Customer profiling study

A useful customer profile is akin to a comprehensive how-to guide on reaching your ideal customers. It gives you a structured look at their goals in trying your product, the features and content that matters most to them and the messaging that will help them to find you in the first place.

We are going to look at how you can easily create an informative and flexible customer persona template that you can use to paint a clear picture of who exactly is a fit for your product.

How Customer Profiling Can Increase Sales

Trying to sell products and services without understanding your idea

Aspects to consider while customer profiling:-

  • What they’re saying — what are your consumers saying about your products and services in social media? Are your consumers’ brand sentiments shifting from positive to negative or vice versa?
  • What they’re buying — what is the last product a consumer purchased from you? How often does he buy from you? What are his/ her favorite products? Are people making more or fewer purchases?
  • What they’re doing — are they using your mobile apps? How often are they using them? Are they visiting your website? Are they spending more or less time with your brand?
  • What they’re liking — what interests do they share on social media channels, and who is in the network of people who share similar interests?

 Customer profiles are the secret weapon, allowing brands to:

 1. More intelligently push content and experiences to their consumers

By mapping out better consumer target segments, brands can push out more personalized experiences and messages on their websites, in social media, on mobile, and in retail. For instance, car dealers will now be able to reach someone who has specifically browsed or liked a certain make/model of car on an advertiser’s website or Facebook property and who has shown behavior that he or she will soon purchase a vehicle.

 2. Improve their real-time marketing efforts

Brands that make the leap into real-time marketing and engage with their most influential customers in a personalized way will have a decided advantage over competitors.

 3. Improve a customer’s lifetime value by better engaging them over the long term and with purpose

As discussed by Bill Lee in “Marketing Is Dead,” in the past, the definition of customer lifetime value (CLV) was based only on a consumer’s purchases. In the future, with the proliferation of social media, a customer’s CLV will have to factor in the influence the customer wields over their social networks and ultimately how much that influence drives others into a transaction with a specific brand. This social factor will be weighted by reach (number of connections in the social graph), frequency (amount of sharing), impact on others (overall or for the category), and individual engagement with the brand. With this updated calculation of CLV, a brand must have a 360-degree view of the customer. 

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