So, what exact benefits await teams that prioritize audience profiling?
Personalization
The ability to create personalized united kingdom cell number campaigns is the most obvious benefit of audience profiling, but do you understand just how beneficial it is?
Statistic: 94% of marketers say that personalization increases sales.
Sometimes, personalization makes viewers feel like a company just “gets them” and understands their interests. Like this ad from Chase — I could‘ve been shown an ad about getting a home loan, but I’m a full-time digital nomad. Instead, they showed me an ad showcasing travel perks.
I feel like they put time and energy into courting my business; it got my attention in the right way. In the same scroll on Facebook, I was shown ads from Unbound Merino. I‘ve engaged with many of this company’s ads over the years — always browsing the women‘s section wondering if it’s time to give merino wool a try.
But in this ad, I was shown men‘s clothing (which I’ve never browsed before). As a consumer, it doesn’t make me think less of the brand, but it is a swing and a miss.
Modern consumers want (and expect) personalized experiences with brands. Through audience profiling, you can build personalized campaigns that deliver relevant content, offers, and recommendations to specific customer segments.
Team Cohesion
We’ve all sat around at a marketing meeting and felt that everyone was on different pages. Lack of cohesion is the fastest way to squander marketing efforts (and spirits).
Audience profiles are needed to unify the marketing team behind a common goal. Even more importantly, your profiles will unify your marketing and sales team.
Statistic: Only 23% of sales professionals 1000 cell phone number list feel that sales and marketing are strongly aligned.
Accurate profiles bring everyone onto the same page, create a common language, and remove confusion. Instead of fumbling around saying, “It just doesn’t seem targeted enough for our audience members interested in fitness,” you can say, “We need to focus this more on Athletic Andy.” You’ll meet Athletic Andy in a minute!
Shift away from third-party data.
Let’s not beat around the cookie jar: targeting specific audience segments was easier with cookies and third-party data. But cookies are so 2021, and now companies must find new techniques for audience analysis.
Statistic. 47% of marketers report that their companies are making a plan to approach cookie-free targeting.
A deep understanding of demographic details, qualitative research, and robust tracking of passive data will fill the holes in your strategy.
The Audience Profiling Process
I‘ll share the step-by-step guide for writing your profile in a minute, but first let’s zoom out and look at the big-picture.
Align with sales.
Remember how only 23% of sales what information should i include in an audience profile? professionals feel well-aligned with marketing? Being a part of that 23% is step one. The most common measurement of content marketing’s success is total sales. Set your marketing efforts up for success by aligning with sales at step one.