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.