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Find Your Niche Audience with This Formula

by | Mar 1, 2023 | Freelance, Member Resources, PR/Marketing, Professional Development, Social Media, The ByLine, Writing

Find Your Niche Audience with This Formula

By: Ashlyn Rochester, Communications Specialist 

Sourced from an email by The Tilt.

A common misconception about marketing is the thinking you should have the biggest audience. But that isn’t true. A big audience isn’t better than a smaller niche audience that engages with your content and business.

According to Robert Rose, here’s how to figure out who your audience is. Rose is the founder of The Content Advisory, a content strategy consulting, research, and education company. He has over 30 years of digital marketing experience and has advised over 200 companies.

A large audience is a great first step. You can use these contacts to narrow down and target your key audience.  According to Rose, there are two types of audiences.

  • Total addressable audience: the people who could have a useful need or want for your content.
  • Service addressable audience. These are people who you expect to access your product, service, or content.

The next step is to discover what your audience wants by using the JTBD technique. The jobs-to-be-done technique helps dive in even further.  Who is your audience? What is the problem they need you to solve? and What is the solution?

THE FORMULA: When (identify challenge/interest), I want to (how you solve the challenge) so I can (the result after solving the challenge).  An example would be “When I’m hungry, I eat whatever is available in front of me. I want a healthy snack to eat when I’m hungry so I can feel better about myself and my health.”

Use this formula to talk with your audience by asking open-ended questions and visiting their environments to better understand them. When you have a more in-depth understanding of your audience, you can know how to better serve them and offer solutions. This leads to better content creation and engagement.

The key to the JTBD model is to find the underlying emotional and social context in the formula. Is your audience seeking a solution to help them feel better? Are they seeking a solution to improve their social life? From the example above, we can sense that person wants to feel good about themselves, their body, and their health.

With this new knowledge, what can you solve for your audience?