In order to build accurate audience profiles, you need the following information:
- Demographic information. This includes personal attributes like geography, age, education, occupation, and income.
- Psychographic information. This includes attributes related to personality traits, interests, attitudes or beliefs, and lifestyle.
- Goals, challenges, or pain points. For this section, determine your audience‘s goals, challenges, or pain points as it relates to your product or service. How can your product or service meet your audience’s needs? What search queries does your audience use to find your product or service? For instance, if you’re selling an 8-week mindfulness program, then your fictional character likely has a big challenge with focusing and finding time to ground himself in the present moment.
- Values. What does your target audience value? This includes bigger-picture values and motivators, such as “nature,” “socializing,” “a sense of belonging,” or “autonomy at work.”
- Preferred channels. What channel(s) does your audience spend the most time on? This could be social channels, such as YouTube or Instagram, or search engines like Google. The preferred channel depends on the type of campaign you‘re running. If you’re running a paid advertising campaign, for instance, you’ll want to determine if your audience spends the most time on Facebook, Google, or somewhere else.
- Preferred content type(s): Once india telegram data your audience finds your content, what format would they prefer it in? Ebooks, blog posts, or case studies? Or podcast? Video? Determining the format will help you best serve your audience.
- Buying behavior: Is your audience impulsive, or do they need weeks — if not months — before making a purchase? Are they open to your product or service anytime during the year or only during a certain season? If you sell beach chairs, for instance, your target audience is likely relatively impulsive during the summer months, when a beach chair is most necessary.
Ready to get started creating your own audience profiles? Let’s take a look at three examples you can use for inspiration before you create your own.
Audience Profile Examples
How does all of this come together to build your target audience profile? Let’s look at three examples together.
1. B2B Audience Profile Example: Marketing Maria
Let’s start with the example of a marketer. Instead of broadly targeting all marketers, we’re going to target Marketing Maria.
- Demographic information: 26 – 34 years old, mostly female, living in the Boston area. Works in marketing in the retail industry.
- Psychographic information: Interested in trends and industry news. Has a flexible work arrangement.
- Goals, challenges, or pain points: Increasing social media engagement and maximizing team resources. Wants to expand social presence and improve sales. Lacks the tools for effective social listening. Struggles to the market demands more agility convince leadership of social media’s value.
- Values: Enjoys the community that social media brings.
- Preferred channels: Instagram and YouTube.
- Preferred content type(s): Videos and case studies.
2. B2C Audience Profile Example: Athletic Andy
Marketing Maria‘s needs were specific to it cell number her career. But what about a profile that’s specific to a hobby or lifestyle? Let’s take a look at Athletic Andy:
- Demographic information: 34 – 45 years old, old located in Seattle.
- Psychographic information: Interested in getting outside daily. Rarely drinks, eats a specific diet, and tracks fitness activity. Objectively healthy.