Don’t Market to Yourself: 3 Tips on How to Focus on Your Audience
Your team rallies both night and day, developing concepts, design, copy and media buys.
And when the work is finally done, there are often hand-shakes, atta-boys and high fives to celebrate a job well done.
That being said, it’s sometimes easy to forget that the work you do has to meet the needs of the audience– not your team.
To clarify, we are in no way saying you should not take serious pride in your work, but sometimes we find ourselves trapped in a marketing bubble, and more concerned with what is “cool”, versus what might relate and resonate.
The following tips are designed to get you outside of your bubble and inside of your target audience’s lives.
1) Informal Polling
It works, and it doesn’t have to break the bank. If you are marketing for a healthcare company and you are a 29-year-old male, you are not the target audience. You might have trouble seeing through the eyes of a typically mid-life woman…so…find one. Find a person who represents who you are trying to reach and have an actual conversation. It doesn’t have to be formal, get coffee, chat via the phone, just make sure you really know who you are trying to reach.
2) Ask for feedback:
Once the work is out there, know how it was received. This may reach more into formal focus group territory for a larger project, but there are ways to get smaller nuggets of feedback. Facebook, for instance, let’s you view insights. After digging through those, you can also reach out to audience members and ask. You’re obviously a fan of the work, so you need a fresh perspective. Feedback is a wonderful way to retool your marketing plan, without scrapping everything. Little tweaks here and there could make all of the difference when trying to connect to your audience.
3) Correcting a Mistake:
It’s easy to blame others when things don’t work out. If a tactic fails you may think, “the audience doesn’t know what it wants!” Sound familiar? If so, you may want to reevaluate your thought process and dump that ego. Sometimes the blame lies with you. Take responsibility for mistakes and try again; everyone needs a lesson in humility every now and again.
In the end, we’re in a creative business, full of unique minds and crazy ideas. It isn’t always easy to let go of ourselves and put another person’s vision first. Remember, you are not marketing to yourself; you are marketing to a specific audience and you need information on their point of view. Putting yourself in their shoes can totally enhance your marketing vision.
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