January 16th is the primary Get to Know Your Customers Day of 2020, an occasion that genuinely happens 4 times a year. This global birthday celebration offers marketers a speedy reminder that expertise your target market is indispensable to their ongoing success.
If you don’t make an effort to recognize your clients on a non-public level, your digital advertising efforts are likely to come to be flatter than a pitcher of week-antique coca cola from a childrens’ party.
If you fail to attain out to your customers with personalized messaging and tailored experiences, your logo credibility will quickly diminish, as will your target audience.
The one-size-fits-all promotional technique of yester-decade will not do—and while this could seem obvious, as marketers we should all do with a bit reminder of this from time to time. Speaking of reminders…
Why you should get to know your customers.
When you’re developing content marketing strategies or campaigns to promote your brand, it’s clean to get carried away with innovative elements, forgetting the specific needs, desires, and preferences in the process.
But, purchasers are the lifeblood of your commercial enterprise and getting underneath their pores and skin is the most effective way to engage, inspire, and join in a manner this is both meaningful and valuable in identical measures.
- 96% of customers state that customer service is an integral factor of their loyalty choices closer to brands and businesses. (Link to PDF here)
- Businesses that lead in their purchaser experience efforts out perform laggards by almost 80%.
- 90% of leading CEOs feel that the consumer has the most great impact on their commercial enterprise.
- 91% of today’s customers, particularly virtual natives, are much more likely to save with brands that provide applicable gives and recommendations.
Know your Customers: 7 Essential Ideas
We’ve refreshed ourselves in the electricity of knowledge your audience. Now, in honor of Get to Know Your Customers Day, right here we discover ways you may get beneath the skin of your purchasers and revel in increased advertising success.
1. Get analytical across touchpoints
In the digital age, we are literally swimming in records. Naturally, patron metrics and insights are gold dust to brands searching to understand their customer base in a way this is deep and meaningful. But, are you using your information to its maximum capacity?
While Google Analytics is crucial to extracting price from your numerous demographic insights, drilling down into additional statistics sources across touch points will give you a panoramic insight into your customers’ habits, preferences, and behaviors.
By the usage of a mixture of social media analytics tools in addition to mobile information systems to seize a number of in-intensity insights throughout your number one customer touch points, you’ll be able to build profiles or persons that improve your marketing communications exponentially.
To help you to your quest for insight-pushed enlightenment, here’s manual to extracting fee from client statistics.
2. Spark up a dialogue
Without a doubt, one o the maximum direct and valuable approaches of mastering your customers is via starting a conversation with them.
By meeting your clients in which they are, you’ll be able to apprehend how they connect to their peers while asking them valuable questions in a way that is organic rather than intrusive. And, when you ask the proper questions, you will get the proper answers—the kind that will help you improve your logo enjoy significantly.
From surveys and polls to social listening, there are numerous ways to engage with your customers wherein they’re maximum comfortable—and get to know them. But, perhaps one of the most powerful ways of sparking significant purchaser dialogues and speaking your customers’ language, is with user-generated content material (UGC).
85% of consumers discover visual UGC extra influential than branded pictures or videos. Moreover, 90% of clients accept as true with that authenticity is critical when finding out which manufacturers to support.
User-generated content builds credibility and agree with even as providing a deeper perception into the minds of your clients. That said, it’s worth some time and investment, particularly if you’re looking to appeal to the Gen Z population.
3. Respond to effective and poor critiques. Personally.
Expanding on the preceding point: regarding client evaluations, it usually can pay to respond to both high-quality and bad testimonials in a productive, timely fashion.
Regardless of in which they’re posted, you should remain committed to imparting non-public responses to patron evaluations in the public domain. Doing so will humanize your brand, showcase your commitment to the consumer revel in, and provide you with even extra conversational insights.
90% of consumers confirm that online evaluations have a direct effect on their buying decisions. As such an integral accept as true with signal, offering regular responses is essential—and doing so will open you as much as a wealth of sparkling client perception.
4. Host an event or an experience
In phrases of knowing your customers, experiential advertising is a totally profitable pursuit—in case you get it right.
Research suggests that Millennials price reports over fabric possessions. And, at the same time as Generation Z lean a little greater in the direction of progressive gadgets and cool products in phrases of their patron philosophy, this ‘woke’ cohort cares approximately worth while emblem reports.
If you preserve a logo event or create a tangible revel in (bodily or virtual), you may basically construct a platform to share your emblem value with your customers the usage of a private approach. You will also be able to apprehend segments of your target audience in a manner that is going beyond digital stats and metrics alone.
A logo committed to using innovation, Volkswagen has added many experiential campaigns in latest years—and its `Piano Staircase` initiative isn’t any exception.
Placing its clients at the heart of the marketing campaign, VW transformed a Stockholm subway station staircase right into a life-sized pressure-activated piano.
Based on the VW’s ‘Fun Theory’, the marketing campaign is based on the idea that if something’s fun, human beings are much more likely to engage with it.
As the video suggests, 66% greater humans attempted the stairs instead of taking the escalator. Moreover, the video on my own has earned over 1.2 million YouTube perspectives to date.
While this specific campaign is over a decade old, it’s worth mentioning due to its enduring relevance—a testomony to the electricity of the experience.
With cohesive messaging, solid logo placement, and immersive innovation, it’s viable to illustrate your emblem values, gather invaluable patron information, even as connecting with a wider, more engaged audience.
5. Tailor your offers, discounts, and incentives
Circling back to the importance of personalization for a moment: in case you offer your clients tailored deals and discounts, you’re probably to foster logo loyalty which, in turn, will give you the opportunity to get to recognise them better.
The big majority of today’s consumers—72% to be exact—will best have interaction with customized offers, deals, discounts or incentives.
What choice do you have? Get private with your offers and discounts (they’ll just be the window to your clients’ souls).
6. Start a mobile loyalty scheme
Speaking of fostering accept as true with and building long-time period relationships, growing a patron loyalty scheme will not simplest boost your patron retention rates however you may also open up a chronic portal of communication among your brand and your audience.
83% of customers state that loyalty packages make them much more likely to maintain engaging with unique brands. The likes of Amazon, Starbucks, and TOMS have all earned a tremendous deal of achievement thru their modern loyalty packages—collecting a wealth priceless client insights inside the process.
Find out more via exploring our guide to the enduring power of customer loyalty schemes.
7. Host a ‘day in the life’ contest
Last but clearly now not least, we provide some other swift nod to user-generated content.
Showing lively appreciation to your clients will encourage trust and loyalty which, in turn, will make your customers much more likely to interact together with your brand throughout touch points. And, web hosting a ‘day in the life’ contest is an effective way to do so.
This is a route that isn’t in particular well trodden, however by means of being bold and becoming an early adopter, you stand to show heads while gaining lots of social media traction.
By growing a carefully-crafted hashtag, selecting a social media platform to host the competition, and imparting your customers an incentive to percentage a day of their life, you’ll advantage a wealth of perception into your prospects, giving your emblem focus a increase in the process. Give it a try.
“We don’t want to push our ideas on to customers, we simply want to make what they want.”
– Laura Ashley