In marketing, we hear a lot about target audience and get concerned whether we’re hitting that target. I’ll agree that we need to be aware of who we want to build relationships with most, but every relationship you build in social media can be valuable — if building relationships and connections is what’s important.
Back in the day (and still today in LODBAU*, USA), target audience was a key phrase. After all, we need to know how many qualified prospects would see that half-page newspaper ad or hear that 30-second radio spot. While the term ‘target audience’ is still important to think about, ‘key relationships’ may be more important to think about.
I encourage my students and clients to look at social media and social networks like a dartboard. Even if we miss the bulls eye, just about everything outside of our target has some value. And eventually, it all adds up. But first, we must join the conversation.
If your business sits along Main Street in Smalltown, USA, your target audience is probably the folks living in Smalltown. But developing conversational relationships with like-minded people well outside of that target will help you in several ways:
- By those connections (both with the person and most likely, hyperlinks to each other), your learning and influence network grows.
- By the relationships, collaborative opportunities will become present.
- By the conversations, you become smarter and better in your business.
- By the activity, you and your business become more findable.
So, don’t be afraid to miss the bulls eye. In fact, sometimes it’s better to do so.
*Land Of Doing Business As Usual
