How to Build Client Profiles

As we’ve mentioned in previous blog posts, targeted marketing is essential for small business owners who want to find new customers without spending more than is necessary. It can save you both time and money in the long run and ensures that all of your advertising budget is being used in a way that will contribute towards the growth of your business.

But who is your “ideal” client and how do you find them? Here are a few of the criteria that you should be considering when mapping your client profiles.


Age is a big consideration for a number of reasons, both personal and cultural. People within a certain age range are likely to be at a similar stage in their lives, and knowing this will help you to identify some of their other preferences.

People from Generation X have very different buying habits to those considered Millennials, and they’ll also respond to a very different tone within advertising. It’s also worth noting that cultural references which are lost on your key demographic could sour a whole campaign.

Occupation and Income

Obviously, we’re speaking in broad terms here, but spending habits are likely to be very different depending on how much disposable income your customers have. Not every product is for every income group. There are products that are meant for low income consumers whereas others can be afforded by the high income customers only. Marketing to people who cannot afford your products is going to waste your time and theirs, and equally, cut prices deals and budget options will probably be largely overlooked by people in a higher earnings bracket.

Where they Live

Location is important for many reasons, not least of all the proximity to your business. If you sell things from a physical shop rather than solely online, you’re going to want to market yourself to people who’ll actually be able to get there. Location demographics can also give you an idea of political leanings, social activities, level of education and employment potential, making it more important than you may realise.

Marital Status and Kids

A person’s marital status and whether they have kids or not is another useful element in finding your key demographic, as again, this will shape their needs and opinions. When someone is single and childless, their needs will likely be more self-centric, whereas people with spouses and dependants will be swayed by things which are family-oriented and items which place safety and quality as a priority.

Which Social Networks Do They Use?

A lot of people are surprised to learn that Facebook is considered an ‘old person’s’ social media platform by younger users. Young people prefer a far more visual medium, which is why Snapchat and Instagram are favoured by the 16-21 age group.

Equally, Pinterest is favoured by females, and Twitter demographics are weighted towards men, everywhere except in the USA. Knowing the social media channels where your ideal client spends the most time will give you a good idea of where your social media marketing efforts should be fo

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