How to Create Customer Profiles

Posted: Monday, April 15, 2013 at 2:29:29 PM EST by Richard Norris


An effective tool for marketing.

In a post last week we looked at identifying your target market, this week we are going to go a step further and conduct a profile based on your target market.

Imagine this profile being something like a Facebook profile. You could see a brief bio with their likes, interests and hobbies. These interests are what we use to have effective marketing.

5 Key Questions to Build a Customer Profile

  • What age bracket are they in?
  • What gender are they?
  • How much disposable income do they have?
  • What lifestyle/interests do they have?
  • Where are they located?

Answers to these five questions can give a great amount of insight to your customers.

Bonus Tip: Build a profile for your ideal customer and then market to them. Over time, the majority of your customer base will be your ideal customer.

What Age Bracket Are They In?

A lot of people overlook this in building their profiles. This information is vital in creating effective marketing tools and strategies.

How you market to Gen Y, is completely different to how you would market to Baby Boomers.

What Gender Are They?

Most people will remember the saying, “Men are from Mars, Women are from Venus”. That’s because we are so different. So why would you market to men the exact same way of marketing to women?

Since men and women are so different you need to adapt different marketing styles based on your ideal customer.

Bonus Tip: Don’t fall into stereotypes. Hardware stores have been very successful marketing to women. They use idea that if your partner shops here, he won’t have any excuses not to finish that half completed project.

How much disposable income do they have?

It would be bad marketing to pitch a high ticket item to a low-income target market, nothing will sell. Gauge how much disposable income your customers have and market items based of that levy.

Include any hidden or maintenance costs into this equation.

What lifestyle/interests do they have?

I had a client who was in manufacturing and wanted a blog done. When I came to do a subject plan, I was stumped. Then I looked at what their ideal customer was and looked at their interest. Their ideal customer was 35-45 year old males that are in trades. Immediately ideas of beer and pie reviews came to mind as well as posts to build their own barbecues and hot fishing spots. That blog was a great success because I engaged the customer’s interests.

Where are they located?

Before you say anything don’t say anywhere. You need to get specific. As we discussed in the previous post the most specific you get the more your energy is focused. If you are in I.T. and your ideal client is a marketing firm, chances are they are located near the inner-city. If you are a bakery and your ideal clients are truck drivers I would guess that they would be found along the main truck routes in and out of industrial estates.

I have found that answering these questions have given great insight into our customers interests. We then have been able to build our marketing efforts around their interests and the other fields in their profile resulting in effective marketing practices. Another effective marketing tool is the use of a business website.

Richard NorrisAbout the Author : Richard Norris.

Richard  is the CEO of SiteZero , an Australian based Digital Marketing Services organization.
Richard loves technology and is the Ecommerce evangelist at SiteZero.
You can connect with Richard on Google + , Linkedin  or at the SiteZero Facebook Page

Richard Started his first Business in 1985 and entered the online world in 1998.
He’s a bit like “The old man and the sea” of digital Marketing
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