Let’s say you work as a data scientist at a university, or at a company that develops medical technology. You’re invited to a dinner party where you meet new people. As is usually the case when we make new acquaintances, one of the first things they ask you is what you do for a living. You then explain the practicalities of your job and how algorithms are going to help us all live healthier lives.
The next day you visit your brother, and your four-year-old niece asks you the same question. You’ll probably give her a very different explanation to prevent her from feeling as if she’s lost in a maze.
Why it’s important to know and understand your audience
Tailored messaging is the cornerstone of successful communication – in business, academic as well as personal contexts. It can make a world of difference to how your message is received and understood:
- Attract and connect with your audience: Communicating with your audience in the style, format and tone that they prefer automatically increases the chances that they’ll read and engage with your content.
- Meet their specific needs: Different readers have distinct needs and pain points. If you know what these are, you can address them directly in your messaging, instantly demonstrating value-add.
- Enhance your credibility: Showing that you understand your audience’s challenges and aspirations can help you build rapport and enhance your credibility. Readers are more likely to trust and engage with a message that aligns with their perspectives and concerns.
- Refine your marketing strategy: Understanding your audience’s demographics enables you to create targeted marketing campaigns with maximum reach and impact.
Five ways in which to profile your target readers
To create a clear and accurate representation of your target audience involves gathering and analysing information about them. Here are practical guidelines:
1. Define your audience demographics
Demographics such as age, gender, location, education level, occupation, income and family status form the foundation for understanding who your typical readers are. You may be able to gather this information from existing data or you can conduct market research to determine this, using tools like surveys, social media analytics and client feedback.
2. Explore their psychographics
While basic demographic data is a great start to understanding your audience, delving deeper into aspects such as their lifestyle, values, beliefs, interests and activities can help you create communication that truly resonates with them.
3. Consider communication preferences
Some people enjoy delving into detailed articles while other rather look at infographics or watch video content. Understand how your audience prefers to receive and consume information and adapt your communication style accordingly.
4. Analyse past interactions
Evaluate previous interactions with your audience, for example any responses or feedback you have received. This can give you a better understanding of what worked and what didn’t, which will help to guide future communication strategies.
5. Engage directly with your audience
Direct engagement with your audience is often the best way to gauge their concerns, motivations and perceptions. Depending on your field or industry, this can be via in-person discussions or online interaction (such as responding to comments on online platforms).
Stay flexible
Profiling your audience is not a once-off exercise. Their preferences and needs may change over time. That’s why it’s important to stay in tune with your audience and with industry trends. You have to be flexible so that your communication remains relevant and effective – and so that you’ll maintain a meaningful connection with your readers.
