author
Samantha Noble
Koozai

About Samantha Noble

Samantha Noble is a digital marketing expert and client strategy director at Koozai with a key focus on PPC. She helps clients grow their business through creating highly targeted digital strategies that focus on every stage of the marketing funnel. With her passion for digital, she founded the Digital Females group back in 2011 and is also working as the Co-Chief Editor for State of Digital.

In her Learn Inbound talk, Samantha explores how you should be using your paid media channels to not only understand more about your audience from a paid media perspective but also how you can take this insight and apply it to your cross-channel marketing campaigns. Your audience is your Unique Marketing Point (UMP) and you need to use it to your full advantage.

Key Takeaways

  • There are lots of ways to compile information about your customers – Google Analytics, Bing Analytics, Facebook insights, etc.
  • Use all of the data you can gather to create buyer personas that identify: goals, demographics, media & device, and pain points for your audience.
  • The Bing Ads Intelligence tool is incredibly powerful – not only for keyword research but for audience insights.
  • By having detailed buyer personas, you can create a story around that will humanise them and as a result, create content that resonates with them.

Video Transcription

Hi, everyone. Thanks ever so much for sticking around till the end of the night. So when Dana got on the stage earlier, I thought, "Oh, my God, our talks are going to be similar," and I panicked. But, actually, they actually complement each other really really well. So, Dana talked about how we should be using personas and the importance of those. And what I'm going to try and share with you tonight is how you can use the different paid media platforms to really understand and uncover who your audience are, for using the various paid media platforms that we're going to cover.

So as businesses, we get so fixated on trying to find out what's our USP? What kind of differentiates us from our competitors, which don't get me wrong that's important, but in an ever-growing marketplace, and in the world of the internet, that's becoming more and more difficult. So rather than just trying to focus on what we're doing differently to the competition, I'd like to talk about so your U-M-P and UMP is basically your unique marketing points.

So rather than USP, I want you to start thinking U-M-P. Your UMP is your data. So all of the traffic that comes through to your website that can't be copied. It can't be replicated, and it belongs to you as an advertiser as a business, and likewise, your audience. The audience that you get through to that site, that belongs to you. It can't be copied. It can't be replicated. It belongs to you. So, if we consider how much money businesses spend on marketing themselves each year, it's significant and that money is growing, and growing, and growing.

But we're all just trying to drive loads of visitors, loads of users through to a website, but we're not really really paying attention to the data that's being collected off the back of those visits that are coming in. So this is a study that was done by WordStream last year that shows the average conversion rate. This is typically Google search, Google AdWords data, but it shows you average conversion rate for the different industries that are on the site here, and we can see that there's some that are converting around 7%, some that are down at 2%.

So what happens to the rest of that data? The rest of the data that's coming into the website, what, are we just ignoring that? So if we talk, on average we say get around a 5% conversion rate off of the site, we are wasting 95% of the data that is coming into that site which is madness. You spend all this money and what, you just want to convert around 5%? This is where we can win, right? If you want to try and just focus on converting that 5% all of the time, you're going to stick at a 5% conversion rate.

But you need to focus on the other data, find out what they're up to. Try and uncover a bit more insight into those customers because understanding your customers is absolutely key to marketing success. If we just keep doing the same thing, day in, day out, and we keep marketing to people that we think we should be marketing to, you're going to lose out. Understanding your audience should be the absolute foundation of any marketing that you do.

As Dana was saying, you can't just say, "Oh, I think my customer's that" or "I like that. So that's what I'm going to do." You need to understand who they are, what they like and market to those people and, once you understand that, it needs to be applied across everything, online, offline. Put everything together and apply that data and that insight across every single marketing channel that you use, and use that data to your advantage. So as I was saying, 5% typical conversion rate across a website, 95% left out in the open to just wander off and go to a competitor or go somewhere else.

So that's your UMP. That is your U-M-P. Uncovering who your audience are and helping them to convert better with you, but you need to know who they are, using that to your advantage. So how do we uncover this? So as Dana was saying in her talk, it's really really important to create personas, create these fictitious people that kind of represent who you're trying to market to. So I'm going to try and share some insights, and give you some understanding of the data that we can actually pull from the paid media platforms.

So just taking these platforms as an example, all of them give you insight into who your customers are, and who your website visitors are. So we need to take advantage of them. Before you do, if you take anything away from this talk tonight, go and get these pixels added onto every single page of your website, even [[00:05:00]] if you are not looking to do any paid media. If you're just looking to put the pixels on, they give you all this insight. You don't have to be paying these paid media platforms to get this data. They give you this data anyway.

Once you've done that and you've got your pix in place, you need to make sure you're updating your privacy policy. You need to be telling users how you're collecting data about them, and what you're going to be doing with that. There's laws within Google [[00:05:30]] Analytics, and within the cookie law, whatever it is that's out there, you have to have this on your site. And you have to explicitly tell people how you're collecting that data and what you're using it for. So once you've got that in place, we need to then wait and start collating some of that insight. If you're only getting a few visitors through to a website, that data is going to take longer to grow.

If you've got lots of visitors coming through to the site, obviously you're going to be able to get that insight a little bit faster. But once you've got those pixels in place, you can start to uncover [[00:06:00]] data about your website audience. You can uncover data about your actual customer base, and then as a bonus if you are looking to do paid media advertising, you can uncover audiences that are similar to your audience and then market to those. So I'm going to take you on a bit of a journey and look through four of the key paid media platforms that I typically use on a day-to-day basis, and just give you some insight into some of the data that you can pull of the back of it.

So let's start with Google Analytics. [[00:06:30]] Every single website that I've ever worked on has got a Google Analytics account. It's free. Everybody uses it. What a lot of websites don't do is actually enable the setting that allows you to get this extra insight off the back of it. So all of this data is available for every visitor that comes through to your website. If you click into the audience report, and then you click into any of the demographic data on the left-hand side what you typically find [[00:07:00]] is that it looks like this.

It's telling you to enable that data because it won't automatically be switched on by default because you have to have updated your privacy policy first to explicitly tell users how you're collecting this data. So go and switch this on, and then you start to get insights like this. So if you're an e-commerce site or even a lead gen site, if you're looking at the age and gender report, you can plug those two things on as a primary dimension and a secondary dimension, sorted by revenue or goal [[00:07:30]] completions, and then you can start to say, "Okay. How old are people that typically buy from us? What gender are they?" And you can sort that by revenue, and you can start to see who that audience are.

On top of that, Google also tracks because they've got Google Analytics tracking on so many different websites. They pull data associated to a user and they say, "Okay. What other types of sites does that user frequent? What type of content do they approve? What stuff do they [[00:08:00]] like?" And Google will give you this insight for your customers, as well. So over on the left-hand side here, you've got your affinity categories. So you can see that this audience loves movies. They love travel. If we go down a little bit further we've got home decor enthusiasts.

It tells you things. That they like TV, news junkies, music lovers, there's all of this insight that you can get. And if you click into those sections, it gives you more insight into the content that they like within that particular sector, as well. [[00:08:30]] Moving on from there, you can also start to uncover what are they in the market for? What other things are they looking to buy? So in this example here, we can see that the highest revenue generator for this particular site, this customer base, is also in the market for travel, hotels, accommodation. They're also in the market for a new job.

So it just starts to help you build up a bit of an insight into those customers are, and when you lump all that together, it gives you this top level [[00:09:00]] insight. So you can see that this demographic is male, age 35 to 44, into movies, travel, and they're in the market for those things there, and the location that they're typically based in is London. So we've learned something just for using freely available data that's given to us every single day within Google Analytics. The benefit of this that takes it to another level is that was an example of just looking at traffic like every single visitor that comes into the site [[00:09:30]] which is absolutely pointless really.

That shows you everybody. It includes people that bounce off the site. It includes people that don't convert. So what you should do is use advanced segments, and build up lists of people, and once you do that, you can then start to see all of that insight for all of the different lists that you've created. So it might be that you build up a list of people that bounce off the site, and then you create that as a negative persona. You don't want to start marketing to those people because they don't really like the content that you're giving them. [[00:10:00]] So you start to understand, how do they differ to people that have purchased from you in the past or who's your highly engaged audience?

Who are the people that actually stay on the site for longer than a few minutes or the top referral sources, the channels? You could be spending thousands in a particular channel, but you don't really understand who you're trying to market to, and once you start to uncover some of this data, you can start tailoring the messages within different channels to that particular audience. So this is the same customer [[00:10:30]] data there, and I'm just trying to show you how different visitors from different segments can convert differently and the data that you get off the back of this.

So you can see paid advertising traffic from Google AdWords that was a demographic data that came off the back of that particular segment, and then you compare that to Facebook and the bits in green are where they differ. So if you're trying to market to people on Facebook, you want to try to and pull in some of this extra insight that you know. You may not start talking to them about home decor. [[00:11:00]] You may then try and go down the route of trying to coincide with some travel information, and so forth. So it's really understanding the different segments that you're trying to market to, and the data that you get off the back of that.

There's a lot of platforms that we use, that don't actually track fully where that referral source is coming from. So you can use the URL Campaign Builder that Google gives us to basically track everything by putting the UTM tracking at then end of every URL. So as Dana was saying, if we're doing any Facebook [[00:11:30]] ads, you might want to put the tracking on there to say that that is a Facebook ad, and might try and explain what that Facebook ad is or you might be doing some form of content marketing or PR, put in the UTM tracking on the back of that, and you can actually try and segment those people, so that then when they do come through to the site, you can then look at the demographic makeup of that particular segment, as well.

If you're doing any TV advertising, vanity URLs are really important. So you're driving people through to a website. Thousands, and thousands, [[00:12:00]] and thousands of euros have been spent on TV ads, and we're driving this traffic for each of the websites and you're like, "Mm, what's it actually doing?" No one really pays too much attention to that. But if you put a vanity URL on there, you can then start to segment everybody that has landed on that particular landing page and say, "Well, how do they interact with the site? What do they look like? What do they do? How do they differ from my online audience versus the TV audience that we're driving through?" So that's analytics, right?

We've also got Google AdWords. So Google's primary [[00:12:30]] advertising platform and here, we can see the same type of insight that we can see in Google Analytics for demographic makeup. But what we can also see in here is extra insight. So because AdWords is obviously the paid-for platform, you can see data for your clicks and your converting traffic that comes from AdWords. But all of the lists that you've built up in Analytics, automatically get imported into AdWords, and then you can start to see extra insight. So the next view size [[00:13:00]] are using the same audience that we were looking at in Google Analytics.

So I just want to show you the different data that you can pull off the back of that. So in here, if we're doing any form of PPC within AdWords, it gives you the gender and the age breakdown of people that have clicked on your ads versus the people that have converted. So these numbers are as similar to what you would see in Analytics. It doesn't really give us anything more. However, when it comes to the in-market data and what people are actually interested in buying, in the previous [[00:13:30]] example you were saying, right, travel or accommodation or that kind of stuff which is really really top level. This starts to break it down.

It says, "Right, okay. Well, this particular audience is interested in buying flooring services, flooring, plumbing fixtures, vans, and minivans." So you go, "Okay. How can I start to use this insight in all of the marketing that I'm doing?" It also gives you more insight into the types of content that they browse. So, again, before it was like they're into travel, movies, that type of content. Here, it breaks that down [[00:14:00]] and it gives you more insight into that particular audience, and it's saying that these guys are into DIY content. They're into home decor. They're dog lovers, thrill seekers, 30-minute chef. It just starts to give you a bit more of an insight into who it is that's coming into your lists that you've created.

You also get extra demographic insight, as well. So Google will give you insights into whether they're parents, not parents, or unknown. It will also break it down nicely to show you what type of device that they're using, [[00:14:30]] so whether it was desktop, mobile or tablet. This insight can be really really important when you're putting together a content marketing strategy or it might be that you're doing a PR campaign and it's just trying to understand who it is that you're trying to target, and the types of people that you're marketing to. If you see that all of your traffic that's coming through to a particular list are parents, gold dust, you know that that is the type of people that you're trying to target.

So when you pull this insight together we can see this information for them. So it just, again, [[00:15:00]] gives you a broad understanding of who these lists are. Facebook, right, Facebook is my absolute favorite place to hang out and try and find some information about people because they know everything about you. There was a study done back in 2013 that said, "Facebook actually know when you are going to break up from your partner before you do based on the sentiment of how you post, and how much you're engaging with different people, and the types [[00:15:30]] of content that you're writing." Crazy stuff, they know everything.

You think of everything that you post, the things that you like, even everything that you're doing on Facebook, they're tracking everything, and they give you this insight back as advertisers. So, again, if you're not looking to do paid media campaigns on Facebook, that pixel is the most important thing that you should have on your site because they give you all of this information about the visitors that come through to your site. And the way [[00:16:00]] that they do this is if you are tracked, if you're basically logged into your Facebook profile before you go onto a website...and let's face it, most people don't log out of Facebook, even if it's on the app or on their work laptop or home PC, they don't tend to log out.

So all the time that you're browsing around the web, Facebook knows what you're up to, and they're then reporting all of the insight that they've got back to advertisers because they want to try and encourage you to use the Facebook platform to advertise on. So some of the insights that we can get, we can [[00:16:30]] still get the typical age, and demographic, and gender makeup for your particular audience there, so 18-years-plus, they don't give you anything below that. So we can see that information. We can also see the type of roles and the industries that those people are working in. On top of that, they can tell you whether they're in a relationship, single, engaged, what sort of education level did they have?

Facebook will give you that insight, devices that are used and [[00:17:00]] the platforms that are being used. We can also see the type of content that your visitors to your website are typically liking. So in this example, we've got Scooby-Doo fans, fans of sleeping, Skittles, Monster Energy, Celine Dion. I don't really know what sort of person this is, but hey, this is valuable information that you can get off the back of looking at the pixel and pulling that data in. You can see the types of pages that the customers like. [[00:17:30]] We can understand the lifestyle that they live.

Now, Facebook gives me some really really obscure phrases, but if you click on the little i next to any of them, it does start...it tells you a bit more information about what they mean by that kind of audience lifestyle, and how they define that. Location, city, language, give you all of that insight, as well. If you are based in the U.S. or you're marketing to the U.S. and you've got a lot of data coming off the back of that, they'll also give you purchase [[00:18:00]] insights because they've teamed up with third-party providers to give you this information. So you can even start to understand the type of car, the type of vehicle that that customer are in market for.

Their retail spending, if it's high or low. Online purchases, even the types of products that these people tend to buy. Moving on from that in the U.S., they'll also give you a load of household data as well, so you can start to see how average household income, whether they're homeowners or not, [[00:18:30]] spending metrics, i.e. how they're actually buying things online, household size, and market value. All of this insight is really really valuable. So if we group this together, so the audience that we've just looked at there, we start to see more insight into our customers.

So this is the exact same website that I've used throughout the whole presentation here. So you can just start to see how much extra information that you can get. Again, this is data for every website visitor that's coming in. [[00:19:00]] So you'd argue how kind of valuable that is, but the thing that I love within Facebook is you can also create custom audiences. So a bit like what you can do in Analytics where you can create segments, and you can group people together. But what I really like about this is they give you insight into the people that engage with your content on Facebook.

You can also create lists of people based on segments of your website which I think is really really valuable. So if [[00:19:30]] we look at Arnotts, the department store, if you're considering how to market this business, if you group together all of the people that have viewed the beauty section of the site versus the home ware versus the electrical, that person's going to look really really different.

Whereas I think the mistake that a lot of businesses make is they try and say, "This is the type of person I'm trying to market to," But they don't try and break that down by product or service that they're offering. So if you create custom [[00:20:00]] audiences for all of the people that have viewed that section of the site versus that section versus that section, all of that insight that we were talking about previous, you can get that for the different sections of your site to understand how to market, and push different products or services that you're trying to sell.

Moving onto Twitter, I'm not a huge fan of the data that you get from here. It doesn't give you a huge amount of insight, but I think it's important to try and use all of the platforms to try and get an understanding [[00:20:30]] of who your audience are. So Twitter will give you a load of information. They give you this type of insight, but they give you this for the fans or the followers of your Twitter page. And they've teamed up with various U.S. partners, so some of the data, I think, is interesting and some of it is kind of questionable, but we can our typical demographic data that we've seen across all the other platforms. We can also start to understand the interests our followers have got, and the types [[00:21:00]] of content that they share, and the people that they engage with on Twitter.

You can get insight into their buying styles. So, are they into buying premium brands, fresh and healthy? We can see the types of consumer goods that they buy. How they get this information, I have no idea, but it's there, "Okay. Our customers like buying milk and eggs." Who doesn't, really? It's a pointless stat really. We can also see how affluent they are. Now this is when I start to question whether the data is [[00:21:30]] really valuable because I don't believe that every single one of those segments is at 14%, but I have seen these numbers differ. So it is important to kind of look at this, and take some of this of stuff with a pinch of salt.

TV genres, another insight that they give us, and as with the others, we can start to see the devices and the technology that people are using. So, again, grouping all that together so the top performing ones in here, you start to see another insight into who our customer [[00:22:00]] is. And then Bing, I am a massive, massive Bing fan. They, for me, are the search engine to watch over the coming years because they are really, really pushing, and their market share is growing in every single country, and they really, really trying. I think they're trying to differentiate who they are, and it's definitely one that you should start paying attention to.

The data that they give us at the moment, I don't think [[00:22:30]] is that great. So we can start to see the age and gender and location, but we can see that in all the other platforms anyway. So just to show you how that kind of works, you can see that if you're using Bing Ads, you can see this data. So we can see age and gender. The report's pretty useless, so you want to export that, and pop it into a pivot tables in Excel, whack it into a graph, and then it becomes a little bit more useful. The thing that I love about Bing is the Bing Ads Intelligence Tool. Can I just [[00:23:00]] have a show of hands for anybody that's actually used this? Hardly anybody, right, you download this tool and you will be hooked, and playing around with this for hours.

So the insight that we can get from here, it gives us some research templates, keyword analysis. This basically, it is a keyword research tool. But the thing that I love about this tool is it will give you an understanding of who your customer is across the entire marketplace that you're marketing to. [[00:23:30]] So, rather than just focusing on, "Ah, we're going to give you this insight into your own visitors to your website," they tell you about the whole of Bing's database. So if you're looking to target the UK or Ireland, you can pop some keywords in and it will start to give you insight into the whole of the Ireland, and show you all of the data off the back of that.

So let's have a look at some examples. Download the tool here, the slides are available in the Learn Inbound site at the end of this, and we'll have a little sneak peek at what we can see. So, it's an Excel plug-in. [[00:24:00]] I don't believe it works on a Mac at the moment. I think they're looking to add that on, but I could be wrong. So if you download this plug-in, this is what you start to see at the top of your Excel toolbar. You need to sign in to either a Bing Ads account or your Microsoft login, so either/or. And then you get this that pops up across the top.

You can either import a load of keywords off the back, if you're doing any PPC campaigns on AdWords or on Bing, [[00:24:30]] you can import loads of keywords or you can just free type a load of keywords in there like I have. You hit enter and it will literally, on any of these reports at the top, it is seconds, and it gives you all of this insight back into that particular group of keywords. So I put in a load of insurance-related type terms in there, hit the keyword research, and it shows you the average search volume, Bing. It shows you the highest to the lowest. It shows you average CPCs on Bing [[00:25:00]] for the top ads, and also the sidebar ads.

It tells you what the average click-through rate is. This is across the whole of the UK, so this is UK data. You can change that dropdown at the top to any other country and it will give you that same data for that same group of keywords, but it's for that particular location. Within the more research tools, you can see an age and gender report. So, again, I've put in here the same set of keywords [[00:25:30]] and I can see car insurance, and I can see the age groups, and the gender of the people that are actually searching for those terms across the whole of the UK, desktop versus smartphone versus tablet. They also give you a load of dashboards, and a load of research templates that you can take advantage of.

Within this one, you can simply put in a keyword, choose your destination that you want to search from, choose your date range, and it shows you weekly trend data for that particular [[00:26:00]] keyword. It shows you what day of the week is most popular in Bing for people to search for that particular phrase. It tells you the age, the gender, locations, and it also gives you a load of other related searches, as well. That is just a few things that this tool can do. It's got so many different cool features, and you will literally be hooked because you pop the keywords in, and it is so, so quick, and it looks at the entire marketplace.

So it gives you a really nice way [[00:26:30]] of being able to benchmark against your actual data, and see whether Bing is a good platform for you to start using. So there's some insight into a couple of the platforms there, and that was how we can uncover insights into our website data. But we can also use these platforms to uncover data about our actual customers. Now here, probably about 24 months ago, actually, a lot of these platforms, I think Google started it, where you [[00:27:00]] can actually upload your email addresses.

So your CRM data whether that is your actual customers, whether it's your prospects, upload that data into any of these platforms, and all of that insight that we've just got our website visitors is then freely available for you to understand about your actual customer data. Forget the list uploaded. The reason I say that is because you need at least 1000 people, 1000 email [[00:27:30]] addresses to be matched. So if we upload 10,000 email addresses to Facebook and Facebook can only match up 10% of that, you're going to be all right. You can get your 1000 in there.

But it's important to try and understand how much data you've got because you can really segment your email data. So it might be that you try and segment your customers by products or services they've bought or white papers that they've downloaded or the types of content that they've consumed if they've had to put their email address in. You can get really really granular and [[00:28:00]] really specific, but the tighter you make those lists, the smaller those lists become, and you do need the 1000 matched in there.

If we look at how the platforms typically match data, this is a study done by WordStream last year, we can see that Google are actually matching over 50% of email addresses that get uploaded. So if you upload an email address, and somebody's got a Gmail account or a Google account that's associated to that account, or a YouTube account, any of the Google platforms, Google are able to match around 50%. [[00:28:30]] Facebook surprised me, actually. I thought this would be higher than Google, but it's just under 50%. It comes in at 48.99%, and poor Twitter down there is only 10%.

Pinterest are also now offering you the opportunity to do this. So we've asked WordStream if they can update this study. It'd be really interesting to see how much Pinterest can match, as well. This just goes to show how much data we can get off the back of using any of these platforms, and again, you don't need [[00:29:00]] to be doing paid advertising to get access to this data. And for every list that we upload, all that insight that we got before, we can get for that specific email list, for your specific customer audience. This is absolutely vital that you start to use some of this insight that we can get.

I mentioned earlier at the start of the presentation, these platforms allow you to take an audience that you have created, [[00:29:30]] and they will say, right, "Okay. Well, let's have a look at the demographic makeup of those people. Let's have a look at the types of content that they browse. Let's have a look at their buying behavior." And Google, and Facebook, and Pinterest have got a really good understanding of who that customer base is, so whether that's your website audience or whether that's your email list that you've uploaded, and they take that insight and they say, "Right. Well, we know that that customer looks like this. We're going to go and build you a look-a-like audience or an act-a-like audience or a [[00:30:00]] similar audience" because they have to come up with new names for these things.

And then you've got a whole new market that you can tap into that haven't been exposed to your brand before, but have a high propensity to buy from you because they look the same as your customers. This is really really important, and then off the back of that, we can then also see all of the insight that we've seen before for that audience, as well. So once we've done all of [[00:30:30]] that and we've collected all of this data, this is where we go about creating our personas. So Dana's talk was brilliant. I loved that loads of really cool ideas.

Because it's important that we are treating customers as individuals, and we're talking to groups of people, and personas really help you to do that, and they help you to create an experience in a really structured way. There was this study done that showed that 50% of customers that actually use personas generated a higher quality [[00:31:00]] of leads off the back of their website because they were speaking to people, not just users, not just blanket marketing to the whole of their website audience. They were trying to segment people and actually market to them properly.

Again, if we look at the department store, Arnotts, imagine if you're a lady that works in the store, and you get greeted at the same time, by three different groups of people. So, you've got your elderly couple that come in versus your businessman on the [[00:31:30]] mobile phone. He's really really in a hurry. He wants everything really really quick versus the mum with four kids that just wants a coffee and would love to be able to put the kids in a [inaudible 00:31:37] for half an hour, so that she can go and enjoy her shopping trip. If the sales assistant was to treat everybody in the exact same way, they're not going to convert all of that audience.

The elderly couple might want to talk a little bit. They might want to interact a bit more, share some stories about what they've been doing for the day. The businessman really couldn't give a crap about that. [[00:32:00]] He just wants to go in, buy what he needs, and if the store assistant is sitting there and trying to talk to them throughout the whole time that they're in the shop, they go, "Oh, that's frustrating," likewise, with the mum. So trying to put things into simplistic terms like that if you wouldn't want to be treated in the exact same way when you went into a shop or when you went to buy a holiday or whatever it is that you're trying to buy, you want to be treated how you want to be treated, and I think that's really really important to remember when we're doing any form of marketing.

So personas are a fictional, generalized, [[00:32:30]] kind of representation of who your customer are, but they all need to be based on actual data, and there's loads of really free available templates that you can use to create these, as well. So if you don't want to go and invest money trying to get a persona to do so, and you want to try and do these things yourself or you're not getting that insight from actual customers, you can see all of the insight that we've done previous, and we can use some of these templates. So Zazil Media have got a persona template that you can use.

So you can just [[00:33:00]] go in here, download it, and it gives you a load of questions that you just need to answer, and it just makes up kind of a full page, one-pager so that you can see who is this customer, who is it I'm trying to market to. Extenzio [SP] have got something similar. This is another tool that you can use to just plug data into and it gives you a nice printed out version of who that customer is, and then HubSpot. This is quite cool, actually. You have to go in and fill out all this stuff, and then it generates you this document at the end. [[00:33:30]] So that's just three.

There are loads of these, and if you do want to try and create them yourself, these are some of the things I think we need to really pay attention to. So give them a name, give them an image. What are their goals in terms of business and personal, the demographic data of that particular person, that group people? What are their frustrations, their challenges, and their barriers? What devices are they using? And then tell a story. Give them a biography so that you can start to really understand [[00:34:00]] who that customer is.

And one thing that I've seen done across the various brands is to try and help their teams understand the personas is by trying to associate them with a fictional character. So there some that have been done in kind of cartoon style, so someone's saying, "Okay. My customer, this particular customer set is like Garfield" or "Fred Flintstone" or TV kind of programs. Try and pick characters out of TV programs, and try to match those up to who it is that you're trying to [[00:34:30]] target. Film stars, that's been done before, and even superheroes.

So anything that you can try and say...rather than say, "Oh, my target audience, her name is Molly. She has a dog," whatever else it is you're trying to do, try and pull that back into something that everybody in your team, everybody in the business that you're working for is able to understand and try and tie that back in together because it makes personas fun. It makes people want to try and market to them, rather than just, "Let's just market [[00:35:00]] to everybody." So we're nearing the end now. Once we've got all of this data, I just want to try and explain how we can use this across all of the different marketing channels that we can use.

So this is an example for a life insurance brand. So I did all of this data and pulled all of this insight out, and I tried to group it into a kind of a mind map to try and understand, "Okay. Who is it I'm trying to target here?" And when you see it laid out like this, [[00:35:30]] it does give you a bit of a representation of who that particular dataset is. So this is the entire website audience. Again, I don't recommend that you do the entire website audience, but I didn't want to try and pin this down too much.

I wanted to give you some insight into lots of different people that are coming in there. So this is the data that we've taken from Twitter, Bing, Facebook, and Google. So we understand from these customers, from these website visitors that the TV shows that they love are "Vampire [[00:36:00]] Diaries" and "Grey's Anatomy." So if you are looking to do some TV ads, why not put it in the middle of these shows? If you know that that is the type of content that your consumer likes to watch on TV, use that insight and plug that back into your TV adverts. Target it to the right people at the right time.

Likewise, you saw that they were really big gaming enthusiasts, but they weren't using PlayStation. This data shows that they use Xbox. On [[00:36:30]] Xbox, we can put ads. So if our audience are using Xbox, that's where we should be putting our ads. We shouldn't be messing around with trying to do stuff with PlayStation or any of the other gaming consoles. Put stuff on Xbox. Digital PR, we saw that the audience are into cooking. So is there something that we can do with reader offers or is there something that we can do on certain sites that are related to that content because we know that our audience liked [[00:37:00]] to consume that content?

Same with offline PR, if we know that this particular audience likes "National Geographic" magazine is there an advert that we can put in it. If we're going to go back to traditional print media, making sure that we're targeting the right people is going to get you, hopefully, a better chance of trying to convert them at a later stage. Content marketing, again, we saw that the audience likes cooking. They were also predominantly female, so we can try [[00:37:30]] and play on that? Is there something that we can do around sort of females and chefs? Radio, this particular audience had the highest propensity of those were based in the UK and in Redding.

So if we want to do anything in terms of radio, whether it's interviews, whether it's any standard adverts, it should be to on a radio station that's going to be attracting the audience that we're trying to target. SEO, [[00:38:00]] so Google released saying that they're going down the whole mobile [inaudible 00:38:03] so people should be paying attention to this. But so many people still massively fixate on desktop. If your customers aren't using a desktop as often as what they are on mobile, focus on mobile first. If they're focusing on desktop and they're using desktop, focus on desktop first. But use that insight to make sure that you're putting your marketing efforts at the right place at the right time.

If you're looking [[00:38:30]] to buy any email data or do any email partnerships, once you understand the types of content that they're using and the types of content that they're consuming, try and find a partnership of an email provider that is in that particular space. And direct marketing, rather than just targeting everybody across the whole of the UK or the whole of Ireland, pick the region that you know your customers are living in and target those people. If you can see that that works, [[00:39:00]] then you can then broaden your reach a little bit.

And because I am a massive paid advocate, if you are using any of this data, all of that insight that we were speaking about earlier, if you're doing any paid media campaigns, you can use all of that within your paid media targeting. So whether it's looking to do re-marketing, standard ads, anything that you're looking to do, any of those insights that we've got we can target people, and we can try and segment people down really really tightly and market to those people, [[00:39:30]]. So two key takeaways really, remember your UMP and get those pixels added to your website today. Thank you.

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