Customer Profile is how to define your customer segment and be able to define your customer is an essential step to take before any advertising and marketing events start. In this blog, I show you why a customer avatar is crucial and how to create a customer avatar worksheet.
Customer Profile | 1 proven method you can use countless times
The main topics will be customer profiling and how to go about it:
1. What is a Buyer Persona?
2. How do you find your Ideal Customer?
3. Why does it matter?
4. Creating Your Perfect Customer Profile
5. Advertising to Your Ideal Client
Customer profiling definition?
A customer profile is defined by who your customers are, what their needs are, where they live, etc. These details allow you to better understand your target audience and tailor your product/service accordingly.
The term “customer” has many different meanings depending on which industry or business sector you’re working within. For example:
In retailing we talk about our customers as being individuals that buy products from us. We also use the word “consumer”. In other words, someone who buys something for themselves rather than selling it.
We also talk about our customers as people who visit our stores to purchase goods. This could include buying online through eCommerce sites such as Amazon.
If you work with businesses then you might refer to them as clients. If you sell services then you would call them prospects.
So when talking about customer profiling we mean defining your ideal customer based on information gathered from previous interactions with potential customers. The more data you gather the easier it will become to identify patterns and trends.
Why Customer Profiling Is Important
There are several reasons why customer profiling is important.
1. Knowing your customer helps you to build relationships with them. It allows you to develop trust between yourself and your customer. When you know your customer well enough you’ll be able to anticipate their wants and needs.
2. Understanding your customer means you can provide value to them. By providing value you increase the likelihood of future sales.
3. Having a clear picture of your customer makes it much easier to communicate effectively with them.
4. A good understanding of your customer enables you to make decisions quickly.
5. Your knowledge of your customer gives you insight into their behaviour. This allows you to predict their actions and reactions.
6. Customer profiling provides valuable insights into market conditions.
7. Customer profiling helps you to focus marketing efforts.
8. Customer profiling helps you avoid wasting time and money chasing after non-profitable customers.
You need to identify the characteristics of people who are most likely to purchase your product or service and derive a lot of value from it. To expand on the customer profiling definition, “if you are clear, you will convert”, and that’s what marketing is about you need to know who you’re talking to before you carry out any marketing.
Customer Avatar Checklist
Here is an outline of some questions you should ask yourself to create a customer avatar. You may find this useful if you want to get started creating one right away.
- What do I want my customer avatar to look like?
- Who does he/she represent?
- What kind of person am I trying to reach?
- Who else is involved in making purchasing decisions?
- How old is he/she?
- Where does he/she come from?
- Does he/she have children?
Customer profiling template
The below video refers to a completed customer profiling example. The PDF I reference is free and is titled “customer profiling – customer persona”. It’s free, no email needed, just press download. If you would like the customer profiling template please say and I will include it in this blog.
Customer Profiling Examples
Customer Profiling Examples – plumber
Customer Profile Video While the ideal client, in this case, George, a plumber in the area between York and Harrogate North Yorkshire, is on my screen, I talk about my customer avatar checklist. It’s important to note this semi-fictional character was created using data analytics and market research. It might seem a lot of effort to target George, but he represents many other people in his area. If you spend time and create your ideal customer avatar, you will always be able to focus, reach and speak directly to your perfect client. By the way, do you know George in your area??
Customer Profiling Examples – accountant
From here, you can see that George is motivated by money and he’s ambitious and wants to be financially well-off, but the number limits his off hours in the day. You would launch an advert on Facebook showing only at lunchtime and only to those who have their job title as a plumber who had two children and lived between York and Harrogate.
You would have a video (the video can be stock images and stock videos you don’t need to film it all yourself). It will show:
- Two children running past the white van in their driveway
- The kids are not at school because it’s the weekend.
- Then it will go to a guy at his kitchen table
- He’s just got a stack of invoices and lots of quotes in front of him
- He’s holding a calculator in hand
- He runs his fingers through his hair
- He’s looking up
- His bike and his children outside
- The weather is good
- In his face, it’s clear he doesn’t know what to do.
That’s when your logo and this is where your message comes in.
- You know the guy’s pain
- You say instead of wasting your weekends instead of being limited by your knowledge, let us do all the hard work.
- Talk about his irrational fears he might have in the back of his head ‘well what can a third-party company do for me; they don’t know my receipts, they don’t know my purchase orders, my invoice system, when I hit a certain VAT level how will they know when I that’.
- You need to talk to him in your advert, and you pretty much want to reassure him we’ve got you we know what we’re doing.
Describe Your Customers – Examples
So instead of saying how I use this information for my digital marketing, I’ll show you using some customer profiling examples how you can apply this to another company so I’ll pick accountancy at first.
Ideally, you would know what industry you are in (I’m sure you do, actually I’m very confident you do) and what product/ service you have to offer. In this video I show how George, one of my ideal customer avatar templates, can be used for other industries, I use accountancy (a B2B example), hairdressing and the niche I operate under, digital marketing. You should now be able to use the customer avatar questions to create your client profile.
Re-marketing to your current customer base
Now the best thing about George is instead of always going after new customers; you’re better off retargeting your same customer. George fits the guardrail, so you’re not talking to an electrician with a group of six people you’ve only targeted a plumber who’s self-employed (or his wife is assisting with the accounting). So he’s only got one employee, or maybe he is just independent.
You email in six months when he’s your active customer, and you send out an email template. Now please remember as he fits within your advertising guardrail it can be a template email it doesn’t need to be a re-invent the wheel email. George met the guardrail of your original advert, and you can say to him:
We know you are time-poor and we know you want more money. So how about you employ someone. Don’t worry; this is when you combat all these irrational fears. You say ‘we’ve got an HR branch, and we can source, we can interview, we can recruit we can make all the contracts as far as you’re concerned, you’re going to have more people in your van (or in a separate van) and more people making you money. So you’re talking directly at him, and then you tell them the benefits of how he’s making more money, he’s doing less work, he’s got more time.
Customer Profiling example – hairdresser
Ideally, you would know your product or service first but just sticking with the case of George, let’s do a hairdresser. He’s got two children, you know he doesn’t spend much time with them, but you know he uses his phone at lunchtime. So why don’t you have a Facebook ad, click the link and on your Facebook page you have an appointment booking system (all done on your Facebook page). Say your hairdressers are kid-friendly come and bring your kids in with you. That way he’s doing something practical and has his haircut with his children
Buyer Persona – advanced job details
In the section of the buyer persona, see attachment section 2 down from the photo of the plumber. In my line of work, I sell a marketing report. I can advertise the same information to two different people. So my marketing report, quite passionate about it. What it does is it tells you all year website analytics, Goggle my business analytics, it shows you your competitors and their website traffic, how your competitors advertise online. You know so much if you copy and paste it you should be able to get the same success as well.
How To Do Customer Profiling
Define your customer before marketing
In the attachment, you will see customer persona number one, and it’s George. George is a semi-fictional person made up of market research and data analytics. (You need to utilise the analytics of people on your Facebook, Twitter and your website). George represents not just one plumber he represents a lot of plumbers, and I know this for a fact because I’ve used this persona to talk to tens and tens of different plumbers and I’ve got them all as customers. I know what he’s after, I know his personality, his goals, his values his motivation what his challenges and his pain points are, where he hangs out and gets his information and how he makes his decision-making process.
Who exactly is your customer
In the PDF customer persona with the information what I’m trying to gather is who are they, where do we live, what do they do for fun, what’s their demographics, what your client reads, what do they watch, what’s important to them, what keeps them up at night you need to get in their head you need to know the main irrational fears, their worries and concerns more than they do themselves.
Customer Profiling Methods
What does your target audience like?
I think there are three ways to find out what your target audience likes. The first way is to ask them directly. You could send surveys or questionnaires to your clients asking them questions such as ‘what was the best thing about working with our service?’ Or if you’re talking to someone over the phone you could ask them straight away tell me what you liked most about working with our service’ but then again you may get some really weird answers so be careful.
Another method would be to look online. If you go onto Google Analytics or any other web analytic tool you’ll be able to see which pages within your site are getting the highest traffic from your target demographic. This gives you an idea of what they like and dislike.
A final option is to use social media. Social Media allows you to reach out to your potential customers and engage with them. It also helps you understand what they like and dislike and why.
Customer profiling tools
There are many free tools available online that allow you to create profiles based on your knowledge and experience. Some examples include:
- GA Analytics – both GA
- social media analytics
How to identify your ideal customer
By using the buyer persona, I can figure out who I’m talking to in the advert. If it’s a marketing coordinator at a company established and I can say this report is brilliant for you. I can tell them they’re a pain, their problems and what would inspire them. I can market it in a way ‘hey you’re going to get a promotion on this you’re going to be able to go to your boss and become the marketing manager you want to be’.
Advertising to your ideal customer
I can get this person outside of the workplace via Facebook or LinkedIn using the LinkedIn positions. You know when you put your job title into LinkedIn, I can target marketing coordinators and put something catchy ‘do you need a pay rise’.
The benefits of creating a customer persona
By creating a customer persona like this (you can download this for free), you create one fill in the details. You should understand your customer, and you’ll be able to talk directly to them. You don’t need to be talking to 7 billion people; it is brilliant if your business could manage 7 billion people but if you’re self-employed or run a small business you’re not going to be able to manage that many people. You want to talk to those who you’re ready and able to help.
Customer profiling and segmentation
Regardless of the customer segment: mass market, niche market, multi-side market undertaking the who is my ideal client quiz and completing the complete client questionnaire will help you dominate your customer segments.
Once created, targeting the ideal customer becomes a walk in the park. I use Facebook and LinkedIn advertising and insert my perfect customer examples. You can create a video for George the plumber, and I give an example of what one would look like if I was an accountancy firm at 2:34 and overlay a re-marketing ad at 4:28 of the above video.
Hopefully, this helps you now know how to create your ideal customer profile.
Please tell me if you will now create a buyer persona and if so, how many? If you already had a customer persona, were you already using Facebook and LinkedIn to target advertisements? If you have any questions about your ideal customer and creating a perfect customer profile, please let me know in the comments.
1. Create a buyer persona
2. Use social media platforms such as Facebook & LinkedIn to advertise
3. Understand your customer’s needs and wants
4. Know your competitor’s strengths and weaknesses
5. Target your audience with relevant ads
6. Customer Profiling Tools