“People don't care how much you know until they know how much you care.”

Theodore Roosevelt, 26th President of the United States

Your target audience is the lifeline to your business. A group of people needs the solution your brand (i.e., product, service, event, or book) has to offer to address their problem. To engage your audience regularly, you need to know who they are, find where they are, meet them where they are, and connect with them.

Three-quarters of U.S. consumers are more likely to be loyal if a brand understands them at a personal level (Semrush, 2024)

Everyone doesn’t need your brand, business, product, service, event or book, so be clear on who needs what you have to offer. Know their demographics - socioeconomic status, marital status, education status, age, gender, occupation, family, religion, and information that will help you understand them better. Your target audience is your friend. Simply put, how would you get to know your friend?

Meet your target audience where they are. Know which places and platforms they enjoy and prefer to use and show up there. You do not need to reinvent the wheel. Your audience will leave clues on how to find and engage with them. 

You know who your audience is, and you know where to find them, now it’s time to connect with them. How will you provide information to your audience to help solve their problem? What will the frequency of your interaction be? Daily, weekly, bi-weekly, monthly, quarterly or yearly? How will you show your audience/friend that you care?

Your business needs people to thrive. Knowing who the right people are who need your solution will require you to do your research, meet them on their preferred digital platforms, and connect with them consistently. Remember, your target audience is your friend.