Sure, you know the regulars who come through your establishment’s door every week or connect with you regularly, but do you know the entire range of customers and prospects and what they mean to your marketing efforts?
There are 5 types of customers:
1. Your most passionate fans: These are the people who know and trust you and are happy to spread the word to recommend your business to everyone. You covet these people.
2. Your regular customers: These are the people who know you because they’ve shopped or interacted with you in the past, but may not have a serious affinity for your brand, products, or services.
3. The prospects: These are people who know someone who knows you (your customers and passionate fans) and have an interest in what you have to offer.
4. The suspects: People who have interest in what you offer, but have no idea you exist.
5. The disinterested: Obvious enough, these people have no interest in you, so don’t spend time or money trying to reach them.
What do these five mean to your marketing efforts? You should be regularly marketing, through email and social media, to the passionate fans and customers by providing engaging content that they can in turn share with their friends and colleagues (i.e., the prospects). This sharing can take place through email forwards, posts to Facebook, retweets of your content, or word of mouth.
For the suspects, you want to make sure information about your organization is readily available and accessible in as many locations as possible. For instance, restaurants should make sure their profiles on sites like Yelp and Google Places are accurate so people searching for a place to eat can find you. Your Facebook and Twitter pages should link back to your website, so those stumbling onto your Page or a tweet can get more information about your company. Make it as easy as possible for suspects and prospects to learn more about you and how you can benefit them.
The goal is to turn suspects into prospects into customers and ultimately into raving fans.