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Small Biz Buzz, by Keap

Apr 22, 2020

Small Biz Buzz hosts Crystal Heuft and Scott Martineau are joined by Susan Baier, the owner and founder of Audience Audit, who talks about attitudinal segmentation and identifying an audience that actually works for a small business.

As a small business owner, your audience is not based on what it looks like. Your audience is based on the problems your small business is solving, and who has them, and why your customers haven't solved them already–that is attitudinal segmentation.

“In our research, what we're doing is looking at populations, customers, prospects, whatever it may be, B2B, B2C, and saying, we can look at company size for these people, or we can look at their age or their gender, but instead let's look at the kinds of attitudes that they have about this category, the kinds of experiences they've had in the past, the things that are important to them and the things that aren't, and let's group people that way,” said Baier.

“You don't have to choose just one audience, but you have to be super clear, for the audiences that you choose, and choose is the operative word,” Baier continued. “The ones that you want to serve, the problem that you want to solve, you have to be crystal clear about why they're looking, and what is involved in their choice, and who they're putting you up against, so that you can provide relevant marketing content, product services, whatever it is.”

“Who” is not the question you have to answer in marketing. “Why” is the question you have to answer and find your niche. Tune in for more.