Customers will be won and lost through everyday interactions with your brand online. While most of these encounters may not be in your control, brand building is ultimately more intertwined with brand purpose than ever before. The little things mean a lot more than brands and marketers realise.

Understanding your audience is integral to your brand’s ongoing success.

Positive user experience is vital, and optimising the customer experience is a great way to get new customers. It’s also one of the best ways of fostering customer loyalty.

Consumers thrive on experiences, and the pandemic has forced retailers to ensure this is possible online.

It’s easy to get carried away with creative elements when you’re creating marketing content. Often, we forget the specifics, namely the needs, desires, and preferences of our audience.

But consumers are the lifeblood of your business, and getting under their skin is the only way to engage, inspire, and connect in a way that is both meaningful and valuable in equal measures.

COVID-19 has taught us a lot about our impact on the world we live in and the changes we need to make. This is our opportunity to reset. To help you in your quest for insight-driven enlightenment, we’ve listed five ways you can get to know your customers through data-driven marketing.

Let’s Get Analytical

In the age of information, we are overloaded with data. Yet, exploring consumer metrics and insights is still unchartered territory to many growing brands that really want to know their client base exponentially. Perhaps you do analyse current trends but, are you applying your data to its maximum capacity?

Although Google Analytics is a fundamental element to obtaining value from demographic insights, branching out into other data sources across touchpoints offers you extensive insights into your customers’ habits, preferences, and behaviours.

By infusing metrics from various social media analytics tools and findings from comprehensive marketing reports, you will be able to collect a myriad of insights across your primary consumer touchpoints and create personas that boost your marketing communications substantially.

Initiate A Conversation

It goes without saying (but we’ll say it anyway) that one of the most direct and insightful methods of getting to know your customers is by having a conversation with them. A meaningful discussion is worth its weight in gold.

Meet your audience where they are, and you will be able to really understand how they connect with each other and your brand. Avoid being interfering but engage them by asking meaningful questions in a natural way. Once you ask the right questions, you will get the answers you are looking for to enhance your brand experience considerably.

There are many approaches that engage your audience in a setting where they feel most comfortable, from surveys and Q&A’s to social listening. Ultimately speaking in your customers’ language and sparking a meaningful exchange is one of the most powerful ways of getting to know them.

Personally Respond To Negative & Positive Reviews

When it comes to your interactions with your customers on a brand level, the same attention should be paid to your customer reviews. It is always worthwhile to respond to both positive and negative testimonials in a constructive and timely manner.

Whatever platform the review is posted on, you should commit yourself to provide personal responses to customer feedback. This attention gives your brand a human element, demonstrates your dedication to the customer experience, and affords you one-on-one insights into your brand.

Online reviews have a direct impact on consumers’ buying decisions. A Womply research report on “How online reviews impact small business revenue” reveals that people spend around 49% more money at businesses that respond to their customer reviews.

Delivering consistent responses is an integral trust signal and gives you access to a plethora of new and genuine customer insights.

Enhance Customer Experience

In terms of knowing your customers, the data continues to show time and time again that modern customers are hungry for positive experiences with brands. Within a marketing context, this is an enriching pursuit — if you get it right.

Forbes shared research that indicates that millennials value experiences over material possessions. Although Generation Z’s consumer behaviour leans a little more towards novel gadgets and innovative products, this ‘woke’ collective also cherishes rewarding brand experiences.

Hosting an event or offering a tangible experience – whether physical or virtual, allows you to build a platform to share your brand value with your customers through a personal medium. This approach also offers insights into segments of your audience – going beyond marketing stats and digital analytics.

Emphasising the importance of personalising the customer experience: offering your customers customised deals and discounts, allows you to foster brand loyalty which, ultimately gives you another chance to understand them better. In fact, customers respond to personalised marketing. According to a whitepaper published by SmarterHQ: Privacy & Personalization, 72% of today’s consumers will only engage with customised offers, promotions, specials or incentives, which means that serving relevant content or targeting custom messages within the funnel based on your customers’ digital behaviour allows you to connect and convert your audience.

Explore Current Trends

Brands and marketers should keep their finger on the pulse of key digital trends and developments that will ultimately define marketing success in 2021 and beyond. The internet is a hub of incredible findings on digital trends, consumer behaviours, and internet user-specific data.  Many digital reports compiled by leading agencies reveal invaluable insights that businesses can leverage to gain a deeper understanding of their consumers.

While many things have changed in the context of the digital sphere – with natural advancements further urged by the global pandemic – brands and marketers need to make sense of what these changes mean to them individually. By embracing data-driven marketing, brands and marketers put themselves at the helm of understanding precisely what it is that their consumers are searching for.

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