Consumer, Customer, or Client? Know Who You’re Marketing To

The marketing strategy varies; your go-to plan is different, and your channels depend on whether you’re aiming to earn the trust of a new client or gain appeal among a new consumer. Before you define a budget or launch a campaign, consider who you are marketing to.

Understanding the Difference

A consumer is someone who uses your product—like adding creamer to their morning coffee. Consumers are influenced by their needs, preferences, and habits when shopping.

A customer buys your product. “Shopper marketing” focuses on the customer at the point of purchase, like adding a pack of gum to your order at checkout because it’s on sale for $0.99. That’s a last-minute appeal designed to capture impulse decisions.

Here’s an important distinction: a customer is not always the consumer. Think of the parent buying cereal for their kids or the office manager purchasing supplies for the team.

A client is synonymous with a customer in many ways. Still, for entrepreneurs and business owners, it’s the loyalty earned and repeat business that transform someone from a “customer” into a “client.” Clients have a relationship with your business built on trust and consistent value.

People Don’t Buy Products—They Buy Brands

Here’s the truth: consumers and customers don’t really care about your product. What they do care about is your brand. People buy brand-name products for specific reasons—quality, social acceptance, reputation, and the experience you deliver. People don’t just buy products to buy products anymore. They’re investing in what those products represent.

The numbers back this up. Consumers who connect emotionally with a brand have a 306% higher lifetime value, stay with the brand for an average of 5.1 years rather than 3.4 years, and recommend the brand much more often (71% vs. 45%). That emotional connection is built through consistent messaging, authentic values, and a clear understanding of your brand identity.

Start With Your Value Proposition

Consistency of message is essential, and it starts with defining your value proposition. Your value proposition should communicate a specific benefit your business offers and clearly explain why you are different from competitors (your competitive differentiation).

What words differentiate you from your closest competitors? We’ve often heard business owners say, “I don’t have a competitor.” You most certainly will always have a competitor—whether direct or indirect. Make a list and identify the language that sets you apart. Your value proposition should articulate why you add more value and why you solve their needs or problems better than anyone else.

Use everyday language when crafting your value proposition because you’ll need to know it inside and out. It should be easy to understand and delivered quickly. Know your target audience—both primary and secondary—and write directly to them with clarity and purpose.

Your Value Proposition Is Not a Tagline

Remember, your value proposition is not a tagline for your brand. In business, a tagline may convey a purpose or a key aspect of your service or product, but it has little to do with what makes your brand successful or why someone should choose you. Taglines position your brand and what you stand for, not necessarily what you do.

Taglines are short and catchy, like Nike’s “Just Do It” or Apple’s “Think Different.” To develop an aligned tagline, you’ll first need a sound marketing strategy with a clear value proposition. The tagline will come naturally and represent how you want to be perceived in the market.

Build Your Brand First

A business that prioritizes building its brand from the start will have a significant advantage over those that don’t. Know what people need, care about, and want. Then, your business can solve real problems and make a lasting impact.

Whether you’re attracting consumers, converting customers, or cultivating clients, understanding who you’re speaking to—and what they truly value—is the foundation of effective marketing.

About PD Marketing PGH
We help businesses build strong brands and develop marketing strategies that connect with the right audience. Ready to clarify your message and grow your brand?

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