Know your audience

JSB Talks Digital Podcast #114

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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In this episode #114, I’m outlining the need to know your audience, doing a deep dive into audience segmentation – how to define, market and create messages your ideal avatar will love. I’ll also be discussing the value of spending time nailing down your perfect customer and how the effort will pay off.

* In social media news:

o LinkedIn announces a range of new features for Sales Navigator

o Facebook rolls out Facebook Stories’ highlights on profiles

o Twitter is going to display related hashtags for trending topics

* I interview, Digital Marketing pro Gavin Duff, from Friday Agency in Dublin

* Shoutouts: Three audience insights hacks to better inform your digital campaigns

* Ask JSB

* In JSB’s column: How I defined, marketed and won over my niche audience and what you can learn from me.

* And find out what social media tool saved my working week


LinkedIn announces a range of new features for Sales Navigator

LinkedIn has announced some new and exciting features for Sales Navigator.

In a blog post, LinkedIn say they are “introducing a new era for Sales Navigator”.

* Deals: Managers and reps can more effectively understand and manage pipeline

* Office 365 Integration: Take Sales Navigator actions and see key insights without ever leaving your Outlook for Web Inbox

* New Search Experience: A completely redesigned search experience and search results pages to make your experience faster and easier

* Mobile Lead Pages: Brings a full Sales Navigator experience on the go

* New SNAP Partners: Adobe Sign joins the program, while Salesforce, Microsoft Dynamics and SalesLoft roll out much tighter SNAP integrations, and

* Sales Navigator Ideas: Opens up a direct channel of communication between you and the Sales Navigator development team

Read more about the updates to LinkedIn Sales Navigator.

[bctt tweet="LinkedIn announces range of new features - check them out! | #JSBTalksDigital" username="tweetsbyjsb"]


Facebook rolls out Facebook Stories’ highlights on profiles

Facebook has announced the ‘Highlights’ feature on Facebook Stories. We’ve had this feature on Instagram since December last year and it’s a really useful promo in prime social real estate.

It also provides us with another way to re-use your Facebook Stories content, showcasing the best of our Stories pinned on our profile for an indefinite period.

The feature also points to a shift away from, and emphasis on ephemeral content which disappears.

I also think it will challenge us to become more creative and professional with our Stories.



Twitter is going to display related hashtags for trending topics

Twitter's going to start showing connected topics on their 'Trending Topics'' listings.

This will help us find relevant trends and extra hashtags to jump on when we are responding with our own tweets.

The feature hasn’t been rolled out to everyone just yet, but it will be a useful feature when it does.



know your audienceIn this episode, I interview Gavin Duff. Gavin has been working in digital marketing for 15 years, with vast experience in search marketing, data analytics, e-commerce and digital marketing strategy.

For many years he has helped to define effective future PPC, SEO, display, content, e-commerce, conversion optimisation, digital strategy and social direction for businesses across most sectors.

He is also a known conference speaker, lecturer, podcast guest, media source, guest blogger, amongst many other things in the area of digital marketing.

He has worked for Yahoo!, O2, as well as a number of major digital agencies. He is currently Head of Digital Performance for

We discuss audience segmentation, targeting and attribution. We also share strong views on campaigns that are too broad and thus costly. Gavin says we must work smarter on audience profiling which will pay off in terms of costing less, but generating a greater return.

Find out more about their work at:

Follow @FridayAgency on Twitter.




In this part of the show I give shoutouts to brands, organisations or individuals whose work online is remarkable and worth talking about.

In this episode, I’m sharing three audience segmentation hacks to get you closer to your ideal prospect!

1) Survey website traffic using

How can you get to know the website traffic that is hitting your site on a monthly basis? Well is a super tool to ask that traffic why they’ve come and what they need.

The software segments your audience based on a series of questions you ask them. So you can use it to create surveys, segment leads based on their interests, and automatically send the data to your CRM!

By doing this you are providing a truly personalised and customer-centric experience.

All the forms and surveys are mobile-optimised and use a simple drag and drop function to create them.

Check it out at

2) Paid social advertising

One of the most obvious ways to segment your demographics is through paid social advertising. Almost every social network offers some level of audience segmentation when you pay for an advertising campaign,

You can choose filters from geo, age, edcuati0n, interests and more to advanced filters narrowing down audiences to highly specific segments.

When you do this, you are testing your message on an audience segment and if they respond you then add to the story and bring them through your customer journey.

3) Sub-brands and separate profiles

Have you considered splitting your business into separate social profiles based on different audience sub-sets?

For example, you could create separate Facebook pages for different audiences or add feature pages for niche interests of your followers on your LinkedIn company page.

You can see that I have taken this approach for Public Sector Marketing Pros. While my business remains Digital Training Institute, I have created a sub-brand with distinct messaging and products specifically for people working in the public sector.



In this week’s ASK JSB, The Wedding Lady, Sandra Losty, wants to know:

1. How do you attract your ideal client when they don’t know they need your services until it’s too late?

2. How do I discuss the pain points that I can solve without giving away my secret sauce?

Tune in to hear my answer!

If you are getting married, make sure you discover Sandra’s services in time!

Log onto

If you have a digital marketing or social media question, don’t forget you will have it answered on the show by using the hashtag #AskJSB on Twitter or Instagram. You can also leave me a voicemail with your question at

And you can also post a message on any of my social networks!



In today’s JSB’s column I’m sharing how I defined, marketed and won over my niche audience and what you can learn from me. Here’s my journey on how I created Public Sector Marketing Pros.

? I’ve always been a communicator so I play to my strengths

? I felt I was working with anyone who would work with me. A bad strategy for business and your mindset.

? But I tapped into my experience, passions and what I know.

? I joined a Mastermind and got clarity

? I hired an outside expert to work with me on building out my funnel because I am too close to my business

? I joined another Mastermind and developed a strategy

? I took risks – sub-brand, live event, specialised 12-month programme

? I created new content frequently - blog, podcast, video, webinars monthly

? I committed to maintaining the high standards

? I invested in marketing (branding, advertising, team, software, content marketing, live event, direct marketing)

? I listened to the objections, found solutions and spoke about those publicly

? I kept learning, being better, resolving to commit and not give up

All of the steps I have taken on this journey, I have documented in a blueprint for myself but also for my clients.

If you want to discuss your digital marketing strategy and how to define your audience then get in touch. Drop me an email to

[bctt tweet="JSB key to success - I focused in on a niche audience that I knew and had experience working with | #JSBTallksDigital" username="tweetsbyjsb"]


Social Media Tool of the Week

The social media tool that saved my working week this week is Uber Suggest from Marketer and SEO expert Neil Patel who acquired it earlier this year and revamped it.

Ubersuggest pulls in data from Google’s Keyword Planner and Google Suggest to give you tons of keyword suggestions.

The updated tool pulls in keyword data from Google Keyword Planner and Google Suggest and the result is a vastly improved keyword research tool. Oh and did I mention it’s free!

The volume data is pulled from Google Keyword Planner, while the cost per click (CPC) and difficulty numbers comes from AdWords.

Give it a go at


I love feedback!

Thank you for tuning into episode #114 of JSB Talks Digital. If you are a regular listener I would love a review!

As always, I have everything discussed on today’s show on my award-winning blog at

Don’t forget we are now on Google Podcasts reaching more Android users. You can subscribe on iTunes, Spotify, Google Podcasts, Libsyn, Stitcher or Soundcloud.

If you are interested in becoming a digital marketing pro and work in the public sector, check out my new Diploma in Digital Communications for Public Sector at:

It starts on September 3rd.

Thank you for continuing to listen and don’t forget to get in touch you’re your questions. I love hearing from my listeners, don’t be a social media stranger!

Tweet me to @tweetsbyJSB; post a comment on our Facebook Page; Digital Training Institute. you can also snap me at jsbsnaps or why not send a boomerang to jsbgrams.

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