Course content
Marketing is all about explaining who you are and what you do. One of the first things you need to know is who you're talking to, and how you’re going to reach them. Today, with the internet, smart phones and social media, there are more opportunities than ever to reach your audience. But there is a lot of noise out there, so you need to work hard to be heard. By understanding your audience, including their wants, needs and how they seek information, you can target your communications to get their attention. In this course, expert communicator Nick Edrington will take you through how to find your audience and what you need to know about them in order to maximise the effectiveness of your marketing.
Hi, welcome to Lumin.
Marketing is all about explaining who you are and what you do. One of the first things you need to know then, is who you are talking to, and how you’re going to reach them.
Today, with the internet, smart phones and social media, there are more opportunities than ever to reach your audience.
But there is a lot of noise out there, so you need to work hard to be heard.
By understanding your audience, including their wants, needs and how they seek information, you can target your communications to get their attention.
I’m Nick and I’m an Account Manager at Think HQ. I’ve worked in communications for a number of years, creating and executing social media strategies and campaigns for government, not-for-profits and philanthropists – many big and small organisations in the social change sector.
In this course, I’ll take you through how to find your audience and what you need to know about them in order to maximise the effectiveness of your marketing.
Now, most organisations will have an understanding of their audience, and I’m sure you’re no different. If you’re producing a product, you know a bit about your customers and who they are. If you’re a service provider, you know your clients, and so on.
What we’re talking about, is analysing that audience through the lens of communications, which is a different task, but a valuable one.
Your audience may be bigger than you imagine, if you consider everyone you communicate with. It includes internal stakeholders, funding sources, potential partners, community members and anyone you’d like to work with in the future.
To target your audience effectively, you must understand their behaviour, and people’s behaviour is driven by their beliefs and attitudes.
Your goal is to find something your audience believes, and then address that belief in your messaging, so you’re truly connecting with them. It’s much more effective than a broad message, and this course will unpack how to do it.
For example, if you are selling an aged care service, you could send out an email to everyone in the world saying, “buy our aged care service”, and you’ll probably get some interest.
But if you can send an email to someone that says, “make sure your elderly parent is looked after”, because you know they have an elderly parent that they’re worried about, it’s much more likely to cut through.
Today’s digital communication tools are a good opportunity to start building the picture of your audience.
Today, transactions and interactions with organisations generate a lot of data, such as how many people visit your website, what they’re reading and how long they spend there. You can even track how many are performing the actions you want, like making a purchase, subscribing to a newsletter or downloading a brochure.
So, understanding your audience, and using data to prove that understanding, builds a powerful way to target communications.
In the next lesson we’ll look at identifying your target audiences.
Marketing is all about explaining who you are and what you do. One of the first things you need to know then, is who you are talking to, and how you’re going to reach them.
Today, with the internet, smart phones and social media, there are more opportunities than ever to reach your audience.
But there is a lot of noise out there, so you need to work hard to be heard.
By understanding your audience, including their wants, needs and how they seek information, you can target your communications to get their attention.
I’m Nick and I’m an Account Manager at Think HQ. I’ve worked in communications for a number of years, creating and executing social media strategies and campaigns for government, not-for-profits and philanthropists – many big and small organisations in the social change sector.
In this course, I’ll take you through how to find your audience and what you need to know about them in order to maximise the effectiveness of your marketing.
Now, most organisations will have an understanding of their audience, and I’m sure you’re no different. If you’re producing a product, you know a bit about your customers and who they are. If you’re a service provider, you know your clients, and so on.
What we’re talking about, is analysing that audience through the lens of communications, which is a different task, but a valuable one.
Your audience may be bigger than you imagine, if you consider everyone you communicate with. It includes internal stakeholders, funding sources, potential partners, community members and anyone you’d like to work with in the future.
To target your audience effectively, you must understand their behaviour, and people’s behaviour is driven by their beliefs and attitudes.
Your goal is to find something your audience believes, and then address that belief in your messaging, so you’re truly connecting with them. It’s much more effective than a broad message, and this course will unpack how to do it.
For example, if you are selling an aged care service, you could send out an email to everyone in the world saying, “buy our aged care service”, and you’ll probably get some interest.
But if you can send an email to someone that says, “make sure your elderly parent is looked after”, because you know they have an elderly parent that they’re worried about, it’s much more likely to cut through.
Today’s digital communication tools are a good opportunity to start building the picture of your audience.
Today, transactions and interactions with organisations generate a lot of data, such as how many people visit your website, what they’re reading and how long they spend there. You can even track how many are performing the actions you want, like making a purchase, subscribing to a newsletter or downloading a brochure.
So, understanding your audience, and using data to prove that understanding, builds a powerful way to target communications.
In the next lesson we’ll look at identifying your target audiences.
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About the instructor
Nick Edrington
Nick is a seasoned online content developer, social media planner, advertiser and writer. He has developed content marketing strategies, thought leadership and opinion pieces for a range of clients spanning health, consumer, government and corporate sectors. With a talent for identifying engaging content angles, Nick is able to produce pieces that resonate with target audiences. Passionate about business and networking, Nick has held positions on the New and Emerging Practitioner subcommittee of PRIA, and as the Marketing Director of GLOBE (Gay and Lesbian Organisation of Business & Enterprise).