Jane is 35 and lives in a mid-size city. She works in finance at a logistics company and makes $80,000 per year. She’s been married for 5 years and doesn’t have any children yet, but she and her husband been thinking about it. Jane is competitive by nature, so she likes to be the first of her friends to discover a hot new restaurant or an up-and-coming designer. She enjoys shopping online. She values quality over price, but due to her finance background, she does like to save money when she can. Now, let’s imagine that I own an online jewelry store. Jane would be one of my target customers. She’s affluent and appreciates quality. What would be the best way for me to market to her? Since I know that she likes to discover the latest items, when she comes to my site, I want to make sure to show her my latest creations, not the sale items from last season. I’ll also be sure to emphasize the quality of the materials and perhaps mention that some of the items would make great heirloom pieces to pass down to her children. What I’ve just done here was create a user profile based on a customer segment for this jewelry store. By giving my target customer a name and face and describing her background and values, I’m much better able to understand how to market to her – what messages and products she will respond to.
What we’re going to do in this session is learn how to identify your customer segments, what research tools you can use, and then at the end you’ll get a chance to create a user profile for your own business.
Psychographics (attitudes) examples:Need for status; Role of money (does it buy material things, self-esteem, etc?); Ethics/"moral compass”; Risk-taker vs. conservative; Spendthrift vs. hoarder of money - http://www.tappernet.com/marketingworkshop/targetaud.htmAlso see http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_psychographic_segmentation.php
Analyze your current customers – what are their demographics, buying habits, psychographics, and personas.Look at your competitors’ customers – but not because you want to go after the same ones. Instead, find a niche that is not currently being served.Think about how you can benefit most from your product or service.
GoogleAdWords Keyword Research Tool
Creating Customer Profiles
Creating Customer Profiles Carol Morgan Cox InterMedia4web.com @CivicLink
What We’ll Cover•Identifying Customer Segments• Research Tools• Creating Customer Profiles & Scenarios Carol Morgan Cox InterMedia4web.com @CivicLink
Who Are Your Customers?Don’t be general: Must be specific:• Anyone on the Internet • Male business professionals age 35-55• Women living in big cities• Young people • Mothers age 25-45 with children under• Any business the age of 10 • College students age 18-24 who spend 10+ hours/week playing video games • Small retailers with no ecommerce Carol Morgan Cox InterMedia4web.com @CivicLink
Customer Segment AttributesDemographics Buying Habits Psychographics• Age • Role • Attitudes• Gender • Frequency • Values• Education level • Online / mobile / offline • Personality• Income level • Recommendations from • Lifestyle• Occupation family/friends/colleagues • Interests / hobbies• Family life • Social proof• Geographic location Carol Morgan Cox InterMedia4web.com @CivicLink
Persona Types Competitive Spontaneous Methodical Humanistic-Fast-thinking -Fast-thinking -Slow-thinking -Slow-thinking-Logic-oriented -Emotion-oriented -Logic-oriented -Emotion-orientedLayout & Messaging: Layout & Messaging: Layout & Messaging: Layout & Messaging:-Quick access to information -Quick access to information -Detailed information -Detailed information-Appeal to competitive -Success stories and videos -Video demos and -Images & videos that shownature = other companies that showcase customers presentations peopleare using you so they should -”1-2-3” visuals -Reassurance that there are -Reassurance that you will betoo -Reassurance that the resources, manuals, training there to help-Reaffirm need to be current product/service is easy to use& in the know Carol Morgan Cox InterMedia4web.com @CivicLink
Identifying Customer Segments Current Customers Competitors’ Customers Who Can Benefit Carol Morgan Cox InterMedia4web.com @CivicLink
Survey Current Customers Carol Morgan Cox InterMedia4web.com @CivicLink
Ask Website Visitors Carol Morgan Cox InterMedia4web.com @CivicLink
Get In-Depth Feedback Carol Morgan Cox InterMedia4web.com @CivicLink
Identify Niches Carol Morgan Cox InterMedia4web.com @CivicLink
Example User Profile #1 Demographics Psychographics •Early 40s •Spontaneous persona • Children in grade school • Enjoys doing activities together • Well-educated • Family-oriented • Upper middle-class income • Active, healthy lifestyle Buying Habits Content & Messaging •Too busy to do much research •Emphasis on family before making a purchase • Show healthy ingredients • Spends time on Facebook, • Checkout must be quick Ebay, and recipe sites •Conversion goal = Purchase giftThe Thornton Family • Only uses mobile phones for basket on website texting & talking Carol Morgan Cox InterMedia4web.com @CivicLink
Example User Profile #2 Demographics Psychographics •Mid-20s •Humanistic persona • Single; no children • Gets recommendations from friends • College degree & others on social networks • Assistant Manager • Values time with friends • Earns $45K •Likes to save money / get a good deal Buying Habits Content & Messaging •Doesn’t rush to make a •Customer testimonials purchasing decision • Photos of people • Spends time on Facebook, •Conversion goals = Sign up for emailKim Harris Etsy, and fashion sites newsletter, like Facebook page, and • Uses mobile phone for texting, download mobile app talking, and apps Carol Morgan Cox InterMedia4web.com @CivicLink
User Profile Template •Demographics • Psychographics • Age • Attitudes • Gender • Values • Education • Lifestyle • Income • Personality • Family Life • Interests / hobbies • Geographic Location •Persona Types •Buying Habits • Competitive • Role • SpontaneousName • Frequency • MethodicalOccupation • Online / Mobile / Offline • Humanistic • Social Proof Then think about messaging, content, and conversion goals Carol Morgan Cox InterMedia4web.com @CivicLink