Audience
When we talk about audiences, we generally mean the people we need to reach, engage, motivate and influence ... whatever verb you want ... to achieve a particular business goal.
An audience does not exist until you have something to do.
In other words, an audience is only a way of viewing, prioritizing and segmenting people in relation to a specific business goal.
But here's the kicker. It really is an outdated and linear term. It assumes you are on stage and have a captive audience sittting there waiting for you to speak. That's just not the way things work anymore. So I'd rather talk about the people you need to reach and engage OR your market.
However you describe them, you should know them. And I mean really know them. Be able to walk in their shoes. Imagine them at a moment’s notice. Talk about them with insight, respect and understanding.
Depending on your business goals, the sort of things you should know can include:
Of course, you can;t keep all of this is your head, so a Relationship Management system is a must-have.
An audience does not exist until you have something to do.
In other words, an audience is only a way of viewing, prioritizing and segmenting people in relation to a specific business goal.
But here's the kicker. It really is an outdated and linear term. It assumes you are on stage and have a captive audience sittting there waiting for you to speak. That's just not the way things work anymore. So I'd rather talk about the people you need to reach and engage OR your market.
However you describe them, you should know them. And I mean really know them. Be able to walk in their shoes. Imagine them at a moment’s notice. Talk about them with insight, respect and understanding.
Depending on your business goals, the sort of things you should know can include:
- Socio-geo-economic demographic profiles
- Roles & responsibilities in the context of your business activities
- Drivers/motivators/influencers - pains and gains
- Communication preferences
- Behaviour (user pathway/customer journey)
- Commonalities - areas of mutual interest
- Perception, attitude, expectations
- Service needs
- Satisfaction levels
- Knowledge and knowledge gaps
- Cost:benefit statistics (lessons learned from previous communications)
- Contact history - frequency of and reason for contact
Of course, you can;t keep all of this is your head, so a Relationship Management system is a must-have.