Digital profile: how to locate your potential clients on the internet?

Digital profile: how to locate your potential

Digital profile: how to locate your potential

By 2020, people with a digital profile on the internet will generate an average of 1.7 Mb of data per second. This is how Domo’s Data Never Sleeps report estimates it . This is thanks to the advancement of technology, the use of more interconnected devices and the adoption of new online consumer habits .

This short-term panorama of the generation of data in quantities never seen before, or processed, represents a great challenge for companies, but also an unprecedented opportunity to discover and better understand the digital profiles of their clients and potential clients.

What are the digital profiles of potential clients?

A digital profile is a theoretical and analytical model that defines the characteristics of the types of people who use the internet. Each profile designed represents a specific category of users who are related to each other through certain elements in common.

Identifying these common elements for the design of digital profiles is possible by collecting and analyzing millions of data from thousands of users who surf the net.

The use and consumption of content on social networks, web pages, mobile applications, streaming platforms, among others, are sources that constantly generate data about people. These data are used to discover your:

  • features,
  • behavior patterns,
  • consumption habits ,
  • wishes,
  • needs,
  • pleasures,
  • dislikes and other identifying factors.

Such identifying factors are those used to establish relationships between users and, thus, design digital profiles.

In this sense, the digital profile of your potential clients is an information scheme, previously collected and analyzed, that allows you to know how they behave when they are browsing the internet.

Why is it necessary to establish a digital profile of your potential clients?

Discovering and understanding how your potential customers behave on the Internet is essential so that you can identify and locate them on the Internet. With this, you can deploy personalized online marketing campaigns at the lowest possible cost. Well, you do not waste advertising investment on users who do not meet the characteristics of being your potential customers.

Therefore, designing specific and detailed digital profiles brings you, among others, the following benefits:

  • You segment the users of your commercial interest with a very high level of precision
  • You optimize all the processes of the buyer journey for a better shopping experience
  • You better understand pain points and design tailored solutions
  • You reduce friction points to the maximum and avoid abandonment in the purchase processes
  • You personalize online touch points to achieve a greater positive impact

According to research by Luth Research and Google , the average car buyer interacts with more than 900 touch points online before closing the purchase. Therefore, designing a digital profile on these types of buyers allows you to create online tactics that accelerate and ensure the success of sales.

In short, digital profiles allow you to have a 360 ° view of your potential clients . With this, you can deploy highly effective and economical sales, loyalty and attraction strategies.

4 steps to identify your potential clients on the internet

Identifying and locating your potential clients on the internet should be a methodical process and supported by high-performance technologies in terms of data management. This process must focus on the design of a digital profile for each type of client.

This being the case, the steps you must follow are:

  1. Collect online data from your customers
  2. Unify and homogenize online data
  3. Analyze data, identify relationships and create digital profiles
  4. Segment and search users based on digital profiles
  1. Collect the online data of your customers

To create digital profiles of your potential customers and identify them on the internet, you must collect all possible data from those people who, in one way or another, come into contact with your company online. They are both established customers and new visitors.

In this sense, it is necessary to develop computer methods and use platforms that allow you to extract user data online from different sources. For example, Google Analytics for the tracking of your website, the CRM tools and the measurement systems of the different social networks such as Facebook Analytics and Twitter Analytics .

  1. Unify and homogenize digital data

The data collected usually have different formats, sizes and characteristics, in addition to coming from very varied online sources. Therefore, heterogeneous and diverse databases are generated .

In order to manage and process all the information together, it is necessary to integrate and standardize the different databases through a Customer Database Platform (CDP). A system that is responsible for receiving all the data and applying the rules for unifying records to avoid duplicates.

  1. Analyze data, identify relationships and create digital profiles

By having information easily accessible, unified and homogenized, the next step is to interpret it and find patterns, trends and relationships between the behaviors of all online users.

The analysis of this data allows you to draw conclusions and strategic inferences, with which you must design the models of the digital profiles. Also taking into account the commercial objectives of your business.

  1. Segment and search users based on digital profiles

This last step represents, in reality, the first step of a new strategic cycle. Which consists of the beginning of the execution of the marketing or sales campaign, directed exclusively to the market niche that adapts to the designed digital profiles.

For this, it is necessary to use different platforms that allow you to automate the segmentation of users on the internet according to a series of personalized values. These values ??are those that you have previously established in each digital profile.

Although it sounds idyllic, this type of business intelligence is achievable if you have the right staff and tools. That is why at Cognodata we accompany you throughout the process of designing and executing high-impact digital campaigns at the lowest possible cost.

We have developed state- of-the-art technological solutions to apply advanced analytical and automation techniques. Each of them with the ability to adapt to the needs, objectives and requirements of each particular business. This in order to guarantee the commercial success of our clients.

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