One of the ground frameworks of building your website, and it is one that is often overlooked by many users wishing to publish a successful website, is to know your audience. The first thing one must focus on, when looking at the audience, is realizing that they, the user, alone, are not the audience or they do not solely represent the audience.
You, yourself, can create a great message or product that you believe can garner loads of support. One should always feel this conviction towards their product or message in order to gain success from it. The thing that holds back many organizations is that they, alone, are the only ones who hold this conviction because they haven’t figured out a way to communicate the benefits to a specific audience.
If you are a veterinarian, for example, and you believe that you’re the best veterinarian in your state, you and your active clients are the only ones who can logically believe that. Your audience will also need to be convinced of that and you’ll have to figure out who that audience is in order to adequately communicate that message. An easy step, for veterinarians anyway, is to ask your current clients what it is that would attract them to a veterinarian website.
The first thing, for veterinarians, would be to make sure that you’re solely communicating to pet owners. The message conveyed on your website should only take into account those who own pets and no one else. Unless, of course, your goals is to motivate people to adopt pets, but, in that case, now you’ll have to change your message to communicate to pet owners or those who want to own pets. It is unnecessary to take into account non-pet owners.
The other item you’ll want to take into account is the age and background of your audience. As mentioned in a previous blog, Young Adults between the ages of 18 and 25 have different thoughts, feelings, desires and ideas than educated adults above 40. Aligning your message or product with popular trends is important, but the popular trend must be consistent with your audience. If you’re message or product satisfies more of a niche area, then popular trends are not necessary to consider. It is important to make sure whether or not your product or message aligns with a popular trend or a niche market.
The last thing to consider, when it comes to your audience is what language they are speaking. This coincides with age group, typically, but you’re not going to want to show prejudice when it comes to age as an educated 25 year old may speak differently than an uneducated 25 year old. On top of that, it’s the same scenario with those over 40. If your audience is those above 40, those who are educated will use a different language than those who are uneducated, so you’ll want to make sure your language is not speaking to just those above 40. It is always important to take into account their level of education.
Again, always remember that you are not the sole representative of your audience. An idea that lies in your mind and sounds great to you could be not communicated as well to the general public or those who you want to communicate with. Knowing and doing the research to find who your audience is will help you cultivate a message that targets specifically your audience and aligns with their thought. Mastery in communicating with your audience will help you successfully bring in a high volume of the right clients, customers or supporters.