6 Tips to Deepen Your Knowledge about Customers
91% of current consumers prefer to buy from brands that deliver personalized offers and recommendations. This personalization is impossible without a deep knowledge of your customers.
Whether you want to optimize the customer experience, create better content, or increase sales, discover six tips to “get into the minds” of your buyers!
1. Analyze customer behavior on your website
Examining behavioral data is very valuable for customer insight.
Your website and blog are full of specific information on your consumers’ habits, preferences, and journeys.
If people spend more time on one page than others, analyze the content on the page to understand what is grabbing their attention. If a page has a high bounce rate, try to analyze what drives visitors to leave.
The most visited blog posts also give you relevant information about the problems your prospects are having. If you see that a theme is at the top of the most-read articles, deploy even more content on the subject. Without forgetting to reinforce the offers which answer this problem!
To find out how customers are interacting with your website, you can try a user behavior tracker. The best known is Google Analytics, but there are other solutions to see with the eyes of your visitors: discover our selection in this article.
2. Analyze the queries used by Internet users
The queries used by visitors to access your content contain invaluable information! By discovering the terms and descriptions that some buyers use to describe your offers, you will be able to optimize your positioning.
The phrases used help you visualize how consumers perceive your brand. This will allow you to refine your content, as well as your communication.
3. Update the purchasing cycle map
The best way to understand the customer’s buying journey is to put yourself in their shoes.
Using a whiteboard (real or virtual), create a graphic and detailed representation of the customer journey based on their touchpoints. In other words, place checkpoints on the channels through which a customer interacts with your brand (mobile application, instant messaging, social networks, email, trade show, etc.). Next to each point, indicate the reason that prompts them to contact you by this means.
Finally, try to categorize the different channels by sales stage (pre-buy, buy, and post-sell).
You will thus discover what brings them to come into contact with your products or contents, as well as the possible obstacles encountered. The objective is to better respond to them to encourage them to continue their journey.
4. Engage in dialogue
One of the most direct ways to learn more about customers is to have a conversation with them. However, you will need to ask the right questions without being overly intrusive.
Here are some techniques for engaging in dialogue with your customers:
- Provide a “comments” section on your blog and encourage readers to use it (asking a question at the end of the article, for example).
- Ask your customers to share your content on their social networks or blogs, adding their personal touch.
- Implement a chatbot on your site or your Facebook page. Your customers’ inputs will give valuable information about their needs, bottlenecks, and motivations.
- Ask questions in your social media posts.
5. Respond personally to opinions and criticisms
90% of consumers say online reviews have a direct impact on their purchasing decisions. For this reason alone, it is essential to respond personally to testimonials posted about your products or business.
In addition, responding to the various reviews (positive and negative) opens up a dialogue with your audience. However, as we saw in the previous point, interacting with your community is excellent to deepen your customer knowledge.
Indeed, following your intervention, customers or prospects are encouraged to ask you other questions. This gives you new information on the fears, challenges, or brakes of your consumers.
6. Organize an event
Very rewarding, a brand event allows you to be in direct contact with your customers. You create a tangible (even if the event is virtual), personal and human experience. In such a real atmosphere, your audience will be more inclined to communicate with you.
Data obtained during an event is more tangible, authentic, and less subject to interpretation, unlike statistics and metrics.
Knowing your customers thoroughly is vital. The success of your digital marketing depends on it. Analyze their history, regularly redefine the purchasing journey, discuss and get closer to them to understand their needs better.
Contact my team of professionals at ufound to help you set up your marketing strategy and deepen your customer knowledge.