Top 5 Customer Types and How to Market to Them
New Customers: In my experience, these are the customers who are most praised but then quickly forgotten. The sale was made, but the work is not done. If you think of any good relationship, you know the first few months are often spent getting to know more about each other, finding out what else you like, taking care of each other, finding ways to remind each other of the things that were so attractive in the first place. It’s no different for these customers.
• Opportunity: Successfully onboard new customers during this critical time to reinforce their purchase, find out what other needs exist and extend the engagement.
Repeat Customers: They are continuing to purchase your product and maybe by this time they have tried other products. The key here is to understand what’s driving their purchase. These customers may appear to be loyal, but their behavior might be habitual more than anything else, which is good to your bottom line, but could easily change if another brand, product or offer is introduced.
• Opportunity: Know your customers, leverage the insight and understanding gained along the way to react when behaviors or needs change and continue to demonstrate the value you bring to their life (be it their job, family, business, lifestyle).
Advocates: It’s important to understand how your current advocates arrived at their passionate support for your products so you can go recruit more. These customers have an emotional connection with the brand, trust in the company’s products and employees to support them and will personally recommend you to others. They are also more likely to be in it for the long haul and have a willingness to provide invaluable feedback about your product, good or bad, as long as they see their input being valued in some way.
• Opportunity: Make sure you understand who your advocates are. Recognize and reward them so they stick around, and learn from them. Why, in their words, is life better because of your product?