To create content that resonates with your target audience, it helps to have a clearly defined customer profile to start from. Understanding who buys your product or service and why helps you direct your website building, social media, email, and marketing efforts to increase conversions.

Hopefully you already have information about who your best customers are, that you can use to develop your customer profiles. If you can, you’ll want to focus on the people who are your repeat customers. This is because repeat customers are more profitable than single-time buyers, and it costs less to provide them good service than to acquire new customers. For example, the average repeat customers in the online apparel category spent 67% more 36 months after they began purchasing from the site1. Your repeat customers also continue to drive up the average number of word-of-mouth referrals as they make more purchases1.

For context, identifying what makes your customers unique and finding more people like them is how Facebook’s ‘Look-a-like’ audience tool finds people who are not your customers yet, but look like your customers (to Facebook’s algorithm, at least).

Once you’ve got your information, hopefully in a form you can easily work with, you can begin to find similarities in who is buying your product or service and why.

Creating Your Customer Profile

To create your customer profile, download the handout and jot in notes as we go.

The 1st section is demographic information. Where you have a range of information, you’ll want to choose the best example of your data. If most of your customers are between 22 and 35, you could either give the age range or give the average for the age.

The next section is information about your customer’s household. Just leave blank, for now, any information you don’t have; you can always try to fill in your gaps with new information later. Include whether they own their home and who makes buying decisions for the household, if you have the information.

The 3rd section is about their interests, including hobbies and activities they enjoy. If you can identify separate interests that your best customers share, it gives you even more ways to target them and connect with them. You may not have very much information here at first, so just fill in anything you do know.

The final section of the customer profile is about their shopping behavior. Why are they buying? What would make them want to buy? Again, some of this information you probably don’t have in your CRM, but you might have some idea just from talking with your best customers or planning and conducting a survey.

Business Customer Profile

Just like the individual customer profile, the business customer profile should represent aggregate information. Business name shouldn’t be a real business name, but rather one that represents the businesses that are used to build the profile or their industry, etc.

You’ll want to note the business industry or range of industries, information about the size of the business, the business type (single location, home-based, franchise, etc.). Include what role in the company makes decisions about purchases in your product or service line, if there is a role in common.

Also, consider the goals of the business, their products and services, and their challenges and problems. Shared characteristics here can help you narrow down the message that will help convert more sales.

The final part of the business customer profile includes space to think about the search terms and language your business customers use when searching for your products or services (read more about search trends for 2019 here), and by considering the benefits to them, you’ll be well on your way to using your customer profile to increase your sales.


While it may seem daunting to create your customer profiles, it’s an important step that must be completed before you spend time designing your website, creating content, or doing any ads. By identifying who your best customers are, you can spend your time and money on targeting the people who are most likely to want, need, and will buy your product or service with the right message for where they are in the buying process.

If you’re located in Indianapolis and want more help, join us for our upcoming workshop, Identifying Your Best Prospects. Get your tickets here.


References and Further Reading

  1. Bain & Company, Inc. (December 1999). The Value of Online Customer Loyalty. Retrieved January 15, 2019, from
  2. Wroblewski, M. How to Write a Customer Profile. Retrieved January 15, 2019, from
  3. Aguiar, G. What you Need to Know to Clearly Define Your B2B Marketing Personas. Retrieved January 15, 2019, from
  4. Feld, S. (August 27, 2018). How to Sharpen Your Sales Technique. Retrieved January 15, 2019, from
  5. Paquet, M. Why Repeat Business is Not an Accident. Retrieved January 15, 2019, from
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