Laser Point Focus To Build Your Audience

October 20, 2016

Specificity is about to be your best friend. It is no longer practical to be all things to all people. Tightening down the details about who your target market is or is not will help you reach your focus group.

A lot of planning goes into your business and you don’t want your marketing to be random.

You want to shout out to the people most likely to hear what you’re saying. When thinking about your market, who are they? Who are you targeting? What age group? What is their income level? Singles or parents? Young families or empty nesters? College educated? Entrepreneurs? Research is critical. You want to know them, either by being them, spending time with them, observing them or interacting and/or interviewing them. Your audience is whoever is willing to pay for or benefit from your service or product.

A picture of a group of friends using smart phones in the city
Ideally, your target group will engage with your content and calls to action.

Bravely sharpen your focus

What demographic has already bought from you? By appealing to a core group, instead of a broader group, you will enjoy greater success. Neil Patel and Aaron Agius clarify this process in their brief informative article, “How to Define your Target Audience.”

Once you have determined your market, find out what is relevant to them. Is it pricing? Value? Have you been listening to concerns of current customers? What are competitor’s customers saying? Joseph Michael developed a specific product by paying attention to people experiencing difficulty using a specific writing software. As the creator of Learn Scrivener Fast, he offers help at three price points to quickly educate people on Scrivener’s potential, saving them time and money. Joseph Michael’s very focused audience was Scrivener users.

Tune in to what clients say

What are you willing to do with the good and bad things your client says about your products and services? Do they want reliability? A new improved version? I recently bought a digital voice recorder. I liked that it was inexpensive, super tiny and plugged in like a jump drive to download sound files. It didn’t have a lot of bells and whistles but it was easy to use. Just turn on a switch and it recorded. Slot it into a USB port and it downloaded. Even though it could record up to 96 hours of sound, customers commented repeatedly that they would like a voice activated version. Recently JiGMO rolled out a very affordable voice activated digital recorder.

Where can your clients comment about your product? When I want to find out about a product, it doesn’t matter where it’s being sold, I look for reviews. I read the positive and negative comments along with the ratio of good to bad. This helps me decide whether purchasing is smart. Sometimes those reviews shed light on another product that is better, cheaper of equal value.

Is your audience the 24 year-old-backpacking college grad who travels the world? Or maybe you are going for much deeper pockets, $5,000-suit-wearing defense attorneys, professional parents with children in private school. What name comes to mind to describe that audience? Whoever your audience is, Carolina Rogoll recommends creating a life-sized cardboard cutout of your audience and naming it, to remind you of them every day. Rogoll’s article, “9 Ways to Meet and Understand your Audience” shares practical considerations for determining your audience. While strong and relevant content is critical for audience building, remember to connect with your audience and begin building relationships.

Have ideas to share? Connect with us! We’d love to hear from you.

See the next installation of this series: Assess the Locality Factor