finding your audience and POD

In this unit we will discuss exactly how to find your 'tribe' (or 'ideal audience' and how you can differentiate your account with a clear POD - and start to stand out from the crowd!

who are your audience?

When growing our audience online, we're not just looking for quantity. What we really want is an audience who is engaged, and interested in who we are, what we do, and what we can do for them! Think in great detail, about who the ideal person will be for what your account is going to provide. This is the kind of person who will be most excited about your particular approach to the niche!

[video] finding your tribe

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Before you move on, create a follower persona - think about who your ideal audience are, what demographics they fall under, how old they might be, what their hobbies and interests are. Also think about where online they are already hanging out! i.e. what hashtags they are using, who else they follow etc.

We can start to find and understand who our ideal followers are a little more, by exploring 'segmentation'.

Segmentation is the process of dividing potential followers into distinct groups, who have different needs, characteristics or behaviours. This is typically done in the form of a 'segmentation grid' the grid is split into 4 aspects of your ideal or potential audience. 

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The first is Geographics - where they are from and everything about that area. This includes aspects such as; country, city, density, language, climate (note: you don't have to fill out every single aspect listed in this book - just the ones that you believe apply to and are important about your audience).

Next is Demographics - this is everything to do with aspects about themselves and their life which they typically have less control over. These include factors such as: age, gender, income, education, social status, family, life stage and occupation.

Third is Psychographics - psychographics are aspects of a person's lifestyle that they typically have more control over. These are the ways a customer chooses to live, and chooses to see. Examples of psychographics include: Lifestyle, activity, interests, opinions, concerns, personality, values, and attitudes

Finally we have Behavioural - this last aspect directs specifically to their relationship with brands and the buying process. this is only relevant to you if you are constantly pushing one brand, or are selling your own products These include: the benefits they seek, how they typically purchase, and consume products and services, their intent, the occasion of purchase (i.e. birthday gift), their buyer readiness stage (how ready are they to buy - what stage in the customer journey do they currently sit?), user status, engagement with the brand, and so on.

finding your point of difference (POD)

Point of difference (POD) refers to the factors of your content and offerings that establish differentiation from other accounts in your niche. Having a well-defined and valuable point of difference means your success as a creator online would be increased. A strong POD can benefit greatly towards your follower's loyalty.

[video] how to find your POD

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