subject: Constructing Prospect Profiles - Get More Bang For Your Direct Marketing Buck in One Simple Step [print this page] Constructing Prospect Profiles - Get More Bang For Your Direct Marketing Buck in One Simple Step
For instance, a general website visitor profile can be used to develop a content strategy on a website by describe the ideal target visitor in very great detail.
Such details can include demographic information, ethnic information, and behavioral profiles. Constructing prospect profiles does not have to be a complicated exercise. Here are some simple ways to construct prospect profiles to maximize the effectiveness of your marketing strategies and advertising efforts.
1. Geographic profiles
Depending on the scope of your business, and whether you serve a national or global audience, you may select your prospects based on geographic location. For instance, a wealth management firm might launch a direct mail marketing campaign to specific zip codes across the country where the per capita net worth is over $500, 000 dollars.
This would be an example of geographically targeted profiles.
2. Demographic profiles
Demographic profiles include such information as gender, age, social class, and other elements. If you own or operate a small business, you must prioritize data gathering activities that invite your prospects and customers to share as much demographic information as possible.
If you've ever been part of a lottery or sweepstakes offer that asks you to share information then you have seen an attempt to sort you into a demographic profile. The results from such efforts are usually compiled and then analyzed for marketing purposes.
3. Psycho-graphic (or behavioral) profiles
A psychographic profile goes beyond mere demographic information to attempt to predict needs, wants, habits, buying attitudes and purchasing behaviors by combining some "lifestyle" and preference variables with previously discovered demographic information.
Psycho-graphic profiles attempt to delve into motivational or subconscious currents that move a particular target audience; the psychological attributes that define certain consumer groups.
Having a good grasp of such knowledge can help marketers and businesses reduce marketing waste by developing much more accurately targeted campaigns.
A Simple Way to Construct Prospect Profiles
In my consulting practice, we encourage our smallest clients to use a simple framework for constructing practical prospect profiles for their marketing campaigns. It is called the 4P Framework.
It is constructed by asking questions around 4 central themes:
People
Who are your ideal target customers? How many different ways can those customers be described? Where are they located? What attributes do they share?
Problem
What problems do these people share? What solutions do you have for these problems? How are these problems connected to the demographic details of your target customers?
Process
How will these people use your solutions to solve their problems? How will they afford your solutions? What are the steps involved in how they will find you? What is the sequence in which they will consume your products or utilize your services?
Passion and Proof
What are the inner motivations of the people in your target markets? What moves them to action and how can you incorporate that in communicating your message to them? What proof elements reduce their buying resistance? What emotional core stories might resonate with them?
Marketing Profiles, Prospect Profiles And The 4P Framework
By using these questions to guide the construction of your prospect profiles, you will get a more accurate and effective way of digging deep into the identity of those you want to do business with (or sell a product to). If you run a sales team, or a business organization, you will find that this simple exercise will create enough empathy for your prospects and customers as to win their loyalty for your business.
Gogo Erekosima, The Small Business Digital Coach is the CEO and Lead strategist at Idea Age Consulting - a Denver Strategic Marketing Consulting firm that promises to grow your small business by 24% or more in 24 weeks or less using their customized Business Growth Action MAPS.
Sign up today for a Marketing Opportunity Analysis. This consulting module uncovers strategic marketing and business growth opportunities. This Consulting Package is valued at over $1500 dollars.
