The goal of almost every marketing campaign – whether it’s online, off-line, or both – is to increase sales and find new customers.
That makes perfect sense, but it overlooks one important detail: There might be some customers you just don’t want.
If your business is just getting off the ground, or struggling to get by, then that notion might seem outrageous. But, over time, as you become more known (and more profitable), it becomes clear that some accounts simply aren’t worth the time, effort, or money that has to be invested in finding and keeping them.
The better your business can get at identifying those types of customers – and getting a strong feel for where your best customers are, and which ones you’d like to avoid – the more efficient your marketing is going to be. Why? Because you aren’t going to be wasting any time or effort trying to track down buyers that are going to represent a net loss for you later.
Over the long run, smart marketing is all about focus and efficiency. That means having a lot of detail about your target market… but it also means learning to turn away certain types of buyers who aren’t the best fit.