Know Your Customer to Grow Your Business


Determine your target market. Not everyone will be your target customer. Find a niche. Really. Don’t think that everyone is a customer because they’re not. Did you know that at any given moment, only 3% of the people who see your business promotion/email/ad are ready to buy? The other 97% are storing the information for future use — and will forget it quickly because there is a LOT of competition out there for their attention.

So. The first thing to do is to be very specific about who your customer is.

My customer for products that are related to personal development, blogging, and general online marketing training (look at the Resources page for more information):

  • Male or female between 24 and 35 years old.
  • Eager to leave a job because they want to work for themselves.
  • Is in direct sales and network marketing.
  • They love the product they are using and want to sell it to others because they know the value.
  • They’re struggling with selling because they don’t know how to sell their product — they’re promoting on Facebook through their personal profile, posting pictures of before/after in groups, telling everyone how much money can be made, and no one is responding.
  • The company told them to get 30 leads a day, but isn’t showing them how it works.
  • They see other network marketers succeed — even when they change companies — and are frustrated because they don’t understand how that happens.
  • They need a system that provides a funnel — a lead capture page, a series of emails to follow up with the lead, resources to share with the lead.
  • They need a back office to show them where their leads are coming from.
  • They need continual access to training but also to others who are using the system to ask questions.

My customer for Mastermind Groups for Business Owners is different (you can learn more about the group here…Online Mastermind Group):

  • Male or female between 30–45 years old
  • Has owned a business as a single, solo business owner or with a partner for about 3 years
  • Has made money with the business, usually over $40K/year
  • Is a service based business — coach, consultant, developer usually
  • Understands that no business grows without the help of others, and not just paid team members
  • Knows the value of having a diverse group of business owners to tap the knowledge and experience of
  • Wants to grow the business and is stuck on a process or just not sure exactly how to grow the business without adding to their workload

For my Social Selling Workshops (you can learn more here: Social Selling Workshop):

  • Male or female sales professional, solo business owner, network marketer
  • Knows that social media is where their customers are, but doesn’t want to be like the promoters on Facebook
  • Has been promoting their product on social media but not getting leads
  • Wants to learn a process to find prospects, connect, have a conversation, and turn them into a customer or a referral partner
  • Understands that networking is a must, but doesn’t know how to do it

Just with the information I’ve provided, you should be able to see that each niche requires it’s own language. I’m not going to use the same graphics and promotional messages for all of them — doesn’t make sense, does it?

Well, it doesn’t make sense for you to do that either. This is why EVERYONE isn’t the answer when you’re asked “who is your customer?”

When you know exactly who you’re talking to with your marketing efforts — you are narrowing your focus to talking to those who will benefit most from your product or service.

Another way to put it is this:

Facebook currently has 1.71 billion users per month. Out of those, there are probably 6.2 million who would use your product or service. If all of those 6.2 million responded to your advertisement or call to action on a post … could you handle the orders? No. You can’t.

Of those 6.2 million, you can cut it to 50% by focusing on either male or female. Cut it another 50% by focusing on white collar over blue collar. Cut it another 50% by focusing on just one country. Cut it another 50% by focusing on just one region. Now you’re targeting 385,000 people. That’s still a LOT of people. And you can target even more — by income, by likes or dislikes, etc.

Think this through: if your message gets in front of 10,000 people and only 1% responded…that’s still 100 people. If you are a solo business owner, a coach or a consultant, a network marketer…that’s plenty of leads for you to follow up on over the next few days.

Really. It is.

Originally published at Search by Burke.