You can use an audience insights tool to explore the demographics and other characteristics of your existing customer base, potential clients, which could be visitors to your website or subscribers to a mailing list, or even followers of your competitors’ social media accounts. Then, by comparing this group with a reference audience, you can discover what makes the members of this group truly unique. And based on their unique socio-demographic characteristics, you can then define a target persona, which is used to target specific audiences on social networks and other platforms.