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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Speak WITH Your Target Audience
During a recent meeting with a client I was reminded that I need to speak at a level that makes sense to her and to my target audience. This is important for all of us to do in our marketing.