Why Understanding Your Target Audience Fuels Business Growth
No matter what kind of platform you run, it’s important to understand the people you’re running it for. Last week, The Killers (the band) showed off the last few minutes of the Euros 2024 England vs Netherlands football match.
As England was victorious and moved into the finals, The Killers played one of their most famous songs in the UK – Mr. Brightside. The Killers originated in Las Vegas, Nevada, but you can bet they knew their English audience.
This is a nice moment, sure, but can it be applied to your business operations? Well, one lesson we should all learn is that connecting with a core audience is about more than just paying lip service.
For example, a company that seeks to represent a demographic so much that they end up stereotyping them isn’t going to be successful in any respect.
Where are you to begin? It’s a worthwhile question. In this post, we hope to help you ensure your firm does understand your target audience, and how to present its standing from that point on:
Use Their Language
It’s easy to be understood by your audience if you use the words and phrases they use. This doesn’t mean using slang if it doesn’t fit your brand, but more technical terms. For example, if you sell advanced fishing rods, odds are an angler will understand some of the more technical labels.
On top of this, you need to understand how they talk about their needs and challenges. If you’re targeting professionals, use industry terms they’re familiar with. If you’re aiming at a younger crowd, keep your language fresh and current, without slang on TikTokification. That said, always be authentic – forced attempts at sounding “cool” can backfire and backfire hard.
Look at how your target audience communicates on social media or in forums. What words do they use to describe their problems or desires? This shouldn’t determine your entire communications approach, but maybe you can outsource content or write a blog post to address certain goings-on in your field. Keeping your finger on the pulse helps.
Hire From Your Demographics
Sometimes, the best people to occupy your team are those that are in love with what you do, or at least those that appreciate the wider industry. Hiring people who represent your target demographic can give you a fair amount of targeted insight, and better yet, they don’t have to fake it – they are it.
This kind of professional can spot tone-deaf messaging a mile off. They can also suggest ideas that resonate with people like them. That’s why diversity in a workforce is considered a great priority, not to tokenize people, but to lead to more authentic and effective communication with your audience and to let their ideas help rise to the top.
But don’t stop at just hiring, of course, you have to create an environment where these employees feel comfortable sharing their perspectives. Encourage them to speak up in meetings where appropriate. If you listen, you may hear the voice of the audience speaking to you, but with professional insight to make that even more relevant.
Create Products That Make Sense
You don’t just have to showcase products that help or assist. You can create products that “make sense” to reach your target audience. For example, that might mean heading to the Promo Superstore to create merchandise that relates to those who enjoy your products.
To continue the fishing example from above, helpful gear or baseball caps that allow a day fishing in the sun to become much easier is a wonderful place to start.
It’s much wiser to think about what your audience needs, not just what you think they want. If you’re selling to anglers as we considered above, maybe they need a waterproof phone case more than another fishing rod you already sell, or perhaps a compact, lightweight cooler that fits easily in their gear. In other words, showing your firm understands this audience means embedding itself into the lifestyle.
Don’t be afraid to ask your customers what they want. Run surveys, engage on social media, or chat with them at events. You might be surprised at the ideas they come up with. And when you create a product based on their suggestions, make sure to let them know. It shows you’re listening and value their input.
Communicate With Them
Of course, talking to your audience is generally considered a good idea, especially because they tend to be vocal about their needs, what they require from your firm, and the challenges they might be going through that your firm could use as a problem-solving opportunity.
But how should you talk to them? Well, you can use social media, emails, or even good old-fashioned phone calls for customer surveys if they have time. Or, you could read reviews and encourage them to be posted in the first place.
The real key here is to keep the conversation going both ways, so a sense of progress is given. That’s how people stick around.
For example, you could share updates about your company but also ask for feedback. When customers complain, take it as a chance to improve or tangibly show how you’ve changed. When they praise you, thank them sincerely.
Be human in your responses. Avoid corporate-speak and talk like a real person if you can. If you make a mistake, own up to it. Think about it – if a firm went to this effort to consider your perspective, would you immediately switch to another, or would you stay the course? Sometimes, that’s all a blossoming firm needs to move forward in the best way.
Consult On Decisions That Matter
If you want to advance to the next level of customer communication, you could think about bringing your audience into important decisions. It can feel scary, but it’s often worth it. You might think you know best, but your customers can surprise you with their insights.
Consider setting up a customer advisory board for big choices, for example, a test run on what flavor to release next. Alternatively, you could run polls on social media for smaller decisions.
When launching a new product, get a group of loyal customers to test it first. Their feedback can save you from costly issues, like realizing those with mobility problems can’t open the product at all.
As you can see, including your customers isn’t just a marketing tactic that sounds good on paper but an actual tangible approach to running a business with merit.
Show Your Logic & How It Benefits Your Audience
There’s an idea that a good business only presents something when it has something to offer, and of course, you don’t want to spam your audience with every update you could give them. A little mystery can sometimes help build your reputation and excitement for what you do next.
That being said, you don’t have to be ashamed of showing your thinking.
For example, if you’re updating your app, don’t just list the new features, but explain how each one makes the user’s life easier. If you’re changing your pricing, be clear about what extra value customers are getting instead of just asking them to pay more.
This transparency builds trust even if an annoying update like a price increase is necessary. That approach shows you’re not just making random decisions, but thoughtful choices with your audience in mind.
Prioritizing Your Target Audience: A Smart Starting Point
With this advice, you’ll not only think about how your audience feels, but you’ll show them that they’re centered in every approach you take. That in itself can be a wise place to start.