Audience Profile: A Beginner’s Guide

audience profile

An audience profile is the basis of your marketing success

Marketo engagement gap report shows more than 50 percent of consumers believe that many brands deliver too much irrelevant content. Meanwhile, content is a fundamental tool for the marketing campaign. You avoid this thing happening to your business, right? Develop an audience profile right away!

As a brand, you surely are motivated to reach the right people. The audience profile created from an in-depth audience analysis will help you well informed. It is because you can know who your audiences are, then what type of strategy to apply.

What is an audience profile and why it matters

Let’s start by looking at the definition. An audience profile, also known as the ideal customer profile, is a description of the companies that you are desired to be your clients. This marketing strategy does not care about each individual, but it puts interest in measurable features of their organization. To conclude, the audience profile is your B2B target audience.

Johanna Rivard from the Marketing Insider Group tells that the B2B target audience is different from the target audience in the B2C businesses. In B2B, you apply the 80/20 rules. It means that your 20 percent of customers will dominate the business sales at 80 percent.

Moreover, clients in B2B has long-term buyers than B2C. Thus, creating an audience profile will help you get and maintain the relationship between your company and clients.

Audience profile vs buyer personas

Tony Zambito conducted a survey resulted that nearly 80 percent of businesses think an audience profile and buyer persona are the same things. Are you one of them? Although they seem similar, these two terms are different.

An audience profile gives you a description of an actual company that you want to have a business with. You choose the type of company that is suitable for your products or services. The elements of the audience profile are industry, company size, and budget. Take a look at some examples of audience profile:

  • Companies with at least 50 employees and at most 500 employees.
  • The annual revenue of the company is around 7 million to 40 million USD.
  • The business needs solutions to make their technology efficient.

Meanwhile, a buyer persona is a fictional character you build as the representations of your segments. You base your avatar from the existing customers or research on analytics. The buyer persona consists of audience demographics to psychographic segmentations. The descriptions of a buyer persona can be like this:

  • Age between 18 to 35 years old
  • Single and lives in urban
  • Enjoys expanding network and has an active lifestyle

You may conclude that audience profile deals with B2B business. Yet, the buyer persona focuses on B2C businesses.

Key criteria for creating an audience profile

  1. Industry
    Examples of this criterion are healthcare, education, and legal. Then, you can be more specific by focusing on the subcategories. For example, your business is in the healthcare industry. Thus, divide your aim into yoga studios, fitness, and gyms, or nutritional consulting.
  2. Company size
    Marketing to a startup company with less than 5 employees will have a huge difference in marketing to enterprises with more than 1,000 workforces. The bigger the company size is, the harder you pass through. It is because big companies have more complex and long sales cycles. Meanwhile, the majority of startups are eager to grow quickly.
    According to Inc., small to midsize businesses (SMBs) are the ideal target form startups to market themselves. You can start with small ones and build your brand to continue aiming at bigger companies.
  3. Department
    Check out your products or services. Are they best applied for a company’s accounting team? Or, do your products help the salespeople instead? Knowing which department you can promote your product will specify your audience profile.
  4. Job titles
    Some of you might save this feature to design the buyer persona. But, this can be helpful in creating an audience profile to consider the roles in the company.
    For example, once you know what kinds of job titles in a marketing team, you may approach them directly, instead of trying to contact the CEO. This highest position will surely handle everything. Yet, the marketing team knows what they need the best.

Main principles in audience profiling

Audience profiling is the process of identifying your target customer. Here, you analyze the criteria thoroughly and decide what to do about that. There are 4 key principles of audience profiling.

  1. Segmentation
    The first step is dividing customers into some segments. You can divide them based on the criteria above. Or, you can add it with some elements such as the company value and lifestyle. These help you get their reason why to buy your products.
  2. Messaging
    This principle allows you to produce content containing your marketing messages. It also aims to increase the probability of repeating sales. When you are aware of what your segments are, you can design meaningful and personalized content. This type of content will make the clients loyal because they will feel special.
  3. Engagement
    First, an audience profile guides you in creating content. But, it also assists you to decide where you want to communicate with your audiences. It is necessary to target specific audiences with different marketing channels.
    For example, you choose social media to promote travel insurance to travel agencies. It is because you see the employees integrate social media a lot. While you choose to email to target consulting companies because they are busy and professional.
  4. Measurement
    If you continue doing something without taking a break for reviewing, you are in danger. Measurement develops valid impact on your marketing campaigns. You can compare and contrast which strategy does not work, or optimize a method that is already effective. Making an audience profile is a reliable way to gain more insights about your audience. You can segment and analyze them, so you understand the best way to reach them for maximum ROI.