Objective
Two champion Triathletes with a predictive training plan developed with over 10 years of data-driven insights wanted to find their ideal customers for their startup TriDot.
Two champion Triathletes with a predictive training plan developed with over 10 years of data-driven insights wanted to find their ideal customers for their startup TriDot.
With their target “avatar” in mind, they to know who was a “beginner” Triathlete, preferably someone signing up for their first Ironman or Half-Ironman and who was an established competitor and coach. By understanding their social conversations – and who was influencing their opinions and preferences for training methods – Verifeed could shape for TriDot a targeted and personalized social messaging and marketing strategy to boost their conversions.
Most people sign up for Triathlon events many months before the season starts so it was a challenge to discern beginners most likely to need TriDot’s training plan. It was also important to locate coaches who were training beginners and would be open to the TriDot method.
Moreover,
Verifeed’s influence scoring
had to identify and understand only those influencers who were influencing TriDot targeted customers: beginner triathletes!
Verifeed looked back historically on social conversations – as well as in real time and over time – to find and score the most likely current prospects for TriDot. By analyzing social streams as well as profiles and followers, our algorithms scored probabilities that individuals were bona fide triathletes and then segmented them by beginner, experienced and coach.
With more than 10 separate Boolean searches across multiple date periods, we identified probable customers by looking for keyword, hashtag, phrase and sentiment combinations that indicated the newcomer triathletes were looking for help or solutions. We also looked for followers of all hundreds of official events who were talking about being excited to participate.
Because people gather on social media to connect and converse about topics of shared interest, we also segmented all likely TriDot customers and influencers by occupation, interest, attitudes, and challenges, as well as demographic and location data.
For instance, we found a high correlation between triathletes and executives and entrepreneurs, and within that, a shared passion for the use of data in measuring and predicting outcomes. With this knowledge, TriDot can now personalize its messaging around established agreement that if data works in business, why not in triathlete training.
But here’s the thing: Before any company turns on the full power of this viral conversion multiplier, it’s vital to have a website with excellent user experience that converts.
Using Verifeed’s social intelligence and our proprietary “Seven Steps from Contact to Conversion” Playbook, they’re going to get a viral multiplier on traffic and conversions.
Are you ready to leap ahead of the crowd?