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A good understanding of your social media audience, their desires, and preferences is the key to your blog’s success. The more detailed the image of the audience in your head, the easier it’ll be to create publications for them, advertise, use integrations, and much more. But sometimes it can be very difficult to understand for whom exactly your blog is.
That’s why today we decided to tell you how to begin to better understand your audience using empathy maps.
How to build empathy maps?
Understanding the audience at the “women aged 18-25” level won’t be enough for blogging. Clear audience segmentation will be a priority for you, as it’ll allow you to better understand the people for whom you are working every day. For this, empathy maps could be helpful. To build them, you need to imagine (or find among your audience) a separate “middle” representative and answer the following questions:
- What is the person saying?
- What is the person doing?
- What does the person see/hear?
- What does the person think/feel?
From the answers to these questions you’ll get conclusions (from the perspective of your blog):
- What is a person afraid of?
- What does a person want?
The answers to these questions won’t be too obvious or easy. Before trying to figure out the answers based on your experience, try to follow those who are already among your audience, find their comments, their subscriptions, topics that they most often discuss, as well as the content that they post on their own.
An example of building an empathy map:
Lucy, a woman, 27 years old. Single. She works in an office, feels very young and energetic, ready to seek adventure for herself. She hasn’t been traveling for a long time because of work. At the same time, she loves to travel. Likes active rest. She plans trips, subscribed to travel blogs.
What is she talking about? “It’s imperative to go on a trip”, “Organizing travel is very fun”, “I need an active vacation”, “I don’t understand people who go to lie on the beach”, “I love beautiful views and nature”.
What does she do? She tries to build the perfect travel route for herself, chooses the perfect time and place. Closely follow travel bloggers, watch programs, subscribe to mailing lists with offers.
What does she see/hear? Many friends say to her that it’s better to go on vacation in the summer. That the most beautiful vacation spots are always in the mountains. There are also a lot of activities in the mountains. She sees confirmation of this on social media.
What does she think/feel about? She would like to go on an active journey, but she’s afraid of this, doesn’t know where to start. When she begins to gather information, she literally drowns in suggestions. She lacks an authoritative opinion that she can trust for 100%.
What is she afraid of? Unsuccessful trip. Injury and illness in the process. Afraid of being deceived. Afraid of not seeing what she planned. Afraid that a lack of travel experience will make her impressions worse.
What does she want to get? First, get information from a reputable source on how to properly plan travels, where to start, and what to prepare for. Find the best hiking trails for beginners. Also, find the most attractive mountain regions. Learn how not to fall into the trap of scammers and how to protect herself while traveling.
With this kind of data, it becomes clearer what your audience looks like and what content is more interesting to them. It can also help you in creating ad integrations, as well as in dialogue with the audience.
Additional tips:
It’s worth remembering that most of the data will be hypothetical and may be improved over time. Also, you can have several audiences at once – then it’s worth building several maps at the same time. This will help you better understand your audience as a whole.
Thinking about how to start understanding your audience better and how to make subscribers talk on social networks?
Focus on working with it, and the Top4Smm team will take care of your promotion!
The best quality will help your promotion!