There are so many things that factor into an audience strategy, but the #1 focus should be on their value system so that you can speak to what they value in your marketing content. Here's an example of what I mean.
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No matter what you are doing, you need to be providing value.
Understanding the Value
If you understand "the why" you will be that much more likely to put your heart into the things you are doing.
How a Marketing Plan Will Benefit Your Business
To be successful in marketing you must start with a plan. For example, social media is part of your marketing efforts and would require a strategy that would be included in your overall marketing plan. We all know plans cannot be perfect. How could you possibly account for everything that is going happen in the next 12 months? If you don't plan, you're doomed, and an inaccurate plan is much better than no plan.