{"id":665,"date":"2021-04-22T08:00:44","date_gmt":"2021-04-22T12:00:44","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/04\/22\/how-brands-can-show-that-they-understand-their-target-audience\/"},"modified":"2021-04-22T08:00:44","modified_gmt":"2021-04-22T12:00:44","slug":"how-brands-can-show-that-they-understand-their-target-audience","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-brands-can-show-that-they-understand-their-target-audience\/665\/","title":{"rendered":"How Brands Can Show That They Understand Their Target Audience"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Elliot Mark<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a crucial part of operating any business that you understand your target audience. They\u2019re the people that will keep coming back, offering avenues for free promotion and reassurance your products and services are appealing.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sometimes though, you need to prove you actually understand your target audience and what they want. And that can be hard for lots of businesses to do.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Why is this important? Displaying a concrete understanding of your target audience:<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\n \t<li>Tells potential investors you&rsquo;re well-informed and self-aware<\/li>\n \t<li>Tells potential customers you care about and work to please your existing base<\/li>\n<\/ol>\n<p class=\"wp-block-paragraph\">This makes your business a much more attractive proposition. Building communities and having the confidence to brag about your brand is all the rage now. So, let\u2019s explore how your brand can show it understands its target audience.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Incorporate this understanding into your website design<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Websites are like modern storefronts for digital businesses. If your website can\u2019t put people at ease and convince them to come in like a traditional store window, you don\u2019t have a hope of building a strong community around your brand.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">Your website needs to be the home of everything about your business, including public displays of brand and audience awareness.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not all websites fulfill the same role. Some are stores, others are just gateways directing users to customer service lines. But they all need to get this sense of understanding across, whether it\u2019s through an intuitive design or content.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Design is an underrated and subtle way of showing you understand and appreciate your audience. A website looking to cater to colorblind users, for example, would want to avoid using color as a means of navigation. It\u2019s simple, but it also shows a sense of awareness about your users that they will value.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Most typically, this understanding comes through content. Nonprofit and community group brands have mastered this, using images, blogs, and data on their website to not just get across their mission statement, but make the pitch they\u2019re the most informed for the job.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Veteran compensation consultants <a href=\"https:\/\/vetcompandpen.com\/\">Vet Comp &#038; Pen<\/a> do this by assuring users of their unique understanding of the veteran market and their policy of hiring veterans into leading roles. <a href=\"https:\/\/www.wateraid.org\/uk\/\">Water Aid<\/a> uses data to put across the impact they\u2019ve already had and funnel users towards donations, showing they understand their triggers. UK charity <a href=\"https:\/\/breastcancernow.org\/\">Breast Cancer Care<\/a> puts information front and center of their website, demonstrating they know patients and concerned people are liked to land on their website nine times out of ten.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/wateraid.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">Image <a href=\"https:\/\/www.wateraid.org\/uk\/\">Water Aid<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether it\u2019s overt or subtle, website design and content are key functions of displaying audience understanding.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Create content your audience wants to see<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Content is the lifeblood of the internet, empowering brands on search engines and giving online audiences a reason to keep coming back.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Additionally, content can be a brilliant avenue for displaying a strong understanding of your target audience. This can be done in a number of ways, such as publishing content they want to see or use them as inspiration.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t assume, ask! Let your audience guide your content through polls and surveys. Ask whether they want to see more blogs or if they think you should give video content a try. Did they enjoy the Facebook Livestream or would they prefer to chat through Twitch? This feedback can help inform the form and flavor of your content, with the results telling your target audience you\u2019re always listening and understand what they want to see.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Also known as \u2018<a href=\"https:\/\/mention.com\/en\/blog\/social-customer-service\/\">social listening<\/a>\u2019, this technique has been mastered by fast-food brands such as <a href=\"https:\/\/order.arbys.com\/\">Arby\u2019s<\/a>, which made audience feedback a central part of their Saucepocalypse campaign. Just one of many examples of the chain\u2019s unique approach to social media and content creation, Arby\u2019s noticed increased customer irritation when their classic sauce was running out and encouraged their audience to send in \u2018nightmare\u2019 tales of dry, flavourless food. This content was then used to create classic horror movie-inspired posters promoting the release of bottled versions of their signature sauces.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What does this tell audiences? Not just that their concerns are being heard, but that they\u2019re valuable to the company. These concerns aren\u2019t just vital feedback, but fuel for creative ideas. Audiences can see this as both an apology and a fun ad campaign. It\u2019s a great way to turn a frown into a smile with just one campaign.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/04\/meatloaf.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Image<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.adsoftheworld.com\/media\/outdoor\/arbys_saucepocalypse_2\"><em>Ads of the World<\/em><\/a><\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Don&rsquo;t insult their intelligence<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.advertisingweek360.com\/marketing-mixtape-5\/\">Customers are smart<\/a>. Not only do they know what they want, but they know where else they can get it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The modern shopper doesn\u2019t go to a particular brand because they\u2019re the only game in town. They have a certain loyalty to them and an interest in seeing the brand succeed. Look at how fashion brands have ascended to cult-like status in recent years. However, if customers feel like their intelligence is being insulted and loyalty is taken for granted, they\u2019ll go elsewhere.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t treat your audience like they\u2019re stupid. Be clear about your relationship and honest when you\u2019re looking for market research. Don\u2019t dress up less than exciting emails with a drab poll as absolute must-reads that will change their lives. It dilutes future messages. When there is something to shout about, give them a reason to get excited.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Most of all, don\u2019t promise what you can\u2019t deliver (and know you can\u2019t deliver). This will break the bond you have with your target audience and suggest you never really knew them at all. It looks bad on you and your future prospects as a brand. These are the customers you\u2019re supposed to know inside out and be able to retain forever.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Use of social media more naturally<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">If you spend a lot of time on social media you might have noticed a change in how business accounts interact with their audience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While in the early days of social media, brand accounts on Twitter, Instagram and Facebook would play things pretty professionally and essentially act as another form of a press release, some companies have taken it upon themselves to adopt the language of social media, becoming less afraid of making jokes or joining in on the big \u2018meme\u2019 of the week.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you have a younger or more social media savvy audience, this is a great way to connect with them. Not only does it increase engagement on the platform, but develop brand loyalty and a sense there are real people behind your business. Make jokes, have more casual conversations and encourage a community to blossom on your pages.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s also important to consider this logic on issues of social justice. Many brands found success in the summer of 2020 by making their voices heard about the Black Lives Matter movement or talking candidly about the impact of COVID-19. Many audiences want to see a response from their favorite brands, with younger consumers seeing it as an important factor in their decision-making.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How to identify your target audience<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Starting to question whether you have the right target audience? Here are some ways you can identify just who you should be targeting with your content and advertising:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conduct modern market research<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">An obvious answer, but better market research will give you a more informed view of your base. Some great ways to approach modern market research include:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li>Live chat focus groups<\/li>\n \t<li>Online and email surveys<\/li>\n \t<li>Heat maps and A\/B tests<\/li>\n \t<li>Social media listening<\/li>\n \t<li>Eye-tracking studies<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">These methods will give you a better understanding of what customers want from your brand and how they currently interact with your website and other digital platforms.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This will help get across the pain points and issues with your brand, website, and customer service, which you can later refine based on feedback.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Don\u2019t try and reach too far<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finally, know your limits!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s only so far any brand can go in this day and age. You\u2019re not going to become the next Coke or Apple overnight. Start slow and build loyalty within your customer base, rather than trying to capture too wide a net.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you try and please everyone you\u2019ll end up with muddled products and services backed by muddled promotion nobody enjoys.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s harder than you might think to show you understand your audience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the worst ways to do it is to come out and announce you understand your audience. So you have to be more subtle and find ways to build an interactive and creative community around your brand. It\u2019ll take time, but there are lots of great examples to learn from out there.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Elliot Mark is a self-taught ecommerce entrepreneur at Ecommerce Platforms, with a particular passion for content and branding. When he\u2019s not trawling for the latest ecommerce news and trends, you can find him cooking up something tasty, shooting pool, or deep in a good book. Share your book recommendations with him @EcomPlatformsio.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a crucial part of operating any business that you understand your target audience. They\u2019re the people that will keep coming back, offering avenues for free promotion and reassurance your products and services are appealing.<\/p>\n","protected":false},"author":7,"featured_media":666,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-665","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Brands Can Show That They Understand Their Target Audience | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-brands-can-show-that-they-understand-their-target-audience\/665\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Brands Can Show That They Understand Their Target Audience\" \/>\n<meta property=\"og:description\" content=\"It\u2019s a crucial part of operating any business that you understand your target audience. They\u2019re the people that will keep coming back, offering avenues for free promotion and reassurance your products and services are appealing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-brands-can-show-that-they-understand-their-target-audience\/665\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-22T12:00:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/04\/169targetaudience.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" 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