Back in the day, if you owned a shop on main street, you knew your customers by name — even if they only came in once a year. You knew what they did, liked, disliked, their kids’ names, their spouse – just about everything.
You knew how to serve them so they would return and refer their friends to you.
That still holds true today. Nowadays, in our self-serve world, the gap between us, the business, and the customer grows wider. Moreover, it’s a well-known fact that customers will go elsewhere if we don’t take time to get to know them and serve them.
You can’t hide behind digital devices. People do business with people they know and trust.
The first Thursday of each quarter is Get to Know Your Customers Day. It’s unknown who started it, but I bet it was the an organization like the Better Business Bureau (BBB). Think about it. If we businesses paid more attention to the needs, likes and wants of our customers, there wouldn’t be a need for organizations like the BBB. Furthermore, businesses would be more successful.
Still, we have the challenge of how can we get to know our customers to better serve them. You have some work to do:
First of all, you have to identify your perfect customer(s). Yes, you can have more than one target market. In fact, most businesses do. Some are both B2B and B2C. If that’s the case, you must determine the percentage in order to divide your marketing efforts appropriately.
Second, determine what their pain points (problems) are and how you can alleviate them. Create content — blog posts, videos, podcasts, graphics — with tidbits of advice and educate your potential customers on what you have to offer. Now, if you’re selling a luxury item or service and you’re trying to reach an affluent market, the approach will be slightly different. Affluent people have pain points, too! You might need a little more finesse. (That’s another blog post for the future.)
Third, use the free tools that the social media networks provide to get to know your customers. They are analytics and insights.
Analytics give you valuable data on your website visitors, how long they stayed, where they came from, what they clicked on and conversion rates. On social media, your analytics tell you how many people had the opportunity to see your posts (reach or impressions) and if they engaged with the content you posted (likes, comments, clicks and shares).
Insights provide information about your followers:
- Demographics: age, gender, location — this is vital information! For example, you talk to someone under 40 differently than you would to someone over 40. Most importantly, if you’re a local business, you want the majority of your followers to be local!
- What time of day they are on the networks — using this insight will guide you to post your content when it has the most potential to get the greatest exposure.
- On Twitter and Pinterest you even get what other topics interest them.
The last one is crucial because you want to share other people’s related content. For instance, a chiropractor would share content from a health or weight loss blogger.
If you provide content that’s helpful to, or desired by, your potential customers, you will….
- Grow your following
- Drive more traffic to your website
- Get more conversions — and that’s the bottom line!
Social media analytics and insights are part of the networks’ advertising programs. However, they are available for any business to use them — for FREE!
Understanding your analytics and insights is rather simple when you know where to look and what to look for. The analytics class in the Social Savvy Solution lineup will help simplify them and make it easy for you to understand and interpret them.
What’s more, checking your analytics at the end of each month will help you plan for the next month.
In conclusion, the tools and methods of getting to know your customers are there for your use. How can you not take advantage of them?
Got a question? Comment below…..