Identifying & Understanding Your Customers Part 2

3 More Things to Do In Order To Know Your Customer – And Hit That Sweet Spot

Last time, we looked at 3 things you needed to do in order to know your customer. Those tips were: Ask Questions & Use Online Survey Tools, Listen to & Join the Conversation, and Follow Your Competition. You can read that post here.

Today, we’re going to look at 3 More Things you need to do. Implementing all 6 will go a long way to ensuring you hit the sweet spot – knowing your customer and targeting them correctly and turning those leads into sales.

1. Follow your customers – without stalking them

  • Connect, as much as possible, online with your customers.
  • Become Facebook friends with existing customers.
  • Build connections with prospective customers on LinkedIn.
  • By doing this, you can learn about their interests, lifestyles and views – giving you invaluable information on how you can improve your service offering and meet their exact needs. These real-life insights give you a very clear understanding of who your ideal customer is. That knowledge will help you develop accurate customer personas for the various market segments your company is trying to reach.

2. Monitor your analytics

Watch your measurements like you watch your daily cash flow! Keep an eye on all your digital platforms – social media, website and bulk mailing. Things to look for:

  • Which pages are visited the most and how long do people spend there?
  • Which posts are shared the most?
  • Which articles are attracting the most attention?
  • What comments and questions are being posted?
  • What are the search terms people use when they land on your website?
  • What are the trending search terms in your sector?
  • Which devices are visitors using – mobile, desktop, tablet?
  • Where are they based geographically?
  • All these insights are vital to ensuring that you can engage customer attention effectively.

3. Learn from SEO

Don’t underestimate the importance of keyword research and search engine optimisation (SEO). It’s been around for over a decade, but in South Africa, the majority of business owners are still fuzzy on what it is and regard it as a grudge purchase.

Consider this: a simple keyword review could save you loads of money. For example, if there are no trending keywords about the service you offer it’s pretty clear there is no demand for it.

An analysis of trending keywords tells you what people need, or want, and enables you to tailor your offering accordingly. Keywords also tell you the language consumers are using. They will help you formulate your marketing messages correctly.

In order to succeed, you must use the right type of keywords or a combination of those keywords on every page of your website. For example, Transactional and geo-targeting keywords are useful for services or product pages.

Take a deep breath because you need to be doing this even before you start optimising all your content so you can be easily found on Google!

The bottom line is it’s not enough to think you know what your customers want; you must know what they want – based on solid evidence. This applies not only to meet their needs but also to delivering your marketing information in the way they like, as well as giving them an online experience they will respond to.

Remember, on average, 60% of a purchasing decision is made before a prospective customer engages with you. You need to make sure you are visible in the places they’re looking, and that your message hits their particular sweet spot.