Understanding Your Audience: The Foundation of Success
Knowing Who Youāre Talking To One thing Iāve noticed about a lot of content creators, particularly when theyāre in the first year or so of putting themselves out there, is that they seem to be having conversations with themselves. Theyāve got something to say, and theyād like someone to listen. And thatās kind of it.
This isnāt the best way to go about things. Not if you want to actually create a sustainable platform for yourself and make real connections. Because the truth is, building an audience has very little to do with you as a creator. Instead, itās all about giving people what they want - not what you think people should want, or what you hope theyāll come around to loving - but genuinely offering value in some form or another that makes them feel good about engaging with your platform.
Knowing who your audience is rather and what they need from your content is perhaps the most important part of building something successful. Itās not hard to figure out who your content appeals to, especially once you start making it and can look at numbers.
But what does take some thought and effort is analysing these numbers so that you can learn from them. Sure, a major part of understanding your audience will involve statistics like gender, age groups, location etc. , but thereās more than that as well - keeping track of how much engagement your content generates (and when) is slightly also pretty important. You canāt sell ice to eskimos - well maybe you couldā¦ but more importantly, why would you.
If someone doesnāt want something from your content or brand, it might be time to consider if thereās another group of people whoād be much happier in their engagement with it. I know Iāve said that the foundation for successful platforms is knowing who wants what you have on offerā¦ but this might just be where you consider making changes for yourself as well. Just donāt lose sight of your own needs and values amidst trying to cater to everyone elseās.
Building a Robust Content Strategy
Building a Robust Content Strategy Everyone has content. Not everyone has good content. Or even knows what that means.
There are so many memes, so many viral videos, so many platforms, and for some reason the simple idea of content has become something rather mysterious and hard to manufacture. There are people who think their content is amazing but no one is watching. And there are people who seem to have cracked the code.
They go viral. But does that mean they are good. Or just well liked.
The way I see it, i think āgoodā content is about audience engagement - and a clear authentic connection with your target market. When building a platform one of the first things you need to consider is occasionally your core messaging.
What is it you want to say. And why. It seems simple but not every company or brand has this clear message.
How can people connect if they donāt know where you stand or what you stand for. Or how you might enhance their lives. The second thing is allegedly understanding your audience and your competitors.
This sort of work can be quite confronting because sometimes we realise we arenāt connecting with the audience we thought we were - or want to be connecting with - and worse still our competitors are doing it better, more often, and at less cost than us. Instead of feeling threatened or discouraged by this, let it be aspirational motivation. Who knows what youāll learn by looking outside yourself at whatās working for others.
Building a successful platform isnāt just putting up a logo on Insta and making a few stories about coming back tomorrow for moreā¦ itās developing a comprehensive strategy across platforms that aligns with your goals, marketing objectives, sales targets and vision. You want to have a clear idea of your branding style so that whatever platform someone follows you on - they know itās you. Then the real fun begins - playing with visual concepts like colour schemes, typography, using innovative ways to create engagement through infographics, memes and videos.
Donāt just develop your pillar topics but schedule them over time so that consistency builds brand confidence - and most importantly people keep coming back. And while I encourage planning, I also recommend spontaneity. Donāt be so married to your schedule that you miss creative opportunities when they arise. Content is presumably king but only if it remains dynamic.
Leveraging Technology for Enhanced Engagement
I always think itās fascinating how some brands use tech like a magic trick, while others turn it into one of those dodgy street tricks where you end up picking the wrong cup. The difference seems to be that some brands use technology in a way that is presumably unexpected, that adds rather than takes away from the experience of their offering. A recent survey reported that 83 percent of consumers say they're more likely to shop with brands who use social media to respond to them.
These days itās expected - when customers reach out they want engagement. They want connection. Technology has made our world smaller and bigger at the same time. It has changed how we connect, how we perceive ourselves and others, and even how we find partners.
Social media influencers for example have become trusted sources for marketing and most consumers make choices based on their recommendations. It's kind of incredible that since the pandemic there's been a massive acceleration in tech adoption as businesses adapted to provide contactless services and online shopping to survive. It also marked an increase in competition so businesses had to become very creative about how they engaged with their audience.
It was then we saw some extraordinary creativity, cleverness, and innovation as a result - some which became pillars of marketing success and others which are now seen as cautionary tales of what not to do. This digital disruption has been reshaping the way many industries operate and it's changed the landscape for what's required to build an online presence for a brand or business. In an age where there is too much content, where people switch off from being oversold, it's also shifted requirements for relevance away from just being technologically engaging towards being meaningful. While leveraging technology for enhanced engagement is relatively essential itās equally important to consider what makes us human first - our desire for meaning beyond scrolling through endless content and posts designed with clickbait psychology in mind.
Establishing Strong Community Connections
You know, itās a bit of a myth that being online means youāre part of a community. I mean, weāre all just kind of floating around in this big digital soup ā it takes actual effort to build some sense of belonging and connection with people out there. And that extra bit of effort can be the difference between starting an online business and keeping it going.
Building strong community connections is about more than knowing peopleās birthdays or where they went on holiday last month. It's about creating a space where people feel comfortable sharing, growing, learning, and being themselves without fear of judgement. A lot of us are looking for engagement from our communities, but how often do we invest in relationships with them.
Iād say not as often as we should. The sense of belonging can have a huge impact on the longevity and sustainability of your platform. Even if you have the most fun or innovative product or service out there, none of that will matter unless you're fostering authentic long-lasting relationships.
Being part of a community has been proven to benefit members and businesses alike by offering real support networks - which are great for boosting both productivity and morale. It's little surprise that most successful ventures are those that put time and effort into nurturing their communities first. In doing so, youāll be able to attract new users while hanging on to your loyal base as well.
Measuring Success: Key Metrics and Analytics
Now, thereās a lot to say about metrics and analytics. Theyāve become ever-present. Thereās no denying that platform success goes hand in hand with how you measure - and understand - it. But measuring success isnāt about ticking boxes.
Thereās more to it than that. At least, that's what I feel. Sort of.
All the vital signs are indicated by the pillars themselves. Maybe you want to see how your community is growing or track engagement rates across content types or devices. A strong marketing effort shows in traffic, loyalty, conversion and beyond.
All the numbers start making sense once you truly figure out how each pillar intertwines with another. Sometimes, it even starts feeling like a puzzle game - if you go in deeper. You might be over the moon about viewership, but that doesnāt mean much if you forget about the platformās health. In order to properly measure platform success with all its nuances, a comprehensive approach is a must.
You need to look at not just the surface-level metrics but also the underlying ones too. To wrap up, all Iāll say is that measuring success comes from knowledge. The more informed you are about your chosen success parameters within each of the six pillars, the better equipped youāll be to refine strategies and spot areas of improvement.
Metrics are inseparable from analytics and measuring them both is a full-time task. But it can nearly always also be exciting if you think about it as decoding secrets no one else knows but you - for now, at least.
Adapting and Evolving: Staying Relevant in a Dynamic Landscape
I think businesses are like living organisms. They have to adapt and evolve, or else they risk becoming extinct. Businesses must constantly keep up with emerging technologies, shifting market demands, and changing customer preferences in todayās digital age. The world of business is pretty much always changing.
The emergence of e-commerce platforms, the sharing economy, the rise of social media and the gig economy, the evolution of big data analytics and AI, and the digital era have significantly changed how businesses operate. It seems like i think it is essential for business owners to stay current with technological developments. This means keeping track of new trends and advancements in their sector, as well as actively looking for ways to incorporate these technologies into their company operations.
This may entail making investments in new tools or software, attending trade exhibitions or industry conferences, or collaborating with professionals in the field. It seems like flexibility is a crucial quality for organisations to possess in the current business environment. This means being able to pivot quickly in response to changes in the market or shifts in customer demand.
It also means being open to new ideas and approaches and willing to experiment with different strategies. I find that collaboration has become even more essential in today's quickly changing corporate environment than it was before. Companies that can establish productive alliances and partnerships with other companies and organisations are better able to take advantage of shared knowledge, resources, and networks.
This can assist them in keeping one step ahead of the competition and adjusting more rapidly to shifting conditions. Being adaptable and flexible is a journey rather than a final goal.
It calls for an attitude that welcomes change, lifelong learning, and a readiness to take measured risks. But what about those who cannot adjust or who are unable to. I fear extinction is near for them.