Sometimes we ask ourselves, what is the importance of customer profiling? Is it really necessary? The answer is – if you don’t want to spend time, money and marketing strategies on useless individuals – then YES!
As online marketers, it is essential that we know how customers think, feel, and react towards our online business, and how they feel towards our competitors. This is in relation to the fact that the success of any business starts off by knowing your market, what they need, what gets their attention – and then directing the marketing strategy towards them.
It is pointless to waste your valuable resources and time in marketing your business to the wrong group of individuals who are not interested in the goods that you’re selling in the first place. You will need to reach out to the individuals who are actually interested in your products and then direct your marketing efforts towards them in order to entice them even more.
Now, in order to successfully create your customer profile – you will first need to study the characteristics of your existing and current potential customers, and look for their similarities and patterns – so that you can design the proper approach accordingly.
Here are some data that you’ll need in order to create your customer profile:
- Demographics – demographics is a term used to describe a customer’s age, income, gender, nationality, work, location and education. By learning the types of customers you have and what they have in common – you’ll be able to create a specific approach for your marketing strategy.
Now, you don’t necessarily need to know them personally, but you will need to know why they will prefer to purchase your product from you and not from your competitors. Figure out what is your edge, and capitalize on them, while as polish your businesses flaws as well.
For example: the demographics of a existing customer who regularly purchases a car magazine may be male, ages 35-45 years old, students, professionals belonging to the blue collar and white collar occupation, and individuals with an income greater than $55,000 and live mostly in the east coast of USA.
After this, you then send out surveys to check out your customers based on the demographics or you can check out websites such as that of the government to find and obtain more information about them.
- Location– this refers to getting your customers’ geography, by knowing where they are located and understanding the cultures and traditions that may affect their buying patterns. You then focus your marketing campaigns specifically towards that location.
- Psychographics – this is a term used to describe your customers’ interests and personalities. You need to know the social interests of you customers and what the best ways to satisfy them are. By using psychographics, you will have information on what pleases your customers and the related activities that they are engaged in, such as sports, movies, politics, etc.
This can also help you be aware of the general personality of your clients and their characteristics like if they’re rowdy, outgoing, shy and reserved, introverted and extroverted and others.
With your customer’s psychographics, you can tailor-fit your ads and promotional campaigns according to what appeals to them and what they find interesting, thereby increasing sales and profits.
- Customer Behavior – is it important to know your customer’s behavior towards the product or service that you’re selling and how it may affect your business in the long term. With this information, you can have an indication as to how you can shift your business promotions for the purpose of retaining current customers and inviting new ones.
- Buying Behavior – you will need to have accurate data on what affects your customers’ buying patterns and how these factors can affect the client’s decision-making skills on what to buy and when to buy them.
You will also need to know the primary reasons of your customers who decided to purchase from your business and not others, so that when you decide to make major changes in your business, you will know what are the factors that need to be changed and those that are not.
In the end, remember that customers have different buying motives and different influences that will encourage them to buy, whether they may be rational and irrational. However, whatever they may be – you will need to know and understand them in order to figure out their buying trends accordingly and to adjust your business to cater to them.
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