Audience is the God for all brands and marketers, and fulfilling their needs and demands is their first priority, hence the need for audience optimization. But before you start optimizing your audience you first need to know what is audience optimization, why you need to do it and how you need to do it.

What is audience optimization?

Audience optimization is the art of optimizing the needs of your audience. It is not just about keywords but also involves elements like customer intent, knowing what users are searching for and where they are performing the query. Customers are the most powerful part of the entire business process, so it becomes important to understand them and the language that they use.

Why you need audience optimization?

A successful marketing strategy is one which has a well-planned strategy. Planning a tactical statistic based approach will only cater to the audience’s needs and will not build any trust between you two. Knowing your audience helps you in building a strategy that connects with the customers. Addressing the audience is not about what you think is good instead it is more about what the audience thinks and what it needs.

3 Features for Audience Optimization

For a popular audience optimization plan, you need to ensure that it has the following three features in it-

  1. Audience Preference– Audience optimization strategy that you plan should be based on the interest of your audience. Engage people with the topics that they are most likely to talk about.
  2. Audience Restrictions– What would be the point of showing an American, some post in the Telugu language. Restrict the posts that are not relevant for your audience, from reaching them.
  3. Audience Insight– Optimizing the audience also involves the publishers playing an important part in it. Make sure that you provide the publishers an insight about what results their content is giving and how the audience is reacting to it.

All about the Audience

Today, the market is all about the customer and the audience. Engaging them inefficient strategies and plans is the key to a successful brand. Any organization which openly announces the fact that it is more powerful than the public is doomed from the start. You need to give the audience the credit that all the power lies in their hands. This technique may make the marketing more complex but also targets the customers in a better way. Digital marketing allows you to keep a tab on your customer at every step. You can know what your customers are searching for, how they are searching for the query and where can you engage them, using all this information. Audience optimization gives the process of optimization a new angle. You are no more optimizing just for the search engines, but also for the audience’s needs as well.

Understand the audience

Understanding the audience and its intent is the first step of audience optimization. The traditional SEO has always told us to identify the queries in the search engine and choose keywords that we want to insert in the content that we are planning to publish on the website. In simple words, audience optimization is the process of planning and doing business on the web, across different channels, with all your strategies moving towards one goal i.e. reaching the audience and fulfilling its needs.

The Purchase Cycle

The purchase cycle is the path through which an individual goes before getting converted from a shopper into a customer for a company. To optimize your audience effectively, you need to understand what kind of purchase cycle your audience may be going through. Keep a track of where all your customers come from and what do they need. Knowing how your customer got to know about your brand can help you a lot in optimizing your audience in a better way. In short, you need to have the knowledge about what all are the places where people are talking about your brand.

Successful Audience Optimization

Audience engagement should be one of your top priorities when planning an audience optimization strategy. Optimization is not just about page views and clicks but also about retaining the customers that you have. It is a hard and long task to earn customers; no brand would want to lose them. One of the easy ways to do this would be to follow the mantra of- ‘Listen More, Talk Less’. Allow your audience to speak their hearts out. Give them the freedom to express their opinions. Actively listening to your audience’s woes and worries can help you cater to their needs in a much better way and can help you in gaining their trust.