Know and focus on your core customer.

With so much competing for our attention, it’s more crucial than ever to connect to customers and clients who will have a genuine interest in your products or services. It’s absolutely crucial that you identify your core demographic and focus your marketing strategy directly on them.

Yes, in an ideal world, you’d be able to appeal both to tween skaters and to seniors who shop on HSN. Sounds nice, but let’s get real here, you have to know who your bread-and-butter customers are and appeal directly to them—their hopes, dreams and pains.

As with many things in business, this begins with data. Start with internal data on past customers, and focus on creating a customer profile. This includes basic demographic information, but it’s also important to dig a little deeper, and try to map customer’s psychographics. What are their values? What are their spending attitudes? What makes them excited and what makes them tick?

Luke Lintz also emphasized social media analytics as a critical tool to identify and begin to target your core customer. Facebook and Instagram offer analytics data on your “audience,” which will show you age ranges, geographic location and gender, as well as giving you data on how marketing content is performing.

All this data will help you put together a comprehensive picture of what your core customer demographic looks like. While the impulse may be to market to as many customers as possible, this type of target marketing will be much more effective, especially for small businesses. It will help you carve your niche within the market. With 76% of marketers failing to use this type of data for targeted advertising, you can give yourself a real leg up by leveraging data to your advantage. 

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