Defining your audience profile is an important step in ensuring your campaign is successful.
Audience profiles can help you personalize your campaign messages to reach the people most likely to convert and limit the amount of spend you may have wasted on ineffective ads.
Here, we’ll explore the information you need to include in the object profile, how the object profile should be written, and object profile examples.
Plus, we’ll dive into the media audience profile and how it can help you increase the success of your paid advertising campaigns.
But first – what is audience profile?
What is an audience profile?
Audience profiles detail important information related to a fictional character that you have decided to target for a particular marketing or advertising campaign. Audience profiles are modeled after the target audience of your business and are intended to help you create a more personalized, higher converting campaign.
What information should I include in the audience profile?
When creating your audience profile, you need to include the following:
- Demographic information: This includes personal attributes such as geography, age, education, occupation, and income.
- Psychological information: This includes attributes related to personality traits, preferences, attitudes or beliefs, and lifestyles.
- Goal, challenge, or pain point: For this section, identify your audience’s goal, challenge, or difficulty score 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 products or services? For example, if you are selling an 8-week mindfulness program, your fictional character might have a big challenge in concentrating and finding time to hold onto herself in the present moment.
- Value: What does your target audience value? This includes the values and motivations for the bigger picture, such as “nature”, “socializing”, “feeling familiar” or “autonomy at work”.
- Priority channels: Which channel do your audience spend the most time on? These could be social channels, such as YouTube or Instagram, or search engines like Google. Your preferred channel depends on the type of campaign you’re running. For example, if you’re running a paid advertising campaign, you’ll want to determine if your audience spends the most time on Facebook, Google, or elsewhere.
- Preferred content type (s): After your audience finds your content, in what format will they like it? E-books, blog posts or case studies? Or podcasts? Video? Determine the format that will help you best serve your audience.
- Shopping behavior: Are your audience impulsive or do they need weeks – if not months – before making a purchase? Are they open to your product or service at any time of the year or just during a certain season? For example, if you sell beach chairs, your target audience can be relatively impulsive during the summer months, when a beach chair is most needed.
It’s important to note – a different audience profile from your target market, or buyer personality.
Your target market includes potential buyers for your product or service. For example, perhaps you sell software that can be used for different use cases in different industries. In this case, the target market consists of potential customers in each industry that could benefit from your product – all with different needs, goals, challenges, and beliefs.
On the other hand, the object profile is one the fictitious person you are targeting with an upcoming campaign.
The audience profile is also not the buyer’s character. Buyers are the end-users who will buy your product or service, but in many cases you’ll want to market to anyone who can influence the end buyer. For example, your audience profile could be a social media manager, even though the buyer character is the company’s CMO, as she will have the last time logged in.
Next, let’s dive into how you can write audience profiles.
How to write object profiles
1. Determine the goal (s) of your upcoming campaign.
Before writing your audience profiles, you want to know the audience you’re targeting with your marketing campaign.
For example, are you creating a highly targeted ad to target buyers with your products or services? Or, are you hoping to increase attendees at an upcoming marketing event?
You’ll create a different audience profile depending on your goals. If you’re hoping to increase sales of your products through your social advertising campaign, your audience profile will resemble your buyers personality.
If you hope to increase views for your YouTube channel instead, then your audience profile will look like a fictional character based on your YouTube analytics to determine who likes to see your content. .
2. Go into analysis.
Once you’ve defined your campaign goals, use data and analytics to prototype your personality.
Get started with Google Analytics to discover demographic information relevant to your website visitors. Note age, gender, location, and device type – also, find out which channels your audience comes from. Is it usually organic search, social channels, email or paid advertising?
You can also use CRM data to further discover what customers convert at the highest rate. For example, you can use your CRM to determine which industries convert the most or which pages have the highest conversion rates, to refine your audience profile depending on customer behavior. present.
Finally, use channel-specific metrics to fill in the missing pieces. If you’re planning on running a Google advertising campaign, you can drill down into the high-performing ads in the past and who clicked on those ads.
Alternatively, if you’re running a Facebook campaign, you can use it Audience features that look like Facebook to reach similar people with your best existing customers.
3. Use qualitative metrics to identify your audience’s biggest challenges.
To fill in the challenge / goal / difficulty score section of your audience profile, you should look at customer reviews or focus group information to identify the biggest challenges facing customers and potential customers. face your skills.
You can also use keyword research to find highly-targeted keywords related to your product or service, which can also help you identify your audience’s biggest challenges.
For example, let’s say you are creating a new ad campaign related to social listening and scheduling tools.
You can take advantage of it first Ahrefs or another keyword discovery tool to identify questions people ask in relation to a given search query. In this example, I searched “social media tools” for similar questions regarding search keywords:
I also searched Google for “social media tools” and reviewed the People Asked feature to dig deeper into questions, difficulty points, and challenges related to social media tools. :
Combined with qualitative, customer-focused research, you’ll be able to uncover your audience’s biggest challenges and how you should tailor your campaigns to target those tough spots.
4. Collect psychological data using Google Trends or industry influencers.
If you work for a B2C company, consider using content from top influencers in a given industry to determine the psychological data for your audience profile.
For example, if you’re selling fitness equipment, check out the social profiles and blog posts of the top fitness influencers. What are they interested in? What do they value? What activities do they do on a given day? These traits can help you refine your audience profile.
If you are working for a B2B company, you can read industry case studies, reports or participate in webinars to identify the interests, values, and behaviors of your target character. in a certain industry.
An example of this might be reading “Sales management trends in 2020“if you’re hoping to target sales executives at your target companies.
Ready to start creating your own audience profile? Check out two examples that you can use for inspiration before you create your own.
Object profile example
1. B2B Audience Profile Example: Marketing Maria
2. Example B2C object profile: Athletic Andy
Media object profile
Planning and buying media wouldn’t happen without an audience profile.
For example, buying media – buying campaigns or ad spaces across different channels, or sharing targeted campaigns and ads – cannot happen without a communication plan.
And Its core, communication plan is “define how, when, where and why your business shares media with audience. This process includes deciding which media will be shared on which channels to increase reach, engagement, conversions, ROI, etc. “
Eventually, both media planning and media purchasing need predefined audience to be successful. If you don’t take the time to create an audience profile before purchasing your ad space, you run the risk of wasting money and resources on audiences that won’t eventually convert.
Audience profiles can influence where you place your ads. For example, once you’ve created an audience profile, you might find that your audience spends most of their time on LinkedIn. As a result, LinkedIn advertising solutions can help you best reach your target audience.
Audience profiles also influence your ad design. You’ll want to design your ad copy around your audience’s interests, difficulty, and interests – something you can only do after you’ve created an audience profile.
For example, The Economist may have created audience profiles and identified their audience as interested in education and knowledge, but not bogged down in too much negativity, especially from news outlets. Hence, a simple slogan, “Bright Days Is Coming,” helps to attract and convert the right audience through their advertising.
Ultimately, your audience profile is the key foundation for ensuring you’re effectively attracting and converting the people who match your brand.
However, audience profiles can vary depending on individual campaigns – so keep this post bookmarked for the next time you need to change your audience profile for a campaign. new advertising or marketing.