Get to Know Your Customers Day is observed annually on the third Thursday of each quarter. Do you really know your customers?
According to a new study, marketers at 80 percent of brands lack the customer data to drive effective marketing campaigns. Having a clear understanding of your customers is key to reaching your business goals. Here are strategies you can use to get to know your customers better.
Google Analytics is a free insights tool powered by lots of data and now the most widely used web analytics service on the Internet. The large amount of data offered could intimidate small business owners who feel that they just don’t have the time to delve into the charts, graphs and numbers.
However, to get to know your customers, focus on the Audience section. Looking at Demographics & Interest reports reveals age, gender, geographic location, language and frequency behavior. You’ll also discover the type of browser and device used by your current customers. The more information you have, the better you can make decisions about how to reach customers and make them happy.
Surveys are an effective tool for gaining insight into your customer. You can literally ask anything – demographics, likes, dislikes and more. Because surveys are so easy to create and distribute these days, some customers suffer from survey fatigue. If you’re not getting responses, you might try offering an incentive like a coupon or branded swag.
This article reveals what works and what doesn’t so you can avoid wasting valuable time and energy: The Dos and Don'ts of an Effective Customer Survey. To build your survey, review PC Magazine’s list of best online survey tools.
Good Old Fashioned Conversations
In-depth one-on-one conversations help business owners understand customers like no survey ever could. If you want deep customer insight, there’s no better way than picking up the phone and chatting with them.
Michael Aagaard, senior conversion optimizer at Unbounce, says:
“In my experience nothing beats actually talking to your target audience. The insight you get is priceless, and no amount of quantitative data will let you reach the same level of understanding.”
He’s quoted in a comprehensive article to help you conduct the most effective customer interviews: Start Talking! How To Do Customer Interviews That Reveal Priceless Insights. You might feel awkward at first but practice makes perfect. The more you interview, the easier it will get and the more natural you’ll sound.
Leverage Social Media
Social media platforms like Facebook and Twitter provide insights on what customers like, their habits and what they are buying. When you post on your social media channels, you can garner comments from old customers, current customers and prospective customers.
Don’t forget about online reviews. Sites like Yelp, TrustPilot and Google Reviews collect comments, complaints and praises. Don’t let your social media platforms stagnate – get in there and engage with posters. If it’s not in your wheelhouse, task another team member with social media management or hire an outside social media consultant.
Hold an Event
Do you have a physical location in a community? Consider hosing an event to mingle with your current customers. Inc. Magazine writes, “Events for customers are a throwback to the days when a handshake was more meaningful than a text alert. An event done right can be just as valuable today, but done wrong can be an expensive cocktail party.” Check out their article How to Host a Customer Event for actionable insights and tips.