Audience Value Matrix

Audience Value Matrix The Audience Value Matrix Framework The Audience Value Matrix consists of five key sections: Audience Segments Paint …

Audience Value Matrix

When it comes to building engagement, there are few things as important as delivering the RIGHT message to the right audience. The Audience Value Matrix is a strategic planning tool that helps you plan your conent strategy by segmenting your audience and defining each segment’s core needs .

Although this matrix originated as a tool to help businesses align product development with customer needs, the template can also be used by marketers to help them align their content planning decisions..

A Very Common Marketing Mistake

A very common marketing mistake is to create one core message and use that message universally across all marketing channels. This approach fails to address the unique needs and interests of each audience segment, which can quickly lead to higher bounce rates as well as missed opportunities.

Each audience type you work with has distinct needs and preferences.

For example, if you want to generate media attention, the media audience segment will be more interested in success metrics and the broader impact of your business, rather than detailed instructions on how to purchase your product or buy tickets to your museum.

On the other hand, potential customers with children will be more focused on learning if your business has hands-on activities, while traveling seniors might want information about facilities and accessibility.

Understanding the broader needs of each audience segment will help you tailor messaging that resonates with each segment.

Audience Value Matrix

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The Audience Value Matrix Framework

The Audience Value Matrix consists of five key sections:

Audience Segments
Paint Points, Needs and Values
Key Product Features
Call(s)-to-Action
Speech-let (Core Message)

Audience Segments: Identify each distinct individual or audience group and define the unique characteristics for each segment.

Pain Points, Needs, and Values: Define the challenges, needs and desires of each audience segment.

Key Product Features: Highlight your specific product features that address the pain points and needs of each audience segment.

Calls-to-Action: List all the desired calls-to-action (CTAs) you expect each audience segment to take. These CTAs might include click here, buy now, donate, volunteer, sign up, download, visit, join, attend, or any other ways you expect your audience to actively engage with your business. Defining these CTAs will further help you guide your messaging.

Speech-let: Craft a short, compelling message that encapsulates the essence of your product with respect to each audience segment. This message should be powerful and memorable, so it sticks with your audience. It should also be short enough for you to remember so you can fall back on that content, even if you don’t have a sales script or playbook in front of you.

Audience Value Matrix Example One

Example 1: Marketing Messaging for a Museum

Let’s build a messaging strategy for a museum in the Pacific Northwest.

Audience Segments

First, let’s identify all the audience segments that might be interested in this exhibit:

Families with children

Senior and community centers who bring their residents to local activities

Members and potential members

Meeting planners looking

Media

Pain Points, Values & Needs

I also like to call this the Frequently Asked Questions section. Here you’ll define the pain points, values and needs of each audience segment.

Parents with small children will have different needs than meeting planners looking for a venue to host a cocktail party. Obviously, you’ll want to avoid mentioning after-hours cocktails in the content targeted for the kiddos.

Families with children: My kids often get bored at traditional museums, because they prefer more hands-on activities. Do you have any activities that entertain younger and older children, while also allowing parents to enjoy their visit.

Senior and community centers: Our members are at different mobility levels. Are your entrances wheelchair accessible, do you have a lot of bathrooms. Do you offer senior and group rates?

Potential members: Do you offer special member-only events? Can we meet the artist?

Meeting planners: What is the capacity of your facility? Can we serve cocktails at events? Can event attendees tour the exhibits?

Media: Why is this exhibit so impactful? I’m on deadline, do you have images you can send within the next hour.

Key Product Features

Now identify the key product features that align with each audience segment questions and needs.

For the parents with kids segment, for example, your messaging should include the docent program and demonstrations by area artists, as well as their interactive exhibits which allow kids to touch, color and play.

Call(s)-to-Action

List all the ways each audience segment can engage with your business.

Speech-let (Core Message)

Finally, write a core message for each audience segment. Make sure your entire public-facing personnel, including your sales, marketing, and customer service teams have these core messages memorized. That way, they can always be “ready” to speak about a product, even if they don’t have a script or playbook in front of them.

Audience Value Matrix Example Two

Example 2: SaaS Enterprise Sales

Now let’s build a messaging strategy for an SaaS sales team.

Audience Segments

CEO

CFO

Sales Manager

IT Manager

Training Manager

Pain Points, Values & Needs

Obviously, a CEO will have very different needs and questions than a training manager.

CEO: Do we have the resources to support this product? Will it help us accomplish our strategic growth goals?

CFO: Does this product provide accurate financial reporting? What mechanisms are in place to keep our costs under control?

IT Manager: Does this product have full API integration?

Training Manager: How much training is required for this product? Is there 24/7 support for my team?

Key Product Features

Now identify the key product features that align with each audience segment questions and needs.

Call(s)-to-Action

List all the ways each audience segment can engage with your business. The CEO may want a hands-on demo or they may just want the thumbs up from their CFO. The training manager may ask to see the training modules and documentation.

Speech-let (Core Message)

Finally, write a core message for each audience segment.

The Benefits of Targeted Messaging

Yes, it can be hard to write messaging for each audience segment. And a lot of extra work.

But when you show your audience you understand their specific needs, you help build trust with that audience.

Have you ever scanned a 300-page user instruction manual, when all you really wanted was to figure out how to find the on button.

The CEO, and each audience segment, want questions to THEIR answers. Not a wholesale overview of every darn thing the product has ever done for anyone.

Writing a core message for each audience will help you build depth across your entire audience. Rather than relying solely upon one message, you bring everyone into the conversation.

Download Now

View a full version of Example 1 and Example Two by downloading our Free Audience Value Matrix template now!

Audience Value Matrix

Download Your Free Audience Value Matrix Now

By submitting this form, you are also subscribing to the weekly How to Be Brilliant newsletter, delivered every Friday, with tips on branding, marketing and the art of standing out.

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If you’re interested in learning how the Audience Value Matrix can help you drive stronger messaging and engagement, contact me to book a free 15-minute Discovery Call now.