When it comes to communication understanding your audience should be your number one priority whether you are communicating to them in person or in the written word. For the purpose of this blog, I’m going to talk about knowing your audience in PR and Marketing terms.
Let’s face it if you don’t know who your audience is then how can you resonate or appeal to them and ultimately sell to them? I’ve created the following three-step process to help you define yours so go and grab yourself a pen and paper so that we can get started.
- Who is your customer?
So, you have a product, solution or service but who is your customer? Do you have a profile of your perfect customer? The chances are you do know who you’re trying to sell to so being by researching your market and looking at what others are doing and what their key messages are. This rule applies to just about any organisation whether you’re a big global mega-corporation to a small one-person band.
- Where can you find them?
So, you have a list of your potential targets now you need to think about where you can find them. This could be literally anywhere so think laterally – are there any specific events that they attend, do they read particular publications and blogs to do their research before buying. Are there any good podcasts or review sites on the topic?
Look at what your competitors are up to and take a good look at what social media channels work best in your sector. If your targets are B2B then Twitter and LinkedIn work best but if you’re targeting consumers, then think about extending this to Facebook and Instagram where you can create a really visual story. Similarly, think about YouTube which is perfect for both B2B and B2C.
Right, you now know who you want to sell to and where they typically go to buy and whether that’s on or off-line the final step in the process is how you speak to them. By this, I mean both tone and content whether it’s on your website, through social media, articles, collateral, signage and so on. For example, a B2B audience usually requires a more formal tone and content is usually dictated by how educated the audience is on a particular topic so if it’s the first of its kind you need to think about why it might appeal but if it’s a new entrant into an existing market then think about why it’s better than the others. What problems does it solve? For B2C then language tends to be less formal and you have less time to convince customers than in a B2B environment so get creative and make it smart, punchy and to the point!
These might seem like obvious steps to follow but all too often companies are so keen to get a product or service launched that these essential elements are overlooked or rushed. Knowing who your audience is and talking to them in a way that they understand and is appealing will set you on the pathway to marketing, and ultimately, sales success to don’t overlook it.