The May 2022 Ad World Conference featured some of the world’s brightest minds in the industry, showcasing their skills on three separate virtual stages. It’s the dream of digital marketers, designers, copywriters, and entrepreneurs to attend this exclusive event; we were lucky enough to join the audience this year.

In Part One we dug into the fascinating world of Web 3.0, the Metaverse, and NFTs.

Now we’re back with Part Two featuring the brilliant Rand Fishkin.

For disclosure, we have no affiliation with SparkToro, but for clarity, SparkToro is research software that helps you understand any online audience by providing you with insights into behaviours, demographics, and online presences. You can try it for free – we did and found out that people who are interested in animation, are also interested in animals. You go, guys!

The Textbook Definition of an Audience

Your audience is generally defined as the group of people who your marketing incentives are aimed at, right? They’re the people who already buy from you or are likely to be interested in what you offer.

Rand’s philosophy teaches that your audience can be categorized more broadly into four separate groups:

In most cases, Current and Potential Customers will not help your message spread. For that reason, it is worth diverting focus into the third category: Potential Amplifiers.

Potential Amplifiers

This is the group of people who are not necessarily Current Customers or Potential Customers but they have the ability to reach a wide audience. They already have an established personality and a following of their own, which may include potential customers of your business. Their ability to convey your message and create real traffic can be used to your advantage.

To effectively put yourself on the map, you need to earn the sharing behaviours that reach a greater audience. If you can reach, or collaborate with Potential Amplifiers, you can boost your online presence and reach more Potential Customers.

Successful content earns amplification (subscribers, followers) and leads to future conversions. It appeals to both Potential Amplifiers and Potential Customers.

You can find Potential Amplifiers by paying attention to what your audience is paying attention to. That will take some research though: What are their interests? What do they follow? What hashtags do they use? What newsletters are they subscribed to?

You can do your own research, or you can use software like SparkToro.

Key Takeaway

– Marketing is about so much more than selling something to someone. If you want a lasting, loyal following, you have to connect with your audience first.

– Your audience extends beyond Existing and Potential Customers.

– Research is key to knowing your audience.

– There is some cool software out there that can save you a lot of time.

That’s the knack of Rand Fishkin’s Ad World Workshop, but there is so much more to learn. Did we miss anything? Do you know something we don’t?

Leave a comment below and keep an eye out for Part Three!

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