Marketing in Naples, FL Is All About That Base

Marketing in Naples, FL Is All About That Base

If your business is like any others in this area, marketing in Naples, FL is incredibly important to the long-term success of your organization.

But marketing is such an expansive field. There are so many strategies and tactics that you can use that it can quickly become overwhelming.

Fortunately, there is a great place to start, and that’s with the base – your customer base, that is. Your marketing campaign should begin and end with your customer base, and everything you do should be based on understanding your customers and target audience inside and out.

Here is how you do that.

Define Your Current Typical Customer

Some businesses have a wide range of customers. Plumbers, for example, may have certain neighborhoods in which they get most of their business, but they can work for just about any homeowner or tenant.

A high-end boutique, however, has a much narrower customer base. The narrower your customer base, the more you have to define it. The best way to do this is to define your current typical customer.

Your current typical customer is an average of the people who do business with you at the moment – not who you wish did business with you. Think of:

  • Age
  • Race/ethnicity
  • Gender
  • Income
  • Lifestyle
  • Size of family
  • Location
  • Occupation

This will give you a good baseline of who you are servicing currently – i.e. who already likes you.

Decide to Expand or Go Deeper

Now, you can make a decision about marketing to this base. Do you try to expand by seeking people outside of your current base? For example, if you currently mainly serve people who are solidly middle-income earners, you could try to offer products and services targeted to higher-income people in addition to whatever you currently do.

Or, you can decide to go deeper with your base. In other words, stay within your current demographics – just get more of them. This is also called “doubling down” on your market.

You can’t make these decisions, though, without completely knowing and understanding your base. That’s what marketing in Naples, FL is all about.