UNLOCKING YOUR POTENTIAL, WITH AUDIENCE INSIGHTS

A strategy that doesn’t have your audience at the heart of it is always a game of luck. When your digital strategy is human-centred it suddenly becomes so much easier to make decisions, analyse results and ultimately supercharge these.

Without clear audience personas, there is too much reliance on gut feel. We must remind ourselves as marketers that most of the time, we are not the audience we’re trying to attract!

Instead, we need to give ourselves the superpower of being able to think like our audience. As soon as you allow yourself to walk in their shoes,, you are able to look at everything differently.

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HOW TO WALK IN THE SHOES OF YOUR AUDIENCE

There are many different ways to approach creating audience personas. At Reflect Digital we have a number of options at our disposal that will be aligned with your ultimate goals and will be informed by how much you understand your audience already. Below we will detail our two most popular approaches.

Creative persona workshop - this route uses an internal workshop as the springboard, including members of your client-facing team we have a tried and tested method to draw our your team’s knowledge based on a psychological framework. It allows us to uncover your audience motivations and then craft profiles, messaging and call to actions for each persona.

Data-driven personas - working with our colleagues at Verj, this route is all about data. It starts with a survey to a minimum of 1k participants that fit your ideal profile, these questions are carefully crafted to uncover psychological insight. The team at Verj are then able to use machine learning to process this information coupled with a number of tools to allow them to identify clear traits and requirements for this audience.

WE CAN WALK THE WALK, WHAT NEXT?

You now have a lens per persona to view your varying activity through - what next? It sounds simple, but the key is to use it! So often businesses invest in creating personas but then they end up sitting on a shelf somewhere gathering dust. Our persona process will always include a what next. Depending on the brief, we’ll often have factored in customer journey mapping.

Customer journey mapping is a process of taking your personas and mapping out the most likely journey for them starting before they hit the website. We want to understand what drives them at the awareness stage to search - is it social ads, or a question on Google? And then how do we hold their hand throughout the journey to get them from awareness to enquiry/sale. This process unlocks new opportunities online and sometimes offline too, it is about walking in your audience’s shoes to spot the opportunities to build a relationship with them.

“When I joined the Brakes business my objective was clear, to drive our Digital Acquisition activity & to do so I was truly looking for a partner and extension of our internal team and thankfully that’s exactly what I found with Reflect digital. They’ve met every goal that we have set out for them, and they’re also very proactive about presenting new ideas to continue to set ourselves apart from our competition. In addition the account team have gone above and beyond to educate themselves on the specifics of our industry. I love the collaborative relationship we have and am always excited to brainstorm and strategize with the team to help grow our business.”

Richard Rumble | Digital Marketing Lead at Brakes