January 16th is the first Get to Know Your Customers Day of 2020, an event that actually happens four times a year, on the third Thursday of every quarter. This global celebration offers marketers a swift reminder that understanding your audience is integral to their ongoing success.
If you don’t make the effort to know your customers on a personal level, your digital marketing efforts are likely to become flatter than a glass of week-old coca cola from a childrens’ party.
If you fail to reach out to your customers with personalized messaging and tailored experiences, your brand credibility will quickly diminish, as will your audience.
The one-size-fits-all promotional approach of yester-decade will not do—and while this may appear obvious, as marketers we could all do with a little reminder of this from time to time. Speaking of reminders...
Why you should get to know your customers
When you’re creating content marketing strategies or campaigns to promote your brand, it’s easy to get carried away with creative elements, forgetting the specific needs, desires, and preferences in the process.
But, consumers are the lifeblood of your business and getting under their skin is the only way to engage, inspire, and connect in a way that is both meaningful and valuable in equal measures.
96% of consumers state that customer service is an integral factor in their loyalty choices towards brands and businesses. (Link to PDF here)
Businesses that lead in their customer experience efforts outperform laggards by almost 80%.
90% of leading CEOs feel that the customer has the most significant impact on their business.
91% of today's consumers, particularly digital natives, are more likely to shop with brands that provide relevant offers and recommendations.
Know your Customers: 7 Essential Ideas
We’ve refreshed ourselves in the power of understanding your audience. Now, in honor of Get to Know Your Customers Day, here we explore ways you can get under the skin of your consumers and enjoy increased marketing success.
1. Get analytical across touchpoints
In the digital age, we are literally swimming in data. Naturally, consumer metrics and insights are gold dust to brands looking to understand their customer base in a way that is deep and meaningful. But, are you utilizing your data to its maximum capacity?
While Google Analytics is integral to extracting value from your various demographic insights, drilling down into additional data sources across touchpoints will give you a panoramic insight into your customers’ habits, preferences, and behaviors.
By using a mix of social media analytics tools as well as mobile data platforms to capture a host of in-depth insights across your primary consumer touchpoints, you’ll be able to build profiles or personas that improve your marketing communications exponentially.
To help you in your quest for insight-driven enlightenment, here’s our guide to extracting value from customer data.
2. Spark up a dialogue
Without a doubt, one of the most direct and priceless ways of getting to know your customers is by starting a conversation with them.
By meeting your consumers where they are, you will be able to understand Photo Editing Services how they connect with their peers while asking them valuable questions in a way that is organic rather than intrusive. And, when you ask the right questions, you will get the right answers—the kind that will help you improve your brand experience significantly.
From surveys and polls to social listening, there are many ways to engage with your customers where they’re most comfortable—and get to know them. But, perhaps one of the most powerful ways of sparking meaningful consumer dialogues and speaking your customers’ language, is with user-generated content (UGC).
85% of consumers find visual UGC more influential than branded photos or videos. Moreover, 90% of consumers believe that authenticity is important when deciding which brands to support.
User-generated content builds credibility and trust while offering a deeper insight into the minds of your customers. That said, it’s worth your time and investment, particularly if you’re looking to appeal to the Gen Z population.
3. Respond to positive and negative reviews. Personally.
Expanding on the previous point: concerning customer reviews, it always pays to respond to both positive and negative testimonials in a productive, timely fashion.
Regardless of where they’re posted, you should remain dedicated to providing personal responses to customer reviews in the public domain. Doing so will humanize your brand, showcase your commitment to the customer experience, and provide you with even more conversational insights.
90% of consumers confirm that online reviews have a direct impact on their buying decisions. As such an integral trust signal, providing consistent responses is essential—and doing so will open you up to a wealth of fresh customer insight.