Audience Development Find, reach and nurture your audience. Demographics: First, come up with a list of common keywords for your 1. What age are most of my customers? brand. Then, follow Google’s guidelines to create text 2. What gender are most of my customers? ads that include those keywords. Be sure to keep the 3. What is the profession or income level of my language natural—otherwise your carefully crafted ads customers? may end up ignored. Psychographics: 1. What are my customers most interested in? Aside from Google Ads, it’s also important to include 2. What do my customers find value in? SEO keywords throughout your website. This should 3. What makes my customers unique? help customers find your content, while giving them Behavioral: helpful information about what sets your business aside 1. What are my customers’ shopping patterns? from the rest. 2. How do my customers find my business? 3. What sites, social channels or blogs do my Start the conversation customers visit? Your audience is never just in one place. They’re on Google, but they’re also on Twitter, Facebook, YouTube, Reach your audience Pinterest and Instagram. Find out which channels Now that you know who your audience is, it’s time to are best for your brand by identifying which your reach them. One way to start is by creating Google Ads customers use most frequently. Then, create social to help your audience find your offerings. profiles as well as regular, engaging content.