If you work for a B2C company! consider consuming content from top influencers in a given industry to determine psychographic data for your audience profile.
For instance! if you’re selling fitness gear! take a look at the social profiles and blog posts of top fitness influencers. What do they care about? What do they value? What activities do they do on a given day? These characteristics can help you round out your audience profile.
If you’re working for a B2B company! you might read industry case studies! check out reports! or join webinars to determine the interests! values! and behaviors of your target persona within a given industry.
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Audience Profiling Best Practices
There‘s been a lot of talk and ideas here today — let’s wrap up this party with a list of rapid-fire best practices for your profiling process.
Spotlight the causes they care about.
Statistic: 82% of shoppers say that they prefer to shop from a company with values that align with their own.
In order to show your audience that you what is the company like today? have aligning interests! you need to know which causes they care about.
Athletic Andy cares about the environment! and Marketing Maria cares about community. If your brand shares those values! then displaying that in your campaign is incredibly powerful.
Here’s an example of a campaign that it cell number I fell head over heels for as a consumer: Nuud deodorant. They have a lot of gold stars when it comes to company ethics! and I saw their ads for months before trying the product. I finally saw it described as “guilt-free deodorant!” and I was hooked.
It‘s a weird transition from traditional deodorant to a concentrated paste! but they’ve won over their customers by understanding the ethics that we care about (one that you should totally try; you’ll never go back).
Articulate the positive and negative.
Most of the attributes given to our example profiles above were positive! but your campaign needs to find some negativity as well.