“Assume.” I hate that word. How many times have you “assumed” that you know:
- Who your customers are
- What their pain points are
- What they like—and dislike
- How they like to communicate
- Where they get their information
Wrong assumptions can destroy an opportunity for gaining a new customer, or even more damaging, retaining a current one.
Do Your Homework
The best remedy to avoid an incorrect assumption about your target market is to do your research before coming up with that clever ad campaign. There are many different ways to find out more about your current and potential customers, but one of the strongest weapons in your marketing arsenal is direct communication.
Talk To Me
Today’s consumers want to be communicated to, not talked at. They are very open to answering your questions, as long as they feel those answers would benefit them (rather than you). Simple, to-the-point surveys or questionnaires submitted to your current customers will gain you a wealth of information as to who they really are and how best you should communicate with them.
This same survey strategy can be extremely beneficial to visitors “browsing” your website—individuals who are looking for someone who understands their pain points and can offer a viable solution. Offer these individuals content that “reads their mind”—that conveys understanding of their predicament and let’s them know you’re “here to help.” Prequalify this content with a couple pertinent questions about the recipient, have a robust SEO tracking and automation platform for your website traffic in place, and voila—you have just gained valuable data in identifying who your customers really are.
Don’t Call Me, I’ll Call You
No, I’m not referring to you contacting who you may “assume” are prospective clients. Today’s consumers want the control of being the one to reach out to a company when, where, and how they want to. Surveys and subtle “tell us a bit about you” questions will identify how these people like to communicate and where they get most of their information. Take this data, pour it into your SEO and cook up the perfect recipe for becoming the trusted “go-to” source in your current and potential clients’ eyes, because you “get them.”
But don’t “assume” they’ll stay. Today’s consumers can also be very fickle. If some other company can show them that they care more than you about their personal preferences, pain points and keeping on point with offering engaging, entertaining, and educational information, your customers might not be as loyal to you as you assumed. Once you’ve gained that trust and loyalty, keep it by treating your customers as friends whom you appreciate, want to help, and keep in touch with after that first sale.
What businesses go out of their way to learn more about their clients? Tell us below.