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Everything You Need to Know About Customer Marketing

Mar 19, 2020 3 min read

There are several forms of marketing in existence. But an aspect that rarely gets attention is called customer marketing-a form of marketing that targets your existing customer base.

What Is Customer Marketing?

Customer marketing is a form of marketing that focuses on the list of customers you have instead of on new prospects.

It incorporates any campaign or marketing efforts tailored to reach existing customers. Some of those marketing efforts may include loyalty, customer retention, advocacy, growth, as well as community inclusion.

The goal of customer marketing is to strengthen the bond between you and your customers.

You can understand your clients better when you know who a customer is, the types of it, and the uniqueness of each customer.

Who Is a Customer?

A customer is someone or an entity that buys goods or services from another person or store to use it or resell it. Customers are a key component of any enterprise as they are reasons businesses produce, promote, and offer goods and services for sale. Without them, there will be no transaction.

What Are the Four Types of Customers?

According to the work of David Merril and Roger - a social style model that classifies people based on their behavioral tendency. The model groups on two parameters - assertiveness and responsiveness.

Thus, we have four types of customers:

  1. Drivers;
  2. Analysts;
  3. Amiable;
  4. Expressives.

Assertiveness emphasizes the extent to which we influence others or the extent to which we are being influenced.

Responsiveness, on the other hand, shows how we express our feelings while relating to others. If you are 'people responsive', you become more focused on those you collaborate with. If you are task responsive, you focus more on finishing up the tasks assigned to you instead of communicating with others.

Here's a more detailed explanation of the four types of customers based on this model.

The Driver

Maxim: Let's get this done now!

The driver is highly flexible and possesses a dynamic personality of all categories.

They usually assume managing roles. Therefore, they can be controlling and assertive. They are highly decisive - make a quick decision, but they are not that detail-oriented.

Drivers see the big picture as well as all the goals that need to be achieved. They don't waste time on analysis as they prefer to make quick decisions, even if it's not reasonable.

The strengths of the drivers include discipline, independence, productivity, and confidence. They don't avoid risks but are ready to assume risk even if it will cost them failing. They see inaction as worse than making a one-time mistake.

Drivers find it hard to develop a sound relationship with colleagues. They interpret connecting with co-workers on a personal level as showing emotions. For them, they lack that capability. They are afraid of being ridiculed by colleagues, so they assume the leading roles where emotions bow to actions.

Another weakness of the driver is that they rush in making decisions without factoring the consequences.


Maxim: I will do it in a perfect way

They are highly committed and low-energy personalities. They prioritize quality over quantity - their standards are high-personally and professionally.

They take adequate time to make decisions instead of rushing. They are usually introverts.

They rarely get along with the Drivers because both customer types represent two extremes of the personalities-the driver makes the moves with no hesitation. At the same time, the analyst strategizes, plans, and makes informed decisions.

They can overanalyze, which may hinder them from making moves. Once they subscribe to your website, they are unlikely to bounce off.

The Amiable

Maxim: Let's collaborate. Team player! 

They are highly sociable and love networking with others. They are friendly, calm, and outgoing.

They want to build a personal relationship before initiating a business decision. They are highly empathic, which makes them great listeners. They would ask personal questions in a bid to know you better.

They avoid misunderstandings which make up their strength and weakness. 

The Expressive

Maxim: I have a good feeling about this; let's get started.

They are highly emotional, possess positive energy, love getting attention, and talk a lot. They are humorous - they tell jokes to lighten the mood. That way, they spread positive energy in a group.

Just like the Amiable, they are sociable but more persuasive, charismatic, and ambitious. They love being surrounded by people as it gives them the privilege of expressing themselves-what they think and how they feel.

For their weaknesses, they are not organized, talkative, lose sight of their goals, and undisciplined. They make choices based on instinct, which is subject to change.

Now that you understand the four types of customers, how do you get marketing clients and connect them on a personal level?

What Are the Best Customer Marketing Strategies to Get Clients?


Start a Blog

It's not enough to have a website; you need to add a blog section to your website. Most agencies don't know what they need to focus on and how to get started in this aspect.

The significance of blogging is to solve problems for your customers. It helps you to know their pain points and curate content that speaks to those issues.

For marketing agencies, those needs or issues may include:

  • PPC management
  • Branding Advice
  • Social Media Management
  • Website Management
  • Search Engine Optimization
  • Marketing Strategy assistance

The fundamental purpose behind a blog is to be discovered via search. Blogging can help you generate a lot of inbound traffic and also convert the same to paying clients.

Online Advertising Strategies


  • Facebook Ads

These are one of the best spots to score more clients for your agency. They are cheap and have a wider reach. You can boost posts on your pages or launch a Facebook ad campaign.

  • Google Adwords

This is another surefire approach to get more clients for your agency. Instead of utilizing demographic data in targeting clients such as locations and ages, you can target based on some keyword intent.

For instance, when a customer searches for 'a PPC management agency in Vancouver, it's an indicator they are looking for an agency based in Vancouver. 

  • LinkedIn Ads

Linkedin can be another great platform to target businesses and professionals if you are running an agency. The platform has the exact audience you need.

People will likely update their professional titles and experience on Linkedin than on other social media channels.

You can filter through businesses based on size, demography, and individuals with specific job titles.

  • Twitter Ads

Twitter is another hotspot that professionals leverage to source for content and connect like-minded individuals.

You don't have to possess massive followers on Twitter to leverage the platform; you can use Twitter ads to reach more people with your content, seasonal offers, discounts, and free consultations. Don't forget to track your analytics when utilizing Twitter Ads.

  • Instagram Ads

Instagram is an advertising platform that can be leveraged to reach over 500 million users. The trick is you need to create compelling visual content, have a great design, and with inspiration captions.

Written by Wendy

Wendy is a data-oriented marketing geek who loves to read detective fiction or try new baking recipes. She writes articles on the latest industry updates or trends.

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