Lost Audience: Marketing Mismatch
Let’s talk about a common problem of startups that can mess up marketing efforts. Ever had that moment when you thought your message was great, but it didn’t connect with your audience? We’re talking about when your messages don’t click, a puzzle called the “Lost Audience.” It’s like speaking a language no one understands.
The Real Matter is…
Marketing is about making friends, stirring feelings, and sparking those “Aha!” moments that lead to sales. But what if your message doesn’t make friends with the right crowd? It’s like serving meatballs to vegans. People are confused (and angry).
The Generic Example
Pets and Pet Owners: Cute, But Confused
Product: Dog Food
Recipient: Dogs
Actual Decision-Maker: Pet Owners
Misalignment: Trying to talk directly to dogs about their food, thinking they’re picky eaters, when it’s actually their caring owners who decide based on food quality and price.
Have you seen ads where dogs enjoy food like they’re at a fancy restaurant? Can we really know if dogs appreciate gourmet meals? Do they think about flavors and meal choices? Probably not. Yet, some ads target dogs directly. It’s funny, but also a “Marketing Mismatch.”
Another Generic Example
Children’s Toys: Playful, But Not Practical
Product: Children’s Toys
Recipient: Children
Actual Decision-Maker: Parents
Misalignment: Showing toys to kids hoping they’ll convince parents to buy, but ignoring parents’ worries about safety and learning value.
It is Not That Obvious All The Time. A B2B Example (An Expensive One)
Industrial Machinery: Talking Tech to the Wrong People
Product: Industrial Machinery (e.g., Manufacturing Equipment)
Recipient: Maintenance Technicians or Engineers
Actual Decision-Maker: Operations Manager or Plant Manager
Misalignment: Talking about technical details to technicians, but missing what matters to managers — saving money and keeping things running smoothly.
While It Seems Unlikely to Happen in Real Life…
Windows Vista
Product: Windows Vista Operating System
Recipient: People who wanted a better computer experience
Actual Decision-Maker: PC Manufacturers and End-Users
Microsoft was getting ready for a big show in 2007 with Windows Vista. The ones they wanted to make happy — regular computer users — weren’t happy at all. Why? Vista needed powerful computers, but most people’s computers couldn’t handle it.
This mix-up teaches us a big lesson: even big companies like Microsoft make mistakes when they don’t know who they’re talking to.
So, What’s the Plan?
As we find our way through the maze of messaging, I have some tips to help us out.
Know The Audience
Before you say anything, know who’s listening. Get to know the lives, needs, and wishes of your audience — whether they’re parents, pet owners, bosses, or directors. This helps you speak their language. If your case is not as obvious as the examples, read the following tips.
Data-Backed Profiling: Utilize data analytics tools to gather insights about your existing customers. Examine their demographics, behavior patterns, and purchase history. Identify trends and commonalities that help you pinpoint the characteristics of your ideal audience. Employ tools like Google Analytics and social media analytics to gather valuable data. These insights provide a data-driven foundation for accurate audience profiling.
Survey Insights: Design surveys with questions tailored to understand your audience’s preferences, needs, and pain points. Distribute these surveys through email, social media, or your website to collect direct insights from your target audience. Check the match or find new matches according to the collected data.
Empathy is the Key
In a world full of messages, empathy is a must-have skill. You should be into their shoes, feel what they feel, and then craft your message. Many of you already have this skill, but might not always recognize the opportunities to apply it. For those unfamiliar, I’m not the one who can provide suggestions. Google is…
Test, Iterate, Refine
Think of your message. Try new things, get feedback, and make it better. It’s like practicing a dance until it’s perfect.
Past Campaign Analysis: Review past marketing campaigns to identify which segments resonated best with your messaging. Analyze engagement metrics, click-through rates, and conversion rates to determine which messages led to successful outcomes. Identify patterns in successful messaging and identify areas where false identification may have led to underperformance.
Wrap Up
It may seem simple, but remember to keep asking yourself, “Who is my real audience?” This question should echo in your mind all the time. “Lost Audience: Marketing Mismatch” isn’t just a fancy title; it serves as a gentle reminder that our audience — whether they walk on two legs or four.
