Customer targetting should include service targetting

Be sure the service you offer is tuned to the customers you are targetting.

"More small businesses lose customers [due to] poor service than bad products," says Fortini-Campbell. Your business's most important marketing tool is the way you conduct sales and service customers. Every time you do work for a client, you are marketing yourself, she says. When you do that well, customers pay you back with loyalty and referrals.

It's also important to ask for the referrals at the time the customer is indicating that they are happy with your service.

Fortini-Campbell is the author of Hitting the Sweet Spot - How Consumer Insights can Inspire Better Marketing and Advertising.