People every year more and more opportunities appear for interaction with enterprises. And the increase in channels and platforms does not necessarily lead to an improvement in impressions and client experience. Most companies understand that the client experience needs to be improved. But not everyone pulls out resources and experience.

Customer Persons (c) AdeSpresso.com

The client has the opportunity to receive information from the company and services at different points of interaction: be it site, contact center, consultants in retail points, social networks, search engines. In all these points, the company can collect fragmented marketing data. Service budgets can be distributed unevenly, inadequately real significance of a particular point for the client.

Simple investing in the creation and improvement of customer experience without a clear understanding, exactly now your customers feel, is also dangerous. At a minimum because it will not be clear how much client experience has improved, because there will be no data that you can compare the results.

Therefore, client travel maps () do to significant positive changes in companies.

Customer Journey Mapping as an example of customer-centered practice

The news that Coca-Cola refused the post of marketing director in favor of the Development Director and Innovation confirms the shift towards new tools, which in focus holds are not indicators of the enterprise, not a product (object indicators), but the impressions and customer satisfaction (subject Criteria).

Development in conditions of high competition makes item to turn companies to new growth resources. We are getting all hard to compete in technologies or with a decrease in cost - in marketing instruments. Everything is harder becomes competing as a price sign or at the value level. One of the non-expacted reserves is a subject client experience, his impressions, sensations and thoughts. These factors were previously marked as unpredictable and considered as minor. In this case, it is extremely important to know what is happening with the client at different stages and at the points of contact:

  • What does he feel? Is he annoyed? Excited? Is curiosity?
  • What does he think? Represents how he will surprise his friends and colleagues? Will he get a promotion? Overcomes, finally, a difficult stage in his life? Does he master new skills?
  • What are his expectations? Is he waiting for speed in service? Flexible tariffs? Or instant installation of software?

If you pay the time to search for these answers, it will help you to get into place your customers, achieve empathin. This is what distinguishes the lazy promoter from the brilliant concierge. The first tambourity of the functions and differences of the product, the second responds to requests and anxiety. The first bug of the buyer explains its ignorance and misunderstanding of the product and conditions. The second always falls on the side of the buyer.

Although these ideas may seem obvious to you, in practice, to implement this transition of a whole company much more difficult than just lead an analogy with the seller and concierge. Many enterprises are still focused on products and internal processes, and not to the client and its adventure on the way to you and travel after receiving your product.

And the first step on this transformation is to develop portraits of your customers, so-called "persons". Then - Creating a travel map of these persons: how they come to you and your product that happens to them during maintenance and after it.

Customer Journey Map begins with your customer person

The portrait of your client is a graphical representation of your ideal client based on research data, CRM data, conversations with recent buyers and those who decided to postpone get a service or product for any reason, NPS data. Some marketers mistakenly believe that the "portrait of the client" is the next fashion definition of an audience segmentation based on previous actions. This is not true. The portrait of the client includes deeper aspects: relationship, feelings, personal goals.

First you need to make a list of 50-75 customers who have made purchases, and refused or postponed them for any reason. Refer to the sales department, contact center or support service so that they help make this list. Let them also help agree on a small interview with them. At best, 8-12 of your customers will agree to meet with you and frankly talk. It is necessary to record every conversation.

Working with a list, you can detect. that you already have a certain common demographic and behavioral information that gives a valuable understanding of the consumer's portrait. Keep in mind that "reads Forbes", "uses Facebook" or "visits restaurants" is not suitable for the portrait. It will be important for you to get out that moves customers to do it all.

You need to treat these conversations as if you are a professional investigative journalist. Or you need to hire a specialist "from the side", which can help in conducting these interviews. Whoever spent the conversation, it is necessary to ask clarifying questions, listen carefully reports, dig deeper to make customers sincerely sharing their impressions about how the processes of assessment, decision, buy and use the product.

I will give examples of questions that you can navigate by making up your own list:

  • Could you remember any moments in which you experienced pleasant surprise / light disappointment / inconvenience / dissatisfaction / anger.
  • Imagine that in the product during the use you found a small non-critical flaw. What exactly could you forgive our company?
  • What specific arguments would you bring in favor of our company / product if your acquaintance would start us to criticize us?
  • What moments do you remember with warmth? And what can you remember with irritation?
  • What exactly the effect in your life did you expect, thinking to buy such a product? What was valuable for you? What exactly to the use of the product brought you joy? What expectations never justified?
  • In what stages in the interaction with us did you experience difficulties, inconvenience or lack of information?
  • What doubts do you have and at what moments?
  • At what point you decided to choose another company / postpone decision making. What was the reason for this? At what point did you feel that you want to refuse us?

Who would have spent the conversation, it is necessary to ask trial questions and carefully listen to the answers, digging deeper to make customers to share their impressions about how the assessment and purchase process.

You need to find out why a person decided to look for a new product, for whom he was he who was looking for, what brands I consider and why, how he estimated these brands, which was important for him and that he was bothering him.

Key findings when drawing up a customer portrait

Only after 8-12 depth interviews you will be ready to generalize the results. To speed up the results, you can order decoding audio files to text documents. Read all records and select key phrases or paragraphs containing the following information:

  • What pushed buyers to start looking for a new product or solution?
  • What were the decision criteria?
  • What results did they want to achieve? What effect did they expect?
  • What other types of products or suppliers did they consider?
  • Why did they allocate or choose them?
  • What was important to them?
  • What did they feel while driving during the purchase?
  • What did they perceive as risk for the project / product / solution?

Transfer marked conclusions to a consolidated table, grouping on topics and answers. You should have 3-5 or more documented stages of making and evaluating the decision, the transaction, the use of the product. For each stage you must have 6-12 quotes of real customers.

Portrait of a client. Is one one or can you do somewhat?

The first reaction may be desire to create several portraits, because you have collected many unique information. It all depends on whether it could be consistent with all these persons with one call or you need to create differentiated messages.

If there are completely different expectations regarding the purchase and a unique approach is needed, additional porters will be required. But in general, only one portrait can be used for further work.

How portraits of the client affect marketing messages

It is important to make sure that you have not rolled back to conversations about products, business processes or specifications. Words and senses of customers should remain in the center of your brainstorming. Unanimed corporate speeches and non-marketing terms and definitions, but feelings and experiences of living people. You may realize that I need to remake marketing messages. You may see that your product must be supplemented with additional features or, on the contrary, simplify. Are conclusions possible to include in sales tools? How can these messages be used in positioning and detuning from competitors.

If you have several persons, is it possible to adapt your site for each of them? Is it possible to create a rule based on the definition of a buyer's portrait and show each of them your own structure of the site? For example, simply changing the slider or highlighting certain elements or products.

Frequent errors in the preparation of portraits of buyers

Obtaining a quick result can be a large temptation for marketers who want to use a new tool quickly. Go to the shortest way is not the best option, otherwise the rice to make the following errors.

  1. Creating an empty image or portrait based on demographic data
    Sometimes marketers, who press the time or shortage of resources, create "pacifiers". It can be a photo from a photobank or a picture of a person who, in their opinion, looks like a target buyer. It would be possible to attach specific characteristics, for example: a user of an old poppy, a coffee shop, freelancer, has a higher financial education. These data have only superficial benefits that will lead to old marketing moves.
  2. Dependence on sellers or sales representativesSellers and representatives can actually give you an excellent view, but they are usually unpleasant to compile portraits of buyers. Many buyers decided to acquire your goods even before you came to you shop and your representative greeted him. And their conversation is mainly going around the technical characteristics, clarification of conditions and options. Not many sellers own technicians. So they will not be able to give you the most important information about what exactly Moving in one or another buyer.
  3. Underestimation of the interview processTo clarify the apparent endless "why" you will need a person who will have a desire and / or financial motivation to ask the right questions. If you are forced to do this work yourself, you need to be patient, do not interrupt the client when, as it seems to you that he says banality and always ask questions and clarifications more than it seems sufficient. Otherwise, information will be lost that could play a crucial role in formatting your marketing message or Customer Journey Map.
  4. Using portraits developed by other departmentsImagine that in the midst of work you learned that another department just completed such a study. You look at the results of their work, and they are excellent! Do you think that if you take these documents and save precious time, and the budget will send to another study?
    In most cases, this approach does not work. If the other department was engaged in the development of portraits of people who buy equipment for skiing, you can not take these porters for selling tents. It is also impossible to take the loss of people opening deposits to promote loans - although most of the audience can interact. In different situations, the same person makes decisions in different ways, the goods are evaluated differently. Remember yourself, ordering on Friday with friends inexpensive beer and choosing wine on an official reception. Two different people!
  5. Using portraits of managers, not real buyers (in the B2B segment)This is a common error in the B2B sector. We think our buyer is director or manager. But if you just do not sell products for small or medium enterprises, the leaders are rarely your direct buyers. In medium and large companies, managers rely in decision-making on their subordinates and even assistants! They will be connected to making a decision later, when it is time to choose from the two remaining options. And it would be good that you were one of them!
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The portrait of the target audience is a composite, the general image of your typical client. He makes it clear how to satisfy the needs of a potential buyer. Includes such data as:

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

It is very required minimumwhich you need to know about your customers.

Often business owners do not understand who sell their services. The approach "sell everyone" works against you, as in the end you do not sell anyone. Generalized advertisements, attempts to make one offer for all, usually pass by the consumer.

For example, you have to know the brand of women's clothing Zara. This clothing is primarily for modern women, relatively inexpensive and high-quality. Another brand is Bershka. This is already clothes for youth, which will never be worn by an adult woman.

By the way, And Zara, and Bershka belong to one corporation (Together with other brands, such as Stradivarius) - Inditex. But for each category of its customers, they created a separate brand clothing. No one is trying to sell youth tops of the ladies for 40.

If you want to make your business successful, you need to know who you sell goods, what problems it will help to solve, and how. And little to know that your customers are successful men of 30 years. The better you will know your client, the more successful your advertising campaigns will be.

Portrait of the target audience will help you

  • think up a competent offer, a proposal from which your client cannot refuse;
  • select optimal promotion channels. A simple example: if your kow is young girls, then it makes sense to try;
  • consider the filing format, site design, text style, so that it really worked - in other words, you can speak with an audience in her language;
  • work a key triggers, hooks that can be hooking your client.

Let's figure out.

How to make a portrait of a client

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

Consider as an example shoes. There is a shoe store for women. Sneakers prefer teenage girls. Business woman will buy shoes on a heel, sneakers are not as interesting. But the young mother would prefer ballet shoes, as they are comfortable, there are many on heels with a baby do not walk. Older women love comfortable shoes with a small stable heel.

As you can see, the goods are one - women's shoes, but the clients are completely different. A generalized description "A woman who lives in our city," there will not roll.

In the store in which there are different shoes "for all", sneakers are not standing with shoes on one shelf. Everything sorted by departments so that every buyer can easily find what it is necessary for him.

Therefore, you need to make up several portraits of the target audience. Yes, it takes away from you much time, but then save a lot of money.

Compilation of a customer portrait based on information in social networks

Of course, the easiest way to make a portrait of a target client using social networks. Consider on the example of the social network VKontakte.


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

Here, a man with income above average, young man, married, two children, managing company. Higher education. All this information is scanned in two minutes.


For example, this person works in the sphere of stone processing. Listens to heavy music. Interested in a tattoo (perhaps, it itself has one or more). He loves hunting and fishing (consists 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 (signed on pages with unique souvenirs and T-shirts).

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


  1. In the course of analyzing profiles, put all data in the table (From a niche to a niche, a set of questions can change). You yourself have separate segments of your Central Asian.

This is how the analysis of the Caxian of the Women's Shoe Store, which was mentioned above.

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 On the content of parents On the content of parents or husband, earns little Above average
Place of work Schoolgirl Student Own business
Hobby Sport Active lifestyle Playing guitar
Hobbies Run Running, gymnastics English
Family status Single Married or there is a young man Single
Children Not there is Not
Typical problems that your product can solve It's hard to find a beautiful, fashionable shoes inexpensive It's hard to find comfortable and beautiful shoes, but not to sneakers It is difficult to find comfortable and high-quality high-heeled shoes
Dreams and wishes Wants to get a beautiful, inexpensive and comfortable shoes, cooler than the peer Wants shoes for a long time for a long time and looked elegant Wishes to look at all 100, and shoes should talk about her high status
Fears That new sneakers learn classmates That new shoes will not be comfortable enough, because she has to walk a lot Grate legs with new shoes before an important meeting.

Even if you have no customer base yet, you can sit down and think about themselves, answer these simple questions. Come on the groups and forums where your CA lives - there you will find many descriptions of typical problems of your customers. This will help more accurately make avatars.

Example portraits of Ca Coffee shop Starbucks

Let's consider an example of an audience segmentation. Take the Starbucks world famous coffee shop. To its customers, they offer coffee good roasters (you can take with you or drink in cafe), sandwiches and cakes, tea. Distinguished by this cafe price (above average), product quality, and a special, cozy atmosphere. Coffee houses have comfortable sofas for friendly gatherings, and free Wi-Fi.

The target audience of these coffee shops is young people. But if you say more specifically, then:

  • students: Here you can quickly drink coffee, eat, and meanwhile enter the Internet and prepare for the lesson.
  • young women who come to friendly sites with girlfriends at the weekend or after work. The cozy atmosphere of the cafe has to warm conversations, and even in Starbaks delicious cakes, and there is a separate line of dietary drinks.
  • businessmen, freelancers, IT, where else, how are you not here, you can meet with a customer or partner? Yes, and work "outside the house", there is free Wi-Fi. Laptop with me, and you can sit-pohat.

As we see, for each segment of its target audience, these coffee houses offer special products and additional service. It is in this who lies the secret of their success. And high prices are absolutely not interfere with 😄

Useful tools for drawing up a portrait of the target client

In order to make a portrait of the target audience, you can use various tools.

1. Polls services We will help to collect the necessary data about your customers. These may be polls on the company's official website. For example, you can easily insert a survey site created on the basis of Google Forms. This service is free, and the survey can be made literally for half an hour. All users' responses are collected in one place, and then easily analyze them.

2. Community subscribers surveys in social networks - Another way to find out the problems, preferences and dreams of your audience. On the example you can see how to find out whether to open a new business in general whether your offer will be interesting to potential customers.

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

4. Google Analytics and Yandex.Metric Show who comes to your site. Here you can also hide data on geography, age, sex of your visitors. This is at least.

5. SimilarWeb. - This tool will help to understand what is interesting to the audience that visits your site. Enter the address of the site to the search string, and then go to the "Audience" tab.

This is necessary (and free) Minimum tools you can use to analyze your target audience.

Do not be lazy to study your Cah and make 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 also the business as a whole.

One of the errors that affect the end result is to sell everything. It can cost you not just low revenue, but also its complete absence. You have to have a portrait of your ideal buyer.

You need to understand who you sell. Who is more and more buying. It puts the basis of your. And then you should build actions for attracting exactly such buyers.

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

How to check that you work with a not targeted audience:

  • There are many meetings, but no results;
  • Business is built not on experience from another business;
  • There is no customer qualification process;
  • There is no definite target portrait of the buyer.

How to determine your target audience:

Implement the Customer Qualification Process;

Monitor the process of performing the qualification;

Insert the qualification stage in;

Make additional fields on the portrait of the target audience in;

To prohibit the transition from the stage to the CRM stage without filling additional fields.

It often happens that managers work with an insolvent audience. Or the company sends all the forces 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 his ideal buyer, you need to make an ABCXYZ analysis of the client base. Determine who pays often and a lot.

ABC - this is a check, margin

Xyz. - This is the frequency of transactions, the regularity of purchases

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

What questions do the answer gives such a study:

  • How much is the client pay?
  • How often do you buy?
  • Who do you need?
  • Who don't you need?
  • What other criteria is important to check?
  • What profitability for each buyer?
  • What are the indicators to calculate?
  • Minimum profitable purchase amount?
  • Minimum margin?

If you have one-time purchases (for example, once every 5 years or 10 years), then you can only make an ABC analysis. Those. Conduct a study on the average check. Unload from the CRM system of the best buyers and analyze the greatest average checks - who makes these orders.

On the basis of this, it is necessary to make a portrait of the target buyer and work mainly only with this segment.

If you have contractors (for example, you collaborate with designers, prohibits), then you need to conduct a complete abcxyz analysis and determine which one most interesting to work.

Where to take data for analysis:

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

Client portrait: RFM analysis

Another useful tool that helps to describe the portrait of the client - RFM analysis. It breaks the current customer base for 3 criteria: Recency, Frequency, MoneyTary - old rate, frequency, money.

The portrait of the client is a number of features that allow you to better understand the target audience to pick up interesting content for it. Segmented database mailing is77% From ROI Email marketing, because users are more willing to perceive content, which echoes their needs.

According to statistics , segmented mailing shows + 14% Open Rate and + 22% CTR compared to mass. And if you still make the same mailing throughout the address book - it's time to change something. Today we will tell you how to make an idea of \u200b\u200bthe audience, and where to take information to send tagled campaigns to separate segments in the future.

What is the portrait of the client

  • Geographical position

Information about the geographical position of subscribers will be useful to select the optimal time for mailing, send information about favorable offers in the nearest stores. Enter this data to create a useful, informative newsletter.

  • Floor

Men and women perceive information and behave differently, so it is worth dividing the list of mailing to segments on the gender.

In 2003, Joe Helllock spentstudy To reveal the color preferences among men and women. Investment participated 232 people. The experiment showed that 57% of men prefer blue. Most women also chose blue their loved ones. Interestingly, the second favorite color of women is purple, but the male purple color takes second place among unloved colors. Here you have different tastes.

Other research Anya Halbert and Jazh Ling showed that men prefer bright colors, while women choose a calmer color gamut.

The decision-making process is also different in men and women. It is important for a man to know why he needs a particular product and what kind of problem he decides, acquiring it. Concentrate on the product, briefly describe important characteristics if the target client man.

Woman needs emotions and social evidence to assess the similarity of the situation for which it is looking for a solution. Tell the woman more about the brand, about the style of life, what feelings will cause her this or that product. So you can send more relevant offers for subscribers and enlargeincomes by 50%, and sales by 14% .

  • Age

Users of different ages respond to letters unenochnakovo. Choose the correct voice tone and relevant content depending on age. Concentrate on what age group your offer is interesting. The ticket to the rock concert is unlikely to attract the attention of those for 50, and the bottle of expensive wine does not have to taste the younger generation.

The mailing design can also be changed depending on the age of the audience.Results of research It has shown that over the years, dislike for orange and yellow color is growing - such factors should be considered, picking up a color gamut for email template.

  • Position and level of income

Statistics show that segmented mailing list and earnings bring+15% By annual income. The managers and middle officers have a different level of income and will not be interested in the same content. Divide the mailing list to segments based on subscribers posts. This will help create a newsletter-oriented newsletter. Add to this factor the income level and include products and services in the distribution that correspond to the price interest of users.

How to collect data

  • Questionnaires when subscribing or creating an account

When the user subscribes to the newsletter or register on the site, offer to fill out an additional questionnaire with questions about age, location, work or preferences. Select the appropriate and useful campaign for Email and emphasize on it.

See below the questionnaires that users fill in the newsletter on the newsletter from Houzz.

Or after the subscription, send a welcome letter with additional questions.

Remember those not to complicate the subscription process should be limited to a few questions . Users will not lose much time, and you use the information received for future segmentation.

Specify the questions and when the user unsubscribers from email mailing. Use the information received to modify and improve it. Find out why the subscriber leaves you, as did the Daily SIP in the example below.

  • Polls

A survey is an effective tool to get new information about subscribers. Due to interactivity, polls revitalize monotonous mailing and increase the involvement of users. As statistics shows,25% of people react to polls . You will learn the opinion of the subscribers about the mailing and determine their preferences, and this data will help to relate to the expectations of the audience.

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

  • Google Analytics.

The "Audience" section contains data on age, floor and location. To see this information, you will need a couple of clicks.

Click the "Audience" tab on the left pane:

You will see the data that will be useful for:

Google Analytics provides information about the history of the views on the pages of your site. Use this data to segmented the list of addresses and attract potential customers. Understanding what site page and product users are viewing more often, it will be much easier for you to create a target newsletter 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 about abandoned baskets. Collect data, learn the report and send a letter to the client with a reminder of the product in the basket, offering a discount on it.

  • CRM, CMS system

Subscribers data are stored in the CRM system. Integration between existing databases and Email marketing platform will help effectively dispose of collected user information.

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

Integration automatically transmit data from one other system. Thanks to this, creating new mailing lists becomes much easier. Use the data collected in the CRM for the interaction period with the subscriber and on the basis of them select content for mailing in the dedicated segments of the address base. And then the newsletter will become more personalized.

Alternative methods

  • Online community

The advantage of such communities is that users communicate online on topical topics related to the company or products, and you get insights from Non-Stop original source. You will plunge into the problems and difficulty of the consumer and understand how to improve the product: make more convenient or more practical, change design or packaging.

The network of perfume-cosmetics SEPHORA stores has created a separate BEAUTY Talk forum, where consumers communicate, ask questions, share problems and ideas for new products. At the forum, users stay makeup photos with links to the products used and leave feedback. Thus, the customers themselves advertise SEPHORA products.

  • Interview with Open Questions

The purpose of this interview is to understand the worldview of the consumer, to determine the reactions to what is happening and to launch the logic of actions.

Install the clear goal of the conversation and direct the respondent in the right direction. Do not prescribe questions in advance and be prepared to improvise. Such an interview will work only in the form of a sincere, living dialogue, which has to truthful and deployed responses.

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

In the mid-1990s, the company spent millions to develop a means against unpleasant odors in the house - FEBREZE. However, the new invention has not been in demand, because the hostesses are accustomed to smells in their homes and the remedy for the unpleasant smell they had nothing to do with anything. Then Procter & Gamble conducted an interview with buyers to find out how, when and for which the goods were used.

Among the surveyed was a housewife, which shared that the freshener for her is a pleasant finishing bar in everyday cleaning. It is these words forced the company to rethink the advertising strategy and position the FEBREZE not as a rescuer from unpleasant odors in the house, but as an air flavor. Two months after changing the strategy, the freshener has doubled.

Remember, Email Marketing is not just sending updates to subscribers. Learn the subscribers data, create a portrait of the audience, segment the mailing lists and relationships will be strengthened, and the email metrics will improve.

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Odnoklassniki.

From this article you will learn:

  • What are the consumer portrait
  • Is there a shared consumer portrait for all services
  • As using a consumer portrait to increase sales in business

Using professional speech such a concept as " portrait of consumer"Marketers mean the target audience on which the product or the company's service is calculated. For a painter when creating a portrait, an important condition is inspiration, and the seller needs knowledge of marketing basics and maximum data on the likely demand of buyers to their goods. Until the detailed portrait of a consumer of services and goods, including many details, is extremely difficult to prepare an effective commercial offer aimed at a specific group of clients. Consequently, the stability of high sales can only be dreaming. Therefore, the skill of compilation portrait of consumer It is one of the mandatory for each manager.

Why do you need to make up a consumer portrait

Portrait of a client It is a collective image of a probable buyer based on some mandatory components:

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

The more characteristics are involved in the preparation of the consumer portrait, the more closer to the truth, therefore, the definition of the target audience will be the most accurate. In order to not make it too narrow, the marketers are recommended to use not one, and at least three customer portraits. Such an approach allows us to refer to that group of buyers, for which, when creating a commercial offer, the language and methods of argumentation are used. Point orientation, possible only in the case of creating a portrait of a potential consumer, will save from huge spending on low productive advertising, designed for broad masses. How to make your marketing department bring more customers. Find out on the course

For example, a group of marketers develops conditions for an advertising campaign to increase conversion for a company that sells knitted products for newborns. In the course of the work, they will have to draw a portrait of the target consumer and answer the question: "Does this action attract Masha, waiting for the baby so that she wanted to buy a complete set for newborns?". At first, options can be different, but the goal of the developers is to achieve ideal conditions to sound the answer: "Of course, Masha is already hard to ride in various stores in search of the most suitable and quality of things, and we have the price 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, it will inevitably entail an increase in customer demand for the company's products.

At what stages the marketing portrait of the consumer helps

  • Creation and product positioning.

Why do people need this product to pay special attention to? To get the most accurate psychological portrait of the consumer, the answer to this question is extremely important. If you make designers for kids, pay attention to the buyer on their safety and the possibility of a full development of the child. Do you sell various cooking devices? Focus on the convenience of use and ease of receipt of the result. Initially, orient your product to a specific consumer group.

  • Communication in the language of the audience.

A competent consumer portrait will help to correctly choose the means of communication with potential buyers of your goods and services. What words should prevail in the proposal to study at personal growth courses? Success, changes for the better, new perspectives. The purpose of the message is to interest and attract.

A completely different vocabulary uses sellers of diapers for kids. In this case, the target audience is parents who value the convenience of use and the absence of harmful consequences for the child.

  • Targeting.

Targeting is advertising settings that allow it to fall straight to a potential consumer whose portrait is made as a result of pre-work. Young man, looking at the roller with tricks on a gyroscuter, receives a link to an online store selling this device. By asking a question on the forum about the reasons of the back pain, the woman immediately sees advertising an anesthetic ointment.

The settings allow you to specify the location, time of the demonstration, and the age characteristics. Often the marketers apply a generalized targeting. By creating an accurate portrait of the target consumer, you get the opportunity to make adjustments that return investments in a much larger volume.

  • Segmentation and personalization.

The needs of buyers differ very strongly. Depending on the segmentation results, you can directly contact a specific group by creating its generalized portrait, - men or women, young people or elderly, wearing large size clothes or small.

Segmentation allows you to formulate a proposal that will maximize the requests of a group of consumers, which it is intended.

  • Customer holding.

Indicators such as gender and age are the most obvious parameters for creating a consumer portrait. The next level of study of the target audience is an understanding of what stage of the life cycle is a buyer: at the time of making a decision on the purchase, readiness for its repetition or the alienation stage.

Owning this information, having an idea of \u200b\u200bthe portrait of a potential consumer, you can recall your existence when his readiness for buying is at the highest level. Customize a discount offer when he has almost forgot about your existence.

Portrait of what user you need to make up

Any buyer can be attributed to one of the four categories. At the same time, each involves the use of various methods when accessing it. Unfortunately, only a small part of managers and managers understand the importance of a consumer portrait and an individual approach to buyers of various target groups. But it is in him that the guarantee of the success of many activities, the object of which is the end consumer of the goods.

Very often, it is necessary to observe how a novice entrepreneur or a small enterprise, possessing good potential, tolerates the collapse at the initial stage of development due to the inability to turn its potential customers in real, as it does not imagine a portrait of the target consumer. How to find and "grow" ideal customer budget methods Find out on the course

An important point at this stage is the awareness of the fact that initially different people motivate the purchase of diametrically opposite factors. Let's start with the fact that the name "modern consumer" falls four categories:

  • Potential buyer.

The most extensive group, by and large, comprising each person who can acquire anything. Being under the constant "firing" of commercials, images, slogans, any of us is ready to make a purchase. But at the same time, the seller is interested in his target consumer, to determine the portrait of which is sometimes spent considerable funds and efforts.

Potential buyer is a certain Mr. X, to declassify the identity of which - the task is not easy, but at the same time quite solved. After all, on how precisely the seller will create a consumer portrait, the level of profitability of its enterprise directly depends.

  • Visitor.

This category is characterized by its skepticality. Her portrait is easy to present: these are the people who from time to time acquire a product or service in a certain place, but at the same time they are not included in the number of regular customers. But if you try, they can become them.

Important to remember, That the chance to make a decisive impression is given only once. For the first time crossing the threshold of a new store or salon, a potential consumer in a few seconds already forms its opinion about this place. If at that moment they did not add to him with a friendly smile and an interesting offer, he can become a visitor, but in the category of regular customers it is hardly possible to translate: the first impression solves too much.

  • One-time buyer.

By making up a consumer portrait, it is important to understand that drives people when they buy some things or services. First of all, we are talking about the satisfaction of needs. The second motive is to enjoy. If the seller contributes to the achievement of one of these goals, the transaction can be considered, and the store - received a one-time buyer.

Everyone who made a purchase or got a service that came to him in the soul, of course, will not forget this place. The task is to create such conditions for a one-time buyer, for which he wanted 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 of the stable income of any company or the trading point is precisely regular customers - consumers who are no doubt and come back in the same place again. The purpose of the seller is not to lose one of the loyal buyers and in all ways to strive to increase their number.

Where does the consumer portrait begins

Creating a social and psychological portrait of the consumer implies knowledge of answers to the following questions:

  • place of residence (city or village, house or apartment);
  • his age;
  • what education he received;
  • in marriage he or single;
  • what kind of consumer classes (hired worker, entrepreneur, business owner temporarily does not have work, pensioner, student);
  • that he is interested in (hobbies);
  • what problems are worried about;
  • can your product help him in their decision;
  • what amount per month he spends on the purchase on the purchase;
  • what serves as a decisive factor when making a purchase decision (price, quality, brand, advertising, recommendations of friends);
  • how well the consumer is familiar with your product (expert, amateur, random passerby);
  • how much is ready to spend on the purchase of your product;
  • what scares him in connection with the acquisition of your product.

By drawing up a portrait of a potential consumer, it is important to take into account in the complex and socio-demographic parameters (gender, age, geography of residence, family status), and behavioral characteristics (which motivates it to buy, as it makes decisions).

Having in the hands of the socio-psychological portrait of the consumer, proceed to the compilation of a commercial offer, designed for a certain group of buyers, as well as to define their "habitats". Clearly presenting the image of the client, it is much easier to find a common language with him, contact new consumers, maintain and motivate to return regular customers.

For commercial offers of various types in the preparation of the consumer portrait, other indicators can be in demand: from accommodation in the family of pets to the professionable religion.

For example, the owner of the pet shops, possessing information about the number of residents of the city, which are owners of dogs or small rodents, can more accurately adjust the commercial matrix, contributing to an increase in turnover and profit growth.

Managers travel agencies, seeking to implement as many vouchers as possible, should familiarize themselves with the reasons that encourage their customers to choose some directions for travel in detail.

Specialists in organizing holidays will be more free in choosing forms for the planned event, if they are available information about the amount of funds that calculate the spending customers, as well as about the source of their receipt. In this case, the script will be created based on the data of the nuances.

How to create a consumer portrait: Step-by-step instruction

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

Getting Started with a consumer portrait, use information in free access - buyer profiles on social networks. Select ten best customers from your database and find them on the network using the name, surname or email address.

Ten in this case is an optimal number to obtain an idea of \u200b\u200bits target group and creating a social consumer portrait.

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

Resort to small tricks: Think someone from your personal environment is suitable for the role of a potential consumer, and build a portrait based on their profiles. Favoring real customers, you can make adjustments to it.

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

Step 2. We write down the target groups in which customers and the target pages they are signed.

The following information that is of interest to compile a consumer portrait is a member of which groups it is and what updates is signed. By choosing community names that have intersection points with your products, you can contact your buyer directly by placing advertising on the pages that it regularly looks at.

Step 3. We learn from potential consumers the names of three sites, on which they spend the most time.

Go to the next stage of creating a socio-psychological consumer portrait - find out the resources on the network, on which your buyers spend a lot of time.

The purpose of obtaining this data is the same as in step No. 2 - to limit the placement of advertising materials by those sites on which your customers will see it with the greatest probability.

Step 4. We write out the scope of activities, position and place of work.

No less important information that can be listed in the client profile required when drawing up a consumer portrait is the field of activity, place of work or service.

Step 5. We write out the most frequent questions / problems with which it faces.

Scroll through the records on the page of your client to find out what problems it occupies it, to which it is more likely draws attention to which posts publishes. This will help to form a psychological portrait of the consumer.

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

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

It should include such indicators as the floor, age, the scope of activity, as well as the names of the three thematic sites, which he most often comes.

Based on this information, as well as owning information about exciting customer with life problems, it is quite possible to make a fairly complete picture of what a portrait of the target consumer of your products.

Possession of this knowledge will simplify many processes of your activity, because you will accurately represent what motivates your client to make a purchase, what kind of advertising to use and where to place it so that your actions probably led to the desired result.

Consumer portrait: what does he look like an example

  • Audience for a private family psychologist.

Portrait of consumer services in the field of psychology looks like this: "Women from 23 to 45 years old, residents of large cities, fond of practical psychology, consisting in similar groups in social networks, having the number of interests of more than three, regularly engaged in sports that are interested in self-development, personal growth, philosophy with an average or high level of income. "

  • Audience for the online store of designer youth clothing.

It is quite different ways to characterize the portrait of the target consumer online trading items from fashion collections of famous couturiers: "Women and men from 19 to 35 years old, living in medium and large cities, actively interested in fashion and its individual destinations that have a stable income; Students of universities and other educational institutions, owners of an active life position, fond of one and more sports and participating in various competitions, are subscribers of relevant youth groups in social networks. "

  • Audience for the company for the sale of repair and construction services in the market of the B2C.

An example of a consumer of service consumer in the field of construction and interior arrangement Consider in more detail:

  1. Age from 30 to 50 years. Typical customers repair work in homes and apartments are located in this age range. Of course, more young, and more mature customers are and more, but their number is slightly and does not affect the compilation of the consumer portrait.
  2. Floor. Men - 60%, women - 40%. Taking into account this data, advertising messages can be formulated, based on gender gradation: the male consumer audience addresses ads containing more specific facts and accurate figures, women are more images designed for positive emotions.
  3. Social status. As a rule, it is the middle class and above: such services ordered consumers who have the opportunity to pay them and at the same time are too busy to make repair with their own hands.
  4. Financial situation. The average income level of potential customers - from one thousand dollars per family and above. Consumers with lower income can be interested in a special proposal based on the involvement of credit funds of partner banks or installments payments for repairs.
  5. Family status. 70% of married couples, 30% - bachelors or lonely women.
  6. Education. Higher, secondary special - 90%.
  7. Geography of accommodation. The city is 95%. When drawing up a consumer portrait, it is desirable to determine the geographical framework as accurately as possible, up to the districts of the city. This will make it possible to make a point commercial offer to newsnels or residents of the long-populated neighborhoods.
  8. Customer problems. Before the consumer is the task of finding a qualitative performer of work. His need is to get good renovated accommodation at affordable prices in a short time.
  9. Customer fears. 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 become an object of theft on their part. The repair process stretches for unpredictable time.

Portrait of a consumer of services from audience for a new tourist operatorWhich plans to sell premium hotels, offer freight yachts, small aircraft, transfer to VIP cars approximately:

  • Age. Adults, consistent, mature people. Adult children of large businessmen, politicians.
  • The sexuality of the consumer does not matter.
  • Social status. Single, couples, families with children.
  • The level of income. Much above average.
  • Geography. Residents of capitals, major cities, elite suburban settlements.
  • Professional industry. Oil and gas industry, banks, politics.
  • Frequency of appeals. Not less than 5 times a year.
  • Using a brand. 1-3 expensive brand, one preference.
  • Decision triggers. Dear site design, convincing offer, loyal pricing policy.

What sources to take data, making up a consumer portrait

The image of the average buyer is drawn by relying on data on the available clients. We highlight a few most useful to create a socio-demographic portrait of the consumer of sources.

  • "Google Analytics".

"Google Analytics" provides the opportunity to obtain information about the sexual characteristics of site visitors, as well as the most active buyers. This data is necessary when drawing up a consumer portrait.

Going to Google Analytics account, open the Reports tab. Choose the "audience" → "Demography" → "Age". You will be available a report on visiting the site by users of different age categories, as well as information about who the most conversion is performed. If you want to receive sales statistics, you need to configure the eCOMMERCE or target module.

It is worth paying attention to the percentage of conversion and the performance of the visits, based on the agent and gender indicators. For example, the most active resource is visited by young men from 25 to 35 years old, and in terms of activity on the site there are better women from 24 to 65 years. Consequently, the consumer's portrait will include this particular category.

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

Here, in the report "Audience", it is possible to get acquainted with geography, distribution of devices used and preferred browsers (this is useful in organizing teaser and mobile advertising, as well as to promote VKontakte). To compile a consumer portrait, this information is undoubted interest. If we are talking about the Western market, even language information is needed (the client can use one of several state languages \u200b\u200brecognized in the country).

In the reports there is a subsection "Interests". It has the opportunity to get acquainted with the segmentation of consumers on prevailing interests and find out the number of people in the group, as well as their behavior and average income. This is useful to use to form a consumer portrait and subsequent advertising in "AdWords"

.

  • Yandex.Metrica.

In Yandex.Metric, also available for viewing user reports that will be useful when making a consumer portrait. For example, it is possible to learn conversion depending on the size of the city. To do this, go to the Yandex.Metric Account. Click "Reports" → "Standard reports" → "Visitors" → "Geography".

The report on the geography of users is published: visits, failures, depth of viewing. Rigging tables choose "Groupings".

In the window that appears, select the criterion for segmentation of consumers. We find the "size of the city" and click "Apply."

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

In a window with metrics, select one of the goals. Click "Apply" and can learn a report.

  • Mailchimp.

The Mailchimp interface allows you to get useful for compiling a consumer portrait information - for example, information about reading letters on various user devices. 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 the information, statistics on each of them are available for all users: how many letters were sent to this address, how many of them are open, how active the user has been active in relation to each letter. This data will not only help make a consumer portrait, but also study the life cycle.

Using Wavelength, it is not difficult to familiarize yourself with the interests of your customers - to get information about what else they get the newsletters. We enter "Wavelength" and click "Connect Your List".

You will need to enter a login and password from the Mailchimp account.

We study the list of mailings that are popular among our customers, and better present their interests. This contributes to the creation of a more accurate psychological portrait of the consumer and allows you to find intersection points for partner cross-promotes.

In developed countries, this tool has long been tested and introduced into daily practice: one specialist oversees at least ten arrangements at the same time, and each newsletter serves as a source of solid income.

This is a Facebook tool, which allows you to identify the characteristics of the audience and conduct a comparative analysis with the average metrics of the social network users, may have invaluable assistance in making a consumer portrait. It is available for anyone who has a business account in Facebook.

In the Facebook Business Account, click "Business Manager" and choose the "audience".

"Create an audience" → "Individualized Audience".

In a new window, choose the list of customers.

Then you need to enter Mailchimp using the Facebook Business Account.

Stand on the list of mailing recipient list you are interested in, form an audience.

In the event that the list is quite large, you can simply highlight some of the buyers in Mailchimp. This will give the opportunity to find out who is in the database (who you addressed your advertisement) and who are actually a consumer (who should focus marketing actions). In the absence of postal addresses, use mobile numbers.

One of the common errors of marketers in the preparation of a consumer portrait is optimization by intermediate action. For example, the most active subscribers will be girls from 18 to 24 years. If when advertising is focused on the percentage of subscription, it is this segment that seems to be the most tailed part of the audience. However, sales analysis shows that women from 25 years old are the most active consumers, therefore advertising needs correction with these data. The "Audience" section becomes available for viewing the list of email addresses from Mailchimp.

In order to study the characteristics of these buyers and comparisons with the average indicators of all Facebook users, you need to go to Facebook Audience Insights and select the "Individualized Audience" item.

In the left menu, click "Create an Audience" → "Your Audience Settings" and select a list downloaded from Mailchimp.

We will receive such tables:

Saturated shade - characteristics of those who are signed to the newsletter, and brighter gray - average indicators of the entire "Facebook" audience.

It is also available for viewing important information about the field of activity and customer-style customers to compile a consumer, and information about the average income and used cars used in relation to residents of the United States.

Of particular interest is the opportunity to get acquainted with the data on which the media regularly read subscribers, the new items of which brands are interested. This allows the seller to supplement consumer portrait with valuable parts.

  • « SimilarWeb.».

This service is designed to analyze several sites, there is an opportunity to familiarize yourself with the interests of your consumers and compare sites with a similar level of visits.

Go to "SimilarWeb". On the main page you must specify the address of the site.

We get access to the information you are interested in.

The interests of consumers can be seen in the "Audience" section. Similar resources similar to attendance - "Similar Sites".

  • "IN-MARKET SEGMENTS" on "Google AdWords".

A lot of useful information to compile a portrait of a modern consumer can be excreted from the AdWords advertising account. Here is available verification of user characteristics from remarketing lists.

Open the ADWORDS account and go to the "General Library" section. Select "Audience".

Now we need to determine the list of interest is a list of remarketing. The audience statistics block opens. In the report received several sections.

For example, the report "demography" looks like this:

If you click on any one segment of the audience, you can get more information about the group and its comparison with the ADWORDS audience in general. Suppose, in the "Devices" section, select a subscriber segment using a computer:

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

  • age;
  • the presence of children;
  • life style;
  • work;
  • interests;
  • car;
  • place of residence;
  • the language of communication;
  • operating system and browser that are installed on its computer;
  • the device with which it uses.

If your trading interests are focused on the Western consumer, when drawing up a portrait, pay attention to the value of visits, based on the version of the operating system, and receive information from the advertising distribution systems, who can provide targeting based on OS.

As a result of the preparation of a portrait of a potential consumer, you have the opportunity to focus on a narrower audience, to apply to communicate with customers who understand the language and bring the effectiveness of marketing campaigns to the maximum.