Blending Marketing Automation and CRM to Unify Your Strategies
Learn more about the differences between CRM and marketing automation as well as how to use them together to maximize your overall marketing strategy.
Building an audience profile can help you create better content that, in turn, helps you achieve your business goals. An audience profile goes deeper than just an overall ideal customer profile (ICP), which mainly covers demographics like location, age, and gender. It includes more in-depth information, like buyer behavior, attitudes, and interests.
For this example, imagine that you’re a company that sells backpacks geared toward the outdoor enthusiast. Your obvious ideal customer profile would be men and women between the ages of 25 and 55 who live near locations noted for hiking and camping. They make an average of $60,000 per year and typically hold a four-year college degree or higher.
The problem with this is that it doesn't give you a complete picture of why customers buy from you. The example serves as more of a guardrail in terms of who will buy your product. To know why they’ll buy, you need to dig deeper.
Understanding your audience profile helps you know what you can do to encourage them to become customers, as well as the types of people who behave the most like your existing customers. This way, you’re not running a “spray-and-pray” campaign on everyone between the ages of 25 and 55 who live in Estes Park or near the Pacific Crest Trail.
If you look closer at that target audience, you’ll start to uncover some behavioral patterns that lead them to your site and to buy from you. And you’ll build out your audience profile by looking for customer behavior in your research.
Your best customers do certain things before they buy, and similar audiences likely do the same. For example:
As you’ll see, the audience profile includes more detailed breakdowns of what the audience is willing to spend to get a better experience, as well as how they arrive at decisions, when they tend to make decisions, and what will trigger a purchase.
You can even go further in your audience profile if you notice that many of the accessories, like bladders to hold water, or mess kits, are purchased as gifts:
If you’ve been in business for a while, it’s likely that you already have some of the data necessary to build an audience profile. Platforms that help you determine attribution, analytics on your site, and existing customer data can help you paint this fuller picture of your customers and shape your marketing to better reach them. These audience profiles can also help you better segment audiences and provide offers to them based on past behaviors, as well as find visitors with similar behavior patterns.
Ultimately, your target audience is a rough sketch of who your ideal customers are. When you color in the lines with behaviors and attitudes, you get a much better picture of them and how to reach them.
Check out our Ultimate Guide to Growth to learn more about how to build and incorporate an audience profile into your marketing strategy.
Last updated on September 16th, 2022.