Marketing Tips: Targeting
Written by Pat Wootton, PromptProofing.com
Our marketing tip for this month concerns establishing who your high-value customers are and targeting your marketing efforts specifically towards this demographic.
Marketing Tips: Targeting
Our marketing tip for this month concerns establishing who your high-value customers are and targeting your marketing efforts specifically towards this demographic.
This may seem to conflict with earlier advice - namely getting exposure to the widest possible audience; nevertheless, while building a wide network is fantastic, building a network of people who are actually likely to need and use your services, or who have influence with people who will do so is even better. Not only is it advisable to target the demographic that is most likely to use your services, or buy your product, it is also worth considering which of your customers are perceived as 'high-value' customers.
Using the 80/20 rule, your high-value customers are the 20% of your customers that traditionally supply 80% of your income. Ideally, these customers may also take only 20% of your effort. Clearly these customers are preferable to the ones that require 80% of your effort to produce only 20% of your income. Take some time to consider who your most desirable customers are and where they are to be found, then focus some of your marketing efforts directly on this group - they are, after all, your ideal customers!
Check back in the second week of June for more marketing tips.
Check back next Friday for another Prompt Proofing blog post!
About the Author
Pat Wootton is originally from England and is a former high school English teacher. Having spent many years in the Caribbean, where she raised her family, she now lives in Vancouver, BC. In addition, she has taught English as a Second Language (ESL) for several years after earning a diploma in Teaching English to Speakers of Other Languages (TESOL) from the University of British Columbia. She now owns and runs Prompt Proofing, a copy editing and writing service that caters to both individuals and businesses.
