For most marketers, it can be easy to design content for who we’d want our ideal audience to be – a highly engaged, highly responsive, eager to act group that allows us to play with creative, on-trend content. But when we take the time to step back and re-examine our audience with honest, open eyes, it provides us the opportunity to redirect our content strategy to become more in line with what actually drives our audience.
When I reflect on various marketing tactics I’ve used over time with one of my clients, I cringe to think of how many times I tried and failed to push LinkedIn polls, in-email surveys, and other interactive engagements with an audience that doesn’t show the slightest interest in digital interactions. Though these efforts might be effective on me, and though they might work successfully for other audiences, expecting this particular group to interact in a way that’s against their nature was never going to be successful. When I took the time to audit this audience with fresh eyes, I realized that trying to force online connectivity would get me nowhere with an audience that much prefers in-person, face-to-face interactions and wants messaging that’s short and to-the point. Now, our content plan prioritizes getting members to events, with communications kept simple and straightforward.
Conducting Your Audience Audit
So where do you start with auditing your audience? While you can find value in doing extensive deep dives into analytics or interviews, often times, giving honest answers to the questions below can provide plenty of insights to make sure your content strategy is on the right track.
1. What are my audience’s key drivers? What benefits or products are they consistently bringing up as reasons for being a member or customer?
Be honest here! If your audience cares a lot about money and getting the best value, that’s a key driver. If they keep saying their primary reason to come to educational programs is to check off a mandatory requirement, that’s a key driver. We might wish that their key drivers are belongingness or connection, but if it’s something far more practical than that, it’s important to recognize how we can highlight those motivators in the ways we communicate, instead of marketing elements they don’t care as much about.
2. How does my audience communicate with others?
Think about how your audience actually communicates in the day-to-day. Are they writing long narrative posts on LinkedIn? Sending one-sentence emails to your staff? Calling in with questions versus writing an email? Mailing in their renewal applications instead of completing them online? Often times, looking at how they communicate is a very solid indicator of how they’d like to be communicated with, and can offer insights into potential new channels to tap into.
3. What are ways I might be trying to force my audience to behave that aren’t natural to them?
Are you fighting tooth and nail to get followers on Instagram, while your email marketing list is healthy and thriving? Do you keep trying to start conversations on LinkedIn and hearing nothing but crickets? Does your conference hashtag have 4 posts associated with it, even though you’ve been promoting it anywhere and everywhere? Sometimes we have to take a step back and realize that a marketing idea can be a great one – just not for your particular audience. Instead of trying to push for engagements that doesn’t feel natural to your audience, how can you find ways to lean into their current behaviors more than you already are?
The Bottom Line
Even the most creative, advanced content strategy will underperform if it’s not designed around your audience’s specific behaviors, needs, and motivations. Before you go back to the drawing board or keep rinsing and repeating the same content strategy you’ve always used, take some time to pause, re-examine your audience with honesty, and come up with a handful of small tweaks that could make your current strategy just 5% better. Whether that’s leaning into a specific channel more, adjusting your language to better match your audience’s key drivers, or aligning your marketing goals with your audience’s actual habits and engagement preferences, these small tweaks can add up to help you reach your marketing goals while creating content that’s personalized to your audience.
Angelina Valente
Angelina Valente first joined the RGI team as a Meetings and Events Intern, returning as a Communications Intern the following semester. Today, she is on the team full-time as a Senior Marketing and Communications Coordinator. Her background in marketing and hospitality helps her to focus on the “people” side of marketing, and she finds excitement in always experimenting with creative ideas. Outside of work, you can find her travelling, connecting with her community, or practicing her creativity in the kitchen.