How To Build Connection with Target Audience

The Relationship Between Connection and Target Audience

Your brand’s Connection is the gauge of how people feel they relate to your brand and the way it behaves in the world. Brands can improve their Connection by gaining a granular understanding of who their Target Audience is, what their mindset is, and uncovering opportunities to expand into new segments. 

To improve your Connection through your Target Audience, consider the following: 

1. Who is your brand currently connecting with? Conduct a review of the market to understand who is currently connecting with your brand. This involves not only looking at which specific demographics are buying your product, but also what people are saying about you online. Segmenting your audience by demographics, location, mindset, and behaviors will help you discover which customer segments are relating most to your brand and its benefits, and what it is about your brand that they are relating to. 

2. Do you need to change your target audience? If you discover that people who relate most to your brand are different than the ones you had originally set your sights on, you need to either change your target audience, or tweak your product to align with the audience it’s gaining traction with. If your product is landing amongst an undiscovered segment, dig deeper to find out what drives them; their values, mindset and what they care about. Doing this will allow you to inform your media and positioning strategy to ensure you’re capitalizing on this previously untouched part of the market.   

3. How can you tweak your targeting strategy and messaging? Testing concepts on social media is a good approach to gauging whether you’re connecting with your target audience. Tweaking the creative and messaging to appeal directly to the target audience you’ve defined should see your engagement rate rise. By tracking and A/B testing over time, you’ll be able to refine and optimize your targeting strategy alongside your product positioning.

    

What should you do next?

• Uncover who you are connecting with by conducting a review of the market, including who your competitors are currently targeting and who their brands are resonating with.   
• Segmentation will help you define what your target audience’s needs, wants, and values are to optimize your media and product positioning strategy. 
• A/B test on social media amongst this newly discovered audience to refine and perfect your messaging and targeting. 

How to determine if it’s working.

• Keep a close eye on your Connection score as you roll out your revised and optimized targeting strategy. 

• You are likely to see much increased engagement on social media as you optimize your targeting. Once you have cracked who the brand best Connects with, they will interact more with what they see from your brand.
• Consider using a ProQuo AI Custom Question to understand whether people are relating to you brand as a result of your new positioning strategy.  
  
  
  Guidance from:
  Katie Wrightson | Head of Content, ProQuo AI
  
  Katie has spent her career working in communications. Whether it's for Sainsbury's, charities or in agencies, she knows where brands should talk to people, and how.