Expert marketing help for small businesses

Content Marketing Insights For Small Businesses

Content Marketing Insights For Small Businesses

The Customer Everyone Forgets (But Shouldn't)

man sitting alone

It's not this guy--unless you live in the Ukraine.

It's not someone who will buy from you or who has purchased from you before. 

This person will most likely NEVER give you a dime. So, why waste your time with him?

Because he and others like him will get others to buy from you. And you don't have to pay them anything to do it. Isn't that great!? 

Copyblogger refers to this group as your second customer. They have "the attention of lots of readers, and that makes [them] more valuable than any one individual buyer can ever be." Although this customer isn't in the market for what you offer, they know lots of people who are--your first customers.

Common Characteristics Of Second Customers

This group can become one of your greatest fans! Here are a few characteristics to help you identify who your best second customer candidates might be. Remember, you're looking for people who are most likely or willing to share your brand's message.           

  • They like to be helpful.
  • They are often related to or are closely associated with your first customer.
  • They like to share funny, interesting, or inspiring articles from brands on social networks--even if they don't buy from them.
  • They are influential bloggers or entrepreneurs who share content that is meaningful to their audiences but not necessarily meaningful to them.
  • They are a respected leader in their organization or community.
  • They are outgoing and friendly.
  • They work with, play with, or live with your first customer.

(If you have any others to add to this list, I would love to hear them! Just put them in the comments box at the bottom of this article.)

The Best Way To Get People To Share 

There are literally hundreds, if not thousands, of tactics you can use to get people to do what you want them to do. But, none of them will be as effective and as powerful in getting people to share you with their friends than service. And I'm not talking about the "I give you this if you give me that" type of service. It's about providing exceptional service that goes above and beyond what your customer expects--paying or not. You do that consistently, and people won't be able to stop themselves from talking about you.

Other Things Second Customers Might Share

  • Funny memes, gifs, quotes, videos, articles, etc.
  • Inspiring stories, positive messages, quotes, or videos
  • Helpful tips that include saving for college, saving for retirement, training your puppy, or best places to vacation, etc. (articles, infographics, lists)
  • Free swag (pens, t-shirts, notebooks, flashlights, magnets, etc.)

(Do you have any other suggestions I could add to this list? If I include it, I will gladly include attribution to your business.)

One Step At A Time

Don't worry about trying to reach both customers at once. Copyblogger has some sound advice on this: "When you start out, you focus a bit more on your second customer, so you can get the links and recommendations to build a wider audience. As your content starts to find more readers, you'll shift, providing more for those all-important first customers--the ones who buy." 

Eventually, you'll build a marketing platform that meets both your goals of getting people to buy and share what you do. Then, maybe you can finally take a nap! 

(If you have any questions about this topic or need additional insight to attract either customer, I'm here to help. Let me know!)