Building an audience of people who already talk to each other and care about the same things helps to:
- Boost social sharing.
- Increase initial engagement and social proof.
- Encourage great feedback on new ideas and audience research.
- Differentiate your brand.
Your brand audience is people who love your brand, while your product audience is people who would buy from your brand. For example, there’s a lot of people who tweet at Elon Musk, watch YouTube videos about Teslas, and tell their friends about Teslas, but not all those people can or would buy a Tesla.
The brand audience for Tesla is larger than the actual customer base. However, when someone can afford an electric car, the loyal Tesla brand advocates will happily recommend a Tesla, even if they’ve never seen one in person.
Your motivation behind interacting with the audience differs, too. For your funnel and product audience, your goal is to sell to them. For your brand audience, your goal should be to spark conversation, nurture a community, and inspire community members through valuable insights.
The most effective way to build an audience is to not try to sell them things. Likewise, measuring success needs to be tied to something other than revenue generation. Instead, use engagement metrics, like shares, likes on social media, content consumption, or driving people through your permission-asset system, as a reasonable proxy for measuring brand affinity.
This is not the same as buyer persona creation, where it is a semi-fictional persona.
Focus your strategy with a brand audience positioning statement that clearly states why people would want to interact with your brand and participate in your community.
Your content strategy for brand marketing should be distinct from your content strategy for product marketing.
Leverage technology to grow your content strategy, and keep your brand audience engaged, even with minimal resources.
Instead of lead nurturing where the goal is to turn your leads into customers, your goal here is to turn community members into brand advocates.