A Modern Customer Profile Template For Smart Businesses
Four critical bits of information to build your customer profile
1. Customer demographic information.This is market segmentation according to characteristics like age, gender, ethnicity, race, religion and education.
If your customers are within the 24-30 age range or are married with children, apprise yourself of the interests of people in that demographic, and use that information to create campaigns and products they truly value.
This brings us to the next piece of information you should consider when creating your customer profile.
2. Customer geographical Information
Your customers’ geographical information helps to segment target buyers by location so you can better serve them in a specific area.
For example, if 70% of your customers come from London, you have no business running marketing campaigns that target people too far from that region.
But geographical information in customer profiling is based on (but not exclusive to) three major factors:
Based on specific geographical units such as countries, cities, etc.
This is segmentation that involves an expanse of land with the same environmental factors (Sub-Saharan, Pacific Coast, the Caribbean, etc.)
Concerning a society’s ideas, customs, tastes, and social behaviours.
You need to mark these geographical differences in your customer profile — because people in different locations are bound to exhibit different traits and have a variety of ideas, culture, needs and wants.
So your customers’ geographical location plays an integral role in customer profiling.
More importantly, geographically segmenting your audience strengthens your marketing campaigns.
Chances are high you’ll have to create ads at some point, and advertising platforms (Facebook, Twitter, LinkedIn, etc.) will require you to provide them with your audience’s location(s) so they can better serve your campaigns to people who will be interested in them.
The more accurate the information you give them, the better they can serve your ads in locations where your customers are.
3. Customer psychographic information
Psychographic information deals with people’s hobbies, interests, and all the things they like or don’t like to do.
Psychographics are usually confused with demographics but they’re two different creatures with their own nuances.
Demographics cover things like:
- Age: 18-24; 25-30
- Marital status: married or single
- Gender: male or female
- Parental status: with or without children
While psychology covers things like:
- Habits: shopping behaviour, time spent on social, etc.
- Lifestyle: loves partying, introverted, etc.
- Interest: follows X influencers, TV stations, books, politics, etc.
- Values: family, religion, etc.
Difference between demographics and psychographics
CB Insights designed an infographic that demarcates the difference between demographics and psychographics:
In essence, demographics speak to who people are naturally, while psychographics speaks to how people behave, their personality and their emotional triggers.
So the psychographic section of your customer profile helps you identify your customers based on their interests, values, lifestyles and personality traits. And this will enable you to better develop and market products that match your customer interests, hobbies, and values.
Put another way, customer psychographics put more emphasis on your customers’ psychological factors, while focusing on only behavioural qualities as opposed to raw data as you acquire demographics data in your customer profile.
4. Socio-economic customer information
This is a type of demographic classification that examines the aspects of income, occupation and household description.
You should consider certain fundamental variables when creating the socio-economic segment of your customer profile.
These socio-economic segment elements include:
- Income: wages, salaries and any other source of earning flow. When creating your customer profile, consider your target customer’s average income. Know if your potential customer has the expendable income for your product or service. Know whether your product is indispensable to your customer.
- Education Level: What level of education does your ideal customer have? Does it suggest anything about their relationship with your product?
- Occupation: Are your customers employees or business owners? Does the customer’s job have anything to do with your product? If yes, does it facilitate their use/need of it or not?
- Home Environment: Where does your primary target audience live? What are the key characteristics of their area, city or state? Does their home environment suggest they might be in a particular economic class? What notable influences does the home environment have on the customer?
- Household Description: Consider the size and description of your customer’s household. Are your customers, on average, married with kids? Are they single, living with a partner or engaged?
That’s not all. You should further divide the socioeconomic segment of your customer into socio-economic classes (SEC) — which is a social classification that’s based on occupation.
Your chances of meeting the needs of your ideal customer and selling products or services they can afford become significantly higher when you understand what level of the socioeconomic class they occupy.
One of the most popular formats used to divide socioeconomic classes is the social grading system created by PAMCo. This system, according to PAMco, has been the research industry’s source of social grade data. The system provides a statistical socioeconomic diversification of households in six main classes.
The six main classes are:
- A – Upper Class: Higher managerial, administrative and professional, such as executive directors, doctors, lawyers, and all high-end employees.
- B – Middle Class: Intermediate managerial, administrative or professional position.
- C1 – Lower Middle Class: Supervisory, clerical and junior managerial, administrative and professional.
- C2 – Skilled Working Class Skilled Manual workers, such as construction workers, and so on.
- D – Lower Working Class: Semi and unskilled Manual workers, such as mechanical trainees, or shop workers.
- E – the Lowest Level Of Income Earners: State pensioners, casual and lowest grade workers, students and unemployed with state benefits.
How to get accurate customer profile data
You could guess all the customer information you need or you can view real analytics of the people who have been visiting your site. The latter is clearly the better option.
And this is where Opentracker comes in. Opentracker is an analytics tool that lets you track your website visitors and collects accurate data about them.
You get all the customer profile information you need, including:
- Customer socioeconomic information: Your visitors’ average income, the company they work for, their job roles, etc.
- Psychographic: See how your customers respond to your campaigns. Do they flinch at products or services within a particular price range? Do they get sceptical and start asking questions? Or do they just buy it once they’re convinced it’s a good deal for them? You can find these answers and more with Opentracker.
- Geographical information: Where (locations) your traffic and highest converting traffic comes from.
- Custom data: You can search for data that’s specific to your business: With Opentracker we build data-driven customer profile’s. Schedule a call to find out how.