How to Build Buyer Profiles for Your Business

Who's Your Ideal Customer?

How to Build Buyer Profiles for Your Business

One of the key components of running a successful business is being able to target the right audience for your products. Are you aware of your ideal customer’s buying preferences?

Your business could greatly benefit from developing buyer profiles.

If you’re looking to make sure that your marketing efforts reach the right people and has the right message, then creating buyer profiles is one of the best ways to achieve your objective.

Buyer profiles are generally created fictional characters that represent your ideal customer. They’re used by marketers to better understand their buyer groups in order to maximize the returns on their sales and marketing campaigns.

While you can outsource this process to an external company, you can build your own buyer profiles with a little patience, time and effort. According to IBM, the process of developing buyer profiles usually takes around six to eight weeks. Doing a good job will provide you with extensive profiles and a firm foundation for your marketing campaigns.

Three Steps to Creating Buyer Profiles


The first and easiest source of data for creating profiles is your existing customer base. First, eliminate wholesalers and volume buyers (if applicable). Then examine your products and think broadly about who are making purchases.

For example, do most customers buy your products for themselves or for others (as gifts for instance)? Are your products mostly sold during certain holidays? Do they cater to specific demographics such as age or gender?

If your products are mostly purchased for others, you may find it useful to create buyer profiles for both those who buy and for those who receive them. This way you can create separate marketing campaigns for each target audience.


After classifying your customers into broad categories, you’ll need to get more specific information to create your buyer profiles. Here are some data to start with:
• Age
• Location
• Gender
• Interests
• Hobbies
• Job Title
• Educational level
• Household income
• Civil status
• Languages spoken
• Social Media membership
• Favorite websites
• Motivation for buying your products or services
• Concerns about your products or business
• Priorities (What’s most important to them about your business?)

As you go through the creation process, you may find other data that are relevant to your buyers, or find some of those listed above to be unnecessary. Since each business is unique, you will need to decide which makes the most sense for your marketing activities.


Now that you’ve created your buyer groups and identified important specific data, it’s time to gather information. Begin with info you already have in your customer database.

If you haven’t set up customer accounts before, then this is the best time to start. Scroll through your customers’ order history and you’re almost sure to find valuable insights there. Take a little time to study them in order to build good buyer profiles.

Expand the information in your customer accounts through product promotions, online surveys and polls. For deeper insights, select representatives of your loyal customers, past buyers, and new customers to interview. Use incentives such as discounts, gifts or promo contests to get them to give you some of their time.

Conduct your interviews through email, over the phone, in-store and through your website. It’s a good idea to conduct them through different media since each method will provide different customer types.

To expand your profiles to not only buyers, but potential customers, use tools such as Google Analytics to determine the demographics of potential buyers on your website. If you have branded social media pages or channels, use Facebook Insights or Twitter Analytics to get relevant data.

From this gathering of information you’ll be able to get a comprehensive look at your ideal customer.

Examples of Buyer Profiles

No two businesses are exactly alike, so buyer profiles for a business in one industry may look completely different from any other in the same industry.

That said, here are a few examples of buyer profiles and their characteristics curated by Artifacia.

1. Discount Chaser

  • Rarely buys products on full price and has no brand loyalty.
  • Always looking for discount offers and cheap deals.
  • Motivated by early access to discounts and deal selling websites.
  • Frustrated by high delivery charges and taxes
  • Shops both online and in-store to get maximum discounts.

2. Inspiration Seeker

  • Has money to buy what she wants.
  • Looks for regular updates about new products.
  • Motivated by product images across various channels such as social media, websites, magazines, brochures, etc.
  • Needs to be inspired to buy.
  • Frustrated by finding a product on a different channel but the journey towards actual purchase takes too long.
  • Shops mostly online.

3. Power Shopper

  • Expert level shopper, has great spending power and frequently buys for others.
  • Looks for great recommendations, new and trending things.
  • Motivated by quick shopping features, fast transactions and good product suggestions for gifts.
  • Frustrated by no inspiration for buying new things.
  • Buys more online.

4. High-Value Customer

  • Loyal customer to a brand.
  • Looks for high-quality branded products.
  • Motivated by product recommendations from her choice brands.
  • Frustrated by not being able to get her desired item.

5. Impulsive Shopper

  • Likes going over product details.
  • Buys a lot of complementary products before making the final payment.
  • Looks for good cross-product recommendations and high-value product bundles.
  • Motivated by attractive product features and discounts on product bundles.
  • Frustrated by high delivery charges on small items.
Build and Adapt

The key to building your own buyer profiles is putting specific information on the examples above. What’s the average age of your power shoppers? Are there more males than females among your impulsive buyers? Where do most of your discount shoppers come from?

Once you’ve added details to your buyer profiles, continue to build your inventory. As the market reacts to your brand, buyers and their profiles will change as well. As you continue to monitor your customer base, your marketing campaigns will change accordingly.

If you need a little help building your buyer profiles, or digital marketing in general, contact us. We’ll lighten the load for you.

About the Author

Mark Mendoza

Digital Marketing Strategist

Mark has been honing his digital marketing and analytical skills since 2009. He’s delivered a broad range of web applications that include websites, search engine optimization, landing pages and social media marketing to various clients based locally and in the U.S., Canada and U.K.

He has extensive experience in (offline) sales of digital hardware products and real estate prior to his foray into the digital marketing industry.

Building high quality, data resource and customer engaged WordPress business websites is our team’s primary focus. Our goal is to provide you with the best digital resources to build your website and evaluate successful marketing campaigns.

5 Digital Marketing Strategies to Drive Visitors to Your Store

5 Digital Marketing Strategies to Drive Visitors to Your Store

Digital strategies provide some of the best opportunities to drive foot traffic and in-store sales, yet many marketers under-utilize their potential. Here are 5 things you can do immediately to take advantage of your digital channels:

1. Improve the areas of your website that are business-related.

Your would-be customers online are already on the lookout for information to help them decide to visit your store.

Make sure your branch locator is up-to-date and easy to use, especially for mobile users. Can it be easily located on your header or navigation bar? If not, potential customers might get turned off and go elsewhere.

Improve individual menu highlight pages on your website. They reflect the desirability and attraction of your offers. Check if you have uninspiring design elements, jumbled directories or bland listings.

Make sure all the information your customers need are found on these pages. At the least, these should include your address, contact details and opening hours.

The best pages provide:

• An interactive map
• Driving and transportation directions
• Parking information
• Access and mobility info for persons with disability
• Good photographs
• In-store events
• Social media links
• Basic staff information

Add additional information that customers will find useful. Unleash your creative juices and find a way to make your content so interesting that viewers would want to visit your store.

2. Optimize for Local Search

There are big opportunities for local businesses to optimize their site for local search. If you have unique offers, people looking for it on their mobile devices are most likely in the vicinity. They may need just a little push from your page to make them visit your store.

Say you have a restaurant. A family shopping for clothes at a store nearby decides to have lunch. When they search for restaurants on their mobile, Google and other search engines will automatically list dining places in your area. If you’ve done local search optimization to put your restaurant on page one, then you have the best chance for that family to click your site and see what’s on your menu. They are customers to be had if you make the effort.

Confirm this for yourself. Go to your store and search for your product or service on your mobile phone. Does your store come up in results? When you click on your link, do you land on your website?

3. Offer Click and Collect Items

If you don’t offer Click and Collect, it’s time to start now. You don’t need to have an online payment system to do this. You can offer discount coupons or other items that customers can redeem at your store when they visit. Local research have consistently reported retailers getting 15% to 25% additional sales when they have this facility.

You don’t have to be a multi-city operation to benefit from this type of promotion. While there are some advantages in economies of scale, even single-location stores can do this promotion effectively and profitably. You may already have the digital channels to implement click and collect. If not, there are many ways to get one easily and on budget.

Tip: Take payment online and not on collection. You don’t need to ask for full payment to get customers to collect their order.

4. Mobilize Your Social Media fans

If you’ve been in business for a while, you’re likely to have fans who are ready to engage with your brand, and have their permission to market to them.

• Motivate them to visit your business by offering a social coupon. One that can be shared with friends, downloaded or printed out, then brought to your store for redemption. It’s one way to take an online interaction into real world sales.

• Post positive experiences that your customers had on social media. Show your viewers what a great time they had at your store. People will readily empathize with positive experiences when they see them.

• Your business benefits a great deal when social media viewers see people having meaningful life interactions at your place. Share these moments at your store on Facebook, Twitter or Instagram to create positive buzz about your business.

• Keep your fans updated on any in-store promotion or event via email and social media. Highlight any perks or exclusive offers that can only be redeemed in-store. Best results are achieved when you target your posts based on customer demographics, location and purchase history. This is particularly effective if you have multiple branches and you’re having an event at only one branch. Emphasize this event in your email or post to people in that area to get best results.

5. Measure What Works

It’s very important to implement a method of tracking the success of your digital marketing strategies.

• Rather than using number of page visits, impressions or likes, focus on metrics that lead to actual sales. These measurements should be based on specific customer actions.

• Where did your web visitors come from? How do you differentiate online visitors who just came to see from those who are actually looking to buy?

• Who are your loyal customers? What are their favorite orders? What brings them to visit your store again and again?

You can get accurate answers to these questions by measuring the right metrics from the torrent of data available at your website. If you use Google Analytics you get the added benefit of getting them for free.

Tip: Time spent on your site is a good indicator of interest for your offers. See which pages visitors lingered the most. Find out how visitors came to arrive at these pages.

What’s important for marketers is to leverage the data they capture in the right way to improve in-store visits and actual purchases. Don’t get caught in big data hype. Focus on context and buyer behaviors. It’s only through improved decision making that business owners and marketers begin to see a return on their investments.