Tag Archives: target customer

Do you know who your Target Customer is?

doLet me ask you a question: Do you know who your target customer(s) is? Have you identified who fits perfectly with your business? Believe me this is just as important as buying clothing or a piece of footwear, if it doesn’t fit there will be pain, disappointment and refunds. Worse still if the end result left your customer with a bad taste in their mouth you may have tarnished your reputation too for good measure (see my Brand blog post).

Another reason, to spend some time exploring who your ideal customer is, is to enable you to save both time and money on your marketing efforts. Marketing to the masses just isn’t smart on a limited budget. Especially if you are a sole trader or small business owner. Your time is precious so make it count.

Effort (time) + Investment (money) = Return (earnings)

It’s all about you!

So, you’re now convinced spending time on this is a good thing, great, now what do you do? Well firstly you need to consider a few factors:

  • What product are you selling?
  • What price do you sell or want (need) to sell it at?
  • How much time do you have available / want to spend providing your service per person / business?
  • Based on above factors “How many customers do you need to generate?”
  • How many prospective customers do you need to turn into enquiries and ultimately paying customers in order to break even or (yes please!) make a profit?

Unless you understand this you are in danger of spending too little or too much time on your marketing activity and maybe even on the wrong things. Worse still you will be attracting the wrong kind of customer who will take up your time but not help to grow your business.

Customer Profiling – A whistle stop tour

At this point you may be saying, hang on, I can’t whittle all of my customers into one target customer! My customers are all completely different and all of them help me to pay my bills. To this reasonable questions, I have 2 thoughtful answers:

  1. Which of these customers would you like more of? There will be some customers you like (or even love) working with more than others. Spend a bit of time working out why. Is it because: they pay more promptly, it takes less time to do their work or you enjoy spending time with them? Whatever it is, make a note of it. This is now your criteria. You can use this to filter your target customers and enquiries to make sure you end of working with the customers that best fit you.
  2. If the above doesn’t work for you, I have a second suggested approach so don’t panic. Looking at your existing customers, can you pick 3 at random? For each of these customers make a note about their characteristics (this list gives you an idea but isn’t exhaustive) e.g.:
  • How old are they (if it is a business then how long they have been established for)?
  • What type of business are they?
  • What is their personal situation e.g. married, single, children?
  • What is their problem and how did you solve it?
  • What did they like best about your product or service, are they likely to buy from you again and are they happy to recommend you?
  • What else do you know about them e.g. interests?

Now you have a reference guide

By doing this you are profiling them, which means you are recording what your ideal customers should be like. Use these 3 profiles as a way of filtering your target customers. If the ones you have profiled don’t appear to be profitable or beneficial for your business then select the ones that do. The point is to have something you can use as a reference so you don’t have to start from scratch every time you receive an enquiry or want to create some marketing material. If you find any of the above a bit daunting and would like some help from me then please do get in touch.

About Me

Would We Work Well Together?Sarah Crowther Website

Are you putting lots of effort into your marketing but nothing seems to be working? Are you getting a lot of enquiries but not from the right kind of customer? Are you using a scattergun approach but would prefer a bit more structure to your marketing? If you answered "yes" to any of the above then I'd love to hear from you!

In case you hadn't noticed, I am passionate about marketing! I love to work with owners who are just as enthusiastic about their own businesses. I believe that sole traders and micro businesses have the right to strategic marketing advice just as much as larger companies, in fact perhaps even more so. I also believe that intelligent marketing is just as important as a healthy cash flow for a business to succeed.

My approach is flexible, informal and clients can use my services on an adhoc basis as and when they need them. My focus is on the generation of ideas and the creation of an action plan that holds you, the business owner accountable. However, you are never under any obligation to implement the ideas we discuss. 

I would love to help you get the most from your marketing. I have over 7 years experience in business to business marketing (most of this time was spent in the IT and Logistics industries but please don't let this put you off) and a digital marketing qualification. I have created, pitched, project managed and executed numerous marketing plans and am used to working within limited budgets. To find out more about my experience take a look at my LinkedIn profile

I live in Didcot with my partner Dominic and a rather lovely english springer spaniel called Harvey. I love cooking and eating good food, spending time with friends and family, reading and dancing. 

If you would like a free 30 minute initial consultation to see how I can help you please feel free to give me a call on 07880 735613 or fill in the contact form.


My Vision – For all sole traders and micro businesses in Oxfordshire to conduct marketing that is valuable, intelligent, changes perceptions and inspires people to take action.

My Belief – That thought and consideration in the outset makes your marketing more effective, relevant and reduces the time, money and energy you might otherwise have spent. I share the same view when it comes to the production of printed material; this is certainly still valuable and necessary in certain cases, however it is all too easy to produce hundreds of leaflets without stopping to think about their purpose and who will read them. The same could be said of emails and messages sent via social media channels.


Lovely photo taken by nikreations

© 2017 strategicmarketingadvice.co.uk



How Can I Help Your Business?


Hello I'm Sarah Crowther and I'm a Strategic Marketing Adviser. I believe in the art of the possible! I help sole traders and businesses with their marketing strategy.


  • Are you a business owner and in need of some marketing advice?
  • Need a marketing plan but unsure where to start?
  • Think that you need to spend a fortune in order to make sure your marketing is effective?


You spend your time focused on what you love and so do I. My approach is flexible and so whether you're after a one hour session on an adhoc basis or would like something ongoing I am happy to help. 


I also offer (optional) regular review sessions to help keep you on track as well as offering tips and advice along the way. For more ideas on the types of things I can help you with please take a look at my blog.


If this sounds good to you and you would like a free 30 minute initial consultation please feel free to give me a call on 07880 735613 or complete the contact form. You can find out a bit more about me here.


I look forward to working with you!


Lovely photo taken by nikreations

© 2017 strategicmarketingadvice.co.uk