At the centre of everything…

What do all of your audiences have in common?

Hi Reader,

Many businesses don’t just sell to one audience. They might only sell one thing, but to different types of people, who have their own motivations and reasoning.

There are always commonalities between the different groups of people your business serves. It works like a Venn diagram of your audiences, where what they have in common can cover more than one group. The number of audiences you have is how many circles there are in that Venn diagram, and the centre is your business, and the thing that they have in common.

You can then decide which of your audiences can be served on which platform. For example, if you have a direct to consumer business and also sell wholesale, LinkedIn would most likely be reserved for the wholesale audience. Unless you sell office supplies, of course.

When multiple audiences can be served by the same platform, you get to decide what volume of content you’ll create for each audience on each platform and in what formats.

In advertising, you can get really specific and it’s up to you what ad content could suit which audiences.

For email, you can segment your list, which starts with understanding how you will identify people. This might be based on their interactions on your website, the products they purchase, the type of account they have, or the incentives they signed up through.

On your website, specific pages and blog posts will be based on a specific need for one audience, or one question that multiple audiences have.

In a way, you can reverse engineer your marketing content around each customer and their intersections and overlaps.

To decide this for yourself:

Create a Venn diagram of your audiences to figure out what they all have in common.
Decide what volume of content you’ll create, for each audience, on each platform.
Get specific about what can be served to which audience.
See what happens, and adjust accordingly.

Revisiting this every so often can spark new ideas and different approaches to creating different content. After all, it doesn’t have to be difficult for it to cover something different…