When your audience isn’t who you think they are

Here’s a frustrating scenario: You’ve put a ton of work into understanding the target audience for your brand and tailoring your content for that audience.

Then you start publishing that content and launching campaigns around that content, but when the results come in, it turns out an entirely different audience is consuming that content. Maybe it’s just in addition to the audience you were targeting, or maybe it’s a significant enough part that you should rethink your approach.

What should you do? Let’s get into it.

And, as always, if you’ve got questions or want to discuss further, you can find us on Twitter @UnionMetrics.

When it’s just part of your audience

Let’s say you set up some social media monitoring and through that data you’re learning that you have an unexpected, secondary audience in addition to your target audience.

This gives you a few options:

  • Keep publishing your content and running your campaigns as you have been since this new audience is clearly already interested
  • Tailor part of your content and campaigns to more closely match this new audience
  • Consider launching a secondary content plan and/or campaign to reach this new, unexpected audience

What you decide to do will depend largely on your resources, but it’s not a bad idea to at least consider a new campaign targeting your newfound, interested audience in the near future.

When it’s too significant to ignore

If you find that your campaign and/or content isn’t resonating with your target audience at all but that you’ve picked up a new and unexpected one, it’s time to ask some questions:

  • Is that target audience actually who you should be targeting? (Signs point to no!)
  • How can you tweak this existing content and campaign to better match this new audience?
  • What is this audience finding so appealing in the content and campaign you designed for someone else?

All of this will help you design a better campaign in the future and help you learn how to better research the audiences you should be targeting.

The bottom line

This shows the importance of setting up monitoring prior to a campaign and making sure that you’re checking in on things regularly so you’re able to tweak your campaign and content along the way for maximum impact and to avoid any potential disasters.

For more, read our post on How to cross-promote your content without annoying your audience.