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What is Customer Profiling - How it can help your business

By Saba on 13/06/2018
Profiling your ideal customer is a the best marketing strategy you can produce.  Social data, demographics and personas will lead the way to new potential customers! 
Read Time: 4 Min

Customer Profiling isn’t just about how to find new clients. It’s an in-depth proactive approach to identifying potential customer sources, adapting to changing trends, keeping tabs on your brand story, problem solving and of course, keeping your existing patrons happy How to create CPs. Any business with a presence on the web will find itself embracing comprehensive customer information because it can help improve a business’ performance. However, in the long term, taking the time to distinguish who and where your real customer base lies means being able to seriously optimise your company’s long term endurance in the market.

customer profiling

Who gets looked at

The leading actor on the stage is your company. Without a clear understanding of your brand’s persona it would be impossible to define your ideal target demographic. In-depth knowledge, not just of the product but of the company ethos, is crucial to identifying then attracting the ideal consumer base. Something more than a product has to make the brand unique and show how best to market that uniqueness Content Marketing. Choosing and defining the nitty gritty of the ideal punter is next. Age, social class, lifestyle, goals, challenges, preferences, and motivation are all built into the various character’s bios. These personas are used as the main representatives of the target market and play a role in defining future potential markets because they become very effective reference points when picturing the type of purchaser most likely to be attracted by your product.

The Source

One man’s useful information is another man’s useless material. Which is why useful marketing intelligence is usually based on exact criteria that feeds a specific target for analysis. The information is mostly mined on social media using details extrapolated from a user’s profile, as well as their use of keywords, hashtags, or slang and even down to their choice of images Benefits of CP. What also plays a role is their lifestyle, social class, type of job, choice of platform, their geographic location, topics of conversation, related emotions, and the number of followers or friends with whom they share Social data. This social data is generally valued for its spontaneity and because it opens an otherwise unavailable window on social interactions and demographic behaviour. Information also continues to be garnered from more traditional surveys because although clearly more contrived, the anonymity of a questionnaire lends itself to more openness and therefore perhaps a more accurate reflection of opinion or interest. Both offer the means to reach a revelatory result, for example statistics taken in 2014 revealed that 75% of Millennials use social media, 52% of them said that being a good parent was a priority compared to only 9% who thought having a high paying job was more important Millennial consumers.

Analysis not knowledge is power

Having collated this vast amount of material, the next step is to parse the information so that you can segment your demographics and produce a workable conclusion that will address the exact criteria laid out from the onset. One technique that is often used is to group the results into themes in order to build a profile with specific effect-potential and to identify future trends, future client expectations, better communication strategies or evolving technology. What appears is a distilled consumer base best able to address the issue under examination Customer Profiling. The beauty of social data is that it is infinitely dissectible, and it is pertinent to every aspect of digital marketing, especially when it comes to the acquisition and conversion of potential purchasers.

Get the Edge

Having a detailed summary of your buyer base means better communication channels for getting through to it why you need to communicate. You will be in a pivotal position to know how and when to reach out and build stronger links with your clients. Strong links and efficient communications nurture strong loyalty which is the best foundation for keeping competition at bay. Client knowledge and good communications are opportunities to explore new products important to your customers. Planning ahead and targeting specific users is a time saver, a money saver and also attracts new interest. Choosing a targeted market strategy optimised for your business attracts more visitors and increases conversion opportunities. The long term bonus is that clients with an ideal profile who engage with your brand invariably generate interest from their like-minded connections organically broadening the brand's  ‘catchment’ range.

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