Every brand’s goal is to reach the right target market with the right strategy. Audience analysis is an essential component of any marketing strategy, as it provides companies with a solid view on who their audience is, who isn’t, and what audiences are equally important to business. It’s the research of location, interests, demographics, and other metrics within a group. It helps companies analyze data to provide them with essential and useful consumer insights for a brand to form their buyer personas, which are consumer profiles that are built from a target audience analysis.
Now with the age of social media and digital analytics, it has helped brands gain powerful company insights about a target audience in a faster way. The amount of insights they gain from an audience analysis depends on the depth of the research the brand did. A business’s audience is a good start point with an audience analysis; looking at their competitor’s audience and comparing it can help gain insights on how to get ahead from the competition.
One of the easiest for a brand to gain about their audience is their location. They can identify where the consumers are discussing a product, the business, or anything related to the brand. They can filter the analysis results by location to have a good understanding of an audience in a specific area. Brands always get to understand their key demographics, like what gender and age are most of their audience. All of these insights help with knowledge about the audience they are analyzing.
Companies can track affinities and interest with audience analysis, by knowing what the target market cares about is one of the key factors to understanding consumers. They need to know why customers are interested in their brand and products/services. Companies can also identify influencers, which can help determine the strategy for engaging with an audience. Having influencers can help boost the performance of many social media campaigns by knowing which influencers to partner up with and who will connect with the audience. If they connect with customers on an emotional level, it raises the chance the consumers will buy the product or service.
As a social media coordinator for a fitness studio, I constantly need to be following these factors to make sure I have an effective audience analysis. First, we know our clients, we base them off location, gender, and age, that’s how we know exactly who to market too. We work by area code, so many clients living in area codes directed in Coral Gables, are allowed to join one free session at our fitness studio. We try to attract women in their thirties that are not comfortable going to their regular gym to come to try our studio by providing a care-free and judgment-free atmosphere. These factors have helped us surpass competitors, increase our revenue, and member base. The deeper, and unique the audience analysis is it can reveal a tread, or an insight that will allow brands to shine in their market.