Who is your ideal customer, and how are you going to find him or her and build a long-term business relationship?

One easy way to start out is to think about your product or services in terms of who it serves. Then ask yourself, “What problems can I solve for people that will make them want to do business with me or my company?”

In most marketing plans target markets are defined too openly, such as … a female, baby boomer age with 100,000+ income, etc. This is too wide of a spectrum for a powerful marketing plan to work. Keep in mind that you are interacting with real people who want to have authentic real conversations so you need to define them more specifically.

To define your target market more effectively give it an actual name, face and characteristics of a real person. This approach goes beyond traditional demographics and can help you reach and communicate with your target audience faster.

A good way to start out is by using your current customers. Make a list of your best customers and then ask yourself these questions about them.

• What do they have in common?
• What are their needs?
• Why do they buy your products or services?

Next add more information about what they like to do and their buying habits. The more detailed you can get, the better.

After you target your best customers, find new ways to reach out to your customers. Take steps to improve from the customer’s perspective.

Consider their benefits and needs. The best way to do this is to just ASK. Ask your customers how they would like you to follow up and what you can do to improve your service. Ask them why they enjoy doing business with YOU.