Running a business without a proper understanding of your target audience is a recipe for failure. When customers realize that you understand them and are tailoring your service to match their needs, they develop a connection with your business and become its ambassadors. How can companies know the typical characteristics of their customers, and how can they tell what the consumers of their products want without annoying them? Here are six easy ways:
Leverage customer data enrichment
Data enrichment is the use of first-party data alongside data from external sources to create a customer persona. Enriched data is usually more detailed and is helpful in the personalization of marketing content. What gives data enrichment an edge over other ways of seeking insight is the fact that the customer doesn’t necessarily have to provide the information themselves. Only easily collectible data such as their email address is needed for the creation of a detailed profile.
Make sure to get a good grasp of how data enrichment can help you understand your customers before incorporating it into your strategy.
View things from the customer’s perspective
Looking at your product from the customer’s point of view is one easy way to identify strengths and weaknesses in your end of the interaction. It gives you insight into how easy the transaction is for the customer and introduces you to the route they take to reach you.
Ask for reviews
Product and service reviews not only help increase your company’s online visibility but also enhance your understanding of your customers’ true perception of your business and service. If there is a common complaint that keeps emerging in the reviews, do not ignore it. There is a good chance a potential customer walked away because of it. Compliments should also not be ignored. Strengths are selling points that should always be highlighted when marketing your product.
Build sales and marketing funnels
Marketing funnels are an age-old way of tracking customers from their sources to your sales page. They help companies identify the most common traffic sources and routes used before a product is purchased or an appointment is booked. From there, the company can determine where to channel its resources and attention.
As a bonus, funnels help marketers establish leakages within the pipeline and apply patches accordingly. For instance, if there is a mass exit of prospects at the landing page stage, it means the page is broken, misleading, or simply unappealing. A quick inspection would help identify the cause.
Social media is a goldmine when it comes to building, creating, and establishing brand awareness. Over 3.5 billion people are using social media, and what were initially platforms to interact with family and friends have been turned into mini search engines. Ignoring these platforms puts you at a disadvantage as you will deny yourself an opportunity to know your customer base.
Both in comment sections and direct messages, you can interact with individual customers to understand what they are happy about and what they would want to be changed. You can also use analytics tools such as Instagram Insights and Page Insights to learn more about the handles that interact with your company page.
Use fun quizzes
Online quizzes help in collecting vital customer insight into preferences, behavior, and demographics in an engaging way. Asking customers and prospects questions regarding their preferences will give your company the resources to segment replies and follow-up campaigns.
It would be advisable to be specific with your target insight for every quiz you create. Over time, you will have enough data to form an accurate and incredibly handy depiction of your target audience.
Study the competition
If you are new in the market, there are things you don’t need to find out yourself because your competitors have already done the dirty work. These include practical marketing strategies and the typical profile of the target customer. An in-depth analysis of your competitors may also lay bare their weaknesses and provide you with market gaps to exploit. For starters, you can visit review sites and jot down common customer complaints or requests and address them in your product.
Hold a special event
Albeit we are in an era of digital interactions, in-person meetings are still pretty effective from a marketing standpoint. Special events such as grand openings help businesses know who they are dealing with and create a bond with the attendees.
Just because individuals consume the same product doesn’t mean they have the same traits. People are different, and getting a proper understanding of the people you are serving may take more than just analyzing the behaviors of one of them.
It requires attention to detail, patience, consistency, and willingness to go through large volumes of data and pick out those little bits of information that are across the board. Hopefully, the above tips will come in handy as you look to know your customers.