Internet marketers everywhere seem to agree that if you don’t have an audience, you don’t have a future. They argue that if you have to pay for traffic to make money, you’re not just being wasteful, you really don’t understand how the social web works, or where marketing is headed in the years going forward.
Well, I’m going to respectfully disagree. If you ask me, if you want your business to have a future, one audience isn’t enough. The truth is, the most resilient businesses are going to need at least two audiences if they hope to make the most of limited resources to succeed. Maybe that is why your marketing is failing.
Let me explain.
Meet your two audiences
You don’t know it yet, but you actually already have two audiences. The problem is, you’re probably alienating at least one of them. Here’s what I’m talking about:
1. Core audience
These are the people who are completely obsessed with the topic in question. The live, eat, and breath the stuff you blog about. In fact, some of these people will know even more about the topic than you do, at least when it comes to certain aspects of it.
2. Mainstream audience
These people have little or no direct interest in your topic, but they might have some tangential interest in it. For the most part, the only thing they want to know is why any of this should matter to them, and if you can’t keep them entertained, they won’t be hanging around for long.
While your business won’t necessarily die without both of these audiences, let’s just say that without some appeal to both of them, your use of resources will be…less than optimal.
Brands that failed to reach both audiences
There’s certainly no shortage of brands or campaigns that failed because they failed to reach both audiences.