Just about every business owner we work with wants “more customers.” But believe it or not, that’s not always a great goal. You shouldn’t just want to see a bump in the bottom line, but also an increase in the right kind of customers.
Whether you realize it or not, you probably have two varieties that come your way. Unfortunately, they are anything but equal. Let’s take a look at why…
First, You Have Your Committed Fans
Unless your business is completely transactional, and you never form a single lasting relationship with anyone, you almost certainly have a small group of committed fans and advocates.
The men and women in this group see you more often, buy more from you than anyone else, and give their money to you without even putting a second thought towards your competitors. In other words, they do business with you automatically. They are also the ones who are most likely to respond to any specials, discounts, or promotions you put out there.
At the same time, this is the same group that likes you personally, trusts you implicitly, and spreads positive word-of-mouth about your business and products. They leave you glowing reviews everywhere they go, and generate endless referrals when the opportunity comes up.
They are, in essence, your most important and committed customers.
Second, You Have “Customers of Convenience”
Aside from your best buyers, you have a second group. These are your customers of convenience – the people who work with you because you’re the closest, the fastest, or have the lowest price. Or perhaps they’ve always bought from you, but don’t necessarily feel any particular loyalty to you.
There are two striking details about this customer group. The first is that they are far less responsive and profitable than your best customers are. They just aren’t as engaged, and they aren’t invested in your success. The second is that they can be taken from you at any time. If one of your competitors has a lower price, or something else that makes it more convenient to do business with them, they’ll jump ship and start sending their money to another company.
None of this is to say that these customers are bad to have, just that they aren’t as important to your business is the first group.
Why the Difference in Customers Types Matters
When you make it your goal to “get more customers,” you’re thinking in a transactional sense. That leaves you open to the possibility of bringing in buyers from the second group, without attracting your most important fans.
For long-term profitability, your marketing campaigns need to be focused on attracting the attention of men and women who are close (in terms of demographics or interest) to the people you already have in the first group. You want to bring in buyers who are to stick with you through thick and thin, and go out there and spread the word to other committed fans.
Conversely, trying too hard or spending too much to appeal to convenience buyers is a losing proposition. You might be able to win them now, but they’ll probably never do much for your bottom line, and you’ll constantly have to bend over backwards to hold onto them.
You can’t find your best customers until you know exactly who they are. If it’s time you brought a new degree of focus to your Internet marketing plans, contact a member of our team today and let us show you what we can do.