I was having breakfast with a client and friend…Sally Foister. We were chatting about marketing, social media, digital media, etc. The one thing that we kept on coming back to was the idea of knowing your audience.
She has one of the most interesting jobs, in my humble opinion, as she is the Director of Marketing for Greenville Hospital System here in Greenville, SC. Imagine dealing with all the audiences and marketing efforts for the largest Non-Profit Health System in South Carolina. Audience is key.
As we were talking…I just thought more and more about the idea of audience. It is so key in today’s balancing act of digital media, traditional media, and even public/media relations efforts. We can get so hung up on our message, our brand, our services…but sometimes we have to sit back and think about those who are receiving this message. What about those who should be receiving the message and are being marginalized by virtue of our marketing efforts.
Sometimes it it is good to pull back and really think through the people we are trying to touch, have a conversation with, build community around, or just meet. Marketing is more than just delivering a message…it is also about engaging conversation. Before we can engage conversation, we must truly know who we are chatting with…who is on the other side of the coin.
When we use social outlets to post content, do you think through who you are posting the update to…who do you want to read this message? When you are creating a video…do you think through the audience? Can you visualize the audience and see the message, hear the message, share the message through their point-of-view.
Sometimes it takes just a few minutes to do a simple audience analysis, to sit back and visualize who you want share your message with. Then, imagine life through their eyes, ears, daily routines, and heart.
When we call our parents, talk to our children, share dinner with our significant other/love one…we talk and communicate with love and compassion. We do so because we really know our audience. We have taken the time to learn how they think, how they listen, how they see the world. We listen to their responses and try to respond with respect and more thought provoking conversation. Imagine if we used this same method with our marketing efforts.
Audience is key…and marketing is still communication.
***Sally is also writing a blog, just in-case you want to read…CLICK HERE.