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How to Build Your Audience
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How to Build Your Audience


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Notes from my How to Build Your Audience talk at Pioneer Nation 2014.

Notes from my How to Build Your Audience talk at Pioneer Nation 2014.

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  • 1. Andy Hayes @andrewghayes How to Build Your Audience (without selling your soul or spending a fortune)
  • 2. “Building an audience is like sprinting a marathon, only to realize at mile 26 that you’re just getting started.” - @andrewghayes
  • 3. The key to building a robust audience is understanding how your customer sees the world and WHY you fit into that picture.
  • 4. Audience Building Starter Kit: • Your Ideal Customer Profile – Demographic version – Classified Ad version • Your Elevator Pitch • A Story Your Customers Can Tell Others
  • 5. WORK TIME! Define your ideal customer & WHY you.
  • 6. You have to meet your customers where they are (maybe literally). We’re all on a journey.
  • 7. You can think of this “customer lifecycle” like a funnel. I call them tracks.
  • 8. Funnel / Track Must Haves: • Where your customer is starting from? • What is their final destination is? • What are the important stops/waypoints on the journey (with or without you)? • Bonus: what comes after the final destination is reached?
  • 9. WORK TIME! Diagram your customer’s journey and what is your relationship at each step.
  • 10. Landing pages are where you make customers an offer and ask them to TAKE ACTION.
  • 11. Landing Pages Must Haves: • Killer Headline (catchy but also clear) • Explanation of the Problem • Explanation of the Solution • Address Any Major Concerns • An Ask to TAKE ACTION These apply to opt-ins too!
  • 12. WORK TIME! Define 3 Offers -Problem, Solution, What YOU Need - 1 Must Be an Email Opt-In
  • 13. 10 MINUTE BREAK
  • 14. Content is the best a great way to build an audience.
  • 15. Catchy Content Considerations: • Good Headlines are crucial! • Education vs Entertainment • Consider the medium best for your customer and best for the material. • Avoid the content hamster wheel. Stick to your strengths!
  • 16. WORK TIME! 10 Content Ideas Headline, Medium, What is the Purpose?
  • 17. If you build it, they won’t come – until you tell them about it. HUSTLE!
  • 18. Hustle 101: • Online + Offline • You have to leave your comfort zone to find/meet new people who will follow you back to your community. Examples: • Coffee Dates • Guest Posting • Trade Shows
  • 19. WORK TIME! 5 Ways You Will Hustle. Be specific. For each, identify the win-win of the interaction.
  • 20. Building a audience requires both a strong understanding of your customer’s journey, but knowing that you’re on a journey of your own.
  • 21. QUESTIONS? Tweet Me: @andrewghayes Email Me: andy @