Relating to your public can sometimes be a tricky thing. You don’t want your public to dictate to you what to do yet at the same time you don’t want to be so far out in the cold that you are not utilizing their input because “you know you are right” and just ignore them. Cultivating your customers into a community is one of the most important things you can do.
But first you should do a little homework and find out just who is your customer and very importantly what did they buy. Often your customers appear to be this anonymous blob. In this JoTo DIY Quick Start we present you with a simple method to start separating out your customer base. All you have to do and this applies to any size company is sort through your records and determine what exactly is your customer buying? Take the top product or service and reinforce those sales with PR and marketing. (Remember, PR FIRST!).
Find out who these people are with a simple demographic survey which you can do through email. You can create a simple survey online using a service like survey monkey. Pledge privacy and anonymity to your customers so they don’t have to worry about it. You might want to give them an incentive the survey by giving them a discount or entering their name in a sweepstakes to win a gift card, iPad or something like that. Here are some sample question ideas: age, location, income, how did they find out about you, where purchased (online, retail, etc.).
Armed with this information, you back up that particular product or service with additional PR and promotion and expand the heck out of it. Go with what has worked – you already have a winner, make it boom!