Let’s say you own a garden center. Maybe you already know that your average customer is female, between the ages of 35 and 50, married with one or more kids, and gardens as her hobby. You know a lot of other things about them too: your customer primarily views your website on their phone, they have a college degree, and they mostly find your site through social media.
Great. Now, what do you do with all of that information? It’s hard to know what this tells you if you only think of it as aggregated data. So, let’s try creating a person out of it.
Meet Cathy. She’s a happily married, 40-year-old office manager with two teenage children. She’s a heavy social media user who takes pride in sharing her successes and finding inspiration online. Most of Cathy’s posts are about her children and her “gardening journey.”
Because of her education, dual-income, and the fact that her kids are old enough to drive, Cathy has the time and resources for a hobby like gardening. In fact, now that her children have grown up, Cathy sometimes feels like she has too much time on her hands.
Now Cathy is someone you can talk to. It’s a lot easier to tailor the content and delivery of your marketing message to her than to a set of data points.
Let’s talk about what goes into building a customer profile.