B2B marketers, you can’t create demand for your product or service without audience research.
It helps understand:
- who your Dream Customers are
- what they talk about
- demographics
- behaviours
- sources of influence
- what they subscribe to and follow
Only once you have that information, can you communicate in a way that MAKES SENSE to them, that RESONATES with them.
“Hey, can you give me a list of all podcast you subscribe to, everyone you follow, list of hashtags you’ve used”
Humans aren’t good at that kind of stuff.
Rand Fishkin, Founder of SparkToro
And you can do it on a platform that they know, like, use and trust.
Kevin and I always advocate for 1:1 interviews and surveys to collect this information. But there’s something these can’t give you that audience research platforms like Sparktoro can:
AUDIENCE RESEARCH AT SCALE
Why You Need Audience Research At Scale
It’s hard to ask people in 1:1 interviews or a survey:
“Hey, can you give me a list of all podcast you subscribe to, everyone you follow, list of hashtags you’ve used”
Humans aren’t good at that kind of stuff.
BUT,
That information is available passively, and SparkToro are collecting it. It’s a great tool to try and get some of that information that helps you deeply understand your dream customers.
And you need that information if you’re going to run a successful marketing program.
Grab the full episode with Rand Fishkin below, where we talk about:
- the importance of audience research
- how marketers can CREATE demand
- why we shouldn’t be so transactional with marketing
- making big, long term bets that pay off
