If you’re not profiling customers, you could be missing out on valuable information that will help deepen your sales funnel and ensure repeat customers. Customer profiling isn’t all about lumping your customers into a category-it’s a way to understand what your customers are thinking or hoping to buy so that you can develop customized marketing assets that increase your appeal.
Many businesses pass over customer profiling because they throw a wide net when they begin their marketing, then never really pay attention to who is responding or buying over time. Because of this, businesses that are profiling their customers could be missing out on a brand new market and increased sales.
Customer Profiling: The Basics
Your first step to successful profiling is to get acquainted with certain information about your target customer. Compare this information with the demographics of the people who are currently buying from you. For most businesses, there may even be a secondary set of demographic information you can analyze to identify another subset of customers you can target.
When profiling customers, take a look at some of this information to determine who your target customer is and how you can mix up your marketing efforts.
Age. This doesn’t have to be strict – for instance, ‘the average range of your customer is 54 years old’ – rather, it’s more important to identify your customer based on a range of different ages, then market to the ranges saving yourself some time and effort.
Income. If you’re selling things your target audience member can’t afford to buy, you’re wasting time and advertising dollars. Determining what your average customer makes and how to target your customer based on that information is crucial to a successful marketing campaign.
Ethnicity. People from different ethnic groups often use different products and have different retail needs.
Geotargeting. With all the specific geo-targeted marketing possible in the digital world, it makes sense to know where your customers are coming from. For instance, if you run a national advertising campaign and most of your customers happen to be from Wisconsin, it makes sense to do some specialized advertising to your target customers in that particular state.
Making a Plan
Marketing to your target audience is really only possible if you know that audience. Customer profiling will allow you to get a look at your average customer and determine whether or not that person is getting the kind of advertising they need to buy your products more quickly.
If you don’t have any idea who your average customer is, deep analytics data may give you some insight you never thought possible. Lead Liaison’s marketing automation dashboards are sophisticated while retaining the user friendliness average business owners need to succeed. Talk to us about a consult today!