Internet Marketing Tools

The final exercise I suggest you complete before embarking on your Facebook Page is creating a profile of your ideal customer. If you have different products, you may wish to create separate customer profiles for each product. Or you may decide like Victoria Secret and use their Facebook Page to focus on only one of their product lines.

If you get your customer profile right, you will not have to worry about copying writing or selling skills because you will be speaking directly to the customers you want for your business. When a potential customer lands on any internet site, their first consideration is, “Does this site speak to me? Can they help me with my problem? Do they relate with my situation? Am I comfortable with them?” If the answer is “Yes”, they will stick around. If “No”, they are gone.

What should be included in this customer profile? Here are some of the things that should be included in your customer profile:

Demographics Information. This would include such things as gender, race, age, marital status, educational levels, income levels, occupation, location.

Technological Information. This would include their comfort level with computers, their experiences with online activities, what type of browser they use, and their connection speed.

Psychographic Information. This would include hobbies, political and religious affiliations, books and magazines they like to read, personality traits, their fears, desires, wants, the challenges they face, their hopes and dreams, the obstacles they must overcome in solving their problem.

Write 2-3 paragraphs describing your ideal customer. Give the customer a name. This could be a combination of several of your best customers.

Appling the Customer Profile to Faceboook Page

How will you apply this to your Facebook Page? All of your content needs to speak directly to your ideal customer. Whether it’s your landing page, your Status Updates, your business Info Tab, everything on your Facebook Page needs to be directed towards what you potential customer wants.

Remember, the Page is not about you; it’s about your customer. You should keep this profile before you at all times. Keep adapting it so that your content is directly relating to your ideal customers. By using the Discussion Tab, you can ask questions, engage customers in discussions and learn more about their needs and wants.

When you do this, people will become Fans and spread the word of your business. Without it, they will leave and not come back.

My Customer Profile

Here is a version of my customer profile for my Facebook Page.

Mary Johnson sells real estate, living and working in a suburb of St. Paul. Like others in her profession, she has been hit hard by the housing crisis. Mary is knowledgeable about client buying options, real estate transactions and goes the extra mile for her clients.

Mary understands marketing. She has a website. She has used many of the traditional marketing tools. She is actively involved in several local networking groups that meet on a weekly basis. She is also an active member in her community, participating in several community projects.

Mary has a personal profile on Facebook where she connects with many of her friends. She is knowledgeable about computers and makes frequent purchases on the internet. Mary wants to explore how a Facebook Page could add new marketing efforts for her real estate business. She is willing to put in the work and time necessary to make a Facebook Page successful.

To be continued, your comments are always welcomed…

Al Hanzal