The basis of success for a digital marketing strategy is in the deep knowledge of our audience. I usually say that, if we define well the audience profile, we have 50% of the strategy made. A correct definition of the audience profile represents 50% of the success of a marketing strategy. Whether we use the express recipe to define a marketing strategy , or if we choose the traditional methodology, the definition of the audience profile should be our priority.
The definition of the audience profile consists of four phases:
Insight of purchase .
Value proposition .
Buyer person .
Customer journey .
One of the challenges to define them correctly are the data sources that we have. It is possible to do it based on inferred or inferred data, although naturally the perfect thing is to base on data as objective as possible. Although it is always better to do the first thing, than not to define the profile. So “obsessed” I am with the subject, that my good friends of Audience have let me try their tool (specifically Audience Insights ) and the truth is that I have been amazed with the amount of information available to define and drive a global digital marketing strategy based on social network data. I’m going to use the data that Audiense gives me, but before I started I wanted to clarify that the power of the tool is not only in the ‘static’ analysis of the data, but in activating them to optimize our online marketing strategy, launching campaigns, creating micro audiences, etc.
Case study: how to define the audience profile or buyer of your audience
That is why I have decided to write this article (I anticipate that it will be a bit long), as a practical case to teach you how to define the buyer person of a digital audience (in this case, mine). Keep in mind that when making judgments about the audience I always compare my audience with the global one in Spain buy instagram followers and likes.
Profile Of Audience Or Buyer Person
The practical download will be made combining the global profile of my audience on Twitter and a supposed ecommerce of Spanish clothing . Obviously it is not the right way to do it , but this way I show you an example that you can all imagine and not my strategy that has no greater interest.
Even so, before showing you the audience profile that I have prepared for you, two important notes to apply to a real case:
Adapt the details to the strategy : based on the available data, you should see the best way to take those that best suit the company and the strategy you are defining. That is, if your company is a fashion ecommerce as in the example and data speaks of fashion, trends, online shopping, etc. You look with special interest these data.
Define the profiles of the main segments : define 2-3 profiles based on the most important segments. Normally from the third or fourth they begin to be less interesting profiles.