What Is Audience Development and Why It Matters
Audience development is the process of building and nurturing relationships with your ideal audience—whether readers, subscribers, customers, or followers. It’s not just about growing a list; it’s about creating meaningful, lasting connections that align with your business goals.
For publishers, marketers, and brands, an audience development strategy involves understanding audience behavior, segmenting effectively, distributing valuable content, and measuring results. Whether you’re using content marketing, email newsletters, or SMS, the goal of audience development is to grow, engage, and retain a loyal audience.
The Role of SMS in Audience Development
SMS (text messaging) is one of the most direct and underutilized tools in audience development. It allows you to:
- Reach subscribers instantly with time-sensitive messages
- Deliver personalized content and promotions
- Collect feedback and survey responses
- Build relationships with your existing audience
- Lower customer acquisition costs by improving conversion
SMS complements other channels like newsletters, email, and social media, but often sees higher open and click-through rates. For organizations looking to build a strong, engaged audience, SMS should be a key pillar of the audience development plan.
Key Components of an Audience Development Plan
A successful audience development plan typically includes:
Audience Research and Segmentation
- Use first-party data and analytics to understand your audience
- Create audience personas to segment based on interests, behavior, and preferences
Content Strategy
- Develop content that aligns with audience needs—use blog posts, newsletters, and SMS
- Content is key, but content in front of the right audience is everything
Engagement Tactics
- Run interactive SMS polls or text-to-win contests
- Use short, valuable content to keep your audience coming back
Distribution Channels
- Optimize content across email, SMS, social media platforms, and search engines
- Test different platforms like Facebook, LinkedIn, and paid search
Personalization and Targeting
- Personalize SMS messages using subscriber data
- Send targeted promotions or personalized recommendations
Feedback and Analytics
- Track audience engagement metrics via your SMS and email tools
- Use that data to refine audience segments and content
How to Prioritize Audience Development Efforts
Prioritizing your audience development efforts starts with knowing your audience. Here’s how:
- Set Clear Goals — Define what you want to achieve (e.g., grow SMS subscribers, increase open rates, boost engagement).
- Identify Quick Wins — Run a high-conversion SMS campaign to re-engage dormant users.
- Allocate Resources — Spend quality time where the highest engagement happens.
- Test and Optimize — A/B test SMS timing, content, and CTAs.
- Keep Learning — Analyze behavioral data to understand what different audiences respond to.
Implementing Effective Audience Development Strategies
Let’s look at how marketers can develop and grow an audience using SMS:
- Know Your Audience — Use surveys, feedback, and behavioral analytics to understand needs and wants.
- Create Valuable Content — From newsletters to SMS tips, content should answer questions and solve problems.
- Optimize Distribution — Send the right content at the right time via the right platform.
- Build Relationships — SMS isn’t just for one-off promos. It helps build relationships with existing and potential audiences.
- Leverage First-Party Data — Gather and use SMS response data to personalize future messages.
- Measure and Adapt — Use analytics to track audience growth and engagement metrics.
Optimizing SMS Campaigns for Audience Growth
Here’s how to optimize your SMS campaigns to build an engaged, loyal audience:
- Segment Your Audience — Don’t send the same message to everyone. Create segments based on behavior or location.
- Personalize — Use subscriber names and recommend content or products based on past behavior.
- Time It Right — Test different send times. Lunchtime or early evening often sees better results.
- Make It Valuable — Offer something in every text: exclusive content, early access, or a time-sensitive deal.
- Be Compliant — Use opt-ins, offer opt-outs, and follow TCPA rules.
- Track Everything — Use delivery rates, click-throughs, and reply rates to guide improvements.
Setting Audience Development Objectives
Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals:
- Grow SMS subscriber list by 25% in the next 6 months
- Increase newsletter open rate by 15%
- Reduce churn by 10% among SMS subscribers
- Get 500 survey responses via SMS this quarter
Align your audience development objectives with business goals like customer acquisition, revenue, or brand awareness.
The Marketer’s Role in Audience Development
Marketers act as the bridge between content and audience. Their job is to:
- Build a strong audience by attracting new customers and subscribers
- Create personalized experiences using data-driven insights
- Develop the right content marketing strategy
- Use platforms like SMS, email, and social media to engage the audience
- Collaborate with sales and product teams to align on shared business goals
FAQs: Audience Development Through SMS
What is an audience development plan?
An audience development plan is a strategic approach to growing and engaging a target audience through research, segmentation, content, distribution, and measurement.
How does SMS support audience development?
SMS helps marketers engage audiences quickly and personally. It’s ideal for timely updates, personalized offers, and interactive content like polls or event RSVPs.
What’s the goal of audience development?
The goal is to build meaningful, long-term relationships with your audience that result in loyalty, repeat engagement, and business growth.
Is SMS better than email for audience development?
Not necessarily better—but often faster. SMS has higher open and engagement rates, making it ideal for time-sensitive or personal messages. It works best when used alongside email.
What types of content work well for SMS?
Short, valuable messages: limited-time offers, new content alerts, event reminders, feedback requests, or mobile-exclusive deals.
FAQs: Audience Development Through SMS
What is an audience development plan?
An audience development plan is a strategic approach to growing and engaging a target audience through research, segmentation, content, distribution, and measurement.
How does SMS support audience development?
SMS helps marketers engage audiences quickly and personally. It’s ideal for timely updates, personalized offers, and interactive content like polls or event RSVPs.
What’s the goal of audience development?
The goal is to build meaningful, long-term relationships with your audience that result in loyalty, repeat engagement, and business growth.
Is SMS better than email for audience development?
Not necessarily better—but often faster. SMS has higher open and engagement rates, making it ideal for time-sensitive or personal messages. It works best when used alongside email.
What types of content work well for SMS?
Short, valuable messages: limited-time offers, new content alerts, event reminders, feedback requests, or mobile-exclusive deals.
How do you measure the success of audience development?
Track KPIs like SMS reply rates, subscriber growth, opt-outs, and campaign conversions. Also monitor overall engagement metrics across platforms.
Can SMS help build a newsletter audience?
Yes. You can promote newsletter signup links via SMS or use text campaigns to warm up potential subscribers with previews of your email content.
What is the role of personalization in SMS audience development?
Personalization boosts engagement. Tailoring messages based on subscriber behavior, preferences, or past interactions increases relevance and results.
Conclusion
Whether you’re a marketer, publisher, or brand looking to grow, audience development isn’t just a tactic—it’s a mindset. SMS adds a high-impact channel to your audience development strategies, helping you reach the right audience with the right content at the right time.
By combining smart segmentation, quality content, clear objectives, and continuous optimization, you can build an audience that not only listens but actively engages and converts.