Building a standout product or service is not enough to guarantee business success. A successful business must also ensure the product meets the needs and desires of its audience to excel. Enter audience development.
The Importance of Audience Development
Why is audience development important? Can you imagine Denny’s advertising in Travel + Leisure? Or a fine artist going door-to-door to sell their oil paintings. Of course not. Because these examples clearly show a lack of understanding for the audience most likely to consume or purchase their products.
The key to driving new and repeat business is engagement. But building a product or service that is appealing to a customer means understanding what is important to that customer. Service? Location? Price? Innovation? Sustainability? Your product may have all the right features, but if you don’t highlight those features, the audience will turn elsewhere for its solutions.
“Strive not to be a success, but rather to be of value.”
Sounding Line’s Custom Solutions
We start with a detailed audience mapping process. What is audience mapping you ask? It’s a more dynamic, more inclusive version of buyer personas. Our audience mapping solutions help you understand your ideal customers so you can build and refine products and services that they really want and need.
Learn more about why we rarely use the term buyer personas.
Customer Journey Maps
Next we work with you to identify the stages of your clients awareness journey. How do they learn about you? What makes them trust you enough to give you their contact information? What motivates them to buy from you? We establish all your business’ touchpoints., from your website and content to emails, to business cards to invoices. And we ensure you build a seamless audience experience at every step along the way and deliver the right message to the right people at the right time.
- Targeted messaging: We’ll help you craft tailored messages that resonate with each persona.
- Optimize experiences: Enhance customer interactions for every single audience touch point.
- Data-driven strategies: Leverage insights for effective audience development.
Audience Value Matrix
We work with you to identify and understand your customers’ pains and gains to create a tailored Audience Value Matrix. Through analysis and customer feedback, we ensure that your offering aligns perfectly with your audience expectations.
With our Audience Value Matrix service, businesses can drive long-term success by identifying areas of growth, differentiating themselves from their competitors, and delivering superior value to their customers.
Learn more about our Audience Value Matrix service.
Audience Development Plan
Finally, we’ll help you tie everything together. Similar to a business development plan, our audience development planning follows a systematic approach to identify, reach, engage and wow your target audience. We combine the audience mapping process, the customer journey map, and the value proposition canvas, to establish clear goals and objectives.. Then we detail the tactics and channels, such as content marketing, social media engagement, and community building. Regular check in meetings keep our clients as we monitor and analyze key performance indicators. OUr audience development plans are designed to help you build a loyal and thriving community around your products and services.
- Define goals and objectives
- Identify and map the target audience to meet those goals.
- Build a strategic audience development plan to ensure your business is delivering the right message to the right audience at the right time.
Intrigued? Contact us now for a FREE, no-obligation consultation on how we can work with you to build an audience development plan.
More Audience Development Services
- Executive Storytelling: We craft high-level narrative, such case studies, white papers and annual reports that demonstrate you ability to identify trends and produce valuable solutions.
- Content Strategy: We help you build content that captivates and educates your audience, as well as driving them to take action.
- Email Marketing: Deliver relevant messages to your identified audience.
- Social Media Engagement: We’ll help you build authority on social media platforms.
- Authentic Connections: Need a PR plan or want to win and industry award. We’ll help you identify the right targets to meet your goals.
- Analytics and Reporting: We’ll set up your tracking platforms so you can measure the impact of your efforts and to ensure you’re meeting your monthly quarterly and annual targets..
- Data-Driven Decisions: