Are you wondering about consumer profiles? In classrooms across the United States and around the world, students are taught to focus their writing through RAFT: role, audience, format, and topic. In order to effectively create any piece of content, the creator must first understand these four elements. Out of these four, the most important to understand is audience, as the audience will determine everything from your role in relation to them to the language you use.

The Importance of Creating Consumer Profiles

The Importance of Creating Consumer Profiles

The problem is that many people—students and otherwise—do not get specific enough when it comes to their audience. They think of things in general terms—they are writing to mothers or they are writing to young adults. But there is a lot of nuance in these broad categories.

Even when creators get down to a more specific demographic, they often fail to do their research. They figure since they know, let’s say, single mothers under 30 living in the Midwest, they fully understand the demographic. But if you are looking to make money off your content, you need to invest in consumer profiles.

What is a consumer profile?

A consumer profile is a portrait of your targeted consumer demographic—or one of them—that is painted with data. It looks at things like shared characteristics, interests, habits, turn-offs, and more. With consumer profiles in hand, you can tailor your content to appeal specifically to them and avoid the items that they tend to turn away from.

How to create consumer profiles

The exact manner in which you create consumer profiles will depend on who you are targeting and what your business is. The process can be incredibly complicated or rather straightforward, depending on how much data you want, how much analysis you need, and if you solicit outside help. If you are just getting into creating consumer profiles, it is best to get help.

With consumer profiles, you will look at things like gender, age, income level, location, challenges in their lives your product or service addresses, what factors motivate their purchases, other brands they like and trust, and so on. Using these, you can get a better idea of who your customers are and what tactics work on them.

How to use consumer profiles

Consumer profiles have a tendency to reveal things brand owners never realized about themselves and their products and services. For example, they think that they are creating a product that appeals to young women in general, but through their consumer profiles discover that the majority of young women purchasing their products are middle to upper class and in stable relationships. This could indicate that their marketing materials should emphasize the luxury of their product and that they can tie it into logical next steps in the life of their average consumer—such as home buying, marriage, and so on.

The main thing is to find out who your consumers are and then research how to target them effectively. Keep in mind that you can have more than one target consumer; you will just need to create different content to appeal to them. With this tool in your tool chest, you will be able to create more effective marketing campaigns, increase brand awareness, and make more money.

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May 14, 2018

The Importance of Creating Consumer Profiles

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