Find Your Niche: 20 Questions to Create a Customer Profile
Creating a well thought-out customer profile will help narrow down who your ideal prospects are when planning a marketing campaign. You will know the age range, lifestyle choices, income, and educational levels of your most likely prospects.
Building a clear picture of your typical customer can help you make the right choices - from the chosen location of your business to your hours of operation. It is also important to adjust your customer profile as your business evolves and the customer behavior and identities change.
Creating a concise, comprehensive customer profile is one of the most important steps any small business owner can take as part of their marketing efforts and overall business strategy. There are very few documents more important than a customer profile.
1. Define the demographics of your ideal customer
This step is much easier if you already have a list of customers. That being said, Various identifiers help bring customer demographics within a well defined platform. "Demographics" encompasses age, race, gender, income, marital status, educational levels and occupational parameters or industries.
One can identify tiers of educational backgrounds as it relates to your customer profile (especially when working from a database of existing customers). For example, a majority of customers with an " Up to high school" educational tag might be more inclined to buy certain products while College grads might gravitate towards other SKU's. This divergence will need to be taken into consideration as you build your customer profile.
2. Where Do they Live
Here is a major part of your customer profile to consider, especially if you operate a brick and mortar location. It is essential to your strategic efforts to get a good understanding of where your customers live and what types of Dwelling units they mostly occupy. For example, are your customers mostly suburban dwellers who live in single family homes or are they more hip and young city dwellers living in Condos and apartment units? It is super important to identify the dwelling identifiers of your ideal customers.
3. Connect the dots
Once you have mapped-out various demographic markers of your ideal customers, it is time to make some connections and draw some specific conclusions as it relates to the products and/or services you offer. As a small business owner you are able to consider the age, marital status, income levels, educational backgrounds, dwelling types of your prospects and come up with some hypothesis of lifestyle and buying behaviors to assign to them.
For example, urban folks under age 35 living on the West Coast and North east tend to be single, Liberal, Bilingual, Worldly and health-conscious. They enjoy Organic foods, give to charitable causes, listen to NPR etc. Use the information you have, to build a customer profile that will help you make informed business moves.