A marketing strategy can be full of great, inventive ideas but unless it’s targeted at the right people, you could be flying blind. But how do you narrow down and identify your target market? Katie Robbert, CEO of Trust Insights, works with clients to identify their Ideal Customer Profiles (ICPs) and refine their marketing messages to speak directly to customers. She joins Social Pros to let us in on her strategy for using data insights, AI and targeting messaging.

Full Episode Details 

The best marketing is targeted and specific. It speaks directly to customers who are likely to buy and find value in the solution you provide. It’s marketing that’s elevated by a thorough understanding of a customer’s pain points, needs, and wants, and offers a much-needed solution. 

But without a clear idea of who those customers are, it’s easy for your marketing to become unfocused and less effective as a result. Enter the ICP, a strategy that helps you align all your marketing efforts to target exactly who you want.

Katie Robbert has plenty of experience digging into the details and data of her clients’ best customers to help marketers speak directly to them. In this episode, she explains the value of building an ICP and how using AI tools can help you uncover insights into customers more efficiently.

In This Episode:

• 2:06 - Katie explains her role as CEO and Co-Founder of Trust Insights 
• 5:19 - How ICPs differ from customer personas or archetypes  
• 9:17 - The type of data you need on customers to help you create the best content 
• 10:56 - How the Trust Insights team identifies customer needs 
• 14:34 - How to define or redefine your ICP
• 17:14 - How to use your ICP for creating targeted information 
• 19:21 - Why you need to decide on a measurement method whenever you implement a new strategy
• 20:53 - Katie explains how specific an ICP can be
• 23:19 - How AI tools can help with processing data and finding patterns
• 25:46 - The next steps after you’ve defined your ICP
• 28:11 - Where to find more information about Trust Insights 
• 28:34 - Katie’s top tip for aspiring social pros 

Resources 

• Join the Trust Insights Slack Community
• Connect with Katie on LinkedIn
• Follow Trust Insights on LinkedIn
• Follow Trust Insights on Instagram
• Follow Trust Insights on X
• Follow Trust Insights on TikTok
• Subscribe to Trust Insights’ YouTube Channel
• Visit Trust Insights’ Website

Visit SocialPros.com for more insights from your favorite social media marketers.