Creating Baseline Audience Profiles

So, we’ve already discussed a few reasons and ways to monitor audience responsiveness. But once you’ve got yourself set up in that regard, there’s a more advanced step that you should implement. And that’s creating a customer profile (or set of profiles) by which to base your next campaign strategies. This is just one way to analyze and then apply the information that you’re collecting in an organized and practical way.


This step comes into play once enough data is collected to start drawing parallels and noticing trend-based patterns (perhaps six months to one year after you start). What you’ll want to do is come up with one baseline model–or preferably, a few model types–based on how customers/clients/audiences are buying and using your products or services. Depending on your business and how divisions fall among those who interact with it, you can create very generic models–such as female/male–or create entire baseline characters, such as the buyer who is under 30 years of age but married with a household income of more than $100,000. Or individuals who shop before 5pm. Or some other kind of category that is unique to your business and exhibited in repeat behaviors.


This will also depend on what kind of information you can derive from the types of marketing you’re monitoring and analyzing. Using as many stats and demographics as you have access to can lead to more tedious but more beneficial profiling overall. Tracking should also take into account the beginning, middle and late stages of each model type’s interaction with your brand. You definitely want to acknowledge ways that behaviors change with time and figure out why. Then you can incorporate how you’d like to ideally see relationships develop–based on realistic, data-backed prospects.


For example, you may infer three main shopper types: A, B, C. If you’re noticing that the Type A persona is a mother who shops during workdays and often browses the kids’ wares, you may wish to add more products along these lines or incentives for those with families—such as a Back to School Sale running Monday-Friday. Type Bs may typically shop 45 minutes and spend $150 per visit. You may wish to set goals to bring up their spending to an average of $200 per visit or entice them to stay longer to explore more merchandise. However, you’ll need an entirely separate set of advertising agenda for Type C, which are quick-shopping nighttime male shoppers. Naturally, seeking ways for these targeted, goal-oriented marketing tactics to overlap is the best possible strategy for time and cost efficiency.The bottom line is to acknowledge that not all customers or behaviors are the same. Setting targeted goals and watching targeted groups over time can drastically improve business—as opposed to investing in very broad campaigns by assuming that your audience can be defined by one set of standards. By that same vein, you also won’t want to exclude potential new customers by basing decisions on how old ones acted, or by how one niche group acts. To keep from becoming stagnant, it’s vital to implement continued monitoring. Then you’ll want to compare expected results to the ways your profile-based marketing campaigns actually take hold with each model group. That way you can modify models and their respective campaigns until you discover what works best.



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