Know Who They Are: If you already know then you’re off to a great start! Your best customer may be your female customers who are 50+ and have the savings or retirement income to spend at your business on a regular basis. They likely bring you additional customers who may be visiting with them, as they want to share one of their favorite shopping or eating places that every out-of-towner needs to experience. This best customer not only buys from you on a regular basis, but is even more valuable to you because of her referral network of family & friends that she actively brings to your business.
Know What They Do: Do your best customers usually grocery shop at a common store, or perhaps are they “soccer moms” who are part of a local school district? Are they construction workers who like to frequent craft breweries, or are they more likely to visit local wineries? Are they regular hikers of the local beaches or mountains, or do they love to surf? Is your best customer part of a church group; are they political activists or supporters of the local arts community? There are so many different choices and options for what your customers are doing — when they’re not visiting your website or location.
Know Their Online Habits: The average person spends 40 minutes a day on Facebook, 34 minutes daily on twitter and 21 minutes per day on both Instagram and Pinterest. Collectively, the average person now spends over 2 hours a day on all social networks combined! The emerging younger generation (Gen Z – those following Millennials) spends most of their time on YouTube, and not Facebook or twitter. Each of these platforms make their money through targeted advertising – advertising you can specify and customize for your customers (age, race, sex, income, etc.) in their geography (local vs. specific radius from any zip code) who have the interests that you know of (sports vs. meals eaten outside the home vs. $$ spent on clothing per year, etc.)
If you know most of this detailed information about your best customers, you will be able to successfully get more ‘best’ customers in a fairly quick and very cost efficient manner. The old adage about ‘knowledge is power’ applies to many respects about your company, and most importantly knowing the most about your best customers, is the best knowledge you can have to continue building a successful business!
•••
Ron Kustek is a business instructor at Cabrillo College.