Understanding Your Audience: The Key to Successful Paid Media

The Importance of Knowing Your Audience

You, like everyone at one point or another, are probably wondering why paid media isn't working. Right? But before you start pointing fingers and making knee-jerk decisions, ask yourself... How well do you actually know your audience? No, really...

Assumptions vs. Reality

If you're assuming who your audience is (even if on some logic), you're setting yourself up for disappointment. Your "opinions" about who your audience is and what they want are just that - opinions. And opinions don't drive conversions or pipeline. Can they? Sure. Reliably? Not often.

The Power of CRM Data

The only way to truly understand your audience is by digging into your CRM data. Your CRM is a goldmine of information about the people who have engaged with your brand and actually become customers.

• Identify the common firmographics of your best customers
• Segment your audience based on their interactions and intent
• Tailor your messaging to resonate with specific personas
• Allocate your ad spend to channels that drive pipeline

Ideas vs. Reality

You are going to have "ideas" about your audience, but none of them matter - who you "want" to be your audience is not necessarily who your audience ACTUALLY IS. Do you want to chase ideas, or do you want to work from a point of reality? The choice is yours. I would highly suggest the latter.