Here’s a tip for getting more for your marketing money: profile your best customers. Think about your BEST customer and how would you like to get more of them?

The term “profiling” has negative connotations from a social perspective but for your business, it’s one of the most effective tools for determining where and how to conduct your business. If you have a grasp on what type of people are most likely to purchase your products or services, you can seek out the location and forms of advertising that give you the best opportunity to reach those people.

The number of ways to sort your customers really depends on the needs of your business. Here are just a few of the ways you can segment your most profitable customers:

1) What do your best customers have in common? Are they in a common industry? Do they seem to have the same role at their company? Do they face a similar problems or challenges? Similar buying patterns? How does your service help them? Do they belong to similar clubs or charities? Do they have the same interests, attitudes and habits?

2) How did you attract your top customers? Website? Advertising? Conference? Networking? Cold calls? On-line Newtorking? Referals?

You may be surprised at the results! Once you’ve divided customers into sub-segments, consider the implications for your marketing strategy: Make sure your initiatives are aligned with the profile of your best customers!

My Best,
Kathy Kane
Market Insights, LLC