When you’re looking to build a brand persona and you start getting out there to talk to people, one of the first things you must determine is your audience.

You can’t just start talking to anyone and assume they’ll listen. With all the noise out on social, you’ve got to find the right people – those who are most likely to be interested in what you’re saying and start there. You can certainly grow your audience and segment it over time but start where you’ll be most welcome.

We talk a lot in branding about finding pain points for your potential customers – find out what they need and solve that. Don’t offer them something they can’t actually use.

If you sell dog food, find dog owners, rescue organizations, dog trainers, etc. Don’t assume “anyone” is your target demographic – what about those allergic to dogs? Make sure your conversation is strategic and targeted in order to produce a most efficient and cost-effective effort.

Monday’s guest is Jessica Ackerson, Senior VP of Sales for Sabio Inc. We’re going to dig in to what Sabio does and how it’s useful when creating real conversation.

I hope you’ll tune in and join us, live, at 10am EST on Facebook.

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