Home / Blog / 365 Marketing: Day 20: [Marketing Audit Asset 10] Customer Demographics

Day 20: [Marketing Audit Asset 10] Customer Demographics

Attract & Convert Better Customers

With so much easily-available data at your disposal, you owe it to your business to put this information to use in your marketing to increase sales and loyalty.  The first insight you can gain from your buyer data is customer demographics.

In this lesson you’ll learn: What customer data to categorize and how to use that information to generate additional revenue.

Customer demographics help you define a fictional representation of your ideal customers based on specific categories of customer data, including:

  • Age
  • Gender
  • Income
  • Family Size
  • Where They Live
  • Ethnicity
  • Education Level

Once you’ve collected enough information to categorize your customers, determine which categories your ideal customers fall into and weave that information into fictional buyer personas.  Your ideal customers are those who have the highest lifetime value to your business.

In addition to customer demographics, you’ll want to add behavior patterns, motivations, goals and other buying habits into the mix over time. Depending on the data you collect, you’ll probably recognize between one and three distinct buyer personas just from experience and should eventually develop at least three buyer personas for your small business.

Be as specific as possible developing these personas and then use them while creating your marketing materials.

3 Prevail Buyer Personas

The three business owner examples used throughout this course are a good example of using customer demographics to develop buying personas.  San Luis Obispo business owners tend to fall into specific categories, which were used to create these buyer personas:

andy accountant - prevail pr buyer persona

  • Andy The Accountant
  • Long-Time Business Owner
  • Male
  • 65 Years Old
  • Children Are Grown
rhonda restaurateur - prevail pr buyer persona

  • Rhonda Restaurateur
  • Long-Time Business Owner
  • Female
  • 50 Years Old
  • Children In College
holly homeworker - prevail pr buyer persona

  • Holly Homeworker
  • New Business Owner
  • Female
  • 35 Years Old
  • Children At Home

And that’s just the start.

Developing buyer personas provides valuable structure and insight for your entire company and:

  • determines where to focus your time
  • guides product development
  • allows consistency across departments
  • attracts most valuable leads
  • increases lead conversions

With buyer personas, you can cater to your target market more strategically by relating to them as human beings instead of one vague mass.  

The more personal you can be in your marketing, the more likely it will attract and convert the exact types of buyers that you’re looking for.

spring into action prevail pr small
Spring Into Action: Look through your customer list and segment buyers into categories of your choice based on raw data and your educated guesses.  If you don’t have a list, put tools in place to capture your customer demographics.  This should take approximately 60 minutes.
  Have a question? Just ask in the box below!


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