iPullRank utilized Demographics Pro to uncover a previously unknown listener persona and revamp their client’s content strategy to increase sales.
iPullRank is a strategy-first marketing agency that leverages data to ensure their clients are reaching the right customers in the right ways that lead to business growth. By focusing on audience-driven data, iPullrank is able to produce content that will align and resonate with their client’s target audience. Through the use of Demographics Pro, iPullRank maximizes their results with the actionable audience insights needed to fuel powerful content campaigns.
iPullRank’s client, a national radio show on home improvement, wanted to better understand the different types of listeners to guide their content strategy and grow advertising revenue from their website. In particular, the client needed to understand whether their audience was mostly the older, male craftsmen they assumed, or whether they were missing something crucial about their audience that would allow them to offer new audiences when selling advertising. To do this, they wanted to understand who the listeners were and their preferences on social media, such as topics the audience was interested in, brands they have an affinity for, and other psychographic characteristics. Using that information, iPullRank would be able to create listener-type personas and tailor the content on the client’s site to appeal to those different personas.
iPullRank used Demographics Pro data to identify demographic and psychographic characteristics of their client’s audience and, in the process, discovered a totally new segment ripe for custom content and targeting opportunities for their advertisers. “Demographics Pro helps us understand the wants and needs of social media audiences,” says Michael King, the Founder & Managing Director of iPullRank. By combining this data with other research sources, they were able to build 5 personas for their client that reflected the social behavior of those market segments.
With these resources, the agency was able to discover and measure specific qualities in each audience group that they apply to the creation of content. For instance, certain age groups were interested in home safety versus other age groups interested in housing appliances and aesthetics.
The data from Demographics Pro also revealed previously unknown characteristics of their audience. For instance, iPullRank identified that the client’s social media audience was actually primarily female and younger than expected. They also identified that there was a pocket of renters that were listeners, in addition to the expected homeowner audience. These findings represented completely new opportunity segments that the client wasn’t explicitly creating content for nor were they highlighting to advertisers in their sales process.
“Demographics Pro gives more nuance to build the story in the right way. We have the ability to validate if the audience is in specific channels.”
– Michael King, Founder & Managing Director of iPullRank
Using Demographics Pro data, iPullRank was able to uncover several previously unknown listener personas that changed their client’s content strategy. Armed with the right data, the client was able to capitalize on this opportunity by focusing on this underserved segment with content tailored to their real audience.
By incorporating the data into their audience report, iPullRank was able to create a “variety of different matrices that indicate which types of content each persona is going to be very interested in.“ said King. The agency then aligned content on their client’s site to better resonate with the specific personas, leading to higher content engagement and increased advertising sales for the site.
iPullRank needed to understand the demographic and psychographic characteristics of their client’s social media audience to create personas that would guide content creation on their client’s website.
Demographics Pro data provided an extra layer of insights on top of other analytical tools, which was used to build 5 new personas that reflected the social media affinities of those market segments.
By using Demographics Pro data, iPullRank uncovered a new persona that was not previously represented. The development of this and other personas helped them structure their client’s content that achieved:
“Demographics Pro is essential for our segment building process. Their data stands out from standard market research tools by providing us the detailed insights we need to understand our target audience and successfully structure content that is relevant to them.”
Michael King Founder & Managing Director