Marketing Maria and Athletic Andy are theoretical examples, but they’re so detailed that Maria could be about the Tailwind App, and Andy could be about Cotopaxi.
Want to see an audience-targeting example for a real brand? Following the same steps, I’m going to make a profile for my website Walk the Camino Portugués. This is a niche site dedicated to the pilgrimage trail that leads from Portugal to Camino de Santiago, Spain.
I’m not currently using paid advertising cambodia telegram data for this site, but I do want to create targeted organic content campaigns that speak directly to Nervous Natalie.
- Demographic information: 40 – 65 years old, living in the U.S. with little international travel experience.
- Psychographic information: Has spent years of their adult life dedicated to other people’s needs (children, aging parents, a consuming job), and wants to do something just for themselves. Wants to try a pilgrimage to have a reflective and introspective adventure instead of a vacation.
- Goals, challenges, or pain points: Not yet comfortable traveling abroad and pursuing an athletic activity. Is inspired by the success stories online but finds the entire planning process scary. Feels nervous or even embarrassed by their lack of experience.
- Values: Values hard work and is willing to put in the time to train. Cares about the community on the trail and wants to find it for themselves.
- Preferred channels: Facebook, Pinterest, and organic search.
- Preferred content type(s): Written content with imagery to help them vicariously “live” the experience once before they attempt it for real.
With these key aspects of Nervous Natalie understood, I can create content that targets her directly. I’m writing blog posts that address her specific needs, in addition to starting a Facebook group to foster real community (one of her values).
Next, let’s dive into how you can write an audience profile.
How to Write an Audience Profile
1. Determine the goal(s) of your upcoming campaign.
Before writing your audience profile, you want to know who you’re targeting with your marketing campaign.
You‘ll make a different audience profile depending on your goals. If you’re hoping to increase sales for your product via a social media advertising campaign, then your audience profile will look similar to your buyer persona.
If, instead, you’re hoping to increase views to your YouTube channel, then your audience profile will look like a fictional character based on your YouTube analytics.
Here’s an ad example from activewear brand Popflex. Taylor Swift wore this skirt in her “I can do with a broken heart” music video. This ad is trying to drive sales while also making consumers aware of the huge spotlight put on the product.
2. Dive deep into analytics.
Once you’ve determined your camp 5 key steps to money positioning in business goal, use data and analytics to create a prototype of your persona.
Start with Google Analytics to explore demographic information related to your website visitors. Take note of age, gender, location, and types of device — additionally, figure out from which channels your audience arrives. Is it typically organic search, a social channel, email, or paid advertising?
You can also use CRM data to further explore what customers convert at the highest rate. For instance, you might use your CRM to determine which industries convert the most. Or perhaps, you see which pages have the highest conversion rate to refine your audience profile depending on existing customers’ behavior.
Finally, use channel-specific metrics to fill in the missing pieces. If you’re planning on running a Google ads campaign, you might dive into past high-performing ads and who clicked on those ads.
Alternatively, if you’re running a Facebook campaign, you can use Facebook’s lookalike audience feature to reach people who are similar to your best existing customers. The lookalike audience feature could be the exact reason that I saw the below Outsite ad on my feed.
One of my closest friends is an Outsite united states of america email lead customer, and we check many of the same boxes: we’re both self-employed female digital nomads in our 30s.
We also just spoke about Outsite via Facebook Messenger … but NO, that’s not how ads work (despite the conspiracy theories). Incredible profiling is the reason that some companies manage to get your needs and interests just right.
