Five Steps to Creating a Customer Profile
by Cath Hains | Webfresh | 12 December 2013
Seems a very basic question but it’s amazing how many people neglect this vital first step in developing a marketing strategy.
Before you can decide on where to find your customers, how to reach them, what they are likely to want and the best way to talk to them; you need to really know them.
Take time to build a detailed profile of your ideal customer …or one for each of the customers that you want to target with different offerings.
Follow these 5 simple steps and you can learn more about your existing customers in order to find more like them.
Create a broad description of your ideal customer:
- Demographics: age, gender, income, where they work etc.
- Psychographics: personality, values, what’s important to them etc.
- Behaviour: preferences, likes and dislikes, sports, hobbies etc.
Find the places your customers are attracted to, whether a physical location or a cyber space where they gather.
- Where do they hang out?
- What do they read? Both online and offline?
- What do they search for online? What search terms do they use?
Identify each customer’s unique goals. Review the needs and benefits that make your customers purchase your product or service.
- Where do they begin their research?
- What is their problem or need?
- What language do they use to identify their need?
- What is their greatest hesitation in trying out your offering?
- What are the benefits to them of finding a solution?
Reach out to your current customers to gain additional insight into what made them select your business over others. Conduct interviews or surveys to ask them:
- Why did you originally use our business?
- Why do you continue to use our business?
- What do we do that others don’t?
Create profiles that describe each specific type of current client. Ensure that the profiles are tangible, so that you can imagine this person and what would motivate them to find your business.
- Describe your clients in written profiles, or personas.
- Create a specific persona for each identifiable client group and name them.
- Include images of ideal clients, either real or a hypothetical individual.
Once you have completed these five simple steps you will have a clear picture of the type of customers your business should be targeting. Creating a strategy with these ideal customers in mind will help you avoid wasting time and resources on unsuccessful marketing efforts. Through focused and more consistent marketing communications, you’ll be able to better reach the new customers you need to take your business to the next level.