Whether you call them shoppers, consumers, buyers, clients or patients they are your customers. Whether your customer is a business (B2B) or an individual (B2C), they are still your customers.
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 in Getting to Know Your Customers:
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. In addition, you’ll need strategic and tactical marketing plans for both. They are 2 different markets that require different messages. Besides that, you reach them through different networks.
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.
Create buyer personas and figure out which networks their prefer. Basically, for B2C, you’ll be on Facebook, Instagram and Pinterest, with Twitter and LinkedIn as secondary platforms for SEO and exposure. For the B2B market, LinkedIn is primary with Twitter secondary and Facebook and Pinterest tertiary. I wouldn’t bother with Instagram for B2B.
Third, use the free tools that the social media networks provide to get to know your customers. They are analytics and insights.
Analytics and Insights to get to Know Your Customers
Analytics give you valuable data on your website visitors, how long they stayed on your website, 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). Related: ROI or KPI?
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 Pinterest you even get what other topics interest them.
- You also see which post were the most popular. This helps you plan for the next moth.
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! As is Google Analytics — which recently launched an easy-to-use WordPress plugin called Site Kit.
Understanding your analytics and insights is rather simple when you know where to look and what to look for.
What’s more, checking your analytics at the end of each month will help you plan for the next month.
Important Note: Google Analytics must be set up and installed on your website BEFORE you start doing any marketing. Twitter Analytics needs to be turned on and you need at least 100 followers to start analyzing. On Instagram and Facebook, you need at least 100 followers to get insights.
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?
Let me analyze your current efforts. I’ll do an SEO and Page-Speed Loading test as well as look at your branding & social media profiles. Click here to schedule a free 15-minute phone consult.