We love marketing data analytics. Anything done in marketing can be doubly improved when utilizing customer insights and marketing data. This includes your customer profile.
A customer profile has many names: buyer persona, customer avatar, etc. We think "customer profile" fits the bill perfectly. It's short and sweet and states exactly what it's doing: profiling your customers.
Most businesses have multiple customer profiles (i.e., multiple different types of customers or audiences who shop their product), and need to understand how to market to each one. For example, a clothing store that sells both men's and women's clothing needs two different marketing styles and customer profiles for the men who shop in the store and for the women who do so.
Although most businesses understand who their target audience is, who they need to market to, and who is buying their product or service, taking a look at your marketing data analytics to confirm is always a smart idea. In fact, some businesses might not realize that the person who is actually buying their product/service isn't necessarily the person their product/service is meant for.
This can be the case with women who shop for their husbands/boyfriends, moms who shop for their kids, and managers who shop for their CEOs.
This is why taking a look at your customer insights and marketing data is an essential step before doing the work to create your customer profile. Here are the steps to take when using data analytics to refresh your customer profiles in 2019.
1. Gather your customer data.
Use the data management software that your company utilizes to house customer data as well as your website analytics tools like Google Analytics to be sure you're taking advantage of all possible avenues. Gather all customer data you have, including your company social media profiles, your email list, your mailing list (if you have one), and more.
2. Take a look at your data insights.
What is this data telling you? Be sure to group it together under like parameters, such as age, sex, behaviors, income (if you have this information), job title, and more. Take a look at any patterns. Who is buying from your company the most? Is this in line with who you thought your biggest customer was?
Your customer profile starts with who is already buying your product/service because you want to continue marketing to them.
3. Put together your customer profile.
A good customer profile includes basic information as well as hyper-specific information about who your ideal customer is. Although you may start out broad, say, a woman in her upper 50s, by the end you'll niche down to something as specific as the fact that she goes to book club every week with her girlfriends. This may not apply to every single one of your customers, but it gives you an idea of the type of person you're marketing to, which can help you pinpoint your marketing messaging.
Your customer profile should include this information at the least:
- Decision Maker?
- Household Income
- Company Type
- Job Title
Some of this will vary based on whether you're doing B2B or B2C marketing.
The Bottom Line
Don't market your company without paying attention to your marketing data. You could end up marketing to the entirely wrong group of people, costing the company money in both wasted time and resources. Learn more about what to do with your data insights in our Definitive Guide to Marketing Data.