When planning your marketing strategy, it helps to have a primary goal that you want to accomplish. For most businesses this primary goal is typically "more customers". However, this may be a misdirected or incomplete strategy. For example, some customers:
- Spend more than others
- Are easier to service
- Generate more repeat business
- Generate more referrals
- Are worth more over their lifetime
Targeting these types of customers rather than just any customer generates the best return on your marketing.