• Dionne Smith, Director DPS Brand Consultancy Ltd

Client/Customer Profiling Part 2 - Developing Your Ideal Client/Customer Avatars



Following on from my previous article ‘Client/Customer Profiling Part 1 – The Boston Matrix’ this article will specifically address the importance of knowing exactly who your customers are so that you can be more effective in targeting them with your marketing.


Return on investment from any marketing campaign is key to building awareness of your brand and more importantly, generating leads and sales.


The first and most important step you need to undertake before doing any marketing or promotional campaign is to understand who your ideal customers or clients are and, why they should buy from you.


In addition, being able to overcome their objections and their pain points with your products or services before you even see or speak to them, will also make your conversion from prospect to client much easier.


So, where do you start?


Hopefully, you will already have some knowledge of the types of people or businesses that are best suited to your offers, but the more niche you can be the better.


I really want you to think about homing in on those ‘sweet spots’ rather than trying to be all things to all people, because as an SME business that strategy won’t work. You will inevitably end up spending more money and wasting more time trying to attract the right people by using a generic message.


Let’s Begin with Demographics


To start building a picture of your ideal customer or client avatar, you should use demographics to analyse their characteristics with information, such as age, race, gender, income/turnover, location etc. This will help you identify who are most likely to buy their products or services.


The demographics will differ if you are selling B2C or B2B:


Avatar (Individual Demographics):

  • Age

  • Location

  • Occupation

  • Race/Nationality

  • Household Status (owner/renting)

  • Income

  • Education – Higher/University

  • Marital Status – Single, Married, Divorced

  • Religion

  • Number of Children



Avatar (Business Demographics)

  • Size of Business

  • Age of Business

  • Number of Employees

  • Turnover

  • Location/s

  • Number of Directors

  • Industry Type


Obviously, these lists are not exhaustive, so focus on using the demographics that are relevant for your business. The more information you can gather, the better your targeting efforts will be.


Next, look at the Psychographics:


Whilst demographics are great for understanding the general characteristics of your avatars, including psychographics in your analysis will help you to target their emotional characteristics.


This really helps you to dig that bit deeper into the profile of your ideal customer or client avatar.