Published on 2nd January 2023
Using influencers is not an entirely new tactic, but is one that companies, brands and organizations should be considering, because it offers an opportunity to connect with audiences where they are.
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As public relations professionals, we understand the importance of connecting with a target audience. Whether you’re looking to build brand name recognition or amplify your message, knowing how and when to reach your target audiences is key. But what some may often forget is that it’s not always about maximizing the number of people you can share your message with, it’s about genuinely making an impact on the right people. Here’s where you can start:
There is no one-size-fits-all approach when it comes to connecting with your audience. Different campaigns have different objectives, so spending the time to define who your target audience is can help to best achieve those goals and develop your messaging to maximize engagement. Who are you trying to reach? Are they recent college graduates or first-time homebuyers? Or are they working parents or DIY enthusiasts? Defining your audience should always be one of the first steps when curating your business objectives and plan. Anything from lifestyle choices, interests, demographics and geographic locations can be major factors when defining who your target audience is.
More than 80% of U.S. adults say they often or sometimes get their news from a smartphone, computer or tablet, with 60% of those respondents saying they do so often. This is higher than those who say they receive their news from the television, radio or print. Targeting your outreach strategy by where your target audiences spend their time receiving news will help you connect with them more efficiently and successfully.
No one likes to be told what to do. Instead, as a way to genuinely connect with your target audience, show them how your brand, company or organization is making a difference in ways that will matter to them. Show how your product might be of interest to them. Show how your company stands out from the crowd. Finding a way to relate to your target audience can boost overall engagement and – ultimately – drive behavioral change and increase brand recognition.
When developing an influencer marketing strategy, you should also consider embracing change and staying true to who you are. Read about these in-depth in the full-length blog post: Authentic Connections With Your Audience. You can also other posts about Brand, Content Marekting and PR Trends in our Insights section.
Nuffer, Smith, Tucker is an independent public relations agency in San Diego, California. A diverse team dedicated to pushing themselves, the industry and their clients forward, it offers communication and strategic planning services as well as in-house graphics, website and interactive capabilities.