Why build an owned audience?
One key aspect of this strategy is cultivating an owned audience, one for which you can control both the message and the experience across all your communications. This level of cultivation can bring rich rewards, and with that in mind, here’s a quick round-up of the seven key benefits this approach has to offer your organisation:
1. Enhanced trust and credibility
Building an owned audience allows public sector organisations to establish direct and consistent communication with their stakeholders. This fosters trust and credibility, as the audience receives information directly from the source, thereby reducing the risk of misinformation.
In an era where social media can often be a breeding ground for misinformation, an owned audience serves as an antidote to “fake news.” It ensures that accurate, reliable information is disseminated, helping to combat the spread of false narratives and phoney facts.
2. Cost-effective communication
Relying on third-party platforms for communication can be expensive and unpredictable. By cultivating an owned audience, public sector organisations can reduce the costs associated with advertising and platform fees, while simultaneously maintaining control over their messaging.
3. Improved engagement and responsiveness
An owned audience is more likely to engage with content and provide feedback. This direct interaction enables public sector organisations to be more responsive to the needs and concerns of those they serve, something that ultimately leads to better service delivery and improved public satisfaction.
4. Data ownership and insights
Having an owned audience means public sector organisations have access to valuable data and insights concerning their audience’s preferences, behaviours, and needs. This data can be used to tailor communication strategies, improve services, and make informed decisions.
Moreover, knowing that the people you are communicating with are real individuals and not bots is crucial. This sense of humanity ensures interactions are genuine and meaningful, fostering a deeper connection and understanding between the organisation and its audience.
5. Consistency across channels
An omnichannel approach ensures messaging is consistent across all communication platforms. By cultivating an owned audience, public sector organisations can maintain a unified voice and brand identity, something that is crucial for building trust and recognition.
6. Greater control over content
With an owned audience, public sector organisations have full control over the content they share. This allows for more strategic and targeted communication, ensuring the right messages reach the right people at the right time.
7. Long-term relationship building
Cultivating an owned audience is an investment in long-term relationship building. By consistently providing valuable and relevant content, public sector organisations can foster loyalty and advocacy among their audience, leading to sustained engagement and support.
By focusing on these benefits, public sector organisations can enhance their communication strategies and better serve their communities. After all, cultivating an owned audience as part of an omnichannel approach is not just a trend, but a necessity for effective public sector communications in this digital age.
