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The process of understanding your customers starts from identifying their needs and wants. Your business may have two basic types of customers, namely the existing ones and potential target audiences. You already have some understanding of the existing ones, because they have already purchased from you. You know their preferences related to product type, functions, quality, and other parameters. You can build the database using the available information as the foundation.

You have to focus on the potential target audiences, because you know almost nothing about them. So, you have to start with understanding their demographic data. Then you may communicate with them and get them to fill a few online forms. It will help you in understanding their type, approach to marketing, and personalization of marketing methods.

Customer Identification

Social media sites can help you to find lookalike people. You can input the geographical location, zip-code, your products, audience preferences, likes and dislikes, lifestyle, and other related parameters. You can get a huge list of all the individuals on the social media who match with your specified parameters.


In the next step, you have to filter the audiences based on their previous purchase history. The parameters may include

  • Product preferences
  • Frequency of purchase
  • Purpose of purchase
  • Price preferences
  • Quality preferences
  • Future plans, etc

Award a rating from 1 to 5 or more. The ones who are in the first two or three ratings will be the most potential Customers. Of course, you have to consider the others also but on a reduced level of priority.

Initial Contact

Make a list of all the potential customers within the first two priorities. Now, you can get their contact details like email, phone, chat, etc. You can send them a contact request from the social same media where you found them.


You may get a favorable reply from many of them. Now, you have to engage them. It is suggested you don’t start with the intention of selling. Most of the potential customers may stop. It is because of their mindset about marketing communications.

  • Share interesting content
  • Post attractive videos
  • Encourage them to speak about themselves, family, hobbies, etc
  • Gather vital information
  • Direct them to your blog or social media pages

Consistent communication can build trust factors. They may add you to their favorite list within a short time. They may also share the email-ID, phone, and other personal communication links with you. Then you can start sending your products and services listing to them. You can also share the apps about your products services in their smart-phones and other mobile devices.


In the next stage, you can start the complete campaigns of your products through advertisements. You may also get to know what, when and how they would like to make their next online purchase. It gives you an idea about changing communication and convincing strategies. You have to ensure you don’t offend or break into their privacy. You can expect marketing leads and sales conversions in the future.