In an increasingly digital world, knowing your customers is no longer another arrow in your marketing quiver. It needs to form the foundation of your online marketing strategy.
Online marketing is an incredibly powerful way to build awareness. Through an effective strategy, you can reach your target audience and boost conversions. But without an intimate understanding of who your customers are and what they want, your efforts may be a complete waste of time.
You may have a highly strategic online marketing strategy, deep insights, and extensive analytics. You may even have the best team in the business. If you don’t truly know your customers, however, you may be setting your online marketing strategy up for failure.
Understanding the wants, needs, and pain points of your customers is what will set you apart from your competitors. You’ll be able to create relevant content for your customers, content that is engaging and position your brand as a leader in its field. It’s all about improving the customer experience.
In fact, statistics from Forbes highlights this. Brands that have a customer experience mindset increase revenue four to eight times higher than their competitors.
There are a number of ways in which to better understand your customers. Here are 5 of them.
Find out what people are saying about your brand online through reviews, both negative and positive. Use this feedback to improve your product or service, enhance the customer experience, and to avoid bad reviews in the future.
What is key to managing your online reviews is to be authentic in how you respond. Avoid crafted responses that are copied and pasted when the reviews come in. Rather, reflect your brand personality in real responses.
Online interaction is one of the best ways to get to know your customers. Although it’s easier said than done, online conversations provide invaluable insight into what your customers like and dislike about you.
Social media is a powerful tool in creating engagement online. If someone asks a question about a problem they have on a community Facebook page for example, if it’s relevant to your brand then engage with them and see how you can help. Even if it doesn’t lead to a direct sale, they’ll remember your brand in the future. There are plenty of social media tools that will allow you to listen and engage.
Data, data, data. Don’t ever underestimate the power of the data that is all around us. The more data you have on your customers, the easier it will be for you to identify challenges and opportunities. It’s also critical when creating campaigns, content and developing online marketing strategies. Data helps you to get to know your customers better, allowing you to deliver an improved customer experience. You’ll be able to formulate a vastly improved online marketing strategy to communicate to your customers with the right message, at the right time.
As per the above point on data, insights that you can get from running customer surveys are excellent ways to get to know your customers better. You can get to know what people think of your brand, what they value, and where you’re doing well. Survey results will help you with creating content, improving your product or service, and generating ideas for new campaigns.
The more surveys you run over time; the better insights you will have on how your customers view you. This will in turn help guide future online marketing campaigns.
When it comes to getting to know your customers, experiential marketing is a great tool. Unique events not only reward loyal customers but create a more personal connection and understanding of them.
Host an event for your customers and give them first dibs on new product releases or previews before they hit the market. Not only will this help to build loyalty amongst existing customers, but if word gets out about the great experience it may attract new customers who hadn’t even considered your brand before.
When it comes to helping brands better understand their customers, Connectica has an extensive online toolkit and a highly experienced marketing team. If you need online marketing services in South Florida, look no further than Connectica.
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