My BWCI mantra “What do you need to say and who do you say it to.”

This morning I was catching up on my weekly podcasts and as usual, Mike Stelzner of Social Media Examiner had a guest that sent my mind into high gear, Liza Adams of Growth Path Partners. Liza brought to light the value of deep diving into your customers and what is valuable to them.

This is a deep dive in to the who. Do you really know your customer?

Understanding your customer value is about more than just knowing who your customers are—it's about uncovering what they truly value and how your business can meet those needs.

1. Know Your Audience Your ideal customers are more than demographics—they have habits, preferences, and problems that need solving.

• Analyze purchase behaviors.
• Review feedback and surveys.
• Identify commonalities among your top customers.

2. Align Your Offerings with Their Needs People choose businesses that solve their problems or enhance their lives. Ask yourself:

• What challenges do your customers face?
• How does your product or service make their lives easier or better?

Adjust your offerings or messaging to meet these needs head-on. I went a round with this with a client this summer. He needed to raise prices but it was clear from the drop off at the website it was affecting sales. Rather than cave to lowering prices we switched focus to added value propositions. It worked.

3. Build Emotional Connections Value isn’t always about price—it’s about trust and loyalty.

Engage your customers with:

• Authentic stories about your brand.
• Personalized experiences.
• Consistent follow-ups and thank-you’s.

With my clients we are always looking for ways to gain followers but I caution my clients that WHO we gain is more important than how many click to follow this week. His followers are dedicated and engaged if we change our strategy to value new followers we could lose our base.

4. Leverage Customer Data Track the metrics that matter:

• Lifetime value (LTV): How much a customer contributes over time.
• Repeat purchase rate: How often they come back.
• Net promoter score (NPS): How likely they are to recommend you.

Use this data to refine your strategies.  This is the advantage to skilled Meta advertising compared to boosting. The data that is collected in a Meta Ad Campaign is what you are paying for. Boosting is effective if it’s an event or special post, but it is not a viable strategy for the long game. You pay out but the data is lost.

5. Stay in Their Lane Don’t assume what matters to you also matters to your customers. Regularly ask for feedback and adapt accordingly. Your willingness to evolve keeps customers happy and loyal.

Taking the time to truly understand your customers is the foundation of any successful business. It’s not just about making a sale; it’s about creating a relationship rooted in value, trust, and alignment with their needs. When you focus on knowing your audience, aligning with their priorities, and building genuine connections, your business becomes more than just a provider—it becomes an indispensable part of their lives.

Remember, customer value isn’t static. It evolves as your customers' needs and preferences shift. Stay curious, stay adaptive, and keep refining your approach. Whether it’s through analyzing data, experimenting with added value propositions, or nurturing emotional connections, your commitment to understanding and serving your audience will always be your greatest asset.

So, ask yourself again: Are you speaking to the right people? And if you’re not sure, maybe it’s time for a deeper dive. Your customers—and your business—will thank you.

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If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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