Get to know your audience

There has never been a more exciting time to be a communications professional in the business world.

The rise of online usage and social media over the past decade means it is now easier to share information en masse, for free.

Data collection is also more refined and precise thanks to a plethora of tools.

Facebook and Instagram insights allows you to see how many people viewed your posts, when and if they engaged with it.

Google Analytics and other programs show you who visited your website, for how long and where they came from.

These tools provide more of a window into the habits of your customers and what appeals to them than ever before.

But as Uncle Ben told Spiderman: “with great power comes great responsibility”.

As well as giving your business access to a world of potential customers, the digital world also gives them access to you to provide immediate feedback.

So it’s important you know who you are targeting in the first place.

When setting up your business, think about your audience.

If you’re already in operation that’s ok, take some time to think about who your customers are.

Are they men, women, young, old, parents, married with no kids?

Perhaps you have multiple.

In which case, it’s important you create a suite of messages specific to each one.

Also think about their social media habits.

The Sensis Social Media Report 2018 found 79 per cent of 18 to 29 year olds accessed their accounts first thing in the morning.

So if they’re your target market, schedule posts relevant to them early in the day.

There are real people behind the screens, so it’s important to respect their habits and preferences.

After all, you’re the one trying to get their attention, not the other way around.

The availability of real-time data is an invaluable tool, just don’t use it in isolation.

Work out your target audience first, then use the analytics to tweak your online presence.

And always remember to listen.

If you would like help working out your audience and the messages you need to craft to get their attention, give Wine Glass Media a call. We specialise in communications strategies, digital content and social media.

Posted by wineglassmedia_au

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