Determine new collaborations with resources and domains in related areas,
Make design and CTA adjustments to ads and on-site.
Discover your audience's interests
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Step 3: Identify where the audience overlaps with internal (or industry-related) sources
This step will help you check the overlap of your audience with that of a potential partner or competitor. If there is an overlap of unique visitors with a competitor's website, it means that the audience will likely be interested in the services/products offered by the company in question.
The Audience Insights report in the Traffic Analytics tool shows how many unique visitors browse your potential partners' and competitors' sites. The greater the overlap with the competitor's domain, the more you should consider collaborating.
SEMrush audience overlap
Step 4: Find out how your target audience finds your competitors' sites
The Traffic Journey report in Traffic Analysis shows you exactly where your competitors are getting traffic from.
This step will help you determine whether your competitor’s audience is engaging with social media, PPC ads, or performing a simple Google search.
SEMrush's Traffic Analytics' Traffic Journey
This report allows you to check the exact sources of your competitors' referral traffic. Referral traffic sources show which sites the audience has visited before clicking on the link to the competitor's site. These external sources can be used and exported to see which sites are worth creating strong partnerships with in order to gain a larger share of your target audience.
SEMrush's Traffic Analytics' Traffic Journey Details
How you can use this data in the future
After following the steps outlined in the market research and existing customers section, the last step is to put the research results into practice.
Combining all the data will help you identify patterns and similarities in interview responses, feedback from the sales team, and your competitor insights. And from these commonalities, the buyer persona profile should become clear – all that’s left to do is document all the findings and share them with the rest of the company.
Matching the buyer persona with the right marketing tactics
Having information about buyer persona profiles can improve a company's marketing strategy, as there is a personalized map of the consumer journey (or consumer journey) for each one.