Your products and services are only as good as your ability to market them to the people who need it. To that end, consider creating a customer profile, namely a detailed description of your target client.
You might have several customer profile template models depending on how diverse your customer base it. When you create customer profile template models, you identify the needs and desires of your target audience and can use those to influence your marketing strategy.
Your customer profile sheet template should include:
- Pain points
- Buyer goals
A detailed look at how your target customer acts will help you align how you present your product or service to them. According to a 2018 survey by Epsilon, 80% of consumers are more likely to buy when a business offers them a personalized experience.
Customer profile templates can help you do this. Your time will be optimized because you’ll be cultivating more meaningful leads and getting them closer to becoming a conversion.
We’ll explain how to create a customer profile database template. Whether you need a business-to-consumer (B2C) profile template or a business-to-business (B2B) customer profile template, the steps to create a customer profile template are similar and straightforward.
What’s a Customer Profile?
A customer profile describes your target client based on demographics, background and other factors to help you identify points that make your product or service helpful and attractive to your customers.
Once you’ve created a sample customer account profile template and forged a profile, you should have a better understanding of:
- Which marketing channels you should use
- The type of content to present to your audience
- How to reach targeted leads with ads
- What creative copy and photographs to use
- Which promotions and campaigns to run
The more detailed you are with your customer profile template, the better. Your customer profile template will evolve as you learn more about your clients. You may uncover marketing opportunities to help you make deeper connections with your prospective and established customers. Here are elements to include in your customer profile template:
Demographics are crucial to include in a customer profile, as they shed light on typical buying behavior. You can look at market research that relates to your customer demographics to better understand motivations, pain points and solutions your target customers are looking for.
In the demographics section of your customer profile template, include:
- Employment and job title
- Net worth
- Marital status
- Home ownership or renting status
- Geographical location
- Race or ethnicity
These demographic factors can influence how to market your target audience. The language you use, the social channels you focus on and the way you position your products or services will be influenced by demographics.
Pain Points, Needs and Desires
Your products or services should be a solution to your target customer’s issues, namely their pain points. In this section of the customer profile template, you need to identify what problems your target audience has and how you can position your business as the solution.
On your customer profile template, ask questions such as:
- What does this customer worry about?
- What’s the most frustrating part of this customer’s day?
- What does this customer need to lead a better life?
- What are your customer’s goals and desires?
Habits and Behaviors
Our customer profile template should include a typical day in the life of your target customer. Include questions like:
- What does the customer do in their free time?
- What are the customer’s shopping habits?
- How does the customer interact with technology in terms of devices used, websites visited, keyword search terms used and apps utilized?
- What are this customer’s interests and hobbies?
- What are the customer’s personal relationships like?
Knowing how your customers spend their time will present opportunities for positioning your product or service during those moments.
Potential Interactions With Your Products and Services
In addition to understanding how your target customer behaves, you need to include details about the relationship your target customer would have with your product or service. Things to consider:
- Objections a target customer might have to your product or service
- Channels a target customer uses that might expose them to similar products/services
- Aspects of products and services that make the target customer most likely to convert
These insights will help inform the typical buyer journey each of your target customers will take, from lead to customer to brand advocate.
How to Create Customer Profiles
Here’s how to create a customer profile template:
1. Start with a Free Customizable Template
There are many free customer profile templates available online that you can use as inspiration for your own customer profile template. HubSpot, an inbound marketing software tool, has free templates you can download online.
Look at templates to see what information you’ll need for your customer profile and to get ideas for how you’ll organize it.
2. Research Your Current Customer Base
Take stock of your clientele:
- You might already be using a customer relationship management tool that has built-in analytics, where you can pull demographic information. You can also use your website analytics tool to find customer trends.
- Consult with your team members who interact with your customers most often, such as salespeople, customer service members and social media managers. Ask for patterns and trends they see among the customers they interact with.
- You might want to create a customer survey you can send out to get information on the answers you want for your customer profiles. You can use something as simple as Google Forms to create a survey. Get more responses by entering all respondents into a contest for a giveaway.
- You also can conduct in-person focus groups with your customers to get detailed insights. You can also have one-on-one telephone or video chat conversations with your most loyal customers who can’t meet you in person.
To gain more insights, add a feedback form to your website and promote filling it out on social media and in email marketing.
Look at all your digital marketing efforts and aim to increase the amount of information you gather at each touchpoint. If someone is contacting you for customer service, for example, send out a follow-up survey after the interaction to capture more details about your customers.
3. Consult Market Research
Once you know the general demographics of your customers, you can use market research to find more insights.
For example, if most of your customers are women in their 20s, it’s easy to consult sources such as Pew Research Center to find insights into the social media- and mobile device-usage habits of that demographic. You can add those to your descriptions in your customer buyer templates.
4. Craft Customer Messaging Points
You can make your customer profile templates more helpful by adding recommendations for how to interact with each customer. These recommendations can include:
- Types of language and imagery to use when marketing to this customer
- Pain points to address in order to close the sale
- How to respond to typical objections from this customer
These types of insights will help different teams refine their interactions with these target customers.
5. Share Each Business Customer Profile Template Among Your Team
Put your customer profile templates to work for your business by sharing them among your team. Make your templates living documents that you can update as you gain new information.
Expanding Your Business
With customer profiles, you can:
- Refine your products and services
- Choose the best marketing channels to optimize your time and money
- Make sure what you’re selling fills a need.
Customer profiles can help you expand your small business and focus the marketing of your products and services to the right audience.