Part 2 – Four Key Audiences That Drive Business Growth
October 12, 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 2 you’ll learn about the remaining audiences: channel segments and end-users.
In Part 1 of this series, we discussed the first two segments, internal and centers of influence, of the Audience Identification Model (AIM). Now we’re going to direct our attention to the remaining categories: channel segments and end-users. If you recall, the goal of AIM is to ensure effective communication of strategic initiatives to each audience in the communication model. Furthermore, AIM seeks to tailor the message of each initiative to its respective group in order to increase the likelihood of stakeholder buy-in and overall success of the initiative. It seems like a straightforward concept, however each audience is unique and will have different needs than the other categories.
The remaining audiences, channel segments and end-users, naturally get broader in reach but they also increase in importance to your business’ growth.
This audience is comprised of dealers, wholesalers, and retailers who operate independently of your business but can drive tremendous revenue growth for your organization. This is an often-overlooked revenue source since most organizations have a direct sales force, but this can be an exponential growth opportunity for your business. A key benefit from this audience is the ability to quickly expand the reach of your business on a pay-for-performance basis. In addition, members of this category are often saturated with expertise in whatever field they specialize in, such as e-commerce and online marketing, allowing you to quickly fill areas of need in your business.
Your website and social media are also prime communication channels for your messaging, prospecting and lead generation. This is also the platform to leverage for content management and inbound marketing strategies.
Our final segment is the end-user – the client or customer, either current or former. The end-user is the most important category and strongly influences the other three audiences. Understanding the wants and needs of this segment will shape the strategic initiatives that you will prepare and present to each audience type.
This segment is the broadest and can be most challenging to communicate to, but it is the most valuable source of information. The ability to collect information from this segment, via surveys, call centers, etc., in an actionable manner is critical not only for marketing purposes, but for all other functions of your business. Understanding the voice of the customer and inserting it into everything you do will create a point of differentiation for your business that can help drive revenue.
As a marketing executive or business owner, understanding and communicating your strategic initiatives, with the proper tone and message, to these two audiences will determine your success as a business leader. With the proper planning and approach, you can quickly expand your sales and marketing reach with invested strategic partners via your channel segments, or you can go directly to your end-users so you can retain, generate incremental, or win-back revenue for your organization.
If you’re able to focus your efforts on all four areas of the Audience Identification Model (internal, centers of influence, channel segments and end-users), you’ll differentiate your business and be positioned for optimal performance that can fuel rapid growth and expansion in any industry.
To learn more about how you can develop your Audience Identification plan, click here or call 484-560-7799.