Summary

Check out how to build better, data-driven personas with SparkToro’s demographic and behavioral profile affinities.

Transcription

I'm gonna make the argument that while there's a lot of powerful things that SparkToro can do, it is better at nothing else than persona development. If you wanna create a great data driven persona with real information about your audience, SparkToro is, as far as I know, the absolute best thing on the internet. So let's imagine that you want to find, you want to build a persona around personal trainers with a significant social media following who focus on yoga and Pilates in the United States. And so we're gonna, when we click create report, SparkToro is going to analyze that group of people.

It's gonna try and match profiles. We use LinkedIn as our primary demographic source, and then we use Datos' clickstream data on ten million plus devices in the United States that give us information about what those people do on the web, what websites they visit, what YouTube channels they subscribe to, what podcasts they listen to, what subreddits they're subscribing to, which social networks they're using more and less.

You know what's really interesting? I ran this query earlier, personal trainers who are focused on gym training and it was almost seventy percent men, but yoga and Pilates, almost eighty percent women, which fits with sort of what you think you know about that group of people. But SparkToro's confirmation of that data suggests that like it really, really knows this persona. Demographic data, which you can see in here. We have information on geography and geographic distribution. We've got terms and phrases that you will find in those people's bios. So you can see that a lot of them also include things like wellness or therapist classes.

You can see gender and age, of course, right? The basics. You can see job and salary data. So if you are putting together a persona report on this particular audience because you're selling, I don't know, an e commerce product to them, maybe clothing or fitness gear, or maybe you're selling an app to them.

Maybe you're trying to get them onto your app platform to help them get customers. Regardless of those things, SparkToro's data will give you real insight into persona as opposed to what unfortunately has filled marketing in the persona world for the last twenty five years, especially which is this sort of very soft descriptive persona. I'm not saying there's anything wrong with that necessarily, but I don't know what business decisions you can make based on that. Whereas looking at this data suggests to me, Instagram is a huge platform for this audience.

LinkedIn is a surprising platform. TikTok is an obvious one. Pinterest is massive and still big. And I would strongly recommend being on there.

I might consider medium. I'm probably not going to spend a lot of effort on GitHub. The fact that these data points fit with your sort of, stereotypical associations of a group is not necessarily a bad thing, but it can help you to break stereotypes and find opportunities you might not have considered. And it can also help you to build a persona that is data driven so that when you pitch your boss, your team, your client, the people that you work with, if you're a contractor, you have real data about their real user behavior and what they really do on the internet so that you know whatever marketing tasks or strategy or tactics you engage in actually reach the people you're going after in a real way.

I don't think there's any way to build a highly competent, truly useful persona of a group of people, especially for marketing purposes without this type of data.

SparkToro does it really, really well.

You can climb through and, check out all the different areas. You can choose the ones that go in here. You can go into these subsections and create and customize these charts to include the things that you want. You can even add your logo if you're an agency or consultant in particular, that's useful.

Add your logo to all the charts. And so when you click this download button and put them into your presentations, it's right, ready to go. This data can also be exported. It can be added to lists so that you can save it and build your persona with a specific list of data points if you'd like.

That can be exported, put into PowerPoint or Google Slides or whatever you're building your persona decks in.

Super useful, very powerful. It's great that it's visual and it gives you real data insights into a group of people that would otherwise be nearly impossible.