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3 Tips for How to Communicate With Your Target Audience Effectively
3 Tips for How to Communicate With Your Target Audience Effectively
The companies that achieve long term success have figured out how to connect with their audience and communicate with them effectively over time. Whether using memorable imagery or carefully crafted copy, the best marketers know how to create content that is honest, adds value to their audience, and is compelling enough to command their attention among a deluge of competing voices.
1. Get To Know Your Audience
The most important step in knowing how to communicate with your target audience effectively is to get to know them. This means coming to an understanding that not every person is your audience and requires a deep dive into their demographics, psychographics, and pain points through qualitative research. Sit down with your audience and ask them open-ended questions that encourage them to share the good and the bad. You’ll glean insights that you wouldn’t be able to in any other way.
Identify the pain that your target audience is experiencing and how your product or service can provide a real solution to it. Choose a voice that connects with your audience and craft a message that connects the problem they are facing with your solution and leads them to act.
In addition to their pain, get to know your audience’s goals, beliefs, and interests. When you can show them that you understand them, they will trust your brand and want to connect with you. Tailored messaging that shows a real understanding of your audience can make all the difference in effectively marketing your product.
2. Go Where They Go
Once you’ve perfected your messaging in a way that resonates with your target audience, the next step is to go where they go so you can communicate your message to them. This involves figuring out where your consumers are located, both physically and virtually.
You might attend tradeshows, join relevant online communities, advertise across digital and traditional platforms and/or engage with them via social media. Going where they are is important in ensuring that the right people are getting your message.
One of the best ways to discover where to find your audience is by building an infrastructure map of your industry. Research opinion leaders and influencers, events, communication vehicles, forums, associations, and other avenues that can serve as a targeted megaphone to reach your audience.
3. Test, Test, and Test Your Message Again
Test your message internally and with your audience to see what works and what doesn’t. Often something makes perfect sense to us if we are heavily involved, but a fresh set of eyes is the best way to check for understanding and resonance. You will most likely go through several rounds of messaging and testing before you arrive at something that achieves the desired result.
One of the benefits of digital marketing is that you can run seamless A/B testing, which allows you to serve up different messages to different segments of your audience and see empirically, which messages are driving conversions and leads. This can be applied to images as well to ensure that you are communicating in the very best way both visually and with the written word.
Understanding how to communicate with target audiences can be a laborious process but it’s always worth it to make the extra effort to understand them and learn how to connect with them.
Work with a fractional CMO from Ampleo and get the help you need to begin understanding how to communicate with your target audience and ease their pain points. A fractional CMO can help you think strategically, conduct market research, understand your audience’s needs and interests, and craft a compelling message that resonates with them.
Bruce Law is a fractional CMO at Amplēo. Over the course of his 40-year marketing career, which began on Madison Avenue, Bruce has become a recognized expert in building brands, capturing market share, and generating sales for virtually every kind of company, from startup to late-stage, high tech to packaged goods, for-profit to nonprofit. Bruce has directed marketing for household names like Intel and Lever Brothers, mid-sized companies like Little Giant and Provo Craft, and startups like Control4 and IsoTalent. He has personally served as fractional CMO for more than 250 companies during his career.
Bruce began his career in 1985 in New York City at Ogilvy Advertising, the third-largest ad agency in the world at the time. In 2002, he founded Sprout Marketing, one of the first fractional marketing service companies in the US. To date, Sprout has guided the marketing of more than 350 companies, launched over 1200 products, and added more than $1 billion of incremental revenue to the top lines of its portfolio companies. He currently serves on a volunteer basis as Executive Director of the David M Kennedy International Society at BYU, a nonprofit organization that connects thousands of professionals across the globe to make a positive impact in the world.
Bruce is a popular and provocative speaker at conferences and universities and is quoted in business and marketing publications.
Fun Facts/Hobbies
- Adjunct professor at Brigham Young University
- Speaks fluent Japanese
- Resides in Gilbert Arizona
- Avid small boat sailor
Education/Certificates
- Degree in Advertising from Brigham Young University
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