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How to create an ideal customer profile
The key task in developing a marketing strategy is to identify the target audience. This involves looking at the consumer’s needs for the product, their behaviour when choosing and buying the product, and other characteristics. In order to understand who to target, experts create an ideal customer profile.
Benefits of working with an ideal customer profile
You can achieve your marketing goals faster and better by analysing your customers. In addition, a detailed profile allows you to:
- optimise the use of the marketing budget;
- improve the quality of relevant offers and increase profits;
- select effective advertising channels that are popular with consumers.
Understanding your ideal customer will significantly reduce the time and resources needed to test different promotional strategies and platforms. The development of a profile also has regard to the channels in which the consumer is present. This can include social networks, search engines and others. Experts recommend running advertising campaigns on several platforms at the same time. This allows you to choose the most effective option.
The development of the profile starts with the definition of the target group. It is essential to understand that it consists of different groups of consumers, among which you should choose your advertising method. Questionnaires and interviews with existing customers provide information for the profile. We also take into account the views of managers who work with customers. They understand the audience they are communicating with and their needs.
The profile should include a number of key parameters:
- gender, age;
- social status, income;
- presence/absence of family;
- interests, lifestyle, position in life;
- social networking activity, communication and entertainment platform preferences.
For a number of niches, the customer’s geographical location, the specifics of his residence (apartment or house), the presence of a car and other characteristics are also significant. The specialist has detailed information to develop an effective promotional strategy once he has a detailed picture of the ideal customer.
Another key point is creating an image of the customer that the organisation does not work with. This information is useful for correctly targeting ads and eliminating their display to irrelevant users. In addition, such a portrait will help sales managers to screen out enquiries that will not benefit the company.
The ideal customer profile provides an opportunity to develop a personalised approach and focus efforts on the consumers ready to make a purchase. At the same time, it is important to pay attention to the means of communication with the target group and to choose the platforms used by potential customers for promotion. This approach will allow you to achieve your marketing goals within time and without overspending your budget.