What is a customer profile?
A customer profile is a detailed description of an “ideal” customer your business would theoretically like to sell your product or service to. This profile can include the customer’s interests, demographic information, and purchasing behavior, etc.
Why is a customer profile important?
Customer profile information is invaluable when planning marketing and sales efforts, as it allows businesses to target their customers more effectively. By creating profiles through researching and understanding your customer base, your business can create a more personalized experience for your customers. Doing so may ultimately attract more people to your business.
There are a lot of different factors that go into creating a customer profile that converts (Converts, in this case, refers to achieving your desired outcome. For example, generating a sale). Understanding these variables can help your business target your advertising and sales efforts effectively and create a unique user experience / customer journey that appeals to specific groups of customers.
Demographics vs Psychographics vs Behavior
Demographics, psychographics, and behavior are 3 of the most important variables when it comes to creating a customer profile that converts.
Demographics refers to the more objective, physical side of your hypothetical customer, potentially detailing:
- Marital Status
- Parental Status
- Industry of Work
- Job Title
These are just some details to name a few.
In general, remember that demographics answer the question: “Who are your customers?”
Psychographics on the other hand refers to the more subjective, “theory of mind” side of your hypothetical customer. Psychographics can potentially detail:
- What drives your customer?
- What does your customer want to accomplish in the short term?
- What does your customer want to accomplish in the long term?
- What is important to your customer in the way they conduct themselves personally and professionally?
- What are your customers struggling with?
- What does your customer want help with?
- Has your customer been burned in the past by someone who has tried to help solve their pain points?
- What does your customer fear?
- What does your customer wish they could eliminate from their life?
- What belief does your customer hold that could prevent them from making a purchase?
Again, some, but not limited to, these details.
In general psychographics answer the question: “ What / How do your customers think?”
Behavior refers to what your customer actually does in practice. What actions they do. Behavior information can detail:
- What books do your customers read?
- What blog does your customer enjoy?
- What movies or TV shows do your customers watch?
- What social media accounts do your customers follow?
- Who inspires your customers?
- What events do your customers attend?
- What does your customer spend money on?
- How does your customer like to spend their spare time?
Including demographics, psychographics, as well as behavioral considerations into your customer profile planning will be the best way to give your profiles the best chance at converting.
Gather and Analyze Data ( Past, Present, Future )
Gathering data is important for creating customer profiles because it allows your business to understand your customers better and to create targeted sales or marketing campaigns that are more likely to succeed.
By knowing what interests, concerns, and needs customers have, businesses can create products and services that meet those needs. In addition, by tracking customer behavior over time, businesses can compile valuable data that can be used to make informed decisions about future product development and marketing efforts.
It is important to track customer data over time so that you can make informed decisions about future planning. You need to know what aspects of your product or service your customers enjoy, what their spending habits are for your product versus a similar substitute / competitor, how likely they are to refer others to your business, etc.Gathering this data can help you enhance your detailed customer profiles that can be used to improve your sales and marketing efforts; ultimately, increasing your conversions.
Additionally, one of the most important aspects of gathering customer behavior data over time is that you can identify any changes in interests or spending patterns. This data will help you adjust your sales offer, or value proposition as needed on a campaign by campaign basis. By having accurate and up-to-date information about your customers, you can better serve them and increase the likelihood of retaining their business.
How can you best serve your customers?
When it comes to understanding your customers, the profiles you make to try to understand them are a valuable source of information. This profile can help your business learn what your customers want, need, and what fears or concerns keep them up at night. This information can help you serve them in the best way possible, by targeting your products and services to meet their specific needs or remedy their specific fears.
It's important to remember that not everyone is the same, so don't expect all of your customers to have the same wants and needs. However, customer profiles can give you a general idea of what most of your customers are looking for. Once you have this information, you can craft a customer journey that will give your marketing and sales efforts the best chance at converting.
(check out our cold outreach blog here )
At the end of the day, how to best serve your customers comes down to your individual business. By understanding what type of customer you would ideally like to sell your product to, your business can temporarily grasp control of the ever changing dynamics of any marketplace; potentially, giving you the best chance at creating an efficient and converting campaign.
If you’re interested in how we can help you with converting customer profiles, please don’t hesitate to contact us via Email or Phone. We’re looking forward to hearing from you.
Tel: +34 672-370-947