I’m a big believer in customer profiling. This is an important step in the Marketing Planning process, to help you and your business come to terms with exactly WHO your clients and potential clients are, so you can make the most of your marketing and advertising budget reaching them.
But first it’s important to understand – WHAT IS CUSTOMER PROFILING?
If you visit the online Business Dictionary, you will find their definition for a Customer Profile –
But when you make it relevant for your business, it really is: a detailed description of the type of customer who will most likely purchase your products or service. Once you bring all these characteristics together, you will probably find these people form groups.
The best way to determine the Customer Profile matching your business, is to ask A LOT of questions:
- Does your ideal customer live in one certain geographic location?
- What are their values?
- What do they spend their money on?
- What would be the main reason why they would purchase your products/ service?
- What is their age bracket?
- How much do they earn?
You can perform research by conducting surveys either online or in areas where you find your customers.
There are also other ways to learn about the current thoughts and attitudes of potential customers, once you have narrowed down the basics:
- Be where your customers are – visit events, seminars, tradeshows, expos and workshops. All these places are an opportunity to meet and interact with your potential customer, and learn more about them.
- Read what your customers write – on the internet, in blogs, in feedback, in social networks, in groups in social networks. What do they like at the moment? And most importantly, what do they need at the moment? What are they looking for? Maybe, you can help.
- Watch the competition – the internet and social media make this one easier than ever before. If you competitors seem to be hitting the spot and doing really well, maybe subscribing to their newsletter or RSS feed could help you stay in the know. There may also be opportunity for collaboration, so you could even use this to help each other out in the future.
When it comes to Customer Profiling, it might sound crazy, but I recommend either drawing a picture of your ideal customer, or cutting a picture out of a magazine of someone who looks like your ideal customer. Any little thing, especially if you are a new business or a start-up, that helps you understand exactly who you are targeting, can be a great benefit.
Have you tried Customer Profiling? What types or groups of people are you targeting?
It is imperative you understand exactly who you a targeting with your businesses products or services, so you can put together a strategy in your Marketing Plan that will help meet their needs.
All feedback and suggestions are welcome… feel free to comment below.