Building and maintaining an audience

A large audience is quite frankly the crucial factor to running a successful business.

Let us explain why we dare make such a bold statement.

A large audience not only directly affects your prospecting but also helps Google and social media platforms determine the importance of your business and with it improving your SEO. Those are the crucial factors that determine the amount and quality of your future prospects and with it your business.

On the other hand loosing an audience directly affects your business as well by negatively impacting your SEO resulting in further loss of audience and prospects. So lets say you posted an article that got many negative reviews and caused a small percentage of your audience to unsubscribe, as a result Google’s algorithms determined that your business was decreasing and as such gave you a lower SEO score negatively impacting your future reach. So in essence many would agree that the size of your audience directly or indirectly affects every aspect of your business.

Now relatively speaking most would agree that building an audience is not as complicated as maintaining one so lets start with that. At a time of fierce competition in every sector, building an audience requires brands to continually provide value to a broad range of individuals, in time positioning their brand as premium service or product for a specific market branch allowing them to charge more for their expertise. That will have a very positive effect on your business but the hard part is jet to come.

Maintaining an audience however is a completely different ballgame, one where the smallest mistakes can cost you a fortune or even your entire business. One of the biggest mistakes you can make is giving your audience a feeling of disconnection, lack of understanding or lack of empathy to their needs. Here I would like to reference a few major mistakes made by large corporations during the course of 2019. One of those was when Gillette tried to cater their marketing campaign towards a specific influential group of people causing mass disagreement with all other clients, another would be when Facebook underestimated their audience and decided to offer financial services despite their history of mass censorship and consumer data scandals. Those and many more should serve as a reminder of just how easy it is to loose an audience.

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