Creating your potential customer profile helps you fine-tune your marketing efforts to attract people who are most likely to buy your products or services.
Before you start your online marketing campaign, you always have to plan in advance. And part of the planning process is the creation of your potential customer profile. It’s important to know almost every itsy-bitsy detail about your customer that you can in order to target their core needs and wants. Believe it or not, your potential customer profile will become a significant basis of your overall marketing campaign.
Your potential customer profile is made up of various categories. When creating your customer profile, go through the list below and write down your customer’s characteristics. Let’s break the profile down one by one.
1. General Profile
Included in the general profile are your demographics, patterns of purchasing, and your customer’s responses to previous marketing strategies. Another aspect of the general profile is the language that your consumers use when they talk about your business or your brand--record any specific words or phrases you may have seen or heard. This is a very important aspect of your online marketing campaign. It will help you identify which keywords to target especially for your SEM and SEO campaigns.
2. Unique Profile
Included in the unique profile you make should be your “share of wallet data” and “consumer purchase data.” “Share of wallet data” refers to the size of a person’s money compared to others in the family or society. For example, adults ages 30-50 have a larger “share of wallet” compared to grandparents ages 70-90. Adults with ages 30-50 also have a larger share compared to their kids ages 10-20. “Consumer purchase data” looks at what they buy. Include as much of this information about your target customers as you can.
3. Digital Profile
Included in the digital profile will be the content that your consumers create, their content consumption profile, and their digital usage profile. The digital profile allows you to lock in on your target. You’ll know your customer’s interests and you’ll find out where their eyeballs are.
In order to come up with the content your consumers create, you should ask questions like:
- What blogs do they create, and where do they post these blogs?
- Where do they post their photos?
- What kind of videos do they create?
In order to come up with your customer’s content consumption profile, your questions should include:
- What information sources do they favor most?
- Which influences your customers most?
- Where do they look to for information?
Finally, in order to come up with your customer’s digital usage profile, some questions should be:
- What devices do they use?
- Which of these devices do they use most often?
- Which sites do they go to, including social sites, and in what proportion?
As you can see, you can get bombarded with a lot of information about your potential customer. But don’t get overwhelmed. This information is very useful, if not now, in the near future. For example, knowing that your consumers mostly use smartphones (e.g. a particular digital device) allows you to optimize your PPC ads for mobile devices. Remember, you can use this information to target your customers and be able to provide them with their needs and wants, which should, in turn, lead to profits for you. And with a comprehensive potential customer profile, there are limitless possibilities with your future online marketing campaigns.
If you would like to know more about creating a profile or how to ramp up (or start up) your marketing efforts, contact Impressa Solutions today.