Having a marketing strategy is essential to finding and attracting the right customers for your business.
Do you know who your “right customers” are? If not, you are probably scrambling around trying to get
anyone and everyone who might have an interest in doing business with you. Defining your ideal client
or customer helps you to focus how you spend your limited time, money, and resources.
In EOS®, businesses define who they want as ideal clients or customers by answering questions that
describe them from three different viewpoints: geographic, demographic, and psychographic
characteristics.
Geographic: While we would love to take over the world, we have to recognize that we only have
capacity to serve a small part of it. What part do you want to serve? Are you willing to travel 3 hours
away or do you want to keep it within 50 miles? Or are you ready to serve the entire US – or even the
world?
Demographic: Which customers will appreciate you the most? Who has the need and money they can
spend on your services? Are they families, or empty-nesters? Do they live in certain types of
neighborhoods? If you’re B2B, which types of companies do you want to serve? Does industry segment
matter?
Psychographic: You want customers who you will work well with, and that will work well with you. What
does your ideal customer value from their supplier or service provider? Is it quality, craftsmanship,
stewardship, price, or something else?
Knowing where your customer is, how to identify them, and what they value helps you refine focus your
effort and spending. And, you can tailor your business to meet their needs better than anyone else.
Defining your target market helps you focus your marketing efforts as well as build processes and
systems to serve them best.
Want to discuss your marketing strategy more? Brent Stromwall at [email protected].
YOUR PRIVACY CHOICES