🎯 Audience Insights Made Easy—And Game-Changing! Issue 252

Three simple strategies to understand your audience and level up your marketing.

Author

Expose Growth
January 13, 2025

Want to know a little secret? The best marketers aren’t mind readers—they’re just great at listening to what their audience is saying. This week, we’re sharing three audience insights tactics that are ridiculously easy to implement but pack a serious punch. đŸ’„

Let’s roll up our sleeves and dive in!

 đŸŽŻ Tactic 1: Build Customer Personas That Practically Write Your Copy For You

Let’s talk personas. These aren’t just trendy marketing buzzwords—they’re your marketing GPS. And the good news? They’re much easier to create than you think.

Here’s how to do it in three steps:

  1. Demographics: Write down their age, location, job, income—basic stuff that paints the broad strokes.

    Example: “John, 34, freelance graphic designer, lives in Bristol, loves plants and podcasts.”

  2. Behaviours: What are their hobbies? What sites do they browse? What are they buying?

    Example: John’s on Instagram every day, buys eco-friendly products, and binge-watches design tutorials.

  3. Pain Points: What’s their biggest frustration right now? What problem can you solve?

    Example: John struggles with juggling clients and staying inspired for her own projects.

💡 Why this works: Suddenly, John isn’t just “a lead” anymore. She’s a real person. And once you know what makes her tick, your messaging will feel tailored to her life—and she’ll notice.

👉 Take action: Spend 15 minutes today jotting down your top 3 customer personas. Trust us, it’ll transform how you approach your next campaign.

 đŸ”„ Tactic 2: Heatmaps Are Like a Cheat Code for Better Websites

Think about this: if you had a magic tool that told you exactly what parts of your website people loved, ignored, or got confused by
 wouldn’t you use it? Good news—you can. It’s called a heatmap, and it’s brilliant.

Why Heatmaps are goldmines:

  • They show you exactly where users click, scroll, and hover.

  • You can pinpoint what’s distracting or confusing visitors.

  • They give you the insight to make small changes with big impacts—like moving a CTA button to a hotspot.

💡 Real-life example: A fashion brand noticed no one was scrolling down to see their latest collection. The culprit? A huge banner that took forever to load. They resized the banner, and voila—views tripled.

What to do today:

  1. Sign up for Hotjar (it’s free to start).

  2. Run a heatmap on your homepage or landing page.

  3. Make one tweak based on what you see—like adjusting a button, image, or headline placement.

Tactic 3: Segment Your Email List and Watch Open Rates Soar

Here’s the deal: Sending the same email to your entire list is like giving everyone the same gift. Sure, it works, but it’s not exactly thoughtful. With a little segmentation magic, you can wow your audience without breaking a sweat.

Here’s how to do it:

  1. Group your audience by location, behaviour, or purchase history.

    Example: Customers who’ve bought twice in the past month vs. first-time visitors.

  2. Customise the content. Tailor your message so it’s more relevant.

    Example: Invite frequent buyers to a loyalty programme, while first-timers get a welcome email.

  3. Test, tweak, and win. Experiment with subject lines or offers for each group to see what works.

💡 Quick win: If you’ve got a big sale coming up, segment by purchase history. Send VIPs an exclusive early access email. For everyone else, tease the sale with a countdown.

đŸ› ïž Tool Spotlight: Hotjar – Your Behavioural Crystal Ball

Let’s give a big shoutout to Hotjar, the MVP of understanding your audience:

  • Heatmaps: Visualise user activity—like seeing foot traffic in a shop.

  • Recordings: Watch user journeys and identify pain points.

  • Feedback Widgets: Let your audience tell you what they love (or don’t) in their own words.

🔗 Try it now: Set up a free account here and discover one actionable insight by tomorrow.

 đŸ’Ą Strategy Spotlight: How Personalisation Supercharges Results

So, you’ve gathered insights—now what? Personalisation is the next step. Here’s how to make it work without overcomplicating things:

  1. Start Small: Personalised subject lines can boost open rates by 26%.

    Example: “Hey John, we’ve got something just for you!” feels miles better than “See these new products we’ve launched this month.”

  2. Tailor Your Landing Pages: Use dynamic content to show different offers to different users.

    Example: A first-time visitor sees a welcome offer or discount, while a returner gets product recommendations and some more guided selling options.

  3. Build on Success: Once you nail the basics, explore advanced tools like AI-driven product suggestions or dynamic retargeting ads.

💡 Quick task: Personalise your next email campaign with a segmented subject line. Track the results—it’s surprisingly fun to see what works!

In The News! What’s going on this week

2025 is the Year AI Will Upend Advertising - I’m Going to Make Sure It Does

David Jones, CEO of Brandtech, discusses how AI is poised to transform advertising. He highlights AI tools like Flux and Pencil that create hyper-realistic ads, predicting a shift toward fully AI-generated content by major brands. Jones argues that embracing AI will result in faster, more efficient, and cost-effective marketing strategies.

Advertisers Say Meta’s Content-Moderation Changes Make Them Uneasy. They Won’t Stop Spending.

Meta’s recent policy changes on content moderation have raised concerns among advertisers about brand safety. However, despite unease over potential misuse and reputational risks, the advertising industry’s reliance on Meta’s audience reach and performance metrics suggests that spending will likely continue.

What Influencer Marketing Budgets Should Look Like in 2025

This article examines the growing emphasis on influencer marketing as traditional ad platforms face diminishing returns. It predicts a rise in long-term influencer partnerships, video content on platforms like YouTube Shorts and TikTok, and the adoption of AI tools for campaign management.

America Has Not Been This Buoyant Since the 1980s

Sir Martin Sorrell reflects on the positive business climate in the U.S., comparing it to the Reagan era. He discusses how political changes, economic growth, and technological advancements—particularly in AI—are impacting marketing and advertising strategies.

MĂĄlaga Demands 1,500 Digital Professionals, Especially in Marketing and Software Development

A report by Fundación Telefónica reveals that Málaga is seeking 1,500 digital professionals, including specialists in digital marketing. This reflects Spain’s growing demand for IT professionals to meet European Commission employment goals by 2030.

Thanks for Reading! đŸŽ‰

Excited to dive into these tactics? They’re easy wins with big payoffs. Got a burning question or want a hand getting started? Hit reply—I’d love to help!

And don’t forget to share these tips with your friends and colleagues. Who doesn’t love a marketing shortcut? 😉

Thanks,

Stuart @ Get Marketing Powers!

Simpler marketing. Smarter results.