humanI’m sure you have heard this before but, if you want to engage your audience, have them crave for your products, and make them your loyal ambassadors, you need to know who they are.
You need an insight of their likes and dislikes, values, lifestyle, and any other information that can assist you when tailoring your company’s messages.
The best way to achieve this is by creating the ideal customer profile for your business. Start by using the characteristics of your current clients but, since it’s the “ideal” customer, you can also add attributes of the people you would like to buy what you’re offering.
Even though it might cost you some time at the beginning, these profiles will help you develop the products or services that your audience needs. To help you get started, I’m sharing some tips.

Gather Information About Your Customer

To create the ideal customer profile for your business, gather demographic information (age, income, level of education, nationality, marital status). Another important aspect is to find out psychographic details (personality traits, values, attitudes, and interests).
After you have compiled demographics and psychographics, do research among your current customers and prospects.
Below, three ways that will help you collect valuable information:

  • surveyInterviews (either by telephone or face-to-face) can help you learn about customers’ opinions, their values and beliefs
  • Surveys give you the opportunity to ask your clients what they like or dislike about your product/service.

Other appropriate questions are:

  • What factors do you consider when purchasing this product or service?
  • Which social media channels are you currently using?

Conduct Market Research to get insights not only about your customers but the market in general, competitors, and products.
The best part is that you don’t have to do this alone. There are tools and resources that can assist you in compiling this information.


To connect with your audiences you need to know who they are and what they need.
Remember, it’s about them, not you.
Having a clear picture of who your ideal customer is will help you, among other things, to develop content that appeals to them and helps them discover how your product or service will solve their problems.
Need help identifying your ideal customer? Contact me:

maribel-rodriguez_100Maribel Berends-Rodríguez is a Public Relations and Communications leader with more than 15 years of experience in those fields. She helps small and medium-sized enterprises identify strategies to attract their ideal audience, connect with them, convert them into leads, and close them into customers.