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Look-Alike Audiences
The Secret Weapon Smart Marketers Don’t Talk About Enough
Have you ever wondered why some brands seem to attract perfect new customers effortlessly while others struggle? I’ll let you in on a secret that transformed marketing at a lot of companies over the years: look-alike audiences.
What Makes Look-Alike Audiences So Powerful?
Look-alike audiences aren’t all magic, really they aren’t, they’re a data-driven approach to finding your next best customers. Think about your current top customers. The ones who love your brand, buy regularly, and tell their friends about you. Now imagine having an AI that could scan millions of people and find those who behave exactly like your best customers. That’s what look-alike audiences do. And to be honest, this already existed and worked pre-AI.
But it does need some work on your end and that is where most marketers mess this up. They dump any customer list they have into Facebook or Google and expect magic. But there’s a saying in data science: shit in, shit out. I’ve seen this happen with unfiltered customer lists. The results were disappointing. Which makes sense, why find a copy of the customer who complains all the time, buy the cheapest thing on discount, and never came back?
