Building Your Customer Base (Part 1): Customer Profiling

Time for a blog series on building a customer base! I get asked a lot from clients how to do this, and it’s definitely not an easy answer. A lot goes into building up a customer base, and there are many ways you can approach this. We’ll cover a bunch of ways in this 5-part series I’ll be posting over the next two weeks.

Every business needs a solid customer base in order to be successful. It’s important because customers provide you with revenue. Not only that, but they give you the essential feedback which helps you continually improve your offers and services, and they spread the word to other people about your business and what you do.

None of this happens by accident. Building a dependable customer base takes time and effort. If you want to build your business up on a solid foundation, you need to pay close attention to who your customers are and try to understand what motivates them to buy from you.

Who and where are your customers?

The very first step in building a customer base is to know: Who your customers are, and where you can find them. Once you have this information you can manage your customer relationships by engaging with them more effectively.  This will have the effect of increasing sales to these existing customers as well as attracting new ones.

Customer profiling: What you should know about your customers

Knowing your customer’s key characteristics will help you decide where, when and how to communicate with them.

If you have been in business for a number of years, or you sell to a specific niche audience, no doubt you will already have a good idea about your customer’s general age, location and gender, but there is a lot more information that could be helpful to you.

For example:

  • Do you know the websites your customers visit and what kind of publications they read?
  • What other products and services do they buy?
  • Why do they buy from you and when?
  • What type of customer spends most with you?

If you have just a few customers you could add specific personal information to your customer profiles, such as a buyer’s particular interests.

If your customer base is large and diverse you need to segment them into groups that share similar characteristics and think about the best way to target each group.

Profiling customers this way enables you to better communicate with existing customers and target new customers more accurately. Getting this kind of information could be a simple matter of picking up a telephone and speaking to them. Or it might require a more formal approach such as running a survey in your newsletter or online survey program (we can help you with both of these if you don’t publish an online newsletter or don’t know how to create an online survey.

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  1. […] the earlier posts in this series? Check out: Customer Profiling, Leveraging Existing Customers, and How To Engage After The […]