Hey there! I know you have come up with a product for your business and you think your product is simply out of the world, of the best quality, and has a lot of benefits.
It is good to have this kind of mindset because this is where you expect to get huge returns from the money you have invested right? But let me drop a bomb on you. Nobody is going to buy anything from you if they do not actually need it. That is why even before you try to convince people to buy your products and services, you have to understand what they need by doing a customer needs analysis.
Successful brands focus on satisfying customer needs.
I know you are thinking, so how do I find out what my customers need and how do I use that to my advantage? I am going to give you a few tips based on my experience as a Digital Marketer at Becor Designs.
I would advise you to go and find out what problem your product or service is trying to solve. This is called the Problem First concept.
If you could just figure out what your customers’ real problems are — not simply the problems they themselves are able to articulate, but the real ones — then you can identify the opportunities to create products and services that delight those customers.
A buyer persona is a guide to the individuals you are trying to attract. Typically, a buyer persona would describe one ideal customer or client in great detail. Within this persona, you can outline some pretty basic information about your target audience.
However, if you really want to make your customers the focus of your marketing, you’re going to want to get much deeper than this.
So, instead of using the generic demographics you know like location, age and profession to develop a buyer persona, use the data you already have.
I suggest you use the Analytics you acquire from Google. Google Analytics will give you information about which social media platforms your audience uses the most and which forums bring you the most traffic.
You can then use this data to find out where and when to reach your audience more effectively. At least this information will help you create a message that resonates with your audience on an emotional level.
Learn to target your specific customer audience by researching keywords and grouping them into overarching themes and assigning them to different personas based on the information available to you.
Social listening is very important because it provides you with insight into client expectations.
Don’t get me wrong, social listening has nothing to do with likes, mentions, and shares. Start by searching your company within social platforms to find out what people are saying about your products or services.
You will be surprised by how much information you can get concerning who is posting about your business, their location and what kind of influence they have. Be quick to respond to comments within the hour in order to spark a conversation and get a feel for the problems your audience may be experiencing.
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Another simple way to know something from your audience is to just simply ask. Surveys give direct insights and opinions from your customers which otherwise wouldn’t be offered freely.
However, it is not easy to make people fill out your surveys so make them short and simple. You can use multiple choices or yes and no answers just to make it easy for your audience.
Apart from surveys, you can pose questions in your captions and stories and you are sure to get a lot of feedback.
If you are not using an analytics tool to track the activity on your website, that’s a recipe for a disaster. Analytics will give you a lot of insight into the time people spend on your site and bounce rate. All these actions will help you know your customer behavior.
The behavioral data you collect should lead you to conclusions about what your audience doesn’t understand, what they do and don’t like, and how you can create a stronger website experience.
If people had trouble navigating to a certain sales page, for example, adjust the interface to allow for a more user-friendly experience.
If there are one-page people spend more time on than others, analyze that page’s content to see what’s retaining people’s attention. Most importantly, if there’s a page with a high bounce rate, try to see what’s making people leave.
There must be a particular form of content that your audience engages with the most. Is it videos, infographics, blogs, whitepapers or images?
You need to pay attention because if you know your most popular content, you will be able to create more content that resonates with your audience.
You can also check competitor brands in your niche and see what is getting the most engagement then implement that to your strategy too.
However, you don’t want to copy competitors directly. Instead, take what they provide and find a way to make it better.
Add new insights, create a better image or video, or go deeper into the subject to provide more value than your competitors did.
However you can, try to find a way to make your content more valuable than what is already out there.
You can learn so much from your leads that are not converting. You can have thousands of likes and comments but none of them is converting to an actual customer. So how do you deal with this?
Consider the traditional buyer’s journey step by step. From what you know about a buyer’s journey, first, customers become aware of their problem. Then they look out for possible options to solve their problem. Then they decide how they are going to get a solution.
Each buyer, regardless of industry, goes through this journey.
So if people are considering your business as a solution to a problem then you lose them before they make a decision, you could be doing something wrong.
Identify the leaks in your sales funnel and provide content for every stage of the buyer’s journey. Also, look out for areas where you have engagement but no conversions.
If you want to succeed in your marketing, you cannot tell your audience what they need. It is better to go by facts from your insights and feedback from your audience otherwise, you will fail miserably.
People are well-researched, smart and cannot be hoaxed by traditional sales tactics. They understand their needs and the solutions available to them.
Work with them to create a loyal set of customers. I hope this blog helps and I wish you all the best in trying to find out what your customers really want.
What are your favorite tools and strategies for increasing customer engagement? Share your experiences with us in the comments below.
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