Dive deep into analytics.
Once you’ve determined your campaign 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?
what customers convert at the highest rate. For instance, you might use your CRM to determine which industries convert the most. Or iran telegram data 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 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.
3. Use qualitative metrics to determine your audience’s biggest challenges.
To fill out the challenges/goals/pain points section of your audience profile, take a look at customer reviews or even a focus group (more on this in a minute). You can then determine the biggest challenges your prospects and customers face.
You can also use keyword research to find high-intent keywords related to your products or services, which might help you determine your audience’s biggest challenges.
For instance, let‘s say you’re creating a new advertising campaign related to a social media listening and scheduling tool.
You might first leverage Ahrefs or another how do web development and online marketing coexist in one company? keyword explorer tool to determine questions people ask related to a given search query. In this example, I searched “social media tools” to find similar questions related to the search keyword:
I also searched “social it cell number media tools” on Google and looked at the People Also Ask feature to dive deeper into questions, pain points, and challenges related to social media tools:
Combined with your qualitative, customer-focused research, you’ll be able to uncover the biggest challenges of your audience, and how you should tailor your campaign to target those pain points.