This article is the first of a series unpacking First Create The Media’s Five Qs of Comms. We’re starting with the one we think is the most important: WHO are you talking to?
Hey, we get it. What you do is groundbreaking, and you’re excited to share it with the world. You’re convinced that everyone — policymakers, academics, the general public and investors alike — should know about it.
One of our clients felt the same way. They were eager to make headlines and spread the word about their organisation far and wide, despite their relatively niche field of research. When we asked who they thought their audience was, their instinctive reply was, “Everyone!”
But when Philippa Shelton, our Director of Strategy and Content, asked, “Does my mum need to know about you?” the answer was clear: no, she doesn’t.
So when we start working with a client at First Create The Media, our first task is to help them figure out who they really need to reach – because trying to communicate with everyone is one of the quickest ways to ensure that your message resonates with no one.
Why defining your audience matters
Trying to communicate to a broad, undefined audience leads to vague, unfocused messaging.
You need to know who your audience is to get their attention, address their challenges, and inspire action. When you don’t have a clear picture of who you’re speaking to, you risk wasting valuable resources — time, money, and effort — on comms that fail to achieve your goals.
So, how do you identify and define your target audience?
How to define your target audience: a strategic approach
1. Start by asking yourself the right questions
The first step is asking yourself some key questions:
- Who will actually benefit from your product or service?
- What problems are they facing that you can solve?
- What is their role within their organisation, and how does your solution fit into their workflow?
- What are their objections or concerns about solutions like yours?
Understanding these answers allows you to create more focused messaging that speaks directly to your audience’s needs and concerns.
2. Personas help clarify how best to communicate with your audience
A useful technique that helps narrow down your audience is personas. Personas are fictional representations of your ideal customers, each with specific problems, pain points, and goals.
For instance, take “Bradley the BD Manager,” who represents a business development professional under pressure to choose the right partner — one that not only delivers results but is also a safe, reputable choice.
By creating these personas, we can craft targeted messages that resonate with each specific audience. Now you’re focusing on key individuals whose needs you fully understand.
Need some help? The Science Marketer has some handy templates to help you create personas for life science marketing.
3. Where do they go online?
Reaching your audience where they are is crucial for effective communication. This means identifying the channels and platforms they frequent, whether that’s industry journals, online forums, or social media groups dedicated to their specific field. By understanding where your target audience engages with content, you can optimise your outreach efforts and ensure that your message gets in front of the right eyes.
For example, if your target audience consists of biotech researchers or decision-makers in early-stage companies, it doesn’t make sense to push your content through consumer-facing platforms. Instead, you need to invest your resources in industry-specific conferences, publications, and online spaces where those researchers are actually spending their time.
4. Get them to take action
Once you know who you’re talking to, the next step is to figure out what you want them to do. Do you want them to download a white paper? Book a meeting? Share your content? Each audience will require a different call to action depending on where they are in the decision-making process.
Take “Dr Expert” for example — a specialist in your field that likes to keep up to date with the latest innovations. For them, your call to action should be about demonstrating solid data that showcases how groundbreaking your product/service is, such as downloading a compelling white paper or tech note, rather than a generic request to “learn more” or “follow us on social media.”
However, “Betty the Business Executive” has a packed schedule and limited bandwidth for trawling through data – especially if it’s impenetrable and doesn’t clearly get the message across. She might prefer a brief overview deck, or the option to book a quick introductory call.
By tailoring your call to action and marketing materials to specific personas, you can enhance engagement and generate more meaningful interactions.
The power of precise communications
At the end of the day, precision is key. Knowing who your audience is, what they need, and how to reach them will result in more effective, impactful communication. By narrowing your focus to your target audience, you can build trust, deliver value, and ultimately drive the action you need.
So, the next time you’re tempted to say “Everyone!” is your audience, remember: not everyone needs to know about you — but the right people do.
That’s where First Create The Media can help. We position growing bioscience innovators and initiatives as credible pioneers and leaders in their field. Get in touch if you’re looking to define your target audience, understand their needs, and craft the perfect message to reach them.