In order to achieve your company’s marketing goals, it’s important to know who you are targeting.

Understanding your audience and how you communicate with it is critically important to effective and targeted branding. Knowing what you’re saying is one thing – but knowing how to say it, and how to tailor your communications to specific users, is what will set you apart from others.

Spending time and resources implementing marketing plans which deliver limited results could mean that your message was not targeted to the right audience. It’s important that you invest the time and energy necessary to get to know your audience beforehand, to ensure that you are reaching the right people. Conduct market research and keep the results in mind as you plan your next marketing strategy, including your target market's needs, interests, preferred media channels and use of language, and use this information to your advantage.

Really taking the time to think about who your audience is, and who will be most responsive to the messages you are communicating will deliver the best results.

Discovering the key characteristics and demographics of your audience, and developing customized marketing content directly targeted to them will help your company achieve its marketing goals.

• Where are they located?
• Where do they work?
• What is the nature of their industries?
• What is their relationship with your company?
• Do they use social media, and if so, what platforms?
• How do they engage with media?
• What other companies do they engage with, and how?

Once you know who your audience is, you will know what marketing content will interests them. The idea is to get your audience coming back for more. In order to know whether the marketing plan has been successful at achieving its goals, results need to be measurable. Quantifiable success rates also enable you to make adjustments if the plan isn’t proving effective.

Knowing your audience will result in:
• Improved marketing results
• Effective and relevant communication of the messages your company delivers
• Financial gain
• Stronger media presence

Use your knowledge of your audience to create a compelling marketing strategy that grabs their attention and inspires them to connect, converse and engage with you and your brand!