Customer Profiles are much more than a simple exercise to understand your ideal customers. The power in these Profiles lies in utilizing the information to help attract other, similar ideal customers. Unfortunately, most people don’t realize this. They fill out their customer profiles and then file them away somewhere as an exercise completed.
What they don’t realize is that they’re sitting on a goldmine of information which will not only make their marketing efforts easier, it will also attract their ideal customers – the ones that are big fans of their business, who consume all their social media and online content and purchase most, if not all, of their products or services.
This guide is here to show you exactly how to mine that golden information you gather on your ideal customers and use it specifically in your images, websites, advertising and other marketing so that potential ideal customers can self-identify and take notice of your business.
‘Creative’ refers to the graphics and images you’ll be using to attract the ideal customer that you identified in your profile. Targeting helps you locate WHERE you will be looking for these ideal customers.
Images and graphics have a powerful influence in attracting your ideal customers. If you are targeting a younger crowd, let’s say less than 30 years old, then you will want to have images of people under 30. If you are targeting mothers who are in their mid-30s and up, then you will want images or graphics that look like those moms.
We all know how powerful images can be. This is one place where you’ll want to ensure you align your images on your website, social media, advertising and all your marketing to that profile’s demographics. While this may seem obvious upon first glance, so many businesses miss the mark and use images or graphics that aren’t aligned with their actual ideal customer profile.
MAC FOR BUSINESS
This image speaks perfectly to the Mac for Business crowd. Way back in the day, Macs were typically used in design studios and any industry that had a heavy design element. This hasn’t changed much judging from the younger, hip people in the image. Notice they’re meeting over a table having a conversation versus being in a cubicle or meeting room.
Zoomer is a lifestyle magazine and website that focusses on those 55+ years old. What you notice in this image his greying beard and wrinkles. This magazine wouldn’t appeal to 20, 30 or even 40 year olds. The image captures their demographic perfect.
The Targeting section (Gurus, Conferences, Associations and Blogs/Websites/Podcasts) will guide your marketing and advertising efforts in terms of finding the most likely congregations of your ideal customers. If you are running Facebook ads, you know that you can target your ideal customer very precisely. If your profile has big name gurus or podcasts that they follow, you might be able to target these directly.
In this example, my target ideal customer is over 30 years old, female and follows Marie Forleo. You can see how I narrowed my focus on Facebook to target only those women who meet that criteria. (You go to Audience Insights in Ads Manager to find this tool.)
You can also use this information to find social media groups where your ideal customers can be found. Again finding the social media pages of gurus, conferences, associations, blogs, websites and podcasts will allow you to not only continue to gather more information about your ideal customers but also allow you to interact with them by answering questions they may post. This, in turn, can be the beginning of their interaction with you and your business.
This part of the profile refers to all the copy in your marketing. It is an incredibly rich source for your content for your website, social media, product launches and advertising. Much like in the “Creatives” section of the Ideal Customer Profile, the copy you use will either attract your ideal customer or not. I’m not in my mid-20s anymore. Some of the language they use, I don’t understand. If I were to come across copy that speaks to that demographic, I would automatically excuse myself from any further interaction with that copy.
You want your copy and creative to speak enough to your ideal customer that they will self-identify. In the Ideal Customer Profile, there is a spot for “unique phrases”; these are words and phrases that your ideal customer may use. For instance, words like “knowledge translation” and “principal investigator or PI” are phrases that a university profession would immediately recognize. The rest of us, however, wouldn’t understand these phrases and, therefore, would not self-identify.
CURRENT GREATEST CHALLENGES/STRUGGLES/FRUSTRATIONS
Current Greatest Challenges/Struggles/Frustrations is one of the most powerful parts of the Ideal Customer Profile. The information gathered here will help to guide useful content to speak directly to their challenges as well as potential products and services. For my business, I use this section to keep my content in line with my ideal customers’ current challenges and frustrations. It makes creating content for blogs, Facebook lives, Instagram and all my social media so much easier as there are only 3 main areas I write on reflecting those challenges and frustrations that are identified in the Profile.
END GOAL ONCE THOSE CURRENT CHALLENGES/STRUGGLES/FRUSTRATIONS ARE SOLVED
What is it that your customers are looking to achieve? Depending on your business and products or services, this may be achieving something by a certain date (say a weight loss goal) or it may be being hired for a job or successfully selling their own product or service or finding the right software solution.
THEIR EMOTIONAL STATE BEFORE FINDING YOUR SOLUTION
The emotional state of your customers before finding your solution not only informs your copy but also your creative (images) in your marketing. Here are some of the common emotional states your customers might be feeling:
• frustrated • disappointed • motivated
• tired • lost/directionless • anxious
• overwhelmed • hopeless • determined
• sad • angry • jaded
These feelings are easily reflected in both your copy and your creative to attract your ideal customers through self-identification.
THEIR EMOTIONAL STATE AFTER YOUR SOLUTION
Much like its counterpart above, the feelings of your ideal customers are easy to incorporate in your copy and your creative to help them self-identify. Here are some common emotional states your ideal customers might be feeling after they discover your solution:
• relief • calm • optimism
• joy • motivated • energetic
• happiness • determined • enthusiasm
• peace • hopeful
OBJECTIONS TO PURCHASING
Having these listed out makes your copywriting so much easier for all your marketing. Identify the 3-4 most common objections potential customers use to not purchase your product or service. You can then use these objections as the focus of an article, blog, video, social media post or have them on your website as part of your sales page.
ROLE IN PURCHASE PROCESS
This really is best for when your business targets larger companies where the ideal customer is not the final decision maker. The copy you will use is very different if you’re targeting a CEO or COO or Founder than it will be for a lower-level manager or department head. The role in the purchase process is to help keep the focus of your copy on the right person in the organizational structure.
The Ideal Customer Profiles make the hard work of marketing much easier. They provide you with the demographics, targeting, emotional state, current challenges/frustrations/struggles of your ideal customer so that you can allow them to self-identify in whichever medium of marketing you use.
These profiles are very powerful when used regularly to keep the focus of your marketing targeted to those ideal customers. It is very easy to veer off track and start writing for an audience that is not your ideal customer. This not only takes a lot of time and effort but ultimately loses sales. Take the time and thoroughly fill out your Ideal Customer Profiles. A little focused work at this point will pay off in innumerable ways in the future.