A customer profile acts as a character sketch of your ideal or typical customer. Just like a real customer, your profile should include a name, gender, photograph, and a detailed description that reveals goals, wants, needs, challenges, values and interests. Essentially, you’re creating a well-rounded human being, which can be a daunting task. You don’t want to rely on instinct alone – as a data-driven marketer, you need numbers to paint this picture, and we have the five data points you need to start.
What appeals to a male audience often differs greatly with what appeals to a female audience, even if both men and women like your brand in roughly equal numbers. The interests, aspirations and influencers of these two groups will heavily influence your customer profile.
You can’t ignore income when creating your customer profile – they have to make enough money to purchase your product or service, and knowing which income bracket your customers fall into can help direct brand messaging and product pricing.
There isn’t a single number that can tell you what the aspirations of your target customer are, but there are a few pieces of data that can come together to form a picture: Famous People they follow, Non-profit organizations they support, Apparel brands they like, and Beauty trends they follow. Put together, we can see that for a woman between the ages of 25-34 who makes between $40K-$70K, she follows the Kardashians, supports animal-related charities, shops at New York & Company, and aspires to having the perfect manicure (Essie Nails has the highest Affinity score). This tells us that beauty and self-care matters to this woman, which is a significant clue when trying to find what type of ad is most likely to grab her attention.
When finding out what interests your target customer, first look at their Psychographics – our category that looks at interests, attitudes, habits, values and opinions based on the types and amounts of interactions the demographic has on Social Media. By basing the number on interactions instead of passive “Likes,” you get real insight into a demographic’s passions. A male between the ages of 45 to 54 who makes between $70K and $100K, for example, is most interested in politics, social activism and technology.
When deciding on a public figure to approach for an ad campaign, or even what style your graphic designs should follow, knowing your target’s major influencers is key. Influencers are the people they follow for inspiration; they can be actors, bloggers, writers or politicians, or any other celebrity. Let’s look at the influencers central in the lives of a teenage girl: Tyler Oakley, a YouTube and podcast personality, and singer-songwriter Taylor Swift. While Taylor Swift might not fit into your marketing budget, Tyler Oakley has high scores in Affinity, Penetration and Popularity with – hopefully – a less packed schedule. What do these two influencers tell marketers about the teenage girl demographic? That they’re not only accepting, but enthusiastic about social issues like bullying and female empowerment.
Many companies falter when creating customer profiles because their buyer persona descriptions lack specificity. But the strongest customer profiles, the ones which have the ability to inspire incredibly successful campaigns, are those that are specific, targeted, and backed by real data.