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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. 

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Do You Know Who Your Secondary Audience Is?

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. That’s right, you have primary and secondary audiences. 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 customer 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. 

Understanding the differences between your customer base segments may take some market research.

Primary vs. Secondary Customers

Identifying your primary and secondary customers (and therefore your audiences) goest back to developing your buyer personas. Creating B2B buyer personas relies on somewhat different information, especially for consulting and service-based businesses.

You’ll find that you often have a few different types of people interested in what you do. These are your audience or customer base segments. Once you establish the segments the majority of your audience fits in (there are always outliers), then you have to pick the right audience as your primary customer.

Your primary customer is the segment that unlocks the most value for your business. An easy example is a wholesaler. Yes, their products may be B2C, but their relationships are B2B. So they need to take care of that relationship above all else unless they want to become a retailer themselves.

3 Questions for Your Primary Customer

  1. What does your customer care about?
  2. Who are you capable of serving the best?
  3. Who unlocks the most profit potential in your business?

What Does Your Customer Care About?

Your primary client’s goals, aspirations, and perspectives should align with your own. When you craft your brand messaging, you’re speaking to these customers.

At DTSQ, we care about going above and beyond to deliver stellar content in every form. Our clients need to care about that too. Anyone looking to just “check the box” on content isn’t going to be a good client for us.

Going beyond our actual services, our clients care about delivering a “beyond expectations” experience to their own clients. During our discovery calls, it becomes apparent that they want their content to match their drive for excellence.

Who Are You Best Able to Serve?

“Everyone” isn’t a target market. Could you help every business owner C-suite exec improve their team’s performance? Sure, you could help a lot of people. But your knowledge, experience, and established processes mean that you and your consulting team are going to be able to help certain people and companies a bit more and easily.

Focusing on those clients who hit the sweet spot of your capabilities means you’ll provide a better customer experience. Not to mention, you’ll do so more efficiently, which lowers internal operating costs.

Just the other day, I was on a discovery call with a B2C company. After some thought, I told them that while DTSQ COULD help them, we weren’t the best fit. We have the most experience in the B2B consulting industry.

Who Unlocks the Most Profit Potential for Your Company?

For most consulting firms, this is likely pretty straight forward. The clients who spend the most and who most easily fall within your capabilities sweet spot are your profit-driving clients.

For large companies, this can become more of a grey area. Take Linkedin as an example. Despite sponsored content and ad spending making up about 37% of the company’s revenue in 2018, LinkedIn still largely caters to the individual user. Why?

Without the droves of LinkedIn users (660 million in November 2019), what are the recruiters and advertisers going to do? Send messages to each other? The individual users on LinkedIn are the reason why sponsored content, LinkedIn Sales, and LinkedIn’s other paid services and software even matter.

Why You Should Care About Secondary Customers?

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.  It can vary depending on whether or not your business is product or service-based.

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 is comprised of service-based businesses that utilize that product. I.g. you’d create content for services that consult for your product or offer management services. If it’s software, then they may offer software management services for your product. 

Looking at supply chain software products specifically, their secondary customers or secondary target audience would be supply chain consulting firms that help businesses implement new technology processes in their organization.


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 that 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 find 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 subscribe to 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, or 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 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?