Create an amazing Customer Profile
Customer profiles also known as customer avatars are essential to creating successful marketing campaigns. This one element will shape every decision right or wrong about future marketing campaigns. Ultimately, customer profiles give you clarity of who you create your products/services for. It will also outline how that specific customer relates to your brand and how they choose a solution.
Customer Profiles have Evolved
These days it’s less about demographics and more about individual lifestyles. Learning how consumers leverage your product and/or service to provide value and solutions to their life. Keep an open mind when developing your customer profiles. Learning why customers purchase may surprise you. Just search “crafts with wood pallets” and see all the ways people have found to use a product that once was only used to ship product.
How to create your customer profile “Download PDF”
- Describe your customer using demographic, psychographics, and behaviors.
- Locate where you find your customers on-line and off-line.
- Knowing how they research their problems to find solutions.
Most businesses have 3-4 separate customer profiles
B2B and B2C businesses should have these on hand. It allows the entire
company to understand your customer better and if you are bringing in outside help they will know exactly who they need to attract.
Your customer profiles will change over time but you should be able to answer
• How your customer researches the problem you solve
• What are their biggest hurdles before deciding to purchase
• How should you interact with them throughout the sales cycle
Building your customer profile helps you discover new ways to serve your community as well.
Specific Business Stage Tips
Start-ups: Take into consideration when developing a customer profile you’re positive of who you are targeting. I find that many startups start out thinking their clientele is one thing, only to realize later after they put a lot of time and effort into attracting the wrong customer. Cast a wide net at first and develop customer profiles from your paying customers. Unless you are sure who you serve.
Established: I encourage you to dig deeper and use this exercise to see how you can better serve your current community or areas where you can expand your service or product lines. Either in expanding who you serve or adding additional services or products and some of you may find you should do both!