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Are you attracting the right customers with your current marketing plan?

Nancy Roblewsky

Are you attracting the right customers with your current marketing plan?

A client recently mentioned he would like to target younger homeowners as they were more interested in having energy efficient equipment installed in their home.  Currently, the majority of their clients are commercial and while they want to keep those customers, they want to expand into the residential market. 

Targeting a new demographic

Every business has different types of customers and while I’m sure you are thankful for all your customers, it doesn’t mean you can’t target a new type of customer.  There’s nothing wrong with figuring out who your perfect customer is (meaning good customer) and aggressively going after that specific demographic.

It’s a smart business move and in the end, it will be good for you as you will be able to fine tune your services and/or products to better cater to your core set of customers.  Doing so will likely strengthen your customer base, which will enable you to build a better and long lasting relationship with these customers.

Creating customer profiles will help

With most businesses, you can target more than 1 type of customer.  Many businesses work with both the commercial and residential market and these can be 2 very different types of customers.  If you want to grow your business, you’re more than likely going  to have to target a new demographic and once you decide WHO that is, you need to make a customer profile of them.

What’s a customer (or prospect) profile?  It’s merely a description or a list of the features your ideal prospect has, such as their age range, male or female, income range, etc.  This creates a virtual customer of sorts so you can have a better picture of who you want to target.  Having a profile of your ideal customer will be helpful in the next step.

Attracting new customers

Now that you know WHO you want to target, you should take a look at your website and other marketing tools to see if what you are currently doing is the best thing to attract this demographic.

When targeting a specific group of people, you need to have the right kind of content on your website to answer their questions and solve their problems.  It doesn’t mean you need to remove the current information but you need to add content just for them.

What will they want to know?

So, put yourself in the shoes of your ideal prospect and make a list of questions they might ask or information you think would be useful to a person who is looking to upgrade their heating and cooling equipment.  This may result in a list of educational material you’ll want to add to your website.

You may also want to change your home page to highlight energy efficient equipment so that once they land on your site, they will quickly see you have the information they seek AND can get there in 1 easy click of the mouse or tap of the finger.

Do yourself (and your business) a favor and take the time to develop a profiles of your ideal customers.  Once that is done, take an in-depth look at your website and entire marketing plan to see if you are indeed attracting the right customers with your current plan or if some changes are in order.

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Published: December 19, 2017 • Last Updated: March 12, 2020

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