Many businesses with a website (and seriously, who doesn’t have a website these days?) are interested in writing a blog, but they’re unsure of how to get started. One of the common problems they deal with is, who am I writing to? Who is my target audience?
Unfortunately, the answer is: it depends. It depends on what market you’re in, what kind of products/services you provide and what kind of leads you want to get. In fact, you may have multiple audiences, based on several factors.
If you’re struggling to figure out who the audience(s) for your blog is, here are some helpful tips to help you figure it out.
1. Who are your primary customers?
You know your business better than anyone, so think about it: who comes into the business or gives you a call the most often? Is it senior citizens? Soccer moms? Older men? You know who your main audience is, and that’s an audience you want to appeal to.
2. Who do you want to target?
Maybe you feel there is a better audience for your products/services that you’re having trouble getting through to. Maybe you’ve dominated the male parent audience, and now you want to target female parents. If that’s the case, then female parents will be an audience you want to write for.
3. Who can benefit the most from your product/services?
This is what we refer to as discovering what problem your products/services solves. Your product/service is a solution for something. But what? Consider what people need your products/services for. Are you running a maid service? Then some of the problems will be a dirty home, no time for cleaning, etc. People who have those problems regularly are another possible audience.
If you’re lucky, you’ll end up with just one audience. Perhaps your primary customers always have the problems you solve, and you’re not interested in targeting a new demographic. But more than likely, you’re going to end up with multiple audiences. You can’t always write for them all in each blog post, so don’t try to. Prioritize your audiences and write for them accordingly.