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Here I often see a stupor occur and work stops. The authors of the projects are trying to study the audience, and then they do not know what to do with it. And it turns out that the work seems to have been done, but formally, all the results are taken away on the back burner. Let’s analyze how to work with this after all.

After you talked to your audience, compiled portraits of the target audience and identified the most interesting segments for you, you can move on to a strategy or at least drawing up a plan for how you will continue to work.

• Show the portraits to your team. Show the finished portraits and the table from the previous article to the team and colleagues: the sales department, targetologists, programmers, SEO specialists, copywriters, managers, etc. Take a look at these portraits together and share ideas for how the company can work better.
• Carefully read everything you get. If you really interact with the audience when composing the portraits, you will have a lot of insights to improve.

For example, our example indicates that the customer “relies on their choice and doubts the freshness of the product they are buying” (in our example, the product is tea). What can be done here is to improve the descriptions of the product cards: check if all products have them, if they are complete enough, if the year of collection is indicated everywhere, so that it is clear whether the tea is fresh or not, etc.

One solution would be to add a music playlist, broadcast or radio to the site to make the selection of products more comfortable.

• evaluate all marketing tools and think about which ones will help you better interact with your audience. There are many marketing tools, I will list the most basic ones: targeted advertising, contextual advertising, social networks, email newsletters, content marketing, display advertising, seo optimization.

Now, based on the portrait, we can think about how to enhance the effectiveness of these tools.

We also see that the buyer loves to travel, drinks alcohol, listens to rap. We can use these interests when setting up targeted advertising or come up with partner mailings or special projects.

We can also imagine how he can search for something on the Internet and, depending on this, optimize the site and prepare content for different sites and even determine these sites, if they are not defined yet. Here you can think about creating a community or some kind of closed club or channel, for example, in telegram, and hire a community manager for this. Or develop a referral program to shop together.

• every time you want to make a decision, refer to the portrait of the target audience. For example, the social network Tik-Tok recently shot up, and many businesses decided to enter this site. For example, our project also has a choice whether to go there or not. To make a decision, you can look at the portrait, it is clear that this is a 34-year-old man from Nizhnevartovsk, who works a lot in the field of gas production. What is the likelihood that this user has TikTok time and interest? The answer may or may not be. You need to evaluate your resources and possibly test.

Of course, studying the audience and further work requires resources, but I’m sure it will bring you closer to your customers.

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