Renee Yeager says, “When I was working at a dotcom startup, my company was so sure we had our target audience pegged down that we drew a wall-sized portrait of a representative individual — a skateboarding male, 18-35 years old, who prefers to wear backwards hats and skater gear. All of our marketing efforts were tailored to serving this demographic, and more specifically, this person that was literally looking down at us every day.

Business was good, too. Our strategy was working. So when we partnered with a data collection company to do some simple research, we did a double take at their reports after a few months. Our audience was actually soccer moms, age 25-40, riding around in minivans with their kids.

We had worked so painstakingly to create a persona for young males that this rocked our worlds. But, in spite of ourselves and our complete whiff at figuring out our target audience, we were experiencing success. Once we found out we were actually a soccer mom brand, we kept our same marketing approach and only changed up a few featured items to match who was actually receiving our content”.

3 Considerations for Increasing Engagement With Your Content

Entrepreneur

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