Top Tips for Dealing with Your Target Audience
Andy Abey, Monkey Chatter
Many business owners think that marketing and communications are one and the same. They’re
not. And if you’re only focusing on one and not the other, you may find that what you’re actually
communicating is missing the mark – in this case, your target audience.
Engaging with your target audience can be challenging. Customers, prospective customers, media,
key opinion leaders, influencers, investors and employees each have their own needs and expectations to be
addressed through communications. Therefore, understanding your audience, tailoring your message and
carefully selecting your communications channel is imperative.
With so much information accessible online and offline, you need to be vigilant when it comes to managing
your brand profile and communicating with your stakeholders. Regardless of your target audience, message or
channel choice, here are my top tips for shaping your business communications:
Put a name to a face
Too often, people make their messaging about the brand – not the leaders of the brand. While this approach
works, clients and customers are savvy, and they understand that most brands are only as good as the people
running them. To make a genuine, long-lasting connection with your audience, let them know who’s at the helm,
what your vision is and how you plan on realising it.
Keep it real
Nobody likes feeling they’re being spun a line. When communicating with your target audience, remember we
have two ears and one mouth. Listen to their concerns and deal with the elephants in the room. But most of all,
make sure your messaging is genuine. Corporate messaging that sounds like corporate speak doesn’t result in
successful engagement.
Choose your channels wisely
Not so long ago, the options to communicate your message were limited to a couple of forms of print media;
newspapers, brochures, newsletters. With the dawn of digital media, the options have increased as rapidly as our
reliance on them, which leads to two key points:
• If you don’t know how to drive a car, don’t get behind the wheel. The same can be said for any of the social
media options. Make sure you have a good understanding of the mechanics behind the channel you choose
and do it well.
• Remember, social media is just one tool in your overall communication strategy. It shouldn’t be the only tool.
When you do this, you’re at the mercy of somebody else’s algorithms and shareholder profits. And if your target
audience aren’t playing in that space, should you be spending all your time there?
Focus on the bigger picture
In the world of communications, things are not always black and white. The area between the two is a vast
landscape of grey. Understand your strengths, weaknesses, opportunities and threats for each of your target
audiences, but don’t sweat the small stuff. Keep an eye on the bigger picture and the real risks to your brand.
Don’t wait for things to go south
Like the Boy Scout’s motto – be prepared! Know who your audience is, how to reach them and what to say –
especially in a crisis. This approach means that you are always ready to communicate with your target audience
and mitigate any potential damage to your reputation that may result from not being prepared.
About Monkey Chatter
Monkey Chatter is a boutique communications consultancy for entrepreneurs who want the benefit of having
a PR and communications agency on call, without the stress and expense of a big retainer. If your monkey
mind is in overdrive and you want a comprehensive, coordinated and consistent strategy for your business
communications, contact Andy to chat about your needs.
0466 598 098 | [email protected] | www.monkeychatter.com.au (under construction)
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