How Audience Definition Will Change Your Marketing Strategy
Having a killer marketing strategy is an absolutely must in the business world. That said, there is a need to fully grasp the importance of audience definition. Much of the terminology associated with certain industries can be difficult to understand. Luckily, audience definition is actually what it says it is.
A company’s goal is to quickly, and efficiently, find their ideal customer base & get their attention. They want to make sure prospective customers know the company’s name, product, and worth to the market. Trying to operate without audience definition is like throwing darts with your eyes closed hoping for a bull’s eye. Some might call that daring & avant-garde. At the end of the day, though, it’s just poor business practice.
At some point in time, a company must decide whether it wants to be static or dynamic. There’s nothing necessarily wrong with being perfectly content with what works. You are making a conscious decision to keeping things nice & steady.The danger in this is that your particular industry can and will likely pass you by. Audience definition is one of the steps companies take toward remaining fluid and dynamic, able to handle bumps and bruises that come with being in business.
A company’s marketing is only as good as knowing where it needs to spend its money. Audience definition, when done well, makes these expenditures much more impactful. Consider the following:
Focus — Few things hurt a company’s efforts to reach the right audience than being all over the place in their messaging. Excitement, fear, anxiety, it all works toward making marketing efforts feel chaotic and mismanaged. Defining the right audience to whom to market one’s product/service(s) makes for messages to be clearer from the start.
Tweaking — As your marketing strategy is implemented, you’ll start seeing what works, as well as what doesn’t. This means tweaking things regularly. But going in & simply moving around random parameters for funsies would be kind of silly. Audience definition allows for targeted ways of having specific changes to be made based on how well (or not) your short- and long-term goals are being met.
Product/Service — They say that in order to love someone else, you need to be able to love yourself. The same goes for knowing oneself. Audience definition often gives companies the ability to understand more about the product/service they offer than every before. This insight leads to improvements & iterations developed by R&D as well as having a better idea of what the ideal audience actually needs.
Understanding the Market — Even in marketing, there is such thing as “knowing the room”. Softening markets come and go, as can competition. Furthermore, populations move around as their demographics change. In short, nothing stays the same. This means that defining an audience is an ever-changing part of establishing a great marketing strategy. Choosing to remain static in one’s approach rather than dynamic can, and likely will, be detrimental.
Audience definition takes hard work to do well and do right. It is at the heart of any good marketing work. Without the two working in tandem, a company can expect to make very little progress in trying to meet its overall goals. The good news is that there are a lot of tools out there to help business owners get started with basic audience definition work. However, there is something to be said about knowing when you need help.
Hiring an agency like us MindEcology in Austin, TX to handle your company’s audience definition will be pretty important in helping your marketing people craft the right messaging/branding for optimal results. Our goal is to let you do what you do best while we do what we do best — get results. Give us a call today!