Discoverability | 4 Tips for Building Your Audience
By Moyra Rodger ● October 05, 2015 13:20
Over the past few weeks, we have explored discoverability as both a journey and destination. We’ve looked at the importance of clearly defining the target audience(s) for your content, and the tools available for locating those audiences online. Now it’s time for the next leg of the journey -– building a roadmap for engaging target audiences around your content.
Most of us choose where we want to go before planning a trip. The same applies to your audience engagement plan. Every successful discoverability strategy starts at the end.
It’s important to get clear on what you are setting out achieve. Are you trying to drive eyeballs to a network broadcast? To sell downloads on iTunes? To fill a theatre for your festival premiere?
Based on these big picture objectives and the insights gathered about your audience, think about the channels best suited for your plan.
For each channel, establish:
1. The Rationale. Why does it make sense for the particular channel to be part of the plan? For example, you might include Pinterest if your research shows your target audiences are active ‘pinners’.
2. An approach to content, or an editorial guide. Keep in mind that the abiding goal should be to bring value to audiences. Try to avoid pushing out press releases and other self-serving content.
3. Your objectives. What are your goals for each channel? Is Facebook where you will engage in two-way conversations with audiences? Are you using a search advertising campaign to drive traffic to a website? A newsletter to provide additional info for your documentary? Periscope videos to build out your story world and the profile of your cast?
4. Success metrics. Consider how you will measure success. Likes and follows are often the default, but typically engagement matters more, e.g. the number of shares, retweets, ad click-throughs, etc.
Your strategy needs to match your available resources, too. Try not to bite off more than you can chew.
I wish you every success as you embark on your audience building journey. If you have any questions, feel free to drop me a line at Moyra@magnifydigtial.com.
This is the final article in a three part series on Discoverability. Read Moyra's previous articles:
IDEABOOST alumnus Moyra Rodger is an award-winning producer, entrepreneur, and industry innovator. She is the founder and CEO of Magnify Digital, a strategy agency specializing in products and services that enable content creators and businesses to create purposeful, powerful, and measurable online footprints. Recognized as a thought leader in the areas of discoverability, audience engagement, and cross-platform content, Moyra is a sought after consultant, speaker and business mentor.