Audience Targeting 101: How Building A Customer Profile Can Help

Jan 2021

audience_targeting_customer_profileWhen it comes to effective marketing, audience targeting is the key to success. If you’re building a marketing strategy from the ground up or are looking to refresh your current marketing strategy, building customer profiles are a great place to start. Read on to discover what they are and how you can begin using them in your marketing strategy.

How Customer Profiles Help

Customer profiles are a type of strategic development in which you identify specifics about the audiences you would like to target. They typically involving building a “person” who would fall into your audience category and identifying demographic and lifestyle details about that “person”. These types of strategic development can make it easier to visualize who you want to purchase your product or service and make it more tangible to build marketing campaigns that appeal to those types of individuals. By starting your development process with a customer profile, you can cut through the high-level, more general descriptors of your audience and quickly and easily identify how to talk to a segment of your audience that works for the campaigns you want to run.

How To Build A Customer Profile

Building customer profiles as part of your strategy and brand messaging is simple. First, start with an audience segment you are looking to speak to, then choose a “person” within that segment to build on. For example, if your skincare brand sells to teenagers, your customer profile could be a 16-year-old boy. From there, you want to identify the demographic and lifestyle specifics of this person. What do they do in their free time? Where else do they like to shop? What economic or geographic factors come into play? Identifying these specifics can help you visualize what a member of your target audience looks and acts like, making it easier to effectively market to them.

How To Use A Customer Profile

Once you have identified your customer profile and built out their specifics, it’s time to put it to work. To effectively use your customer profile to target your audience, you will need to put yourself in the shoes of the individual you have built. Imagine what types of imagery they would be drawn to and how they would like to be spoken to. These details will make it much easier to write social posts, ads, and email content that will prompt your target audience to take action. 


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