Target audience portrait of the consumer. How to compose a portrait of a client (target audience)

Portrait target audience Is a composite, general image of your typical client. He makes it clear how to meet the needs of a potential buyer. Includes data such as:

• age;
• place of residence;
• marital status;
• occupation;
• income level;
• typical problems;
• desires and dreams.

This is the most necessary minimumyou need to know about your customers.

Often, business owners do not understand who they are selling their services to. The sell-to-all approach works against you because you end up not selling to anyone. Generalized advertisements, attempts to make one offer for everyone, usually pass by the consumer.

For example, you must know the Zara brand for women. This clothing is primarily for modern women, relatively inexpensive and of high quality. Another brand is Bershka. This is already clothes for young people that an adult woman will never wear.

By the way, both Zara and Bershka are owned by the same corporation(along with other brands such as Stradivarius) - Inditex. But for each category of their customers, they created a separate clothing brand. Nobody is trying to sell youth tops to ladies over 40.

If you want to make your business successful, you need to know who you are selling the product to, what problems it will help solve, and how. Moreover, it is not enough to know that your clients are successful men in their 30s. The better you know your client, the more successful your ad campaigns will be.

A portrait of your target audience will help you

• think over a competent offer, an offer that your client cannot refuse;
• choose the best promotion channels. A simple example: if your target audience is young girls, then it makes sense to try;
• think over the presentation format, site design, style of texts, so that it really works - in other words, you will be able to speak with the audience in their language;
• work out key triggers, hooks that can hook your client.

Let's figure it out.

How to compose a client portrait

Each product can have several categories of consumers. Therefore, you will have to make not one portrait, but two or three, or even more. In other words, you need segment your audience.

Consider shoes as an example. There is a shoe store for women. Sneakers are preferred by teenage girls. A business woman will buy pumps with heels, she is not so interested in sneakers. But a young mother will prefer ballet flats, since they are comfortable in them, you can't walk a lot with a baby in heels. Older women love comfortable shoes with a small, stable heel.

As you can see, there is only one product - women's shoes, but the clients are completely different. The generalized description of "a woman who lives in our city" will not work here.

In the store itself, which has different shoes "for everyone", sneakers do not stand with shoes on the same shelf. Everything is sorted into departments so that each customer can easily find what he needs.

Therefore, you need to compose several portraits of the target audience. Yes, it will take a lot of your time, but it will save you a lot of money later.

Drawing up a portrait of a client based on information in the profile in social networks

Of course, the easiest way to create a portrait of your target customer is using social media. Let's consider an example social network In contact with.

People write about all this simply on their page, in information about themselves.

Here is a man with an upper-middle income, a young man, married, two children, a company manager. Higher education. All this information is scanned in two minutes.

For example, this person works in the field of stone processing. Listens to heavy music. Interested in a tattoo (perhaps he himself has one or more). He loves hunting and fishing (he is in groups dedicated to this, plus he has a lot of photos from fishing, in the forest with a gun). He likes interesting and unique things (subscribed to pages with unique souvenirs and T-shirts).

Match the information about the groups with what you see on the page.

1. As you analyze the profiles, enter all data into a table(the set of questions may vary from niche to niche). By themselves, separate segments of your target audience will emerge.

This is how the analysis of the target audience of a women's shoe store, which was mentioned above, might look like.

Questions	Client 1	Client 2	Client 3
Floor	Female	Female	Female
Age	15-18	18-25	25-40
Place of residence	Moscow	Moscow	Moscow
Income level	Supported by parents	Supported by parents or husband, earns little	Above the average
Place of work	Schoolgirl	Student	Own business
Hobby	Sport	Active lifestyle	Playing guitar
Hobbies	Run	Running, gymnastics	English
Family status	Single	Married or have a boyfriend	Single
Children	No	There is	No
Typical problems your product can solve	It is difficult to find beautiful, fashionable shoes for an inexpensive	It is difficult to find comfortable and beautiful shoes, but not sneakers	It is difficult to find comfortable and quality high-heeled shoes
Dreams and wishes	Wants to get beautiful, inexpensive and comfortable shoes, cooler than those of their peers	Wants shoes for every day to wear for a long time and look elegant	She wants to look her best, and her shoes should speak of her high status.
Fears	That new sneakers will laugh at classmates	That new shoes will not be comfortable enough, because she has to walk a lot	Rub your feet with new shoes before an important meeting

Even if you don't have a customer base yet, you can sit down and think for yourself, answer these simple questions. Go through the groups and forums where your target audience lives - there you will find many descriptions of the typical problems of your customers. This will help you compose your avatars more accurately.

Example of portraits of the target audience of a Starbucks coffee shop

Let's look at an example of audience segmentation. Take the world famous Starbucks coffee shops. They offer their customers well-roasted coffee (you can take it with you or drink in a cafe), sandwiches and cakes, tea. These cafes are distinguished by their price (above the market average), product quality, and a special, cozy atmosphere. The coffee shops have comfortable sofas for friendly gatherings, and free Wi-Fi.

The target audience of these coffee houses is young people. But more specifically, then:

• students: here you can have a quick coffee, a snack, and in the meantime go online and get ready for the lesson.
• young women who come to friendly get-togethers with girlfriends on weekends or after work. The cozy atmosphere of the cafe invites warm conversations, and Starbucks also has delicious cakes and a separate line of diet drinks.
• businessmen, freelancers, IT specialists - where else, if not here, can you meet with a client or partner? Yes, and work "outside the home", there is free Wi-Fi. A laptop with you, and you can sit and get creative.

As you can see, these coffee shops offer special products and additional services for each segment of their target audience. This is the secret of their success. And high prices do not interfere at all 😄

Useful tools for composing a portrait of your target client

In order to compose a portrait of your target audience, you can use various tools.

1. Survey serviceshelp you collect the necessary data about your customers. These can be polls on the official website of the company. For example, you can easily insert a survey based on Google Forms into your site. This service is free, and a survey can be completed in literally half an hour. All user responses are collected in one place, and then it is easy to analyze them.

2. Surveys of subscribers of communities in social networksIs another way to find out the problems, preferences and dreams of your audience. For example, we can see how to find out if it is worth opening at all new business whether your offer will be interesting to potential customers.

3. Statistics of your community- another storehouse of useful information (provided that customers, not bots, are subscribed to you, and subscribers are not screwed up). From statistics, you can find out where your customers come from, their age, who is more - men or women.

4. Google Analytics and Yandex.Metricawill show who is visiting your site. Here, too, you can grab data on the geography, age, gender of your visitors. This is at least.

5. SimilarWeb- this tool will help you understand what is interesting to the audience that visits your site. Enter the website address in the search bar, and then click the Audience tab.

It is necessary (and free) a minimum of tools that you can use to analyze your target audience.

Do not be lazy to study your target audience and draw up a portrait of the client. Yes, for this you need to sit, think, collect and process information. But in the end, you can make more successful not only your advertising campaigns, but your business as a whole.

One of the mistakes that affects the bottom line is selling to everyone. It can cost you not only low revenue, but also its complete absence. Have a portrait of your ideal customer.

You need to understand who you are selling to. Who buys more and more often from you. This forms the basis of yours. And then you should build actions to attract just such buyers.

It depends on what traffic to send, what methods to communicate with customers, where to send warm leads. It is directly related to the sale.

How to check that you are working with a non-target audience:

• There are many meetings but no results;
• A business is not built on experience from another business;
• There is no client qualification process;
• There is no specific target customer profile.

How to define your target audience:

Implement a client qualification process;

Control the process of qualification execution;

Insert qualification stage into;

Create additional fields for the portrait of the target audience;

Prohibit the transition from stage to stage in CRM without filling in additional fields.

It often happens that managers work with an insolvent audience. Or the company directs all its efforts to attract buyers, who very rarely make small orders. Instead of focusing the budget and efforts on the target portrait.

Client portrait: ABCXYZ analysis

In order to determine the portrait of your ideal customer, you need to do an ABCXYZ analysis of your customer base. Determine who pays high and high.

ABC Is a check, margin

XYZ Is the frequency of transactions, the regularity of the purchase

For analysis, it is better to take data for 2-3 years.

What questions does such a study answer:

• How much does the client pay?
• How often do they buy?
• Who do you need?
• Who don't you need?
• What other criteria are important to check?
• What is the ROI per customer?
• What indicators need to be calculated?
• The minimum cost-effective purchase amount?
• Minimum margin?

If you have one-time purchases (for example, once every 5 years or every 10 years), then only ABC analysis can be done. Those. conduct a study on the average check. Unload the most best buyers and analyze the largest average receipts - who makes these orders.

Based on this, it is necessary to draw up a portrait of the target buyer and work mainly only with this segment.

If you have contractors (for example, you cooperate with designers, foremen), then you need to carry out a full ABCXYZ analysis and determine which of them are most interesting to work with.

Where to get data for analysis:

• Information from your CRM system
• Bank statements
• Loyalty cards (for retail). If in retail there is no linking of revenue to specific people (there are no loyalty cards), it is necessary to implement this.

Client Profile: RFM Analysis

One more useful tool, which helps to describe the portrait of the client - RFM analysis. It breaks down the current customer base according to 3 criteria: Recency, Frequency, Monetary - age, frequency, money.

Without a clear portrait of a potential client, it is impossible to correctly compile a commercial proposal for the sale of a product or service, and it is even more difficult to address it correctly. The portrait of a potential buyer is the target audience that will most likely be interested in your offer. It is compiled using the maximum amount of information about consumer demand for a product.

Separation of business segments

It's worth starting the topic with the fact that there are two areas of business - b2b and b2c. The first option is business to business, and the second is for customers. In the first case, as a rule, the question of drawing up a portrait of the target audience is not worth it, since the audience is known to everyone, all that remains is to concentrate efforts on attracting customers. But the second case is what will be discussed below. It is always important for b2c to correctly define the audience, regardless of whether it is online business or offline.

In addition, it is important to know that there may be more than one target audience for a particular activity. Experienced specialists always allocate a main group for work and several secondary ones.

Elements of a portrait of a potential client

Before proceeding to the instructions for drawing up a portrait of a consumer, you need to understand the intricacies of the concept itself. A portrait of a potential client is a complex collective image of a person interested in your offer. When you create this image, you visually "draw" in the head of the target customer, to whom all marketing activities of your organization will be targeted. The portrait of the target audience can have a huge number of different characteristics, because the more there are, the more truthful the image will be.

Basic positions for describing the target audience

Any marketer who is first faced with the task of describing the target audience asks himself a few questions:

1. How do you determine who your organization's target audience is?
2. In what period of strategy development is it necessary to choose the target audience?
3. Where to get the data to compile the social portrait of the consumer?
4. What are the characteristics for creating a customer image?
5. How much detail do you need to describe?

Of course, these are not all questions, but, of course, the most basic ones. Next, we will analyze each of the points in more detail. So let's get started.

The target audience

It can be broad - for example, all consumers of milk products, or narrow (only those who buy low-fat cottage cheese at a low cost). The wider this circle, the more unclear the description will be, since in this case it is difficult to determine the pronounced characteristics of the audience.

It is necessary to create a portrait of the target consumer based on the prototype of the brightest representatives, trying to outline the general specific traits that will distinguish your company's customers from the rest of the market audience. When forming the image of your buyer, it is necessary to describe not only regular consumers, but also those who have not yet purchased the product.

At what stage of the strategy should you choose the target audience?

It is necessary to start drawing up a portrait of a consumer after analyzing and segmenting the market, that is, at the stage of developing a positioning strategy. In practice, situations often occur when it is necessary to identify the target audience without marketing strategy, this is especially true for professionals who are just starting to work in a new organization. In this case, you can proceed as follows:

1. Identify the main competitors of the company.
2. Make a comparative analysis of your company's product and what competitors offer.
3. Refer a mystery shopper to competitors.
4. Describe the value of the product.
5. Understand who is currently the consumer of the product and is loyal to it.
6. Describe your ideal customer.
7. Build an image of the target customer based on the data received.

Where to get information

In order to form the image of a potential consumer, it is necessary to answer some questions:

1. Who buys the product and who doesn't?
2. Why is it being bought or not?
3. What are the criteria for choosing, buying and using?
4. How do consumers feel about the rest of the organization's products?
5. Application experience.

The following sources will help you find answers to all these questions:

All characteristics, on the basis of which the image of the buyer is formed, can be divided into several groups.

Geography

Here you need to set the geographic area where the advertising message will be broadcast. Here it is necessary to determine in which part of the country / region / district potential clients live and are located. It makes no sense to advertise all over the country when your product or service is supplied only to large cities, for example, Moscow and St. Petersburg.

Socio-demographic indicator

It can be divided into three components:

1. Client gender. Representatives of the female and male sex are guided by different principles, respectively, and they make different decisions. Therefore, in order to draw up a portrait of a consumer in marketing, you must first of all determine for whom the product is intended. Quite often it happens that it suits both those and others, respectively, the target audience is men and women.
2. Age of buyers. This is a fairly large block, since each ad offer has its own age category. It is impossible to give an unequivocal answer to this question, it will be necessary to establish some kind of framework, for example, the age of the consumer is young people from 25 to 35 years old. Marketing specialists have long divided human life into several stages (school time, students, the beginning of a career path, career flowering and growth, career end, retirement). It is these stages that should be guided by when drawing up a portrait of the target audience, since each service or product has its own age category, which will sell them better.
3. Education. This criterion helps to understand how the buyer is professionally developed. A lot of targeted advertising campaigns make their own division according to it, it can be a division into those who have one or more formations and an average income level. Most often, this example of a consumer portrait is used by organizations that offer goods and services to wealthy people.

Financial situation

One of the most important criteria when thinking about a customer image is determining the income level of your target customers. Here it is important to understand what kind of check you are counting on and what principles the clients are guided by.

If potential buyers of goods have a low income, then it is impractical to set a high cost for the goods. And also it is worthwhile to understand that people with low incomes pay great attention to the price, more precisely, it is the cost that is for them key point when choosing an offer.

Information channels

This is one of critical issues when forming a portrait of a potential consumer. Here it is necessary to establish from which specific sources your future customers receive information and answers to their questions. These can be completely different distribution channels:

1. Search engines on the Internet.
2. Social networks.
3. Newspapers.
4. Magazines and stuff.

If you are going to engage in attracting customers to a store on an Internet resource, then you should pay attention to specialized sites where people with the same intentions gather and discuss issues of concern to them. The same sites can then be used for your advertising campaigns.

How detailed should you describe the target audience?

When forming the image of a potential buyer, it is necessary to describe the brightest representative. In the process, try to use all the parameter groups mentioned above. Only in this case the description will be truly portrait. After studying this information, a distinct image should form in the person's head. Ideally, add a collage of several photos to the description, which will complement the portrait. It is better to prepare two options: a short one, based on 4-5 criteria, which allows you to superficially separate the target audience from the entire market, and a complete one with the most detailed characteristics, its habits, characteristics, character, and so on.

The picture will be complete and detailed if in the process of creation you try to describe the vector of development of the target audience in the existing format and as it should be perfectly. Such a description will help to understand the key changes that need to be made in the development and promotion of the product.

Step-by-step instructions for drawing up an image of a potential buyer

Having found the answers to all the above questions and armed with the necessary amount of information, you can begin to build a portrait of a potential client step by step. This plan is suitable even for those who do not yet have an established customer base. In this case, when analyzing, you can use the data of acquaintances who are most likely to be interested in your proposal. And even then, when you have the first real customers (at the first stage, it is enough to analyze the first 10 people), you will need to repeat the procedure. So let's get started:

1. Consideration of a profile on a social network. It is very easy to get some information from such popular resources as Vkontakte or Facebook - gender, age and place of residence of a potential client. This is a very necessary data that should be entered on a computer in a special plate.
2. Analysis of pages and groups in which customers are members and subscribed. This information should also be entered into the previously created table. What is it for? After the portrait of the page and the group in social networks has been drawn up, it will be possible to use it as information platforms. This means advertising your product on the saved pages.
3. Top three favorite sites. Knowing which resources are most often used by customers will help you place your offer on them in the same way. It always works very effectively.
4. Field of activity. This point can also most often be found out from the questionnaire, and the presence of such information allows us to understand the capabilities and needs of the consumer.
5. Record of questions and problems faced by the client. This will help "tie" your proposal to their solution.
6. Making a portrait of the client based on the information received. All data are summarized in a separate questionnaire-table for each client. As a result, you will have a ready-made image of a potential buyer in your hands.

Working examples of consumer portrait

This is how well-composed target audience images look like:

1. Auditorium for a family psychologist in private practice. An example of a consumer portrait in this case looks like this:

• Female people between the ages of 22 and 44 from major cities.
• They are interested in psychology and follow the news of groups on social networks on similar topics.
• Have at least 3 areas of interest.
• They are actively involved in sports.
• Are fond of philosophy, spiritual values ​​and personal growth.
• High or medium level of earnings.

2. An example of a consumer portrait for an online youth clothing store from designers.

• Male and female people between the ages of 20 and 35 from metropolitan areas and medium-sized cities.
• They are interested in fashion and its trends.
• All have stable employment or study in higher educational institutions, with active life convictions.
• They are fond of several sports, participate in competitions, are in the corresponding groups on social networks.

A customer portrait is a series of characteristics that allow you to better understand the target audience in order to select interesting content for it. Segmented database mailing is 77% from ROI email marketing, because users are more willing to accept content that resonates with their needs.

According to statistics , segmented mailings demonstrate + 14% open rate and + 22% CTR compared to mass mailings. And if you still do the same mailings throughout the address book - it's time to change something. Today we will tell you how to get an idea of ​​the audience, and where to get information from in order to send targeted campaigns to individual segments in the future.

What does the client's portrait consist of?

• Geographical position

Information about the geographic location of subscribers will come in handy in order to choose the optimal time for mailing, send out information about great deals in the nearest stores. Leverage this data to create a useful, informative newsletter.

• Floor

Men and women perceive information and behave differently, so it is worth dividing your mailing list into segments by gender.

In 2003, Joe Hellock performed study to reveal color preferences among men and women. The study involved 232 people. The experiment showed that 57% of men prefer blue color... Most women also chose blue as their favorite. Interestingly, the second favorite color for women is purple, but for men purple ranks second among unloved flowers. There are different tastes for you.

Another study conducted by Anya Halbert and Yazhu Ling showed that men prefer bright colours, while women choose more relaxed color range.

The decision-making process is also different for men and women. It is important for a man to know why he needs this or that product and what problem he will solve by purchasing it. Concentrate on the product, briefly describe important characteristics, if target client Man.

A woman, on the other hand, needs emotions and social proof in order to assess the similarity of the situation for which she is looking for a solution. Tell the woman more about the brand, about the lifestyle, what feelings this or that product will cause in her. This way you can send more relevant offers to your subscribers and increase yourrevenues by 50% and sales by 14% .

• Age

Users different ages respond to emails differently. Choose the right tone of voice and relevant content based on your age. Concentrate on which age group will be interested in your proposal. A ticket to a rock concert is unlikely to attract the attention of those over 50, and a bottle of expensive wine will not be to the taste of the younger generation.

The design of the newsletter can also be changed depending on the age of the audience.Research results showed that over the years a dislike for orange and yellow growing - such factors should be taken into account when choosing a color scheme for an email template.

• Position and income level

Statistics show that segmented mailings by position and level of earnings bring+15% to annual income. Executives and middle managers have different income levels and will not be interested in the same content. Divide your mailing list into segments based on the rank of subscribers. This will help you create an audience-focused newsletter. Add income level to this factor and include products and services in your mailings that match the price interest of users.

How to collect data

• Forms when subscribing or creating an account

When a user signs up for a newsletter or registers on the site, offer to fill out an additional questionnaire with questions about age, location, work or preferences. Choose information that is relevant and useful for your email campaign and focus on it.

See below the questionnaires that users fill out when they sign up for the Houzz newsletter.

Alternatively, after subscribing, send a welcome email with additional questions.

Remember those, in order not to complicate the subscription process, you should limit yourself to a few questions. ... Users will not waste a lot of time, and you will use the information received for future segmentation.

Ask questions and when the user unsubscribes from the email campaign. Use the findings to refine and improve it. Find out why the subscriber leaves you, as The Daily Sip did in the example below.

• Polls

Polling is a powerful tool to get new information about your subscribers. With interactivity, polls liven up monotonous mailings and increase user engagement. As statistics show,25% of people respond to polls ... You will find out the opinion of subscribers about the newsletter and determine their preferences, and this data will help to correlate with the expectations of the audience.

In this example, Mabel's Labels invites subscribers to take a survey.

• Google analytics

The Audience section contains data by age, gender, and location. It will take a couple of clicks to view this information.

Click the Audience tab in the left pane:

You will see data that will be useful for:

Google Analytics provides information about the browsing history of your website pages. Use this data to segment your email list and attract leads. By understanding which page of the site and product users are viewing more often, it will be much easier for you to create a targeted mailing list that will cause a greater response from users.

Google Analytics automatically generates a report on the number of sessions at all stages of the sales funnel, and on abandoned carts. Collect the data, review the report, and send the customer an email reminder of the item in the cart offering a discount.

• CRM, CMS systems

Subscriber data is stored in the CRM system. Integrations between existing databases and the email marketing platform will help you effectively manage the collected user information.

For example, the manager of a company that deals with real estate abroad knows that the client is looking for a villa on the island of Koh Samui and speaks Russian. With the help, the company will be able to send the user similar offers.

Integrations automatically transfer data from one system to another. This makes it much easier to create new mailing lists. Use the data collected in CRM over the period of interaction with the subscriber and, on its basis, select content for mailings on the selected segments of the address base. And then the newsletter will become more personalized.

Alternative methods

• Online Communities

The advantage of such communities is that users communicate online about hot topics related to the company or products, and you get insights from the primary source non-stop. You will plunge into the problems and difficulties of the consumer and understand how to improve the product: to make it more convenient or practical, to change the design or packaging.

Sephora, a chain of perfume and cosmetics stores, has created a separate Beauty Talk forum, where consumers communicate, ask questions, share problems and ideas for new products. On the forum, users post photos of makeup with links to the products used and leave reviews. This is how the customers themselves advertise Sephora's products.

• Open-ended interviews

The purpose of such an interview is to understand the consumer's worldview, determine reactions to what is happening and figure out the logic of actions.

Set a clear goal for the conversation and set the respondent on track. Don't write the questions ahead of time and be prepared to improvise. Such an interview will work only in the form of a sincere, lively dialogue, conducive to truthful and detailed answers.

The information received can change your vision of the product, push on new ideas for its development and change the marketing strategy. Take Procter & Gamble as an example.

In the mid-90s, the company spent millions to develop a remedy against unpleasant odors in the house - Febreze. However, the new invention was not in demand, because the housewives were accustomed to smells in their houses and they did not need a remedy for an unpleasant smell at all. Then Procter & Gamble conducted interviews with customers to find out how, when and what the product was used for.

Among those interviewed was a housewife who shared that a freshener for her is a nice finishing touch to her daily cleaning. It was these words that made the company rethink advertising strategy and position Febreze not as a rescuer from unpleasant odors in the house, but as an air fragrance. Two months after the change in strategy, sales of the freshener had doubled.

Remember, email marketing isn't just about sending updates to your subscribers. Explore subscriber data, build an audience profile, segment mailing lists and strengthen relationships and email newsletters will improve.

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In this article, you will learn:

• What are the components of a consumer portrait
• Is there a common consumer profile for all services?
• How to increase sales in business with the help of a portrait of a consumer

Using in professional speech such a concept as “ consumer portrait”, Marketers mean the target audience for which the company's product or service is designed. For a painter when creating a portrait important condition is inspiration, and the seller needs knowledge of the basics of marketing and maximum data on the likely demand of buyers for their product. Until a detailed portrait of the consumer of services and goods is written, including many details, it will be extremely difficult to draw up an effective commercial proposal aimed at a specific group of customers. Consequently, one can only dream of the stability of high sales. Therefore, the skill of composing consumer portrait is one of the mandatory for every leader.

Why do you need to make a portrait of the consumer

Client portrait is a collective image of a potential buyer, based on some mandatory components:

• consumer age;
• his marital status;
• income level;
• place of residence (geography);
• the sphere of employment of the consumer;
• the level of the position;
• typical problems associated with the specifics of the work;
• needs, fears and desires.

The more characteristics are involved in drawing up a portrait of a consumer, the closer it is to the truth, therefore, the definition of the target audience will be the most accurate. In order not to inadvertently make it too narrow, marketers recommend using not one, but at least three customer portraits. This approach allows us to address precisely that group of buyers for which, when creating a commercial offer, the language and methods of argumentation that it understands were used. Point orientation, which is possible only in the case of creating a portrait of a potential consumer, will save you from huge expenses on unproductive advertising designed for the general public. Learn how to get your marketing department to bring more customers on the course

For example, a group of marketers is developing a conversion promotion campaign for a company that sells baby jerseys. In the course of their work, they will have to draw a portrait of the target consumer and answer the question: "Will this action attract Masha, who is expecting a baby, so that she wants to purchase a complete set for newborns?" At first, the options may be different, but the goal of the developers is to achieve ideal conditions for the answer to be heard: “Of course, it’s already hard for Masha to go to different shops in search of the most suitable in price and quality items, and our price is lower than that of many, and special underwear for nursing as a gift”.

When the study of the desires and capabilities of the buyer takes place at such a level of immersion in his problems, this will inevitably lead to an increase in consumer demand for the company's products.

At what stages does the marketing portrait of the consumer help?

• Product creation and positioning.

Why do people need this product, what will they pay special attention to? To get the most accurate psychological portrait of the consumer, the answer to this question is extremely important. If you produce constructors for kids, pay attention of the buyer to their safety and possibility comprehensive development child. Selling various cooking accessories? Emphasize usability and ease of use. Initially target your product to a specific consumer group.

• Communication in the language of the audience.

A well-crafted portrait of a consumer will help you choose the right means of communication with potential buyers of your goods and services. What words should prevail in a sentence to take training in personal growth courses? Success, changes for the better, new perspectives. The purpose of the message is to interest and attract.

A very different vocabulary is used by sellers of diapers for babies. In this case, the target audience is parents who value ease of use and the absence of harmful consequences for the child.

• Targeting.

Targeting is advertising settings that allow it to go directly to a potential consumer, whose portrait was drawn up as a result preliminary work... A young man, having watched a video with tricks on a hoverboard, receives a link to an online store selling this device. After asking a question on the forum about the causes of back pain, a woman immediately sees an advertisement for an anesthetic ointment.

The settings allow you to specify the location, time of demonstration, gender and age characteristics. Generalized targeting is often used by marketers. By creating an accurate portrait of the target consumer, you get the opportunity to make adjustments that will return the investment in a much larger volume.

• Segmentation and personalization.

Buyers' needs vary greatly. Depending on the results of the segmentation, you can directly address a specific group by creating a generalized portrait of it - men or women, young people or the elderly, wearing large or small clothing sizes.

Segmentation allows you to formulate a proposal that will best meet the needs of the consumer group to which it is intended.

• Customer retention.

Metrics such as gender and age are the most obvious parameters for creating a consumer portrait. The next level of studying the target audience is understanding at what stage life cycle the buyer is located: at the time of making a decision to purchase, readiness to repeat it or at the stage of alienation.

Having this information, having an idea of ​​the portrait of a potential consumer, you can remind of your existence when his willingness to make a purchase is at the highest level. Make a discount offer to the client when he has almost forgotten about your existence.

What kind of consumer profile you need to compose

Any customer can be classified into one of four categories. Moreover, each implies the use of different methods when referring to her. Unfortunately, only a small part of managers and executives understand the importance of drawing up a portrait of a consumer and an individual approach to customers of various target groups. But it is precisely in it that the guarantee of the success of many types of activities lies, the object of which is the final consumer of the goods.

Very often one has to observe how a novice entrepreneur or a small enterprise, having good potential, crashes at the initial stage of development due to the inability to turn their potential customers into real ones, since they cannot imagine the portrait of the target consumer. Learn how to find and "grow" the ideal client using budgetary methods on the course

An important point on this stage is the awareness of the fact that initially different people are motivated to buy by diametrically opposite factors. To begin with, the term "modern consumer" falls into four categories:

• Potential buyer.

The most extensive group, according to by and large including every person capable of acquiring something. Under the constant "shelling" of commercials, images, slogans, any of us is always ready to make a purchase. But at the same moment, the seller is interested in his target consumer, and it sometimes takes a lot of money and effort to define his portrait.

The potential buyer is a certain Mr. X, whose identity is not an easy task, but at the same time it is quite solvable. Indeed, the level of profitability of his enterprise directly depends on how accurately the seller creates a portrait of the consumer.

• Visitor.

This category is notable for its skepticism. Her portrait is not difficult to imagine: these are those people who from time to time purchase a product or service in a certain place, but at the same time are not among the regular customers. But if you try, they can become them.

Important to remember, that there is only one chance to make a decisive impression. Having crossed the threshold of a new store or salon for the first time, a potential consumer in a few seconds already forms his opinion about this place. If at that moment he was not approached with a friendly smile and an interesting offer, he may become a visitor, but he will hardly be able to be transferred to the category of regular customers: the first impression decides too much.

• One-time buyer.

When composing a portrait of a consumer, it is important to understand what motivates people when they buy certain things or services. First of all, we are talking about satisfying needs. The second motive is to have fun. If the seller contributes to the achievement of one of these goals, the transaction can be considered completed, and the store - received a one-time buyer.

Anyone who made a purchase or received a service that they liked, of course, will no longer forget this place. The seller is faced with the task of creating conditions for a one-time buyer for which he would want to come to this store again. And for this it is necessary to clearly represent the portrait of the target consumer.

• Regular customer.

The basis for a stable income of any company or retail outlet is precisely regular customers- consumers who no doubt return to the same place over and over again. The goal of the seller is not to lose any of the loyal customers and by all means strive to increase their number.

Where does the compilation of a consumer portrait begin?

Creation of social psychological portrait the consumer implies knowing the answers to the following questions:

• place of residence (city or village, house or apartment);
• his age;
• what education he received;
• whether he is married or single;
• what is the consumer's occupation (employee, entrepreneur, business owner, temporarily unemployed, retired, student);
• what interests him (hobbies);
• what problems he is worried about;
• can your product help him in solving them;
• how much per month he spends on average on purchases;
• what is the decisive factor when making a purchase decision (price, quality, brand, advertising, friends' recommendations);
• how well the consumer is familiar with your product (expert, amateur, bystander);
• how much is ready to spend on the purchase of your product;
• what scares him in connection with the purchase of your product.

When composing a portrait of a potential consumer, it is important to take into account in the complex both socio-demographic parameters (gender, age, geography of residence, marital status), and behavioral characteristics (what motivates him to make purchases, how he makes decisions).

Having in your hands a social and psychological portrait of a consumer, proceed to drawing up a commercial proposal designed for a specific group of buyers, as well as determining their "habitat" places. By clearly presenting the image of the client, it is much easier to find with him mutual language, reach out to new consumers, retain and motivate regular customers to return.

For commercial offers different types when drawing up a portrait of a consumer, other indicators may also be in demand: from living in a family of pets to a professed religion.

For example, the owner of a pet store chain, having information on the number of city residents who own dogs or small rodents, can more accurately adjust the product matrix, helping to increase turnover and increase profits.

Managers of travel agencies, striving to implement as many vouchers as possible, should, when drawing up a portrait of a consumer, familiarize themselves in detail with the reasons that induce their clients to choose certain destinations for travel.

Specialists in organizing events will be more free in choosing the forms for the planned event, if they have access to information about the amount of funds that clients expect to spend, as well as about the source of their income. In this case, the script will be created taking into account these nuances.

How to create a consumer portrait: step by step instructions

Step 1. We analyze customer profiles on social networks and write down their age, gender and geography.

When starting to draw up a portrait of a consumer, use the information located in free access, - customer profiles on social networks. Pick the top ten customers from your database and search the web using their first name, last name, or email address.

Ten in this case is the optimal number to get an idea of ​​your target group and create a social portrait of the consumer.

What to do if the company has just opened and the client base is still empty?

Use a little trick: think about who from your personal environment is suitable for the role of a potential consumer, and build a portrait based on their profiles. Once you get real customers, you can make adjustments to it.

As a rule, a personal profile contains information about age and place of residence, which are very important when working on a portrait of a consumer. Save this data in a separate file.

Step 2. Write out the target groups of the customers and the landing pages to which they are subscribed.

The following information, which is of interest for drawing up a portrait of a consumer, is which groups he is a member of and which updates he is subscribed to. By choosing community names that have intersection points with your products, you can reach your customer directly by placing ads on the pages they regularly view.

Step 3. Find out from potential consumers the names of the three sites on which they spend the most time.

We pass to the next stage of creating a socio-psychological portrait of a consumer - we find out the resources on the Web where your customers spend a lot of time.

The purpose of obtaining this data is the same as in step # 2 - to limit the placement of advertising materials to the very sites on which your customers are most likely to see it.

Step 4. Write out the field of activity, position and place of work.

No less important information, which can be indicated in the client's profile, which is necessary when drawing up a portrait of the consumer - the field of activity, place of work or service, position held.

Step 5. Write down the most frequent questions / problems he encounters.

Scroll through the entries on your client's page to find out what problems they are occupied with, what they pay attention to more often, what posts they publish. This will help to form a psychological portrait of the consumer.

Step 6. We draw up a generalized portrait of the client based on the data obtained.

As a result, as a result of analyzing all the collected data, you have to create a portrait of the modern consumer.

It should include indicators such as gender, age, field of activity, as well as the names of the three thematic sites that it visits most often.

Based on this information, as well as possessing information about life problems of concern to the client, it is quite possible to form a fairly complete picture of what the portrait of the target consumer of your products is.

Possession of this knowledge will simplify many processes of your activity, because you will have an idea of ​​exactly what motivates your client to make a purchase, what type of advertising to use and where to place it, so that your actions will surely lead to the desired result.

Consumer portrait: what it looks like in an example

• Auditorium for a private family psychologist.

The portrait of a consumer of services of specialists in the field of psychology looks like this: “Women from 23 to 45 years old, residents of big cities, who are fond of practical psychology, who are in similar groups in social networks, have more than three interests, who regularly go in for sports, are interested in self-development, personal growth, philosophy, having an average or high level income ".

• Audience for an online store of designer youth clothing.

The portrait of the target consumer of online trade with items from fashion collections of famous couturiers can be characterized in a completely different way: “Women and men from 19 to 35 years old, living in medium and large cities, are actively interested in fashion and its individual areas, with a stable income; university students and others educational institutions, those who have an active life position, who are fond of one or more sports and who take part in various competitions, are subscribers of the corresponding youth groups in social networks. "

• Audience for a company selling repair and construction services on the B2C market.

An example of a portrait of a consumer of services in the field of construction and interior design will be considered in more detail:

1. Age from 30 to 50 years old. Typical home and apartment renovation customers are in this age range. Of course, there are both younger and more mature clients, but their number is insignificant and does not affect the compilation of the consumer's portrait.
2. Floor. Men - 60%, women - 40%. Taking into account this data, it is possible to formulate advertising messages proceeding from gender gradation: to the male audience of consumers to address ads containing more specific facts and exact numbers, women - more images designed for positive emotions.
3. Social status. As a rule, this is the middle class and above: such services are ordered by consumers who have the opportunity to pay for them and at the same time are too busy to do repairs with their own hands.
4. Financial situation. Average level income of potential clients - from one thousand dollars per family and more. Consumers with lower incomes can be interested in a special offer based on attracting credit funds from partner banks or installment payments for repairs made.
5. Family status. 70% of married couples, 30% are single or single women.
6. Education. Higher, specialized secondary - 90%.
7. Geography of residence. City - 95%. When drawing up a portrait of a consumer, it is advisable to define the geographical framework as accurately as possible, up to the city districts. This will make it possible to make a targeted commercial offer to new settlers or residents of long-settled microdistricts.
8. Client problems. The consumer is faced with the task of finding a quality contractor. His need is to get well-renovated housing at affordable prices in a short time.
9. Client fears. The work will be performed by workers who do not have a sufficient level of qualifications, labor migrants, while the probability of getting a decent quality is close to zero. Building materials can be the object of theft on their part. The repair process will take an unpredictable amount of time.

A portrait of a service consumer from audiences for the new travel operator, which plans to sell reservations to premium hotels, to offer charter of yachts, small aircraft, transfers by VIP cars, something like this:

• Age. Adults held mature people... Adult children of big businessmen and politicians.
• The gender of the consumer does not matter.
• Social status. Lonely married couples, families with children.
• Income level. Much above average.
• Geography. Residents of capitals, large cities, elite suburban settlements.
• Professional industry. Oil and gas industry, banks, politics.
• The frequency of calls. At least 5 times a year.
• Trademark use. 1-3 expensive brands, preference for one.
• Decision-making triggers. Expensive website design, convincing offer, loyal pricing policy.

From what sources to take data, composing a portrait of a consumer

The image of the average customer is drawn based on data about existing customers. Let's highlight some of the most useful sources for creating a socio-demographic portrait of a consumer.

• Google Analytics.

"Google Analytics" provides an opportunity to obtain information about the sex and age characteristics of site visitors, as well as the most active buyers. These data are necessary when drawing up a portrait of a consumer.

Once in your Google Analytics account, open the Reports tab. Choose Audience → Demographics → Age. You will have access to a report on visits to the site by users of different age categories, as well as information on who makes the most conversions. If you want to receive statistics on sales, you need to set up the ecommerce module or goals.

At the same time, it is worth paying attention to the percentage of conversion and the effectiveness of the visit, based on the indicators of age and gender. For example, the resource is most actively visited by young men from 25 to 35 years old, and from the point of view of activities on the site, women from 24 to 65 years old show themselves better. Therefore, the portrait of the consumer will include this very category.

When building a report, set the time interval from six months to a year.

Here, in the “Audience” report, there is an opportunity to get acquainted with the geography, distribution by used devices and preferred browsers (this is useful when organizing teaser and mobile advertising, as well as for promoting on Vkontakte). For drawing up a portrait of a consumer, this information is of undoubted interest. If we are talking about the Western market, even information about the language is required (the client can use one of several state languages ​​recognized in the country).

There is a subsection "Interests" in the reports. Here you can get acquainted with the segmentation of consumers according to prevailing interests and find out the number of people in the group, as well as their behavior and average income. This is useful for forming a portrait of a consumer and subsequent advertising in "AdWords"

.

• Yandex.Metrica.

In Yandex.Metrica, custom reports are also available for viewing, which will be useful in drawing up a portrait of a consumer. For example, it is possible to find out the conversion depending on the size of the city. To do this, you need to log into your Yandex.Metrica account. Click Reports → Standard Reports → Visitors → Geography.

A report on the geography of users is released: visits, refusals, viewing depth. Above the table, select "Groupings".

In the window that appears, select the criterion for segmenting consumers. Find "City Size" and click "Apply".

Then we define the metrics - the characteristics of the group.

In the window with metrics, select one of the goals. We click "Apply" and we can study the report.

• MailChimp.

The interface "MailChimp" allows you to get information useful for drawing up a portrait of a consumer - for example, information about reading letters on various devices users. To do this, go to the "Lists" tab, select a list of subscribers, then click "Stats" → "Overview".

As a result, we have the following information:

In addition to information on all users, statistics are available for each of them: how many letters were sent to this address, how many of them are open, how active the user was in relation to each letter. This data will not only help to create a portrait of the consumer, but also to study the life cycle.

Using "Wavelength", it is not difficult to get acquainted with the interests of your clients - to get information about what other mailings they receive. Enter "Wavelength" and click "Connect Your List".

You will need to enter your username and password for your MailChimp account.

We study the list of mailing lists that are popular among our clients and better represent their interests. This contributes to the creation of a more accurate psychological portrait of the consumer and allows finding intersection points for partner cross-promotions.

V developed countries This tool has long been tested and introduced into daily practice: one specialist supervises at least ten agreements at the same time, and each mailing serves as a source of solid income.

This Facebook tool for identifying audience characteristics and benchmarking against averages of social media users can be invaluable in helping to build a consumer profile. It is available to anyone with a Facebook business account.

In the business account "Facebook" click "Business Manager" and select "Audience".

Create Audience → Custom Audience.

In the new window, select "Client List".

You then need to log into MailChimp using your Facebook business account.

We dwell on the list of mailing recipients of interest to us, form an audience.

In the event that the list is quite large, you can simply highlight some of the buyers in MailChimp. This will make it possible to find out who is in the database (to whom you directed your advertisement) and who of them is really a consumer (to whom marketing actions should be targeted). If there are no postal addresses, use mobile phone numbers.

One of the most common mistakes marketers make when composing a consumer portrait is optimization by intermediate action. For example, the most active subscribers will be girls from 18 to 24 years old. If you focus on the percentage of subscriptions when advertising, then this particular segment seems to be the most tasty morsel of the audience. However, the analysis of sales shows that the most active consumers are women from 25 years old, therefore, advertising needs to be corrected taking into account these data. In the "Audiences" section, a list of email addresses from "MailChimp" becomes available for viewing.

To study the characteristics of these buyers and compare them with the average of all Facebook users, go to Facebook Audience Insights and select Custom Audience.

In the left menu, click "Create audience" → "Custom audience settings" and select the list downloaded from "MailChimp".

We get the following tables:

The rich shade is the characteristics of those who have subscribed to the newsletter, and the lighter gray is the average of the entire Facebook audience.

Here you can also view information that is important for compiling a portrait of a consumer about the industry and lifestyle of customers, and for residents of the United States, information is available on average income and used car brands.

Of particular interest is the opportunity to get acquainted with the data on which funds mass media regularly read subscribers, new products of which brands are interested. This allows the retailer to add valuable details to the consumer's portrait.

• « SimilarWeb».

This service is designed to analyze several sites, here it is possible to get acquainted with the interests of your consumers and compare sites with a similar level of visits.

We go to "SimilarWeb". On home page you must specify the site address.

We get access to the information we are interested in.

Consumer interests can be seen in the Audience section. Resources similar in terms of attendance - "Similar Sites".

• In-market segments by Google AdWords.

A lot of useful information for drawing up a portrait of a modern consumer can be fished out of the "AdWords" advertising account. Here you can check the characteristics of users from remarketing lists.

Open your AdWords account and go to the Shared Library section. Select Audiences.

Now we need to define interesting remarketing list. The "Audience statistics" block opens. Several sections are available in the resulting report.

For example, a Demographics report looks like this:

If you click on any one segment of the audience, you can get more detailed information about the group and its comparison with the AdWords audience in general. Let's say in the "Devices" section we select a segment of subscribers using a computer:

As a result of using all available tools for obtaining information, we create a complete socio-demographic portrait of the consumer:

• age;
• the presence of children;
• life style;
• Work;
• interests;
• automobile;
• place of residence;
• the language of communication;
• operating system and browser that are installed on his computer;
• the device he is using.

If your trading interests are focused on a Western consumer, when composing a portrait, pay attention to the value of a visit, based on the version operating system, and get information from ad distribution systems who can provide targeting by OS version.

As a result of drawing up a portrait of a potential consumer, you have the opportunity to target a narrower audience, use a language they understand in communicating with customers and bring the effectiveness of marketing campaigns to the maximum.