How can understanding your audience help your next campaign?


Understanding your audience is important for every business out there. The goal is to help customers and potential customers take action when it comes to a product or service you're selling. To do that, you need to know what they like, dislike, need and want. But if you aren't zoned in on the right audience, it'll be hard to find success with your strategies.


We're here to help though. We'll breakdown what understanding your audience means for your business, how to figure out who your audience is and why it's so important. 


What is a brand's audience

According to Marketing Evolution, your target audience refers to the specific group of consumers most likely to want and benefit from your product or service. They are the people who should be the focus of your ad campaigns and marketing efforts. Understanding your target audience is crucial because it allows you to tailor your strategies and messages to resonate with them effectively.


When you have a deep understanding of your target audience, you can segment your marketing efforts more efficiently. Instead of scattering your resources on broad and unfocused campaigns, you can narrow down your strategies to reach the right people at the right time and in the right way. This leads to more effective and cost-efficient marketing, saving you valuable time and money.


And segmenting your marketing efforts means you can also decide which marketing style is right for you, including digital, print, or a combination of both. Try our Marketing Decision Tree to figure it out yourself! 


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Why understanding your audience is important

You’ll find many reasons why understanding your audience is important, so let’s breakdown a few of them together.


Segmented marketing

If you don’t know who your audience is, then all your marketing efforts will be scattered. This leads to ineffective and wasteful marketing. When you’re marketing just to market, you lose out on time and money. Once you understand your audience better, you can choose more specific strategies including social media and tone of voice. This will overall lead to more successful marketing campaigns overtime.


Interested in learning more about your brands tone of voice? We want to help! Check out our piece “Do You Know Your Brands Tone of Voice?” We breakdown what a brands tone of voice is, how you can find it and why it’s so important.


Targeted content

As a business, it’s so important to create content that is targeted to your specific audience. You want to create materials that will resonate and grab your potential customers attention. This is why it’s important to know who your audience is, you’ll almost never create the same content for a mother that you would for a college student.


Part of creating content that's specific to your customers is making sure you know your brands identity, as well. In our Brand Style Guidelines  we've created the perfect resting place for all of your brands important pieces, including logo, fonts and colors. 

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Measure campaign success

Understanding your target audience and properly selecting them in your Google Ads campaign is crucial for maximizing the success of your marketing efforts. By identifying your target audience accurately, you can ensure that your ads are reaching the right people who are most likely to be interested in your product or service.

Once your campaign is up and running, regularly monitoring its performance is essential. By analyzing the data and metrics provided by Google Ads, you can gain valuable insights into how your ads are performing among your target audience.


How to figure out who your audience is

There are a few ways you can go about understanding your audience a little more. The first one would be to look at data from your website and social media platforms. Check out demographics, interests, how they interact with your website. If you’re running Facebook or Google Ads, you can utilize Facebook Insights and Google Analytics to easily look into these things.


When getting into this information, get into the nitty gritty of it. Learn everything you can about age, career, gender, location, etc. The more you know the easier it’ll make your job as you move forward.


You can also conduct your own research with things like surveys and interviews. This is a great way to learn more about your customers and their wants from your business, in return you get feedback about what your business is already doing.


After you’ve gathered information, you should have an easier time segmenting content and campaigns that resonate more with your targeted audience. This will make your work more intentional, and you’ll see better return on investment and conversions.


How to figure out your audience - check out data from your website and social platforms, find out age, career, gender & location, try out surveys and interviews


The takeaway

To run successful campaigns, it is crucial to have a deep understanding of your audience. By tailoring your marketing efforts to align with their needs, preferences, and behaviors, you can create personalized content that drives engagement and boosts conversion rates.


In today's competitive landscape, understanding your audience is not just important, but necessary for establishing meaningful connections and achieving business success. Dive into their characteristics and motivations to watch your campaigns thrive and your brand grow.