing that exploded on the scene within the last decade and are seriously changing the culture of social media. These are people who have distinguished themselves in one way or another to a large amount of people but are not celebrities in a traditional sense. This is because they almost exclusively built their following through social media content and maintain a constant presence online. In fact, it’s highly likely you’ve at least heard about one of these individuals, as there exists an influencer for every conceivable interest one can have. Bartending, motherhood, blacksmithing, which is considered an obsolete skill, all of these have major online followings. Identify who is making waves in your niche and make them a case-study for you. Even if you don’t plan on emulating them they can be a powerful tool to boost your brand, should you decide to collaborate.
These are just a handful of the basic steps you can take to gather more knowledge about your target audience. There are volumes worth of different strategies, techniques, and tools you can use to gain a deeper understanding of what resonates with your audience. If you’ve read this far, then you’re probably interested in improving your marketing campaign— that’s where we come in! At H2 Marketing Consultants, we work with you to not only better understand your audience but put that better understanding to good use! With skilled professionals specializing in branding, web design, social media optimization, and more, we’ll take your business to the next level!

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