Why Knowing Your Audience Matters More Than You Think

Knowing your audience influences everything from your brand messaging and personality to what CTAs your audience will respond to best!

So, if you don’t know your audience, how do you expect to deliver the kind of marketing that gets people excited, inspired and fully invested in your brand? 

The result? Unfocused and inconsistent messaging. So, how do you get to know who your audience truly are?

Knowing your audience

Every piece of content must speak to a clearly defined audience. At TMC, we believe that comes from building your avatar. 

Heard of the Pareto Principle? This principle suggests that most of your business will come from only a handful of your clients. These are the clients who are fully invested in your brand, look out for your content so they can stay engaged, and most importantly, repeatedly return to buy from you.

If you don’t yet have a clear avatar, start by looking at your most loyal clients, the ones who purchase from you the most, and start getting to know who they are. 

And then, build your avatar and make sure all your other marketing foundations are strong by following 6 Steps to Marketing Clarity.  

The most effective content and copy that converts will come from fully knowing your audience, having solid marketing foundations around your entire brand, and building a solid marketing strategy around this. 

⛰️Colorado: come to life

Here’s an example of a marketing campaign that clearly knew their target audience:

Source: Karshhagan: a man stands on a rock looking out at the cliffs with the slogan ‘horizons are not boundaries’ in front of him.

This is a simple but powerful example of a television and print ad campaign by the Colorado Tourism Office that targets people who are looking to make adventure a part of their lifestyle, or add more adventure into their lives. 

‘We no longer need to seek permission’ and ‘horizons are not boundaries’ hints that they have built their avatar around someone who has felt constricted and is ready to finally take the leap into living a life of more freedom. 

The person they are talking to is ready to say yes to more fun and adventure, with a focus on going from feeling constricted to liberated by getting out into the wilds of Colorado at the heart of the messaging.

Our expert opinion at TMC believes there would have been a very clearly defined avatar for the Colarado Come to Life campaign, which reached millions of people and doubled the return on investment from previous ad campaigns. 

Want this kind of marketing success? 👆

After implementing each step of 6 Steps to Marketing Clarity, knowing your audience will be a given and you’ll be ready to hit the ground running to create exceptional marketing, building a brand that your ideal customer won’t be able to get enough of! 🔥