If there is one thing we business owners have all learnt during Covid-19 times, it’s that we had better be online where our customers are now very definitely at.
Or, maybe, you are already using digital marketing to connect with your target market. Is that working out for you? Does this sound familiar?
- I’m very active on social media but it doesn’t get me results
- I thought people would be blown away by my offering – but no one’s interested
- My Adwords campaign is getting lots of clicks, but no conversions to sales
Usually, when people are not getting results from their digital marketing, it’s because some vitally strategic elements have been forgotten. As a busy business owner, you may find yourself launching enthusiastically into online communication, hoping to attract loads of prospective customers, without fully understanding how to make it work. As a result, you miss out on some important steps in the process. Worse, you don’t get a return on your investment.
Correctly delivering the right message to the right people can be a complex undertaking. It needs to be researched and planned and correctly integrated. Over and above that, you must be able to measure the results of every activity.
How to understand your prospective customers
In this article we look at Step 1 in the process – the customer – because we believe that knowing precisely who you are selling to is vital for your digital marketing campaign to work.
Here are 5 questions you must ask yourself
- How well do you know your customer?
- Do you know how to speak to them in a tone they can relate to?
- Do you know where they are spending their online time?
- Do you know what they are looking for or what their expectations are?
- Which of their buttons can you press and where in the online space should you press them?
Research is vital in knowing how to guide your digital marketing strategy. But it can be expensive. How can you gather the evidence you need without having to pay for it? Fortunately, the digital environment makes it really easy.
Here are three simple steps to finding out what you need to know
1. Ask questions, use survey online tools – even a small response is a good starting point.
Facebook, LinkedIn and Twitter are ideal for posting a thought-provoking question.
A business processes trainer asked his Facebook followers whether they would prefer attending a training session early in the morning or late afternoon. Their response caused him to switch his classes to 4pm and attendance soared.
Another consultant asked his database about their preference for seminar timings. Based on the feedback he changed his seminars from full day to half day. His bookings increased.
2. Listen to and join the conversation
Join groups where your target market is active. Follow what is being said and shared on the group and you’ll soon know more about those prospective customers.
Social media groups are a great place to post questions. For example, if you run a day care centre, join a parenting group and ask parents what they look for when choosing a day care service for their children.
Share sound advice in response to group comments or questions; people will soon become aware of your expertise.
Use Social media monitoring tools. Search for Industry trends. Read the content that ranked most in order to understand the context of the trends.
3. Follow your competition
Your competitors’ social media pages and websites are ideal for investigating what their customers want. Follow these pages and you’ll discover what posts are being liked or shared the most. That will tell you what your potential customers are most interested in. What are customers saying in their comments?
Read the testimonials – you’ll find a mine of information about what makes those customers happy – or unhappy.
We were promoting a food condiment to the consumer market. The first thing we did was look at the social media pages of our client’s competitors. We discovered their customers enthusiastically engaged with certain kinds of recipes that were being posted. It was a simple way to discover what foods the customers, in that market segment, were buying. That gave us a good start when searching for images and content for our client’s Instagram account.
Track the position of your brand and your competition in search engines to see what influences your rankings. Analyse their backlinks to find opportunities to outrank them.
Look out for our next article – we will be looking at 3 More Things you need to do to know your customer. You must know what your customers want – based on solid evidence. We’ll also be giving you a frightening statistic on how much of a purchase decision is made even before the customer connects with you.