Unmasking Your Hidden Audience: How to Find Who Else Is Buying (and Who You Maybe Didn’t Expect)

You think you know your customers. You’ve crafted your ideal buyer persona, carefully sculpted your messaging, and maybe even picked out their favorite latte order in your head. But here’s the thing: your audience might surprise you.

Still need to define your audience start over here: Hitting the Bullseye: A Beginner’s Guide to Finding Your Target Audience

Sometimes, the people who love your product or service the most aren’t who you expected at all. And uncovering these hidden gems can be the key to unlocking new growth opportunities.

Why Your Assumptions Might Be Wrong

  • The Loudest Voices Aren’t Always the Majority: Your most vocal customers on social media or in surveys might not represent the bulk of your buyers. They could be outliers with specific needs or preferences.
  • Hidden Pain Points: You might be so focused on solving one problem that you miss another, equally important need  your product or service addresses.
  • Changing Demographics and Trends: Markets shift. Your initial target audience might evolve over time, or new demographics may discover you in unexpected ways.

How to Uncover Your Hidden Audience

  1. Dig into the Data:
  • Google Analytics: Go beyond basic demographics.exclamation
    Google Search didn’t find relevant content. Consider researching further to assess the statement. thumbs_up_downLook at the behavior flow, what pages resonate, and what sources are driving the most valuable traffic.
  • Social Media Insights: Analyze who’s engaging with your content, not just following you. Look for patterns in their demographics and interests.
  • Sales Data: Scrutinize your sales reports. Are there any surprising trends in who’s buying, when, and how often?
  1. Talk to Your Customers (The Right Way):
  • Open-Ended Surveys: Ask questions that go beyond simple satisfaction ratings. Inquire about their goals, challenges, and how your product/service fits into their lives.
  • Customer Interviews: Nothing beats in-depth conversations to understand your customers’ motivations and how they perceive your brand.
  • Social Listening: Pay attention to what people are saying about you online, even if they’re not directly addressing you.
  1. Explore the Unexpected:
  • Competitor Analysis: Who are your competitors targeting? Are they missing any segments that might be interested in your offering?
  • Community Engagement: Participate in online forums or groups relevant to your industry.exclamation You might discover niche communities with untapped potential.

The Benefits of Finding Your Hidden Audience

1.  New Revenue Streams:

  • Market Expansion: Reaching a hidden audience allows you to tap into untapped markets, broadening your customer base and diversifying your revenue sources.
  • Product Diversification: Understanding the needs of your hidden audience can inspire new product or service offerings, opening up additional revenue streams.
  • Increased Customer Lifetime Value: Engaging with your hidden audience can lead to longer customer relationships and increased customer lifetime value due to their higher satisfaction and loyalty.

2. Improved Products/Services:

  • Tailored Solutions: By understanding the unique needs and preferences of your hidden audience, you can develop products and services that are specifically tailored to their requirements, leading to higher customer satisfaction.
  • Innovation: Catering to a hidden audience often requires innovative solutions, which can spark creativity and lead to the development of cutting-edge products or services.
  • Competitive Advantage: Offering products and services that meet the unmet needs of your hidden audience can provide a competitive advantage by differentiating your business from competitors.

3. Stronger Brand Loyalty:

  • Emotional Connection: When customers feel that your brand genuinely understands and caters to their unique needs, they develop a stronger emotional connection to your brand.
  • Word-of-Mouth Marketing: Satisfied customers from your hidden audience are more likely to become vocal advocates for your brand, spreading positive word-of-mouth and generating referrals.
  • Increased Customer Retention: Understanding and fulfilling the needs of your hidden audience can lead to higher customer retention rates, as they feel valued and connected to your brand.

Real-World Examples

LEGO: LEGO’s remarkable journey illustrates how a brand can unlock a previously untapped audience. Initially, the company marketed its building sets primarily to boys, emphasizing themes such as pirates, superheroes, and space adventures. However, LEGO eventually recognized that its products had broader appeal. Adults, especially those who had enjoyed LEGOs as children, rediscovered the joy of building with bricks. Catering to this growing demographic, LEGO introduced new product lines specifically targeted toward adult fans. The Creator Expert series provided intricate and challenging builds, while the LEGO Ideas line enabled fans to contribute and vote on new sets. Additionally, LEGO adopted a more inclusive marketing strategy, featuring women and girls alongside boys in their advertising. This strategic shift expanded LEGO’s customer base and contributed to its sustained growth once again proving LEGO’s marketing savvy.

Old Spice: In 2010, the deodorant brand launched an advertising campaign featuring a quirky, silver-haired gentleman with an air of sophisticated masculinity. The campaign, titled “The Man Your Man Could Smell Like,” was intended to target a male audience. However, it unexpectedly resonated with a whole new demographic: women. The humorous tone, the unconventional model, and the focus on confidence rather than traditional notions of masculinity struck a chord with female viewers. Social media exploded with parodies and fan creations, and sales of Old Spice products soared. This campaign is a classic example of how a brand can tap into a hidden audience by defying expectations and embracing a more inclusive message.

Starbucks: Starbucks’ target audience was traditionally seen as young, urban professionals. However, the coffee chain discovered that its products also appealed to an older demographic. Baby boomers and seniors, who have more disposable income and time on their hands, have become loyal customers of Starbucks. To cater to this hidden audience, Starbucks has introduced senior discounts, created comfortable and inviting store environments, and expanded its menu to include healthier options that appeal to older adults. By recognizing and embracing this hidden audience, Starbucks has been able to grow its customer base and increase sales.

Don’t Be Afraid to Be Surprised

Your audience might not be who you initially thought. By keeping an open mind, actively listening to your customers, and exploring new avenues, you can uncover hidden opportunities and propel your business to new heights.

Ready to be surprised and unlock new growth opportunities ?

It’s time to unleash your brand’s full potential and reach new heights. Join Marketing Jumpstart today and let us help you uncover your hidden audience and craft a marketing strategy that resonates with the right people.

Take the first step towards unlocking your brand’s true potential. Contact Marketing Jumpstart today and schedule a free consultation.

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About Avram Parker
Hey there! I’m Avram Parker, and I’ve spent the better part of my career navigating the ever-changing landscape of digital marketing. With a background in both creative and analytical disciplines, I’ve found a real sweet spot in helping businesses connect with their audiences in meaningful ways. Marketing isn’t just about tactics; it’s about storytelling, building relationships, and delivering real value. That’s the philosophy I bring to my work with clients, and it’s what I aim to share in my posts here on Marketing Jumpstart. When I’m not strategizing or writing, you can usually find me catching a flick at a local cinema, getting lost in creating a new piece of art (painting is my current obsession!), capturing the world through my lens, or spending quality time with my family. They’re my biggest supporters and my source of endless inspiration. Thanks for stopping by, and feel free to reach out if you have any questions or just want to chat marketing!