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Last night, I had a dream. I was writing, but no one was reading. I was speaking, but no one was listening. I was raising my arms, but no one saw me. Then I thought, maybe they don’t understand my language or aren’t paying attention to me. Perhaps it was I who couldn’t see them.
This is what happens when we build a communication plan without diving deep into understanding our target audience,without knowing their language, their search habits, their taste in music or food. A real nightmare, but no need to worry—we have a roadmap here to help you sleep peacefully.
First things first, we need to define what we mean by “audience.” As a communication and marketing agency, we identify our “audience” as the target of our advertising activities. So, it’s not just a demographic profile, but also a psychological, behavioral, and interest-based one. By audience, we mean anyone who is part of the group interested in our messages or marketing activities. Capturing their attention, getting to know them, and building a common vocabulary is key to the success of our communication efforts and in creating a magnetic strategy.
After all, who wants to talk to a wall?
As mentioned, demographic analysis alone is not enough to complete our profile. To define our target audience, we need to look at the numbers: where are the visitors to our website coming from? And our social media users—where are they scrolling from?Does our good old Google Analytics have anything to declare in the “Traffic” section? Checking the insights of our tools is the first step in filling out the profile of our audience
Once we’ve shaped our outline, it’s time to add details. So, grab your shovel and let’s start digging.
1. What are the basic characteristics of my audience? Where are they from? How old are they? What’s the predominant gender? What are the most common jobs in this segment? What is their spending power? But be careful—demographic research should be your starting point, not the final answer to your investigations. We’re not there yet.
2. Now, let’s talk about interests. What do you and your audience have in common? Do you share any interests, places, or preferences? Are there trends? Or, what pain points does your product or service solve for your target audience? If you can identify your points of connection, it will be easier to incorporate them into your strategy. And let’s remember, the strategy we’re aiming to build is magnetic, not traditional (if you don’t know what we’re talking about, click here).
3. We all definitely have a favorite restaurant, a favorite color, a favorite animal. Similarly, your audience prefers some platforms and channels over others They gather there, and they discuss—right there—about everything. Let’s try to answer these two questions: how and where do they interact, and what/how/where do they buy?
Bonus point: take a look at your competitors’ audiences too.
4. This step will make you feel like a real detective. Try answering this question: how does your audience behave online? What are their scrolling habits? Are they in schoolor do they work? What’s the best time to send one of your messages? Are they night owls who are online late at night? For this phase, let’s binge on reports, fill our library,and study behavior trends, habits, and customs. It’ll be an interesting anthropological journey.
By this point, we hope you’ve managed to get a much clearer picture of your target audience, but the questions aren’t over yet.
How do communicate with our target audience? This is the question you start with to define a common vocabulary, ensuring that people hear us, read us, see us. Speaking like them, not at them, is the key, to building a truly data and user-oriented strategy, without wasting all the effort we’ve put into study and research.
But how do we actually do this? Go to the places you’ve identified and analyze the language:how do they write, what do they comment on, what’s their tone, what recurring themes ignite their passion? Take notes and start building your vocabulary based on the language dynamics you’ve observed in your audience.
Building a vocabulary is also about empathy.
Una comunicazione magnetica risuona con le emozioni delle persone, non è solamente informativa o persuasiva, ma costruisce Magnetic.
Questo è il passaggio fondamentale che trasforma una strategia che funziona in una che ha successo.
Communication resonates with people’s emotions; it’s not just informative or persuasive, it builds trust. This is the crucial step that transforms a unctional strategy into a truly successful one.
We’ve done our research, we’ve studied day and night, we’ve built a strategy and crafted messages: the work is done. Wrong! We’re missing one last, essential step: finding out if what we’ve done has worked. Building a strategy is never static. Its nature is mechanical yet organic,.
Ricaviamoci un momento per chiedere alla nostra audience cosa pensa del nostro prodotto, della sua comunicazione.
Facciamo dei it moves and adapts, grows from a field full of potential, and blossoms into a fruitful tree. Understanding whether our efforts are working helps us fine-tune our next moves and maximize our investment. Let’s take a moment to ask our audience what they think about our product, our communication. Let’s create surveys, use social media as a powerful source of real-time feedback, analyze the conversations we’ve sparked, the reviews, the comments, and activate social listening.
Once we’ve gathered feedback, we can refine our strategy and definitely incorporate new patterns to follow or new touchpoints to exploit In short feedback is the final piece.
that will let us enjoy those peaceful nights we promised at the start.
So, how well do you know your audience?
