No clients – no business. Or imagine a rock star gig without a crowd of fans. That is why, every marketer and sales rep spend weeks and months to seek, explore, and hit the targeted group of individuals.
But how can you interact with the audience if your prospects remain impersonal or can even scroll the news feed with dormant eyes?
This is the hottest and labour-intensive spot. So first, draw up a profile of a customer, you wish to capture and hold.
This column is entirely dedicated to users, let’s go!
What is a customer profile
A consumer profile is a cluster of characteristics of your ultimate buyer. It has an akin outlook to any social media profile. When projecting a sales plan, your sales team should learn it in detail. For convenience in operation, you can add the persona’s photo and point out each shred of data that will create a lead.
If you haven’t tried making the customer’s profile yet, then you should implement it in the nearest future, as it’s a crucial part of the strategy and handy for any marketing campaign.
This profile is an aid to define what motivates your prospects and what are the decision-making triggers.
Consumer profile (B2C) includes:
- Age, gender, ethnicity, and location.
- Interests (depending on your industry area).
- Pain points (financial, productivity, support, operating, and various demotivating beliefs or fears in purchasing product/service).
In B2B, use firmographics to uncover company’s..:
In general, any nicety or insight that relates to your potential clientele will do you a great job. By and by, you will collect several profiles with versatile customer characters. Moreover, you will have the expertise and the ability to offer them your product in a transcendent manner.
Benefits of customer profiling
The entire market is huge, and anyone can become your customer. Even if you are a very ambitious entrepreneur, you should understand that you can’t attract all the planet’s population. However, your loyal clients can help you prosper.
Generate the relevant content to your audience. Let’s consider that your business is related to the sports segment.
- Create a selection of goods for boxing, running, swimming, fitness, or yoga fans.
- Add more info about the materials of your goods.
- Explain what clothes will fit the best in different seasons or in different conditions. Which ones are the best for at-home workouts or for gym sessions.
- Plus, you can add some tips about how to keep a healthy lifestyle or nurture health-boosting habits.
- Make a list of motivating literature or send infographics with workouts for certain muscle groups.
Thus, people will assure that you are an expert level organization, not just the retailer.
If you wanna grasp more about a person, ask him what he wants. Besides, we (people) love to talk about our desires or clarify stuff we can’t stand. Likes and dislikes are as important as gender or budget. Launch a questionnaire or gather users’ preferences in any suitable way to make a proper offer. There are plenty of programs that gather and analyze users’ buying patterns.
This will help to create an extended client profile and achieve loyal devotees of your project. Marketing surveys stated that about 80% of users express more sympathy to brands that simply understand them on a human aspect. Consequently, the growth of loyalty multiplies profits. By updating user needs and by upgrading marketing resources, you advance user experience day-by-day making them more and more loyal.
Customer profiling is a great thing for developing an ads campaign. You found out the shopping expectations of the targeted audience, and now it’s easier to design a promo. Having precise consumer requests, marketers can promote goods/services to a certain interested client group and with a more exact pitch. Sales usually speed up with such tactics and the overall marketing is more effective.
Even one fact about your client can broaden customer profiling. You see that he/she uses iOS for online shopping. It means that you should adjust ad banners, emailing, and notifications for mobile format and generate more ads on Instagram and Facebook.
Moreover, it would be terrific to have a stand-alone application for your own brand. Isn’t that perfect when a client comes into your store and tells you to sell him this particular product? It can be real – just a background needed.
How to create a customer profile
Creating a customer profile gives clear awareness of clients’ psychology, values, and strings that induce them to buy. It’s not a 10-minute process, but pretty much prolific.
We built a thorough step-by-step plan for you. Get ready to start!
Find people who fancy and need your product.
– Analyze what value they get out of it.
– Identify and gather users in groups by various criteria.
– Highlight actions that a user did on your platform.
2. Notable Traits
When the list is completed. Move on with adding traits.
– Demographics. Let’s say, you have a sports-dedicated store (clothes, tools, supplementary). Sort out women and men, their age, race, religion, and region.
Hobbies & activities: cooking, surfing, reading, meditating, horse riding, Netflix, music, etc.
Psycho type: introvert/extrovert, active or a home-bird, etc.
Values: healthy lifestyle, conservative or tolerant mind, etc.
Aims: well-balanced living, self-improvement, etc.
Pains and fears: bad-quality goods/services, fraudulence, etc.
– Socio-economic classification: Upper, middle, or lower middle class. Skilled worker or unemployed.
– Geographic. Explore the region/state/city aspects, regulations, and culture.
– Firmographics for B2B segmentation: company scale, vertical, number of workers, revenue, and sales tracking.
Once you’ve filled in all the above-mentioned sub-clause but need more info, try to launch a survey with Google Forms, in emails, or other forms. Keep tactfulness and ask questions gently as some may be sensitive or may seem too personal for an individual. Compose questions based on issues from points # 1 and 2.
4. Creating a customer profile
We admire and suggest making it the classic profile with split zones.
Make it a kind of story about your loyal customer called Roger or Melissa who are 30+ year’s old, middle-class insurance agents. Married or single? Europe or America? Likes travelling or a passive rest lover? Shopping addict or rationalist? And so on.
When the profile is ready, you will meet a real person that can consume your production.
You don’t sell everything to everyone. By making a customer profile, you focus on your perfect consumer, even though at distance, and you are aimed to deliver the best possible user experience.
In our opinion, an ideal customer profile is an extremely indispensable element of a marketing campaign without exaggeration. Explore and go on structuring strong relationships with your customers, it is a win-win philosophy.