Why is Growing Your Audience so Important?
I would argue that the most important part of validating market is growing your audience. How do you find out that someone is actually interested in purchasing your product and how do you bring them into your sales cycle and prototyping cycle?
In this segment we’ll discuss just that: how to build your audience and how to bring them into your company. Most companies fail not because they don’t have a good product or a passionate founder but because they fail to get their ideas in front of the right customer base. Audience building is the process of getting in front of the customer base, engaging with them and bringing them into your sales cycle.
I want to reference a really great book I recommend everyone out there read: ‘Traction Help any Startup to Achieve Explosive Growth‘ is a seminal piece of how the audience build and how to bring people into that cycle. The authors of ‘Traction’ lay out 19 separate ways that you can engage with potential customers. what were going to do today is explore how to use these 19 points to construct what the authors refer to as the bull’s-eye model. You won’t be able to use all 19 points of customer growth and audience building in your initial model. What the author suggests is taking three of these points that usually interlap and make that the center of your bull’s-eye.
As you expand your marketing outward, you’ll see the other pieces of these 19 points can be used to support the bull’s-eye or the core of your audience building model. Don’t worry, nothing is ever set in stone, so if you find out the three pillars that you build your bull’s-eye around are not working or not giving you the results you want, you can always switch up that mix. Remember, many of these 19 points work in conjunction with one another. For example, search engine marketing, targeted blogging, and search engine optimization all help to drive traffic to sites. However, your industry may dictate that the marketing take a more traditional role utilizing concepts such as traditional sales, trade shows, and speaking engagements. Continue to mix up your marketing and your audience growth patterns to try and maximize the amount of people that can be driven to you, your product, and your service.