Designed to help brands of all sizes connect with their consumers, Get to know your Customers day is a quarterly date celebrated on social media. The day was initially launched in the US but has spread worldwide to honour the importance of engaging with customers.
With 66% of customers expecting companies to understand their needs, it is clear that this is not just a nice to have but essential if you don't want to lose out to competitors. The results show themselves in increased engagement and financially, as 73% of companies report that above-average customer knowledge results in more sales.
Getting to know your customers is also something you can do as a by-product of your everyday marketing tasks, making it a no-brainer to consider. Other reasons for needing to know who your customers are include the following:
- Knowing your customers provides you with a competitive advantage. This is because you can put campaigns into the market that you know will be best received. By collating data that is also not just readily available, you have a unique upper hand that your competitors cannot replicate.
- Spend on paid advertising can be calculated more wisely to result in a stronger ROI and increased chance of success in online campaigns.
- Knowing your customers doesn't just inform your marketing activity but also your product launches, sales methods, and pricing structures.
- Understanding your current customers means you have more chance of benefiting from recommendations or word-of-mouth marketing. In fact, 94% of customers say they would likely share the news about a brand they were already loyal to. Every decision made about a brand's identity hinges on the target customers. Developing a deeper profile of your existing customers will influence choices such as brand colours, keywords and website interface, just to name a few.
Knowing the benefits is one thing but understanding how to obtain this information in an authorised way is the goal.
At KopaMarketing, our origins of helping small businesses make a big impact means we know exactly how to get the information companies to need to elevate their digital marketing. This model can be applied to companies of all sizes, as being educated about who is being targeted is essential for everyone.
The best ways to gain unique intel about who is engaging with your brand is via the following methods:
Analysing your paid campaigns
Paid advertising is crucial for establishing leads and understanding who is receptive to messaging that a brand is putting out. Going into the campaigns, aspects such as keywords and targeting are already defined. However, the results and onward activity can provide additional insights, such as where people are coming from, what products they are interested in, and what their user journey consists of.
Using social media wisely
Social media isn't just a way to share messaging about your business but to engage directly with consumers in a way that creates relationships. Once this level of trust is built, your top follower's social media content greatly indicates the wider approach you can take to marketing.
Some of our top ways to find out more about your customers on social media are via the following:
- Reply to their comments and start conversations with outcome information in mind, such as finding out what they think of a product or how they intend to use it.
- Profile the accounts of your most consistent followers to see which other brands they are engaged with and to understand what their buying reason would be.
- Use features such as live video, polls, and competitions to obtain more insights into your following.
- Make the most of in-built analytics that will tell you about your follower's demographics and associated interests.
Taking the time to look at your reviews
When reading reviews, you shouldn't just look for the good and bad ones; sometimes, the more neutral comments can provide you with valuable insights. People love leaving testimonials which inform the buying decisions for 95% of consumers who look to reviews before making a purchase.
Within your reviews, you will likely obtain a few comments that share insights into the reason for purchase and how your product or service will improve the customer's life. You can also inspect things deeper by looking at the language used to help profile your current clients.
Optimising email sign ups
Email sign-ups are another brilliant way of obtaining customer information. Whilst the basic information that needs to be provided, including name and email address, will likely not assist you must, you can also include further optional information to create more in-depth customer profiles.
You can also see what your customers are most receptive to when sending emails by trialling different content and using A/B split testing.
How can Kopa Marketing help you get to know your customers?
By working with a range of small businesses, we have developed an understanding of exactly how brands can connect with consumers in a way that provides valuable insights.
We offer social media management alongside our paid advertising services, which cover the techniques we have included in this article.
To find out more, contact us today!