Your Ideal Audience: If you're not talking to someone, you're not talking to anyone

One of the biggest struggles I see so many SMBs, non-profits, coaches and consultants facing:

?? THEY HAVE NO IDEA WHO THEY'RE TALKING TO. ??

Well, maybe they think they do –?but they haven't done a deep dive to hone in on that sweet spot audience.

They think it's enough to group them into broad, generic groups like entrepreneurs, SMBs, GenX moms, etc.

And while that may work for a LinkedIn headline, it doesn't help you create content you want consumed by your ideal customers.

Speaking to a specific audience is crucial. Here are 4 reasons why:

1. Increases Relevance and Resonance

When you target a specific audience, your content is tailored to their unique pain points, interests, and goals. This relevance makes the message feel directly applicable, boosting engagement and the likelihood they’ll continue reading or interacting with your content.

Check out the comment below received on one of my recent posts –?this is what your own audience to think/feel after reading your content. Make them feel seen and understood!

2. Builds Trust and Credibility

Targeting your content shows you understand the specific audience's challenges and needs, positioning you as an expert who "gets" them. This builds trust because people are more likely to trust and follow brands that demonstrate empathy and understanding.

Trust and credibility-building are nowhere more evident than in the Testimonials a brand chooses to showcase on its website or highlight in its presentations/collateral. (Yes, those are content, too!)

Your testimonials should showcase your ideal customers and key information that helps others like them make informed decisions (instead of a testimonial just filled with niceties!)

Check out this testimonial from my own site below which does just that.

3. Improves Content Effectiveness and Conversion Rates

Specific content helps move potential clients along the buyer's journey, addressing their stage-specific questions and objections. This precision increases the likelihood of conversions, whether signing up for a newsletter, reaching out for a consultation, or making a purchase.

Instead of obsessing over likes, reach, and engagement metrics –?the number you should be obsessing over is the # tied to the goals you have for your content.

In my world, I measure success by outcomes, not metrics.

Whether someone tells you or not, your content has influenced their decision to reach out (or worse –?not!).

My content is usually the primary influencer of a decision when someone fills out a consultation request for me –?as I usually see something along the lines of what's below.

4. Maximizes Content & Marketing ROI

Targeted content prevents wasted resources by ensuring your message reaches those most likely to need and value your services. This focus can lead to higher engagement metrics, better lead quality, and ultimately, a more efficient use of your marketing budget.

Here's a sample from a Target Audience Grid I created for a Workplace Performance Consultant client. As you can see, we start by listing the specific segments we're targeting and then plug in "why they're a good fit."

A post targeted to a Corporate Team Leader in Sales will feel very different than a post written for an HR professional –?yet both can be a part of your ideal audience. Know which one you're talking to BEFORE you start the social media –?and it makes writing that post that much easier.

By speaking directly to a well-defined group, your content can connect more deeply and create lasting relationships with clients who truly benefit from your services.

Your next steps

If you haven't set up your Ideal Audience segments yet, I encourage you to create a list using the sample framework above.

Start with a segment name (for my business, I use titles I'd find on LinkedIn of my ideal customers), and then plug in why they're a good fit for your business. Try to get specific there about how and why.

Once you've established the WHO, you can begin to explore their problems, myths, and language on your worksheet. Once you know THOSE, you can craft content that connects with them on a deeper level.

What do I know about any of this?

Hi! I'm Nikki. ???? I help mission-driven personal, professional, corporate, and nonprofit brands bring their vision to life through strategy, visual planning, and powerful content development and organization. My Brand Advisory & Creative Services are designed for businesses like yours—those who know they should share stronger stories but need guidance in harmonizing their brand’s voice, visuals, and actions to support them. Together, we can create cohesive brand stories and experiences that resonate with your audience and drive meaningful results.