By Perry Webbing
One of the most important small business marketing ideas is to profile the customer. You don't know what the heck you're doing until you do this because you don't know who you are selling to otherwise.
It is true that you want to target your market, but there is this misconception about targeting and that is the fact that people feel that will bring in the right people rather than trying to go to the right people.
So here's the deal. You need to find out about your customers. Do an online survey, send out postcards that can double as questionnaires, and simply flat out ask them. Go to forums and online groups and ask people, "What is it that you want in a business like mine?" Let them know that you want to know what it is they want. You might be quite surprised at the replies you get, but you will find that what you find out will help your bottom line.
You may see all of these fancy terms about customer profiling, but the truth is that it doesn't have to be that hard. You can feed your data into a database to see what it is most people want. You can even appeal to those who are not with the majority. By putting things into perspective, you're making a world of difference in your business.
So if this is something that you haven't already done, you need to do it. You might be quite surprised at how much better this helps your business in the performance area. Your customers will be a lot happier as well.
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