When we begin to work with a client here at Search SEO Chicago, we dive into learning about the business, their goals, and their services. However, we also pay special attention to getting to know the client’s customer base. This audience is important to nail down at the start of our working relationship, as your business should have a digital presence that attracts and speaks to your audience.
Unfortunately, many business owners and marketing professionals don’t know how to describe their primary, secondary, and tertiary audiences. This makes marketing, digital or otherwise, very difficult. Simply put: you can’t attract your audience if you don’t know how to talk to them. And you can’t know how to talk to them if you don’t know who they are.
Finding Your Audience
Can you identify your audience right now? Try it – take out a scratch piece of people and jot down your target audience. How old are they? What are they looking for? What worries them? Where do they live? What do they want?
Most business owners are unable to complete the above exercise. However, they can talk for hours about their services or products, their company culture, and their competitors. Unfortunately, without the intended audience nailed down, it can stall marketing efforts.
If you haven’t talked about your intended audience recently, set a time to do so. Think about your products or services, along with your current or recent customers. Use this information to begin discovering who your audience is. You may find you have a few different audiences, and that’s okay; try to separate them by designated one as your primary audience, one as your secondary audience, and one as your tertiary audience.
For example, an educational toy company may have a primary audience of kids between the ages of 8-12, a secondary audience of parents of kids between the ages of 8-12, and a tertiary audience of teachers looking to add technology into their classroom.
Once your audience is identified, you can design marketing campaigns especially for them.
Communicating with Your Audience
When you communicate with your intended audience, it is important that you use language and phrases they will appreciate, relate to, and understand. Skip the technical jargon unless your audience is well-versed in those words. Use your online marketing efforts (via social media, web design, and blogs or other content) to speak to your audience directly, addressing their pain points and how your service can alleviate those issues.
Let Us Help
If you are struggling to connect with an online following, it could be because you aren’t talking to your intended audience. Let our team help. Our Search SEO Chicago team has the experience and the creativity to reach your intended audience, engage them, and keep them coming back to your site.