For the second section of this refresh marketing series I'm talking about Audience. After having worked through the first Refresh post (Brand Definition) you should now have a great idea on what you want to talk to your audience about.
If you've yet to have started your business I recommend reading my post about who you want your audience to be, you can then come back to this one after. In this current post I'll be talking about reviewing who your current audience is and what changes you can make to reach the audience you want.
Who are you currently speaking to?
Before starting your business or before working through this refresh series you probably had an idea of who you wanted your audience to be. It's important that you don't lose sight of that but it's also important to be aware of who your audience currently is and adapt if needed.
Ways of reviewing who your current audience is
- Instagram statistics - If you have a business profile on Instagram then you have the ability to view who your Insta audience is and get a gender and age range profile
- Facebook statists - If you have a business profile on Facebook then you have the ability to view who your Facebook audience is and get a gender and age range profile
- Tags - Tags on social media can help you see who is using your product, wearing your product or talking about your service.
- Purchase behaviour - Dependant on the type of information you collect, you may be able to get some insightful information from your purchase pages when selling a product or service
- Create a survey for your mailing list with the incentive that they could win some of your products or services
Once you've reviewed your current audience you can then compare this to your target audience. It's important to make sure you review your current marketing channels e.g. Facebook, Instagram, Website, Magazines, Pinterest, etc, do they reach your target audience?
I recommend every few months spending some time doing research on your target audience. Is there any new marketing channels they're using that you could start to reach out to them on. Is there a new trends they're caught up in that you could involve in your marketing? Keep your finger on the pulse, spending time doing research will benefit you in the long run.
What if your audience isn't who you want them to be?
For example, you might be a tote bag designer and your brand definition talks about empowering young women aged 16 - 20 to give them inspiration to be whoever they want to be in their careers. You've been running your business for a year now and your bags have been selling well, so all is great isn't it?
Well, if your goal is to sell a certain number of bags in one year and you've hit that target, then yes, all is great but it's important that you're also sharing your brand story correctly and your message is reaching the right people. You therefore need to be aware of who your current audience is and who is buying your product and interacting with your brand. If you dig deep down into your analytics, you may find that your core audience aren't females aged 16 - 20. Yes, there are many who fit within this category but overall you have a splashing of all ages of women buying your product and engaging with your brand. Your aim is to make sure these bags are being worn and enjoyed by 16 - 20 year olds as per your brand definition/story to help bring awareness to your core values of empowering young women. Anyone else on top of that is a bonus.
If you too have found that a key audiences isn't purchasing your product or engaging with your brand as you wished them to here is what I recommend.
Review your brand's visual identity
- Is your creative targeting your planned audience? Using the example above, the brand may be creating imagery that feels a bit 'mumsy' so females of the younger generation are less interested in purchasing this product or engaging with it.
- Are you using colours that appeal to that age range?
- Are you using a font that corresponds to your brand's tone of voice and brand story?
- Are you using the right tone of voice, do 16 - 20 year olds use a particular type of language that you haven't yet tapped into?
- Are you using the right marketing channels (such as Instagram and Snapchat) to advertise to your target audience?
How to overcome some of these stumbling blocks: create a focus group of the audience you wish to target and ask their opinion on your branding. Do some new research into the types of websites, magazines, social accounts that your target audience use and review how you can tailor your content to appeal to them.
It's always important to keep an eye on who your audience is to enable you to work towards your business goals. Your audience is here to help you, so work with them and guide them into sharing your work to the right people. Make sure your brand's visual identity is clear so any potential client/customers will know if you're for them or not.