<-- Resources

Customer profiling

Why create a customer profile?

We may have one or many customer profiles.

1. Having a customer profile will help you communicate effectively with your target customers.
2. It allows you to tailor your marketing and messages directly to them.
3. Figuring out who your customer is will impact every part of your business:
   • Content marketing: What blog posts, podcasts, and newsletters should you create?
   • Paid traffic: From what platforms should you buy?
   • Product creation: How does your product solve a problem for your customer?
   • Copywriting: How should you describe your products in a way that will get the customer to buy?
   • Email marketing: Which customer profile should receive which email campaign?

How to define your customer

Learn more about their:

1. Demographics: Who they are.
   • Age
   • Location
   • Occupation
   • Marital status: single or married
   • Pets
   • Children
   • Level of education
2. Psychographics: How they think.
   • Hobbies
   • Personality
   • Spending habits
   • What do they read? (Books, magazines, journals, blogs, etc.)
   • Where do they spend their time online? (Facebook, Twitter, Pinterest, Instagram, &c.)
3. Behaviors: What they do.
   • Website visits
   • Purchasing methods
   • Habits and skills
   • Shopping preferences
   • Impulsiveness
4. Empathy map: A tool used to better understand your customer.
   • What do they think and feel?
     • What is important to them?
     • What are their hopes and dreams?
   • What do they say and do?
     • What are they saying to others?
     • What is their attitude?
   • What do they hear?
     • Who influences them and how?
   • What do they see?
     • What is their environment? How does it look?
   • Pains and gains.
     • What are their roadblocks in life?
     • How do they measure success?

Action plan

1. Now that you know the demographics, psychographics, behaviors, and empathy map, you know exactly how and where to advertise your products to your customer. There is no more guesswork involved.
2. What is the best way to reach this customer? (Facebook, Twitter, Pinterest, Direct messaging, etc.)
3. What types of promotions are going to engage this customer? (Discounts, giveaways, add-ons, new products, events, etc.) Also consider which types of images, messages, and posts will catch their interest.
4. Start by building one customer profile. Once you do this, you can create other profiles for different market segments. Each one will be a little different but will allow you to reach each part of your target audience.
5. Focus on creating the customer profile for the product that brings in the most sales first. After that, work on creating additional profiles.