Customer Profiling

This isn’t a question regarding life itself, although many of the factors can be relatable. When it comes to marketing your business, it can very often seem intimidating. We all want to showcase our uniqueness but finding the right way to do it can be a challenge.

Firstly, most of us find it very difficult to talk about ourselves. Maybe that’s a geographical trait.  There is a tendency to restrain our marketing message so not to appear boastful or overconfident.

How do we get the message right?

If I had the answer I would probably be a lot more wealthy than I am now, there simply isn’t a one size fits all scenario, but there are strategies that you can put in place to see what works for you.

I talk to my clients a lot about measuring their activity. This isn’t just how may sales they make or appointments they book, it’s about monitoring the levels of engagement and feedback too.

Ultimately your marketing message will be tailored to your targeted customer. Understanding who they are is really the first point of call. Creating a target audience will allow you define your strategy far better and will pay dividends in the long run.

So, lets look at how you identify your target audience and customer profiling.

I always find the first port of call is to start with your existing client base, let’s call this “Profiling”. Split them into different categories. These can be Age, location, financial status, purchase frequency, purchase type, business sector and so on.

Spreadsheets and analysis

Excel spreadsheet completed… you should now have a good idea of who is buying your product or service. Now we need to identify “why”.

Buying behaviours.

Understanding why people buy from you is as important as what they buy from you. It will give you a good foundation as to where customers see your strengths. It’s also going to be one of your major hooks when it comes to advertising your business. Customer questionnaires, feedback forms and reviews are great ways of gaining this information. They can be easily linked to your CRM or just sent out as emails (being mindful of GDPR).

OK, some of this may seem time consuming and a bit back to basics, but I can assure you it’s worth it. I can’t tell you how many times my clients are astonished by the results.  Remember, good marketing is all based around good foundations.

I don’t normally link out to other articles, but this handy PDF booklet from Experian gives a really good overview on how you can get started if you have the resources and time to do it yourself. Experian – The Art of Customer Profiling

What’s in your armoury?

Lets take a look at what you now know:

  • Who is buying from you.
  • What they are buying from you.
  • Why they are buying from you.

Customer profiling is a great way of understanding who your audience is, it’s also going to save you huge amounts of time and money in the future too. Before we move on, I want you to ask yourself one simple question. How many times have you spent money on advertising and not recieved a single enquiry?

The next steps are to look at how we send out the right message based on what we now know. Sadly, that will have to wait until next week, but it should give you a chance to put some of these plans in to action first.

Until next time…

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