Understanding your customer is the basis for all effective marketing. But, if you don’t, what can you do to get to know them better? Well, there are many methods you can use to gather valuable insights, both direct and indirect.
It may seem obvious but, first, review the information you already have available in the company:
- Study their purchase history
Use your CRM software to track customer interactions and buying patterns. By doing this, you can identify the best-selling products, repeat purchases and also calculate the life time value of a customer. If you are selling online, you can also track abandoned carts and see if there are any patterns worth following up.
- Analyse interaction with your website and Social media channels
It may not always be the easiest tool to use but through Google Analytics you can track website behaviour (bounce rates, page views, conversions). Monitor and follow up your social media activities (engagement, demographics, peak activity times). By knowing which content performs best, on your website or other channels, you can understand customer interests.
Nothing beats being in direct contact with your customers though in terms of understanding them. Of course, if you are in a customer-facing role, you may feel that you already know your customer well enough. Sometimes it might be good to take a step back however and ask the kind of questions that do not necessarily relate to daily transactions.
- Conduct customer surveys and interviews
The most obvious method is to contact your customers directly and simply ask what you want to know. Ask about preferences, pain points, buying habits, and expectations. There are many tools out there for conducting surveys.
For deeper insights, conduct one-on-one interviews. The main thing to bear in mind is to listen, really listen, to what your customer is telling you. Don’t be afraid to follow up on any statement made.
- Join your sales team on a customer visit
The absolutely best way to get to know your customer, in my mind, is to join your sales team on a customer visit. By meeting your customer in their location, in their reality, you can uncover insights you would never have done if relying on a survey form alone.
- Engage directly with your customers
Try to have as many marketing activities as possible involving direct engagement with your customers. There are many options for this such as hosting webinars, presenting at seminars or exhibiting at industry events.
It is a given but, responding to comments and messages on social media is another means of direct engagement.
Each method can provide valuable insights, and combining multiple approaches help ensure a well-rounded understanding of your customer.
If you want to discuss this topic further, please get in touch!