Developing a Client Profile is an important step in the marketing strategy process. Before you can identify the tactics that work best, you must know who you are targeting. Depending on the products or services you offer, you may find that a variety of market segments will allow you to develop a more concentrated approach on each target market. If so, developing primary and secondary markets will come in useful. You can follow the steps outlined below to develop each market segment by clearly labeling a client profile for each one.
Follow these steps to developing a Client Profile for your strategy.
Tip: Create a spreadsheet to document the information you collect so you can refer to it when you develop your tactical approach.
Describe the product or service you are looking to market.
Describe the characteristics of your ideal client.
- Where do they live?
- What do they do?
- What are their interests?
- What is their annual income range?
- How old are they?
- What gender are they?
- What are their needs?
- Are they interested in what you offer?
- Do they see value in what you offer?
Make a list of the product benefits.
Conduct market research to see the demand in the geographic area you have identified.
In Canada, visit Statistics Canada to find key statistics relevant to your market.Use this information to create a short summary of your client. If you are a visual person, it may help if you draw a character sketch of what this ideal client looks like. When you reach the implementation stage of your marketing strategy, you can reference this sketch to remind you of the ideal client you are communicating/marketing with.
After you have a detailed analysis of your client profile, you will be ready to assess the competition.
