book.chapter Initial experiments

Developing a format, story, or theme to engage your target audience around a specific message is crucial in the modern business landscape. The process begins with a quick brainstorming of ideas, followed by testing different methods to capture and retain the attention of your audience. The importance of selecting the right target audience cannot be overstated; it can significantly impact the success or failure of a business. To achieve rapid growth, it is essential to identify not only who will purchase your products but also who will advocate for your brand by sharing your messages. Pinpointing the ideal audience early in your marketing efforts can save time, money, and energy, ultimately contributing to the sustainability and growth of your business. Brendan Kane, a notable figure in the field, emphasizes the significance of targeting the right people to allow your business to flourish. The advent of the internet and social media platforms has simplified the process of listening to customer feedback. Consumers have become more specific in their interests, leading to the emergence of countless niche audiences. This shift presents a unique opportunity for businesses to leverage these niche groups to their advantage. When it comes to targeting an audience, there are two primary strategies to consider. The first strategy is applicable if you already have a clear understanding of your target audience. This involves identifying key characteristics such as their gender, age range, marketing goals, location, shared interests, lifestyle factors, and competitors. Armed with this knowledge, the goal is to progressively expand this core audience by attracting more individuals who are likely to engage with your brand and make purchases. Essentially, the aim is to build a larger lookalike audience that mirrors your initial target group. The second strategy focuses on reaching individuals who are likely to share your content, thereby acting as advocates for your brand. This approach can significantly ease the process of brand building. If your content is shared widely and rapidly, it can lead to a decrease in customer acquisition costs and a build-up of momentum. According to Kane, if creating viral content proves challenging, the first approach should be used to refine your targeting. Conversely, if your content is highly shareable, it is advisable to expand beyond your initial audience and observe the response. Sometimes, the most effective way to reach your targets is through indirect means, by engaging those who will share your content on your behalf. Starting with a broad audience can help spark mass awareness and minimize costs. Utilizing analytics tools can provide insights into which niches resonate most with your content, allowing you to engage new groups and gather clues about potential lookalike targets for future campaigns. Kane points out that a comprehensive understanding of your audience can only be achieved once your content is live and you can observe who responds to it. An example of this approach in action is seen in the strategies employed by the World Surf League's chief community officer, Tim Greenberg. Greenberg begins by analyzing website visitors through tools like Facebook Pixel, then examines mailing list sign-ups and live stream viewers. These groups are added to a list to receive alerts about new content. Subsequently, Greenberg targets audiences with similar demographics to spread awareness messages, continuously capturing new fans by targeting emerging groups. Building a substantial following is futile without engagement. Once you have established your core audience and gained an understanding of their preferences, it is crucial to create fresh, relevant content that resonates with them. For instance, the success of the movie Paranormal Activity was partly due to its intriguing tagline, "What happens when you sleep?" which sparked interest. Testing different headlines through A/B testing on platforms like Facebook can reveal which variations are most effective in capturing attention. To differentiate your content from the competition, Kane suggests finding a unique hook to grab attention, crafting succinct and intriguing headlines, and wrapping content around personality traits such as logic, value, charm, feelings, or humor. Staying abreast of current trends and news can help your content remain relevant, while triggering emotional responses such as laughter, motivation, or opinions can enhance engagement. The food brand Tasty, for example, creates short recipe videos that are easily shared on Facebook. Their content provides users with social currency, encouraging sharing because it makes them feel good about helping friends. In summary, the process of engaging your target audience begins with brainstorming engaging formats, stories, and themes. Testing different methods to captivate your audience is essential. By choosing the right audience and creating shareable content tailored to their interests, your business is positioned to thrive in the competitive digital landscape.