Secondary Customers, Are You Taking Care of Them?

Secondary Customers, Are You Taking Care of Them?

Are you taking care of your secondary customers? That may not be a question you’re ready to answer just yet. Who are your secondary customers, and why should you care? Those are all questions we answer in this podcast episode. 

Here is the podcast episode:

Or if you’d rather watch the video:

Who Even Is Your Secondary Audience?

You may be thinking, “Ruthie, I’m just trying to handle the regular customers that I have. Why are you bringing up this secondary customer?” I promise they’re not magical beings that are hard to get to. You already have them. What’s important is that you recognize them. 

In content marketing, this is called your secondary target audience. Some businesses have more than one target audience, so they may still fall within the primary target audience unless indicated otherwise by your strategist. 

They’re your second most important audience. The primary audience is typically the customer who will spend the most. Your secondary audience may not spend as much or as often, or they may not even purchase at all. 

Why You Should Care About Them

You’re thinking, “If they don’t purchase anything at all, why would I create content for them?” Ah, yes. Now we’ve come to the root of the problem, and I’ve got the answer for you. 

The Case of Product-Based Businesses

So with product-based or businesses or software as a service, it’s a little easier to see why you’d create content for your secondary audience. 

For most products, the secondary audience are services who utilize that product, so you’d create content for services that consult for your product or offer management services. If it’s a software, then offer software management services for your product. 


A great example of this is Hubspot, which creates a ton of content for agencies and consulting firms that specialize in working with Hubspot software. 

There’s a special email list for Hubspot agencies. Hubspot’s even created a partner program with tiers. You can be a silver, gold, platinum, or diamond level. Hubspot lists these agencies and firms on a website, and it directs customers to that website so they can find a consulting firm who can help them if Hubspot themselves can’t. It’s incredibly fascinating. 

Even if you’re not a Hubspot partner agency, there’s also the Hubspot Academy, which is content for customers. But they know that freelancers and smaller consulting firms, much like Defy The Status Quo, use Hubspot and finds value in that content. 

So why would Hubspot create content that would help Defy The Status Quo? Well, Hubspot’s gotten a lot of free publicity from me. I recommend them, I say great things about them. I got to know them as an organization through their content, and I’m confident when I direct people to their website. 

By helping these agencies, freelancers, and consultants become more successful, Hubspot itself becomes more successful. This is because these service businesses direct more people to purchase Hubspot’s software. 

The Case of Service-Based Businesses

This is a little tougher. It’s something you have to find for every single business. With service-based businesses, it may be related industries. 

So if I wanted to create content for one of my secondary audiences… Let’s say web design companies are a secondary audience. Why? Because web design companies may not always have content professionals on staff. 

So I’ve got relationships with web design companies and if they have clients who need content written, they recommend me as one of their go-to content consultants. I’m their secondary audience, and they’re my secondary audience. 

If I write an article on the topic of “the importance of excellent web design and content marketing”, it’s something that I could email to any web design companies I’ve partnered or that I’d like to partner with. 

That’s valuable because they read it, they see that I understand them, and I see how web design fits within content marketing. That’s going to move the needle in my favor in terms of likeability because nobody wants to feel like they’re unimportant. 

Oftentimes, content professionals put a little too much emphasis on content and not enough on good web design. I could write the best content for your website, but if customers look at it and they’re like, “Hey, so 2005 is calling and they want their website design back…”

My wonderfully written content just isn’t going to make it as far as it would if your website is modern, mobile-optimized, and with beautiful brand colors and designs. That’s why I would address my secondary audience of design agencies.

Entrepreneurs as a Secondary Audience

Another secondary audience for me are entrepreneurs, usually service entrepreneurs. These are typically people that I’ve met, who’ve heard me speak, who like my content on Linkedin. They may not have room in their budget to purchase my services or bring me on to consult with them, but they love my content. They share it, comment on it, and they recommend me for marketing opportunities to bigger companies. 

That’s why entrepreneurs are my secondary audience. If you go through my content, you’ll see I do have business management, development, as well as marketing content on my website. That’s because I work with B2B consulting and service companies. But I can take what my primary audience normally delivers to their even bigger clients, and apply it to entrepreneurship. 

That feeds my secondary audience’s need for the knowledge they can appreciate because it may take a different perspective on things. By doing that, I tilt the needle in the right direction in terms of likability. 

People do business and recommend people they like. That’s why you want to create content for your secondary customers. 

So I’m asking you? are you taking care of your secondary customers in your marketing strategy? Are you supporting them the way that they support you?


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