Four Key Audiences That Drive Business Growth – Part 1

September 27, 2016

This is a two-part series to help you tailor your marketing initiatives to various audiences so you can gain traction and ensure proper communication exists across all stakeholders. In Part 1 you’ll learn about the first two audiences: internal and centers of influence.

Effective marketing strategies require detailed, clear and concise communication to all audiences in your business’ purview. Without effective communication, you risk the ultimate success of your initiative or hinder optimal business performance, among other undesirable outcomes.

To ensure successful communication we are introducing a proven methodology, The Audience Identification Model (AIM), which is comprised of internal, centers of influence, channel segments and end-user categories.  This model of communication will differentiate your business and position your company for optimal performance that can fuel rapid growth and expansion in any industry. The more you understand the unique needs of each audience, the more successful your initiatives to drive and retain revenue will be.

We’ll examine two of the four audiences: internal and centers of influence. These categories are, usually, comprised of the fewest number of people and are the least costly to communicate with.


Simply defined, the internal audience can be comprised of board members, senior management, other employees and third-party vendors. It is critically important to effectively communicate your strategy to each of these stakeholders to ensure they understand the purpose, the plan and the desired goal, ultimately leading to their backing and support of the initiative. It’s important to note, you won’t be able to present your plan to each audience all at once. You’ll need to craft your message and presentation according to the needs of each internal audience member.

Centers of Influence

For our purposes, centers of influence include trade associations, media, the general public, academia, educational institutions, third-party influencers, Wall Street analysts or investors. Each sub-tier comprising the centers of influence layer has its own, vast network of contacts and resources that your business can leverage for a variety of needs extending beyond marketing purposes. If utilized appropriately, these individuals can help expand your business’ reach quickly and lead to rapid growth and expansion.

For any marketing executive or business owner, it’s important to keep the needs of these audiences in mind when communicating your strategic initiatives to them. It’s also important to remember your strategic initiatives need to be tailored for each audience member since their needs vary greatly. An effective marketing strategy must communicate and resonate across all audience segments. When done correctly, your business will be aligned behind the set of strategic initiatives you’ve outlined, and you’ll be on a path to help drive growth and retain revenue.

In our next post, we’ll outline the final two audiences, channel segments and end-users, in the Audience Identification Model and how their needs correlate to your business’ success.

To learn more about how you can develop your Audience Identification Plan, click here or call 484-560-7799.