If you run a business, you can’t exist without your primary customers. The ones that buy what you’re selling. But your secondary customers are almost as important in this wired world, according to Sonia Simone of Copyblogger, in the article “Score More Traffic, Subscribers and Buyers by Discovering Your Second Customer.”
Secondary customers are the ones who “Like” your products or marketing campaigns, who “Share” your content all over the World Wide Web. They are the connectors, to use Malcolm Gladwell’s phrase, and they bring your business to the eyes of your primary customers:
“But in the age of the internet, we have lots more connectors, each of whom has an audience, large or small, that they might share with you.
· A second customer might share your thoughtful content on Twitter or Google+.
· A second customer might link to you, or run your guest blog post, and find you a whole new audience.
· A second customer might write a witty, compelling review that convinces buyers you’re terrific.
· A second customer might introduce you to the business partner who can turn everything around for you.”
To connect with those connectors, make sure your content is strong, appealing and secure. If you give them something to share, share it they will, and the primary customers will follow.
Laura Abrahamsen, October 16, 2012