How to Create an Audience Profile, And Why You Should [+Examples] (2023)

Determining your audience profile is a critical step in ensuring your campaign is successful.

How to Create an Audience Profile, And Why You Should [+Examples] (1)

An audience profile can help you personalize your campaign's messaging to reach those most likely to convert, and limit the amount of spend you might've otherwise wasted on underperforming ads.

Here, we'll explore the information you need to include in an audience profile, how to write an audience profile, and audience profile examples.

Plus, we'll dive into a media audience profile and how that type of profile can help you increase the success of your paid ads campaigns.

But first — what is an audience profile, anyway?

What is an audience profile?

An audience profile details important information related to a fictional character you've decided to target for a specific marketing or advertising campaign. The audience profile is modeled after your business' target audience, and is meant to help you create a more personalized, higher-converting campaign.

What information should I include in an audience profile?

When creating an audience profile, you'll need to include the following:

  • Demographic information: This includes personal attributes like geography, age, education, occupation, and income.
  • Psychographic information: This includes attributes related to personality traits, interests, attitudes or beliefs, and lifestyle.
  • Goals, challenges, or pain points: For this section, determine your audience's goals, challenges, or pain points as it relates to your product or service. How can your product or service meet your audience's needs? What search queries does your audience use to find your product or service? For instance, if you're selling an 8-week mindfulness program, then your fictional character likely has a big challenge with focusing and finding time to ground himself in the present moment.
  • Values: What does your target audience value? This includes bigger-picture values and motivators, such as "nature", "socializing", "a sense of belonging", or "autonomy at work".
  • Preferred channels: What channel(s) does your audience spend the most time? This could be social channels, such as YouTube or Instagram, or search engines like Google. The preferred channel depends on the type of campaign you're running. If you're running a paid advertising campaign, for instance, you'll want to determine if your audience spends most time on Facebook, Google, or somewhere else.
  • Preferred content type(s): Once your audience finds your content, what format would they prefer it in? E-books, blog posts, or case studies? Or podcast? Video? Determining the format will help you best serve your audience.
  • Buying behavior: Is your audience impulsive, or do they need weeks — if not months — before making a purchase? Are they open to your product or service anytime during the year, or only during a certain season? If you sell beach chairs, for instance, your target audience is likely relatively impulsive during the summer months, when a beach chair is most necessary.

It's important to note — an audience profile is different than a target market, or buyer persona.

A target market includes every single prospective buyer for your product or service. For instance, perhaps you sell software that can be used for different use cases in different industries. In this case, a target market includes the prospects in each industry who could benefit from your product — all with different needs, goals, challenges, and beliefs.

An audience profile, on the other hand, is onefictitious person who you're targeting with an upcoming campaign.

An audience profile also isn't a buyer persona. A buyer persona is the final person who will ultimately purchase your product or service, but in many cases, you'll want to market to anyone who can influence the final buyer. For instance, your audience profile might be a social media manager, even though the buyer persona is a company's CMO, since she'll have final sign-off.

Next, let's dive into how you can write an audience profile.

How to Write an Audience Profile

1. Determine the goal(s) of your upcoming campaign.

Before writing your audience profile, you want to know who you're targeting with your marketing campaign.

For instance, are you creating high-intent advertisements to target buyers with your products or services? Or, alternatively, are you hoping to increase attendees at an upcoming marketing event?

You'll make a different audience profile depending on your goals. If you're hoping to increase sales for your product via a social media advertising campaign, then your audience profile will look similar to your buyer persona.

If, instead, you're hoping to increase views to your YouTube channel, then your audience profile will look like a fictional character based off your YouTube analytics to determine who enjoys watching your content.

2. Dive deep into analytics.

Once you've determined your campaign goal, use data and analytics to create a prototype of your persona.

Start with Google Analytics to explore demographic information related to your website visitors. Take note of age, gender, location, and types of device — additionally, figure out from which channels your audience arrives. Is it typically organic search, a social channel, email, or paid advertising?

You can also use CRM data to further explore what customers convert at the highest rate. For instance, you might use your CRM to determine which industries convert the most, or which pages have the highest conversion rate, to refine your audience profile depending on existing customers' behavior.

Finally, use channel-specific metrics to fill in the missing pieces. If you're planning on running a Google ads campaign, you might dive into past high-performing ads and who clicked on those ads.

Alternatively, if you're running a Facebook campaign, you can use Facebook's lookalike audience featureto reach people who are similar to your best existing customers.

3. Use qualitative metrics to determine your audience's biggest challenges.

To fill out the challenges/goals/pain points section of your audience profile, it's a good idea to take a look at customer reviews or focus group intel to determine the biggest challenges your prospects and customers face.

You can also use keyword research to find high-intent keywords related to your products or services, which might help you determine your audience's biggest challenges, as well.

For instance, let's say you're creating a new advertising campaign related to a social media listening and scheduling tool.

You might first leverage Ahrefs or another keyword explorer toolto determine questions people ask related to a given search query. In this example, I searched "social media tools" to find similar questions related to the search keyword:

How to Create an Audience Profile, And Why You Should [+Examples] (3)

I also searched "social media tools" on Google and looked at the People Also Ask feature to dive deeper into questions, pain points, and challenges related to social media tools:

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Combined with your qualitative, customer-focused research, you'll be able to uncover the biggest challenges of your audience, and how you should tailor your campaign to target those pain points.

4. Collect psychographic data using Google Trends or influencers in the industry.

If you work for a B2C company, consider consuming content from top influencers in a given industry to determine psychographic data for your audience profile.

For instance, if you're selling fitness gear, take a look at the social profiles and blog posts of top fitness influencers. What do they care about? What do they value? What activities do they do in a given day? These characteristics can help you round-out your audience profile.

If you're working for a B2B company, you might read industry case studies, reports, or join webinars to determine the interests, values, and behaviors of your target persona within a given industry.

An example of this might be reading "2020 Trends in Sales Management" if you're hoping to target sales managers at your target companies.

Ready to get started creating your own audience profiles? Let's take a look at two examples you can use for inspiration before you create your own.

Audience Profile Examples

1. B2B Audience Profile Example: Marketing Maria

How to Create an Audience Profile, And Why You Should [+Examples] (5)

2. B2C Audience Profile Example: Athletic Andy

How to Create an Audience Profile, And Why You Should [+Examples] (6)

Media Audience Profile

Media planning and buying can't happen without an audience profile.

For instance, media buying — buying campaign or advertising space on various channels, or sharing targeted campaigns and ads — can't happen without media planning.

And media planning, at its core, is"determining how, when, where, and why your business shares media content with your audience. The process includes deciding what media will be shared on what channels to boost reach, engagements, conversions, ROI, and more."

Ultimately, then, both media planning and media buyingneed pre-defined audiences to be successful. If you haven't taken the time to create an audience profile before purchasing ad space, you risk wasting money and resources on audiences who ultimately won't convert anyway.

An audience profile can affect where you place your advertisements. Once you've created an audience profile, for instance, you might find your audience persona spends most of her time on LinkedIn. LinkedIn advertising solutions, then, can help you best reach your target audience.

An audience profile also influences the design of your ad. You'll want to design ad copy around your audience's interests, pain points, and preferences — something you can only do once you've created an audience profile.

For instance, The Economistmight've created an audience profile and determined their audience likes education and knowledge, but doesn't like getting bogged down with too much negativity, particularly from news outlets. As a result, a simple tagline, "Brighter days ahead", helps attract and convert the right audience through their ads.

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Ultimately, your audience profile is a vital foundation for ensuring you're effectively attracting and converting those best-suited for your brand.

However, an audience profile can vary depending on each individual campaign — so feel free to keep this post bookmarked for the next time you need to alter your audience profile for a new advertising or marketing campaign.

Topics: Media Planning


What is an example of audience profile? ›

You can look at demographic information, buying patterns, and motivation for buying. For example, a target audience could be single men in their thirties who make more than $50,000 a year. Next, you want to understand a need or problem your target audience has for which your product could be the solution.

Why is it important to create an audience profile? ›

The idea behind audience profiling is to identify and monitor the entire customer journey. It allows you to get to know your customers better and tailor marketing messages accordingly. As a result, you can create relevant content that speaks directly to them.

What information should include in an audience profile? ›

Things Your Audience Profile Can Include

Baseline demographics, like age, gender, and income. You can also include educational information (such as level of education completed) and geographic location.

What are some examples of different types of audiences? ›

Types of Audiences
  • General public - little to no prior knowledge or understanding.
  • K-12 Students - younger people expected to learn about the topic.
  • Undergraduate students - people who are learning more about a topic.
  • Professionals who work in the field / subject / discipline - people who use the topic everyday.
Jan 24, 2023

What are some examples of target audience? ›

Target audiences center around a specific group of people. These can be men, women, teenagers, or children. They generally share an interest such as reading, running, or soccer. Personas can help advertisers investigate relevant magazine titles or industry publications.

What are the two things to consider in audience profiling? ›

When creating an audience profile, you'll need to include the following:
  • Demographic information: This includes personal attributes like geography, age, education, occupation, and income.
  • Psychographic information: This includes attributes related to personality traits, interests, attitudes or beliefs, and lifestyle.
Apr 13, 2021

What are 5 things you must consider for your target audience? ›

5 Tips To Consider When Selecting Your Target Audience
  • 1 – Why are you researching. Firstly, you need to understand what you are trying to achieve. ...
  • 2 – Use existing market research. Defining an audience for an online questionnaire is not only about demographics. ...
  • 3 – Be selective. ...
  • 4 – Have a plan B. ...
  • 5 – Measure what you do.
Feb 6, 2013

What are four 4 key ways to identify a target audience? ›

Determining your primary target audience is crucial when launching a business, or a product or service from your existing business. Geographic, demographic, psychographic and behavioral are the four levels of segmentation that can help define your business's primary target audience.

What are the 4 types of audiences? ›

The 4 Types of Audience
  • Friendly. Your purpose: reinforcing their beliefs and sense of shared interests.
  • Apathetic. Your purpose is to first convince them that it matters for them.
  • Uninformed. Your requirement is to educate before you can begin to propose a course of action.
  • Hostile.
May 11, 2021

What are the 6 types of audiences? ›

Author Jeffrey Rohrs identifies six types of audiences in his book Audience: Marketing In The Age Of Subscribers, Fans and Followers.
  • Seekers. ...
  • Amplifiers. ...
  • Joiners. ...
  • VIP Joiners: Subscribers. ...
  • VIP Joiners: Fans. ...
  • VIP Joiners: Followers.
Jun 6, 2014

What are the 3 types of audiences? ›

Three categories of audience are the "lay" audience, the "managerial" audience, and the "experts." The "lay" audience has no special or expert knowledge.

How do you write a good target audience? ›

Write a target market statement

Write a target market statement that focuses on the most important audience characteristics you've identified in your research. Your statement should include: Demographic information about your target market, such as gender and age. Geographic location of your target market.

What are the 3 types of target audience? ›

Types of target audiences

For the best research results, divide these audiences into three categories – demography, interests, and purchasing intentions.

What 6 Questions should be asked to help you determine the target audience? ›

15 Questions to Help You Define Your Target Audience
  • What is your target demographic? ...
  • Where do they live? ...
  • What industry do they work in? ...
  • How much do they earn? ...
  • What are their hobbies? ...
  • How do they get their information? ...
  • How do they communicate? ...
  • How do they think?
5 days ago

What features of an audience are most important? ›

Knowing your audience —their general age, gender, education level, religion, language, culture, and group membership—is the single most important aspect of developing your speech.

What are the 4 P's of target? ›

This is based on the 4 P's formula, which is adjusted and extended to include other crucial factors such as demand, price, promotion, and place.

What are six strategies for engaging the audience? ›

6 Easy Ways to Engage Your Audience for a Better Presentation
  • Maintain eye contact. It may sound obvious, but eye contact is crucial throughout your presentation—and that doesn't mean just those first two minutes. ...
  • Make them laugh. ...
  • Tailor your approach. ...
  • Tell a story. ...
  • Keep it short. ...
  • Share your enthusiasm.
Oct 21, 2016

What is an example of audience engagement? ›

Some examples of audience engagement include attendees watching a live event, submitting questions in a Q&A, submitting poll responses, or just chatting with other event participants. You'll want to encourage participation for several reasons including: You want your content to be relevant to your audience.

How can you identify your audience? ›

Determining Your Audience
  1. One of the first questions you should ask yourself is, “Who are the readers?” ...
  2. Decide what your readers know or think they know about your subject. ...
  3. Next, ask yourself “What will my readers expect from my writing?” ...
  4. You also need to consider how you can interest your readers in your subject.

What is audience profile description? ›

Audience profile is the process of profiling the characteristics of the audience of a particular business or advertising medium. Audience profile creates the description or profile of a customer based on his or her demographics, social, economic characteristics etc.

What is an example of audience in healthcare? ›

Consumer and non-health professional audience examples:

Adolescents and young adults. Caregivers (people, such as family members and friends, who care for others) Community leaders. Employees and employers (specify which one and possibly their job functions, if different groups need different information)

What are four examples of audience demographics? ›

Demographic information examples include: age, race, ethnicity, gender, marital status, income, education, and employment. You can easily and effectively collect these types of information with survey questions.

How do you write a profile description example? ›

I am an enthusiastic, self-motivated, reliable, responsible and hard working person. I am a mature team worker and adaptable to all challenging situations. I am able to work well both in a team environment as well as using own initiative. I am able to work well under pressure and adhere to strict deadlines.

What is a good profile description? ›

Two to five phrases written in a bulleted form or brief paragraph will do. Think of the summary as a snapshot of your skills, accomplishments, and knowledge. Label your profile professionally: Summary of Qualifications, Career Profile, Career Highlights, Professional Summary, or just Summary or Profile.

What are the 4 areas of audience analysis? ›

4 components of a complete audience analysis
  • Demographics. Probably the most popular categories among marketers, demographics provide the foundations of a thorough audience evaluation. ...
  • Psychographics. ...
  • Prior knowledge. ...
  • Usage patterns.

What is an example sentence for audience? ›

Example Sentences

The concert attracted a large audience. The audience clapped and cheered. Her audience is made up mostly of young women.

What are 5 examples of demographics? ›

Most Common Demographics Examples
  • Age.
  • Gender.
  • Race.
  • Marital status.
  • Number of children (if any)
  • Occupation.
  • Annual income.
  • Education level.


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