A consumer profile is a detailed description of what your typical customer (or ideal customer) looks like. Consumer profiles can help you segment your audience and affectively target your marketing message. The key to creating a quality consumer profile is to think through all aspects of what makes up that customer, bringing him/her to life with realistic details. (In fact, some marketers even suggest that you name your profiles to make them as real as possible.) Here’s an outline to get you started:
• Household size
Geography and Location
• State/Province and country
• Urban, suburban or rural
• Where do they spend time online?
• Personality traits
• Life stage
• What is most important to them when making a purchase (price, quality, service, industry reputation, location, positive reviews, etc.)?
• What benefits are they seeking?
• Where do they do their research?
• How often will they purchase?
Once you have this profile complete, make sure that your website and marketing materials target that specific individual. Don't just shout to the world, ask yourself "What will appeal to my consumer profile?" Use the answer to guide where you advertise, how you advertise and what your message says.
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Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so don’t say you weren’t warned!
Photo from Flickr (Janna)