To be scientific, more specific, and spend resources wisely, brands and companies develop customer profiles. Imagine the old door to door marketing scenario. The sales executives must have had a rough time getting clients to make purchases.
With the evolution of technology, easier acquisition of data and new analytical tools have made the selling process more scientific. When structuring Google ads, for instance, it's not advisable to just advertise blankly. With ready customer profiles, the campaigns can be structured and highly targeted, thereby improving efficiency. So, what are the important facets of an Ideal Customer Profile?
Below are the key aspects that should be considered for creating the profile of your ideal customer.
1. Personal Demographics
These are the details that identify a customer on a basic level.
Below is the breakdown of demographics: -
- Age- This is vital because some products are made for a certain age bracket. Also, age plays a role in decision making and influences purchase decisions.
- Locality- Information on locality is critical when targeting local clients or when trying to expand horizons. Social media adverts can focus on the location of your target clients.
- Gender- A customer profile that offers clarity on gender can help in refined segmenting. For example, an advert on sanitary towels can be cost-effective and efficient if it targets women of a certain age group.
- Race- An Ideal Customer Profile with race details can help in advertising money transfer systems oversees.
- Size of Households- Such data can help banks and insurance companies to upsell or cross-sell other bank products.
- Level of Education- This is a crucial point in identifying the best advertising method, sophistication of the product, expected fashion sense, or taste for performing arts. The level of education can be a guide about these aspects.
Personal demographics help provide primary classification which can be refined further or combined with other factors—this can help to create an ideal customer profile.
2. Favorite/Reachable Platforms
Each customer or client has a distinct set of platforms or media with which they can be reached conveniently. This trait depends on other factors like environment, upbringing, age, social groupings, among other factors.
Some of the aspects that can further classify this trait include: -
- Media- You should find a way of discovering the favorite media channel of your customers. This can help to structure the advertisements or place them in the most convenient mediums. Channel statistics or insights can help in discovering these gem points.
National Research or sponsored surveys can also help you discover where your ideal client spends their time.
- Content-type- Content is another aspect that determines the uptake of products and advertisements. Some customers prefer videos and articles, while others like a rich mix or react best to audio messages. This, therefore, calls for a thorough examination to determine which content type works best for your target audience.
This can be continuously developed as you interact with customers through adverts, websites, or on social media platforms.
3. Psychological Traits
These traits relate to the mental perspective of individuals. This is demonstrated by certain actions, affiliations, and likes that help portray behaviors. These traits are responsible for the development of the buyer persona.
Psychological traits can be discovered by analyzing the following: -
- Hobbies- Find out what sports, art, and types of music your clients like. Check how they spend their free time. This information can help you discover other opportunities that can help you sell your products.
- TV Shows- Data from TV-on demand sites, video platforms, and other media publications can help you find this information. This can depict unmet demands or growing interest in a certain field. Legal online course providers, for instance, can target people who fancy watching Legal drama or movies.
- Recommendations- Look at the behavior of customers on online platforms. Are they likely to leave comments, appreciation, or give recommendations to friends about certain products? Also, look for clients who easily leave reviews of products in online channels.
- Political affiliations- Political orientation is also part of buyer persona analysis. This is demonstrated in national debates, social media platforms, and other news sites. Political affiliations can help find other data points like location, race, or locality.
- Spending patterns- Is your target customer an impulsive buyer? Are they price-sensitive? Buying power can also play a huge role in shaping customer profiles. This is also an important consideration when structuring or targeting clients for luxury items, sports cars, or other high-end fashion items like jewelry.
Psychological traits can be identified using analytical tools. They’re also provided as insights by search engines, social media sites, or other research findings. These help to further segment customers for improved targeting.
4. Business Demographics
Customers are also classified under the B2B (Business to Business) section. This helps in developing highly efficient leads.
Below are some aspects that help develop a Business Customer Profile: -
- Industry- Marketing campaigns for a certain product cannot be uniform across all industries. For example, teachers and software engineers may need different adverts on a CRM (Customer Relationship Management) platform.
- Business Volume- It's good to classify customers according to business volume or turnover for better product bundling. This can make product development teams make premium tools to cater to additional business needs.
Big volumes can also imply a bigger purchasing power. This can help in setting good price bundles.
- Employees size- Companies or businesses with a large pool of staff present a different set of opportunities. The number of employees can help you to target the workforce better. It can also come into play when developing products or pricing products.
For instance, the CRM of a huge workforce may need extra customization to take care of languages, large numbers, and various levels of management.
Business customer profiles help improve supplier relationships, enhance cross-industry networks, and, consequently, create bigger volumes of data. Sales teams can also customize sales pitch accordingly—this can help to cement and foster healthy business relationships.
To improve the sales function and lead management, an ideal customer profile is needed. Though impossible to get perfect data of a client, a structured approach can help maximize available resources and opportunities.
Obtaining data such as location, gender, personality traits, hobbies or race is a big step in channeling your marketing efforts well. Ultimately, the ideal customer profile should help your laser-focus your advertising, product development, and offer customer-centric solutions.