When consumers are looking for something they go to Google. Having your brand ranking well on Google could be the difference between 500 clicks and 10,000 clicks.
Just like you speak differently to your boss than you do your friends, you want to know which tone and voice to speak to your audience. Knowing them means understanding them.
Once you know your audience, are you aware of where they get their news? Where they learn new tricks and habits? By knowing where your audience's watering hole is, you can target your marketing efforts better.
With great information comes great leadership. Learn as much as you can and be willing to try new things for your prospects and clients. Become a thought leader in your niche.