You can answer “why you need to understand your audience” with personal experience.
Every marketer probably has been there. There is a moment when you have dedicated long hours to craft content. But, it results flat because only a few people read the content. What happened? This phenomenon should strike you why you need to understand your audience.
The problem is often on connecting the content creator with audiences. You may think that the content is already well-made. Yet, when the audiences do not look for it, your content will not perform well. It is fundamental for every business to conduct audience analysis. It aims to understand the audience, so you can know what type of content you need to make and to whom you will deliver it.
Understand them is important, here are the reasons
1. Bring relevance to the audience
JetPens, a stationery company for Japan, is the best example for this tip. Recently, people’s plans are canceled due to coronavirus. But, they may have bought a planner at the beginning of this year. JetPens brings relevance by uploading content about how to use a planner when they do not have a plan.
When you design content that fits your target audience’s needs, they can build trust with your brand. More than 50 percent of content marketers nodded that relevance is the greatest contributor to their success. JetPens has exemplified that research. Their video about switching planner has gained 1,140 percent of viewers than the previous video.
You also have probably encountered a YouTuber who said, “Many of you ask me about this…” They do research about what the audiences want before making that video. It results in her having many views because the topic is what her audiences are asking for. Copy the YouTuber’s method to have a Q&A session on Instagram or e-mail and answer it in video or article.
2. Nurture empathy for audiences
The reason why you need to understand your audience is avoiding underperforming content. Before you type something for the content, put yourself in your reader’s shoes. Try to understand their feelings and thoughts from their perspective. Examine their situations and transform them into your content. Then, they will think that you offer the best solution for their circumstances.
Microsoft knows how to raise empathy for audiences. They use real stories and valid consumer survey data showing the process of cyberattacks. The content then feels genuine and relatable for the majority of audiences. It makes readers realize their vulnerabilities and understand how to protect themselves better.
3. Engage emotionally
The number can be the justifiable measurement for your content marketing success. But, you also need to consider the emotional response of your readers. Once you understand them through audience analysis, you will know which content that can arouse their emotion. This is why you need to understand your audience.
Ryan Kettler, BoostSuite’s director of communications, confirmed this idea. Convincing content that can increase conversions starts with asking your audience. Emotional content mostly deals with audience psychographics. So, you can ask them about challenges that hold them back or what influences their values.
#LikeAGirl campaign by Always, the feminine products company, represents this concern. Their campaign about being a girl evokes audiences’ anger about women’s stereotypes. It expresses their audiences’ voice about negative things people talk about women. The ad causes negative associations, but it gives strong stories.
4. Help you get big bucks
You cannot neglect that you depend on your audience to make cash. This is your end goal in developing a business, right?
The chain of your goal begins with understanding your audiences. If you understand them, you can plant more impact on content and products. It is because you offer a worthy solution. After that, they will be your loyal customer as they are satisfied with your services.
Loyal customers can benefit you a lot. Not only do they share your products with friends, but they are also “cheaper” than acquiring a new customer. Harvard Business Review said that businesses that focus on customer retention over acquisition will win in a big way.
In conclusion, knowing them has a direct influence on your business income.
Are you still wondering why you need to understand your audience?
How to understand your audience
1. Do research
Do not take your analytics for granted. Social media insights and Google Analytics are awesome tools for understanding your audience. You get comprehensive data about their gender, age, and interests.
When you own a business targeting millennials, do not stop only on their ages. Find what interests them, what makes them fear, and what they dream for. If you hold the information, you can create content that sparks their characteristics. Get data from the Census Bureau or newspapers. BBC and Independent specify the topic of millennials.
2. Look at the competitors
This activity is an alternative to market research. Try to search for a similar business as yours. Then, evaluate their brand, marketing strategies, and more importantly their audiences. SEMrush is an amazing tool to monitor your competitors. They provide complete information about competitors. You can see their top pages, organic traffics, even their social media engagement.
3. Create a buyer persona
Shortly, a buyer persona describes your ideal client or customer in detail. First, include the basic demographics of your perfect customer. Then, go deeper into their psychographics and behavior.
It is like playing a game when you create a new character. You have to know their background, strength, behaviors, even their fears. When you know about your character, you will find ways to win, right?
4. Conduct surveys
When you want to understand your audience, why don’t you ask them directly? Your own existing customers are gems in digging deeper into your target market. Conduct surveys on what appeals to them and what they are concerned about you. Then, you can start designing the generalizations of your audience.
Assuming your target market will lead you nowhere. That is why you need to understand your audience based on data.