If you’re a seasoned small or medium-sized business owner in southeastern Wisconsin, chances are you know the profile of your “typical” customer. Depending on the type of business you own, the size of your customer base may vary, but it is often the case that small or medium-sized businesses do tend to have more targeted products and services than big-box stores or other all-in-one type businesses.
And if you’ve been in business long, you’re probably also extremely grateful for your faithful customer base. They’re the ones that have helped make your business a success and also possibly some of the people you have gotten to know pretty well and even consider to be good acquaintances. So it goes to reason that keeping your customer base happy and coming back is an extremely good and important thing to do. And it certainly is.
But unfortunately, at times, business owners can be too focused on their current customer base. Attention to your current customers is never a bad thing in and of itself, but if it’s to the exclusion of reaching out to new potential customers, it can be a bad thing for growing your business. It can become all too easy for a business owner to be caught in a sort of customer feedback loop. You attract customers who like what you are offering, so you work, more and more, to cater to them. You listen to them and what they want and need and focus your energy in that direction. And while that sort of attention can be very good for keeping your current client base happy, it can oftentimes lead to forgetting about all those other people you could be serving as well.
So what is the solution? To be sure, you don’t want to do anything to turn off or alienate your current customers, but there are also very many things you can do to attract new customers and clients without risking losing your loyal base.
At Vertz Marketing, our local experience and expertise in digital marketing has given us great insight into how small business owners can grow their businesses while still serving their existing customers and clients. If you’ve decided 2018 is the year to grow your business, give us a call today and let us get started in helping you!