Identifying Your Target Audience, with Susan Baier
Play • 39 min

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful.

What you will learn in this episode:

  • Why it’s respectful to “leave some people out” when identifying your ideal customer
  • How having a clear niche impacts the success of your business
  • How Susan was able to discover her ideal target audience
  • The difference between an agency and an organization 
  • What three things you should focus on when determining your target audience
  • Why demographics often don’t matter when identifying your ideal customer
  • How to use your content to communicate your niche and attract better referrals 


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