Customer profiles are fictional, generalised representations of your ideal customers. They help you better understand your customers (and prospective customers), and make it easier for you to tailor content to the specific needs, behaviours, and concerns of different groups.
The strongest customer profiles are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20.
Follow these 5 simple steps to learn more about your existing customers and to find more like them.
1. Describe your customers
List what similarities your current customers have. Define your customers using these criteria:
- Demographics – their age, gender, income, etc.
- Psychographics – their personality type, preferences, etc.
- Behaviour – their similar likes and dislikes, sports, hobbies, etc.
2. Locate your customers
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?
3. Understand their purchasing process
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 are the benefits to finding a solution?
4. Connect with current customers
Reach out to your current, ideal customers to gain additional insight into what made them select your business over others. Conduct interviews, formally or informally, and ask them:
- Why did you originally buy from our company?
- Why do you continue to buy from our company?
- What do we do that others don’t?
5. Create customer profiles (personas)
Create profiles that describe specific segments of your current clients. Ensure that the profiles are tangible, so that you can envision this person and what would motivate them to find your business.
- Describe your clients in written profiles, called personas.
- Create a specific persona for each identifiable client group and name them
- Include images of ideal clients, either real or a hypothetical person.
Completing these five simple steps will give you a clear picture of the type of customers your business should be targeting. The information you gather makes it easier to understand why customers buy from you – and helps you.
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.
At MAXEMUS, we are experts in customer relationship marketing (CRM) with a deep understanding of customer profiling and segmentation. If you would like help to develop and use a new customer database to group individual customer profiles into different market segments, contact us now for a complimentary phone consultation. We will ensure you are able to target each group with specific offers tailored to their needs. Targeting by segment also makes it easier to ensure that each customer gets the relevant marketing messages at the appropriate time.