Why brands need to know who they’re talking to by Erin from Young Folks Digital
What a time to be alive (and running a business). With so many online platforms and tools, often freely available, there have never been fewer barriers to launching your own brand and building a thriving business.
But the ease in which we can start something means there has never been more content available to us. We’re literally drowning in content. And we’re exhausted by the amount of information we consume every day.
Don’t believe me? Let’s look at the facts:
- Every day, more than 4 million blog posts are published (source)
- Google processes more than 40,000 searches every second (source)
- 269 billion emails are sent and received each day (source)
- 5 million photos and videos are shared on Instagram per day (source)
- On Pinterest, there are 175 billion pins to browse (source)
- As of January, there are 1.94 billion websites on the internet (source)
So, what does the volume of content have to do with audience?
Well, we’ve never had more content thrown at us. Which means it’s becoming harder for brands to cut through the noise and truly connect with their ideal customers and clients (aka: target audience).
The way I see it? Before you start talking — that is, producing content — you gotta know who you’re talking to. Instead of broadcasting your marketing out there in the hope of persuading (bombarding) people into buying, try creating something of value to them instead.
It’s marketing, with a side of empathy.
But before we start marketing, we gotta define the audience.
Let me walk you through five simple tips and tricks to help identify your target audience. Then? You can go forth and produce awesomely relevant, totally targeted content that your audience will actually want to consume.
1. Start with what you’re selling
Figuring out your audiences by examining your own products might sound counter-intuitive, but remember the reasons you started selling whatever it is you sell can be really helpful. Your product or service solves a problem or provides value for someone, right?
Take yourself back to the start and remember all the reasons you product or service is relevant. Map out a little more detail on who exactly your product or service is for. What are their pain points? And how can your product or service and your content help address these pain points?
Who you’re selling to is very likely who you’re talking to through your marketing communications.
2. Check Google Analytics
Google Analytics might not be your favourite place to hangout on the internet [although, confession: it’s one of my favourites] but it is a great source of information.
We’re talking who exactly is visiting your website, along with on-site behaviours and conversion stats. Crucial stuff when it comes to understanding who your target audience is.
My tip? Start with the Audiences section and really dig into who your top converting audiences are — because sometimes it’s not who you think it is.
3. Check Facebook insights
Facebook seems to know just about everything about us. I mean, I said “I need workflow software for my agency” with my phone in front of me a few weeks ago. Nek minit? Facebook Ads for workflow software. Hmmmm.
Creepy moments aside. Facebook has a wealth of information on audiences outside of your website. Jump into Facebook Business Manager and head to the Audience Insights section. Here, you can select and adjust various audiences characteristics to determine the size of audience groups on Facebook.
Ever wondered how many Australian women (on Facebook or Instagram) are interested in sustainable living? Or how many Australian men (on Facebook or Instagram) are interested in veganism? Facebook has the answers.
4. Check Google search
Just like Facebook, Google has access to a wealth of information. And while there are a host of fancy tools you can access to really dig into the insights, a simple Google search will often reveal much of what you’re looking for.
Simply type in your product or service category — for example: sustainable fashion — and look at the related searches and PAAs (aka: people also asked). How is this helpful? Well, it shows you what people are looking for in relation to your product or service category.
And if you feel like levelling up? Try a tool like Ubersuggest to get the actual monthly search volumes — that is, the number of times that keyword is searched each month — to understand the search market audience opportunity.
5. Write it down
Whether you call it “writing audience personas” or “audience mapping”, put simply, all you need to do is write down what you know.
We’re talking age and demographic information. Pain points, and how these pain points can be addressed. Facebook audience sizes. Google search keywords. Everything you know. Get it down on paper somewhere.
So, there you have it. Bloody good advice from a bloody good chick. You know us here at YO&O, we only call up the people we believe are really on top of their stuff, and Erin, she’s next level.
If you want to know more about Young Folks Digital or follow along with her daily words of wisdom and incredibly useful tips, head over via the below links:
Erin is the founder and strategy director at Young Folks Digital — a boutique digital marketing agency based in Mornington, Victoria and working with clients Australia-wide. An experienced digital strategist with over 10 years experience, Erin is set on using her marketing powers for good, not evil. She believes the world needs more creativity and more sustainability and prioritises partnering with brands with aligned values.