Summary

How to get marketing value by analyzing your current, aspirational, and competitive audiences

Transcription

There's three audiences you should absolutely be running through SparkToro. The first is the audience that you almost certainly already capture your ideal customer profile, which is in this particular example, I'm gonna use a ink. Know what the combustion ink makes this predictive thermometer. You put the little stick here into a piece of food that you're gonna put in the oven and then it will tell you, hey, the temperature of this beef Wellington or whatever it is, is gonna top out here.

If you pull it out now, it will rise to that temperature over the next five minutes. It's got some very clever AI sort of predictive tech. And so I'm gonna run a report saying home chef seeking highly accurate food thermometers like the combustion ink. And what SparkToro will do here is it will analyze precisely that audience and give me their demographics and their behaviors, which will mean that combustion inc can do better marketing to exactly that group.

The way they're getting value is by looking at what new social networks should we be prioritizing or optimizing for? What types of content should we be creating? Which influencer should we be reaching out to? All those types of things, as well as who makes up this audience.

Are we overestimating overestimating the fifty one plus and underestimating the young market for this?

And by the way, I'm gonna show you in a second that indeed you might be underestimating the younger market.

We can look at the use of Search and AI tools and say, gosh, ChatGPT usage is actually way down for this particular audience segment. Maybe we should be prioritizing traditional search visibility over AI search visibility For the next few quarters, at least if we don't see that behavior change, you can see which websites they might be thinking, oh man, barbecue, that's a huge opportunity. I should be going and building relationships with barbecue influencers, with these folks who have this big email list or big website in that space.

So what we're doing is saying with your existing audience, when you run that through SparkToro, the audience that already visits your website already is your ICP. SparkToro can provide lots of insight about where to reach them. But that's not the only one. The second one I wanna talk about is how to get value from aspirational audiences.

For example, let's say that the combustion ink folks say, you know, our next target really needs to be these highly influential food influencers, especially on Instagram. That's where they've decided to go. By the way, data suggests that that might be a good place for them to start. So highly influential creators in the food and cooking world on Instagram.

And I'm going to create that report. This aspirational audience is going to give me data about where I'm going to reach that next group of people, who they are, and some validation here. This is a little bit different than what you do with your existing ICP because you want to do the validation to determine is this the right audience? And SparkToro can help you with that as well. If you start seeing behaviors in this data attributes that to you don't resonate and don't suggest that this is the right group of people be targeting.

Well, friends, maybe you pull back and you seek out a different aspirational audience. In this case, I believe this is exactly the right audience for combustion ink. But I wanna walk you through one last one, which is a high accuracy food thermometers. I'm gonna search Google for this and it will show me a number of options, including ThermoWorks, which is one of combustion inks sort of competitors, big competitors in this space.

And so they might say, well, gosh, you know what? I am going to analyze that competitive audience. Right? So the first one, your own audience, the second one, the aspirational audience that you might want to reach.

And the third one is the competitive audience, visitors to ThermoWorks dot com.

Maybe combustion inc would instead say, gosh, you know what? I only want to target the folks who are interested in food thermometers. And you could specify that in describe section. But with this audience, competitive audiences, you need to be a little bit careful. You don't necessarily always want to take everything that this data is giving you and put it into action. You only want the bits and pieces that are most relevant to you about what you're going to do differently in your marketing. That could be PR opportunities, which you can definitely get from things like the website list, the YouTube searches, the YouTube channels, the podcasts, topics that they're interested in, subreddits and social accounts that you might go after.

All of that data is going to be priceless. Whether you want to prioritize things like network usage or demographic data from this audience is really highly specific to which competitors you're analyzing.

Run these three through SparkToro and use their data to inform your marketing efforts. I promise you are going to get better results. You're going to get better buy in from your boss, your team, your client with your pitch. When you sit in that pitch meeting and you show this data, things work out far better than if you just say, hey, I think we should reach out to these YouTubers.