Get to Know Your Audience

The most common answer when I ask a new client to define their target audience is “everyone.” That’s the wrong answer. Targeting everyone in your marketing means that you are wasting time and money reaching people who will never buy from you.

Taking time to really define your target audience makes sense. The more you know about your customer and potential customer, the more you can tailor your marketing to make meaningful connections.

Start with Demographics

Demographics present the facts about your buyer. This includes:

  • Age
  • Location
  • Gender
  • Income
  • Education
  • Occupation
  • Family size
  • Ethnic background

This data can be obtained by asking your customers and interested prospects directly. You can also look at social media data for people who are qualified prospects. Your website analytics can also offer this data.

You may need to take the extra step of doing research to collect the right data. A survey or focus group can really help you hone in on demographics as well as psychographics.

Psychographics Take You Beyond the Facts

Phychographics offer insight into the behavior of your target audience. Here you are documenting habits and traits.

  • Interests
  • Hobbies
  • Positive motivators
  • Negative motivators
  • Lifestyle
  • Values

Build Your Audience Profile

Together, these elements allow you to build your brand in a way that meets the interests and needs of your target audience. The more you can speak directly to your audience in your marketing, the more your messaging with resonate.

Creating connections is the ultimate goal of all your messaging. You need to connect to build relationships and the trust that leads to purchases or whatever action you are targeting.


Human Brands Do Best Online

To connect with your audience you need to be real online. A Sprout Social report shows that people value honesty from businesses and brands online.

  • 86% of surveyed consumers think transparency from businesses is more important than ever.
  • Only 15% of respondents think brands are currently “very transparent” on social media.
  • 53% said they would be more likely to consider brands that are transparent on social media for their next purchase, while a lack of transparency might lead 86% to purchase from a competitor.

Transparency means taking a people-based approach to your social strategies. Put a human face on your brand. Give it genuine personality.

Don’t expect immediate results – Trust is built over time. The more consistent you are in your brand personality the better.

Connect Like a Pro on LinkedIn

How do you treat LinkedIn connection requests? Do you accept them all? Do you apply certain criteria when considering requests? Do you only connect with people you know outside of LinkedIn?

Managing your LinkedIn network is a personal thing. There is no one-size-fits-all answer. You do want to connect strategically.

First, define your goal.

Why are you on LinkedIn? Knowing the reason will make it easier to go about making the right connections.

Determining what you need to accomplish on LinkedIn is step one in determining what type of networker you will be on LinkedIn. Avoid setting a numerical goal. The size of a network is not as important as having the right network.

Second, a connection should be real.

There are fake accounts everywhere. You don’t want to crowd your LinkedIn community with them.

Take a look at the profile and give it the legit sniff test. Is there detail in the profile or just a name and little more. Is there a believable profile picture? Does the work experience make sense?

Do you share mutual connections?

Third, a connection should have value.

Value comes in many forms. Is this someone you know that you want to maintain contact with? Does the person work somewhere where you want to work or do business? Are they part of a community that is valuable to you professionally?

Determine the characteristics of a valuable connection. Connect with people who will matter to you.

Finally, be valuable.

Consider your networking strategy and think about who, how and why you are connecting. How can you add something worthwhile (value) to others before you ask for something?

Be sure to give as much to your network as you get.