Understanding Your Digital Audience

Understanding Your Digital Audience - From social media and PPC to review websites and press releases, where is your money best spent on the digital landscape?
Photo Credit : William Iven - Unsplash

It doesn’t matter what industry you are in, to be successful you must know your audience. This is especially true in the digital age, where money can be easily wasted on the wrong channels. From social media and PPC to review websites and press releases, where is your money best spent on the digital landscape? 

To answer this question you must first understand your audience, discovering the ‘place’ aspect of the four P’s. Although, many may argue that this is outdated the idea that the internet is ‘one place’ is crazy there are billions of websites and several social networks, therefore assuming that your audience use all of them is absurd. 

We recently came across MPP Global’s latest campaign that offers some great tips on the importance of understanding your audience and suggests some key steps to success. This got us thinking of the areas businesses may be wasting money on and how some research before investment could help you to save a pretty penny.

Social Media


Slowly, it feels like social media is taking over our lives and whilst on a personal level this can be slightly irritating, for businesses it can be an open window into customer’s lives. But, which social platform is right for you? 

Unfortunately, there’s no ‘one-size fits all’ you may need to test the market to discover which one suits your business best. There are statistics available that look at user demographics and if this is one of your main factors when searching for a target audience it could be a good starting point.

Before spending too much time testing the market ensure you have done some thorough competitor research. This can provide valuable insights into the market; consider looking at the social channels of direct competitors and the tone/style of their profiles. When doing this take a look at the engagement their posts are getting and get to grips with what that audience likes.

Another option is to test the market with some trial content; you could promote your tweets/posts with a small budget, or if you already have a large following try asking some questions and sharing your onsite content to see which platform provides you with the best outcome.

When your social channels are established, start listening to your audience because they can provide you with useful insights into the type of content that interests them. This brings us on to the next point, listening to your audience.

Listen to Your Audience


The internet is packed with review websites such as Feefo and TrustPilot, which can be useful tools acting as recommendations from your actual customers. On these websites, you can also reply and manage unhappy customers, which can sometimes work in your favour, as long as negative comments are dealt with in a timely and effective manner.

Before choosing a reviewing system ensure it is one that is well known within your industry. You want to ensure the logo is recognisable to your customers as this can build trust.

These online reviews can go a long way, especially if you are selling a service. Intangible products are particularly hard to judge and these platforms allow your products to be assessed live. It may be daunting to think that someone may have a bad experience but this can be a valuable marketing tool.


Search Engines


We all know that Google is slowly taking over the world, but don’t forget about the other search engines out there. Use website Analytics to gather some insights into who is using your website and where the traffic is coming from. This is especially true if you work overseas or if you target older demographics who perhaps use default settings.

Forums


As a business, you may not be able to join forums but on a few you can read conversations. Make use of these insights as there could be an unresolved issue you’re able to solve. This won’t work for every industry but those with close communities make for interesting reads.

By researching your audience, you are cutting out unnecessary advertising, but it is an ongoing thing, you cannot stop researching because you may fall behind. Ensure research is part of your schedule; you may be surprised how quickly things can change.

If you have any experience in understanding a digital audience then take to social and share your thoughts using the hashtag #AudienceImportance