Knowing one’s audience is the foundation of creating successful digital marketing. When it comes to professional video production, marketing segmentation and getting into minds of target audiences are the key strategies into making effective video content. From our years of experience in the Boston video production scene, we have grown a deep appreciation for the imagination and strategic critical thinking skills it takes to effectively get into the shoes of an audience while organizing them in order to create the most advantageous marketing strategies.
Think back to English 101. The basics was typically something along the lines of, how to construct an effective argument. Now, think about how important it was to have to think about the audience- how they might respond, how they might doubt, how they would feel, how they may hear a certain phrase. All of these questions raise valuable insight into the minds of the members of audience thus making the persuasive argument more effective. The same rules apply to digital marketing strategies or professional video production. When it comes down to it, we’re making an argument as marketers. It might not be as philosophical or original as Socrates, but as digital marketers, we are persuaders.
At SVG, from our years as a Boston video production company, we have come to know this process and have created three concrete steps to make things a little easier when transporting ourselves into the minds of an audience so that we can develop effective and compelling messages. These three steps are in the form of questions: Why? Who? And Where?
Before starting any project with a client, it is critical that our client as well as our team, understands the “why” behind the project and overall mission of a featured product, service, or concept. Simon Sinek, an author and master marketing consultant answers the question, why we need to know the why. In his Ted Talk, “How Leaders Inspire Action” he offers deep and striking insight into the reasons why leaders and marketers need to start with why. He says, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe”. It’s the truest way we as humans learn- by emulation.
What does why look like?
It looks like a team asking themselves why they are doing this in the first place. Why do people need to hear this, see this, know this? It’s the foundation of realizing the needs of your audience and beginning to construct a melodious argument that they will want to listen to. As leaders or marketers, the more you offer a compelling why to an audience there will be a reason for that audience to not only listen, but to take action. Give them the clearest answer as to why before you start. Start with why, make why known, always answer why in your digital marketing strategies.
Why takes us to who. Why does this matter? And now, who does this matter to? When answering the reason why, it automatically begs the question but who cares? This is the part where a team begins to segment an audience. What segmentation does, as The Balance puts it in this blog post, is it allows a company to understand an audience in a way that makes them able to satisfy the needs of their customers. Segmentation divides a target audience into meaningful categories based on characteristics such as geography, knowledge or lack of knowledge pertaining to the company/product, age, gender, religion, etc. Based on these categories, marketing teams can now begin to create specific and unique messages that relate closer to each of the different segments within their target audience.
For example, let’s say a company that has primarily engaged with females is beginning new strategies to reach males. Segmenting their target audience into gender specific categories, they can begin to develop unique marketing strategies that pertain to each type of audience. For women, what they have always done since it has worked in the past. For men, they have to try something different. Perhaps they would be more inclined to buy a female-directed product as a gift for men to give to a spouse, mother, or friend. Now the marketing team has designed a strategy to target men in a way that makes men want to be really good gift-givers. And voila, we have the campaign “He went to Jared”.
After researching the who, the next step is to know where this who resides. This kind of where pertains to the environments that will reap the most reward. Like mining, you have to know where to go. In regards to digital marketing, our environments consist mostly of websites, social media, and applications. After segmenting an audience, one can begin to understand where that specific audience would most commonly reside within the digital landscape. Are they an audience most present on social media? Which platform, Instagram, Facebook, Snapchat? Are they mostly on a specific app or website page? Can we push paid advertisements on this specific application or site?
This process takes a good deal of imagination and ability to put oneself in the shoes of an audience. Though when a marketing strategy is able to make a logical and research based guess as to where a specific target audience will most likely be exposed to a specified advertisement, well that’s the whole goal of marketing.
Digital Marketing for Video Production
As a Boston video production company, we are constantly bringing ourselves into this “audience first” mindset. As well, within our professional video production projects for clients, we are asking them to understand this side of the strategy in order that the content is as compelling as possible. Without understanding the audience in these foundational ways, why they should care, who this matters to, and where you can find them, digital marketing strategies are left obsolete in the barren and unheard deserts of the internet. Keep your audience in the forefront of your strategies. In the end, their one’s you’re trying to reach.