Identifying Audience Motivations

Getting Started

Identifying Audience Motivations

Audience-Building Best Practices

• Identify your “superfans” in each target market—those high-value personas with the highest purchasing power, highest engagement history, brand champions, and industry enthusiasts. Once identified, ensure you clearly understand the motivational drivers for someone in each segment to become a superfan.

• Targeting more tightly defined audiences will allow community builders to deliver distinct content and experiences to drive high engagement and connectivity. When the community organizer deeply understands each persona and its needs, they can deploy the emotional and motivational hooks that would make an individual enthusiastic about joining. • Many successful professional membership communities are

“vendor-free” in that they celebrate the growth of the professional and provide peer-to-peer networking. When communities limit direct access from vendors, it can build more demand from vendors to participate in online and physical event offerings. How will you manage the relationship between buyers and sellers in your community?

• Specific content targeted to practical and emotional needs helps solidify the membership community’s place in the new member’s daily/weekly workflow. Having a central personality that the professionals respect working on their behalf, creates a highly personalized environment.

Specifics around what NEEDS your community meets. What motivates your superfans, in each customer segment? Motivational hooks to use in marketing.

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