Setting up any form of marketing campaign requires a fair bit of planning, thought and then execution, including research into who your target audience is.
Amongst the things to consider are:
- Where are they located?
- What is the best way to reach them?
- How do we attract their attention?
- What is the campaign objective (brand awareness, engagement, sales, etc.) ?
Most of the above questions are a basic part of the campaign set up, but there is an additional layer in understanding your audience that requires a bit more thought – whilst you may have a fairly clear idea on who your primary audience is, you should also consider who the secondary audience might be, and why they’re just as important.
Who are Primary and Secondary Audiences?
The Primary Audience is your main target group – they are the first recipients of communication and tend to be the main decision-makers, or the most likely to engage with your product or service.
The Secondary Audience is less easy to define, they might be decision influencers, supporters, or a broader group of potential customers. While not the main focus, their support is often still very valuable.
For example, when schools market themselves, the primary audience is the parents and guardians, and the secondary audience is the children. For the parents and guardians, marketing might be based on language and imagery that includes success in exams, diversity of cultural activities on offer, examples of students who’ve gone on to achieve great things, and a range of other devices to convince you that their school is best. But for the potential student, the language will be significantly different. For this Secondary Audience, whilst there will still be some mention of achievement, and variety of activities, the focus is more likely to be about how exciting and fun it will all be.
So, if the Primary Audience of parents and guardians ultimately make the decision, why go to the effort of appealing to the student, or Secondary Audience?
The value of Secondary Audiences
In the above example, the school has the challenge of convincing both parties that their offering is the best choice for them – there is little point in appealing to the parents and guardians, only to find that the school has not convinced the person who will actually attend the school!
Appealing to both Primary and Secondary Audiences
The school example is quite a simple one, in which subtle language changes and explanations can be used to entice both audiences, but let’s expand that into more general terms:
- Craft Tailored Messages
Develop a core message that is relevant to both your Primary and Secondary Audiences. This should be the central theme or value proposition that appeals to the shared interests or needs of both groups.
Tailor secondary messages to be more specific to each audience. For the Primary Audience, the message might be more direct and action-oriented, focusing on benefits and outcomes. For the Secondary Audience, the message could focus on broader themes, supporting roles, or additional benefits.
- Market Via Appropriate Channels
Choose channels that your Primary Audience frequents, such as industry-specific platforms, direct emails, or targeted social media ads. For the Secondary Audience, consider broader channels like social media, blogs, or community forums that can help spread your message a little more indirectly.
Find out where your ideal customer his hanging out online and look at what is already being said about your industry, product or service and join the conversation authentically.
- Don’t just promote your products and services. Contribute valuable insights, answer questions, and share helpful content, building into conversations that people are already having.
- Address users directly by mentioning their handles or names where appropriate. This makes your interaction feel more personal and will definitely get you noticed.
- Content Design and Presentation
Use a visual style and tone that appeals to both audiences but consider creating different versions or formats for each. For example, a more professional tone and detailed content for the Primary Audience, and a more general, engaging tone for the secondary audience.
Incorporate storytelling elements that can engage both audiences. For example, a case study that demonstrates the effectiveness of your solution can appeal to the Primary Audience, while the human-interest angle in the story might resonate with the Secondary Audience.
- Incorporate Feedback Loops
Monitor engagement to track how your audiences interact with your content. Use analytics to see which messages resonate most and adjust your strategy accordingly. Then, based on feedback and data, refine your messaging and approach to cater to both audiences and increase engagement.
Examples of Primary Audience and Secondary Audience messaging
An Example of B2C Messaging
The organisation is a luxury fashion brand, here, the Primary Audience is high-net worth individuals looking for prestigious, timeless clothing or accessories. The Secondary Audience is aspirational customers, typically slightly younger, with some disposable income who engage with the luxury brand as a lifestyle goal.
Primary Message: “Exquisite Elegance for the Modern Connoisseur.”
Secondary Message: “A timeless collection, handcrafted from the finest materials by master artisans.”
Marketing Strategies for Each Audience
For the Primary Audience, the focus is on nurturing loyalty and long-term relationships, often involving a deep understanding of individual customer preferences and needs. VIP programs, a sense of exclusivity, and personalised experiences are key.
For the Secondary Audience, it is about growing brand awareness to develop loyalty through aspirational marketing, rewarding purchases, and gradually increasing their investment in the brand.
By developing strategies that resonate with both the primary and secondary audiences, brands can maintain their current market while growing their reach and influence to stay relevant and successful in the future.
An Example of B2B Messaging
The organisation is a digital marketing agency, targeting engineering and manufacturing businesses, looking to gain an advantage over direct competitors. Here, the Primary Audience is the main decision maker, perhaps the business owner or founder. The Secondary Audience is anyone influencing the decision-makers but who might not have final say in purchasing, for example, the Marketing Manager.
Primary Message: “Grow your business with tailored digital marketing, driving measurable results for your business.”
Secondary Message: “Partner with us to enhance your marketing efforts and achieve your business goals.”
By getting your messaging to the primary and secondary audiences right B2B businesses can win over more allies, increasing the likelihood of successful engagement and conversion.
Marketing Strategies for Each Audience
Primary Audience:
- Understand Their Needs: Take time to research the needs of your target market, so you can direct your marketing messages at decision-makers, addressing specific pain points.
- Thought Leadership: Publish content that positions your company as an expert in your industry, such as how-to guides, whitepapers, webinars, and industry reports.
- Build Relationships: Foster relationships through networking, direct consultations, and providing value-driven content to help them to make informed decisions.
Secondary Audience:
- Educate: Provide content that helps this group to understand the benefits of your product/service, focusing on practicality and usability, such as case studies.
- Engagement Tools: Utilise tools like interactive demos, free trials, and ROI calculators that allow them to understand the value of your goods or services.
- Real-World Proof: Use case studies, testimonials, and peer reviews to build trust and credibility and provide context to everything you have to offer.
It can be a challenge to understand your audiences, but it is worth taking the time to delve deeper, analyse who they are, where they are, what they need, and how best to reach them with a comprehensive marketing strategy.
For help understanding your audiences better, and guidance on a digital marketing strategy please contact Realnet today on 01223 55 08 00 or info@realnet.co.uk
[Originally published in March 2020, updated August 2024]