Customer profiling may be a new term to you or you may have been utilising it for years, but either way, it is a powerful tool that many of us aren’t taking full advantage of. Customer profiling can increase sales, customer satisfaction and brand loyalty – all from changing your way of thinking when it comes to marketing! Sounds good, doesn’t it?
These days it can feel as though we are being bombarded with products, services and messages from companies across the globe on a daily basis. The things is, it’s far too easy for your business to get lost in all the ‘noise’ – this is where customer profiling can help you directly access the individuals that would actually be interested in your product or service, making you stand out from the crowd. It works by understanding who your customers are (both existing and potential), what they like and dislike, what they aspire to and what their spending habits are. The likelihood is that you may have various different customer profiles and that’s great! It means that you can direct your products or services to your audience in different ways and access a wider market.
Think of it this way; weedkiller isn’t exactly a ‘sexy’ product or one that you would often think of buying in your day-to-day life. A sunny, landscaped, weed free garden complete with BBQ and a glass of wine however, now that crosses a lot of people’s minds, especially on a wet Monday morning in a dreary office full of sniffling people! By tapping into how people think, what they aspire to and their habits you can successfully target your marketing campaign to offer the promise of a dream lifestyle, regardless of the reality. You may have already noticed that food producers picture slim people enjoying their indulgent treats, car companies picture their cars driving along sweeping alpine roads and Mediterranean coastlines and dating websites picture happy couples, madly in love on their way to the most romantic destinations this world has to offer.
Regardless of your sector, product, service, current customer base or target audience, customer profiling is a highly effective way of increasing turnover and reducing marketing costs by targeting your advertising to an audience that will listen, in a manner that will inspire them to buy from you and not your competitors.
What’s more, you can use this information to engage with your customers through social media in a way that appeals to them; whether that be competitions, free trials or just a good old natter! Successfully using customer profiling is a valuable tool that everyone should take advantage of in their business, it’s just that good! Here at Jigsaw Communications we can tailor marketing campaigns from conception right through to final customer interaction, both before and after purchasing, to ensure you really are making the most of your available resources and gaining and maintaining happy, loyal customers – ultimately the goal of any business! If we’ve whet your appetite and you want to know more, give us a call or drop us an email for a friendly, informal chat.