First Build an Audience Then Make Products

Building an audience before launching a product can give you valuable insights into what your potential customers want. It helps you validate your ideas, reduce risks, and create products that are more likely to succeed in the market.

Using Content Marketing to Build an Audience

Content marketing involves creating and sharing valuable content to attract and engage an audience. By consistently posting relevant content on social media, blogs, and other platforms, you can build a loyal community interested in your niche.

Leveraging Your Audience to Identify Products

Once you have an engaged audience, you can use their feedback to determine what products to create. This approach ensures that the products you develop are aligned with market demand.

Case Study: Johan and Alberta’s Tennis Fashion Line

Johan and Alberta, fashion models and tennis enthusiasts, were frustrated with the lack of stylish tennis apparel. They decided to create their own fashion-forward tennis clothing line but were unsure if there was a market for it.

Step-by-Step Approach:

1. Identify the Target Audience:

   • Target Audience: Fashion-conscious tennis players.
   • Research: Understand their preferences, online habits, and interests.

2. Create a Tennis Fashion Blog:

   • Content: Post articles, videos, and images about tennis fashion.
   • Consistency: Regularly update the blog to keep the audience engaged.

3. Engage with the Audience:

   • Feedback: Ask readers about their favorite tennis accessories and apparel.
   • Interaction: Respond to comments and questions to build a community.

4. Analyze Engagement:

   • Metrics: Track which posts are popular and adjust content accordingly.
   • Insights: Use this data to understand audience preferences.

5. Run Social Media Campaigns:

   • Ads: Use targeted ads to reach more potential customers.
   • Collaboration: Partner with other tennis and fashion blogs for guest posts.

6. Email Marketing:

   • CTAs: Encourage blog visitors to sign up for newsletters.
   • Value: Offer exclusive content and special offers to subscribers.

7. Validate Product Ideas:

   • Polls and Surveys: Ask the audience which designs they prefer.
   • Pre-orders: Offer pre-orders for popular designs to gauge demand and secure funding.

Benefits of the Audience-First Approach

• Market Validation: Ensures there’s demand for your product before you invest heavily.
• Loyal Customer Base: Builds a community that’s already interested in your brand.
• Reduced Risk: Lowers the risk of product failure by aligning with audience needs.

Action Plan

1. Identify Your Target Audience:

   • Who are they? Where do they hang out online? What are their interests?

2. Create and Share Content:

   • Develop a content calendar to post regularly.
   • Use a mix of videos, images, and written posts.

3. Engage and Interact:

   • Respond to comments and messages.
   • Ask questions to gather insights.

4. Analyze and Adjust:

   • Track engagement metrics.
   • Refine your content strategy based on feedback.

5. Expand Your Reach:

   • Use social media ads to target specific demographics.
   • Collaborate with influencers and other blogs.

6. Build an Email List:

   • Use CTAs to encourage sign-ups.
   • Provide valuable content to keep subscribers engaged.

7. Validate and Launch Products:

   • Use audience feedback to design products.
   • Offer pre-orders to gauge interest and secure funding.

By following these steps, you can build a strong audience and create products that resonate with your market, increasing your chances of success.