If you don’t make the effort to know your customers on a personal level, your digital marketing efforts are likely to become flatter. If you fail to reach out to your customers with personalized messaging and tailored experiences, your brand credibility will quickly diminish, as will your audience.
WHY YOU SHOULD KNOW YOUR CUSTOMER
According to a report in Microsoft, 96% of consumers state that customer service is an integral factor in their loyalty choices towards brands and businesses.
UNDERSTANDING YOUR CUSTOMER
Get analytical across touchpoints: In the digital age, we are literally swimming in data. Naturally, consumer metrics and insights are gold dust to brands looking to understand their customer base in a way that is deep and meaningful.
By using a mix of social media analytics tools as well as mobile data platforms to capture a host of in-depth insights across your primary consumer touchpoints, you’ll be able to build profiles or personas that improve your marketing communications exponentially.
Spark up a dialogue: From surveys and polls to social listening, there are many ways to engage with your customers where they’re most comfortable—and get to know them. But, perhaps one of the most powerful ways of sparking meaningful consumer dialogues and speaking your customers’ language, is with user-generated content (UGC).
User-generated content builds credibility and trust while offering a deeper insight into the minds of your customers. That said, it’s worth your time and investment, particularly if you’re looking to appeal to the Gen Z population. 85% of consumers find visual UGC more influential than branded photos or videos. Moreover, 90% of consumers believe that authenticity is important when deciding which brands to support.
Respond to both positive and negative reviews: Regardless of where they’re posted, you should remain dedicated to providing personal responses to customer reviews in the public domain. Doing so will humanize your brand, showcase your commitment to the customer experience, and provide you with even more conversational insights.
90% of consumers confirm that online reviews have a direct impact on their buying decisions. As such an integral trust signal, providing consistent responses is essential—and doing so will open you up to a wealth of fresh customer insight.
Host an event or an experience: If you hold a brand event or create a tangible experience (physical or virtual), you will essentially build a platform to share your brand value with your customers using a personal approach. You will also be able to understand segments of your audience in a way that goes beyond digital stats and metrics alone.
Research suggests that Millennials value experiences over material possessions. And, while Generation Z leans a little more towards innovative gadgets and cool products in terms of their consumer philosophy, this ‘woke’ cohort cares about rewarding brand experiences.
Tailor your deals, discounts and incentives: Circling back to the importance of personalization for a moment: if you offer your customers tailored deals and discounts, you’re likely to foster brand loyalty which, in turn, will give you the opportunity to get to know them better.
The vast majority of today’s consumers—72% to be exact—will only interact with personalized offers, deals, discounts or incentives.
Start a mobile loyalty scheme: 83% of customers state that loyalty programs make them more likely to keep engaging with particular brands. The likes of Amazon, Starbuck have all earned a great deal of success through their innovative loyalty programs—gathering a wealth of priceless consumer insight in the process.
Host a “day in the life” contest: Showing active appreciation to your customers will encourage trust and loyalty which, in turn, will make your customers more likely to engage with your brand across touchpoints. And, hosting a ‘day in the life’ contest is an effective way to do so.
By creating a carefully crafted hashtag, choosing a social media platform to host the competition, and offering your customers an incentive to share a day in their life, you will gain a wealth of insight into your prospects, giving your brand awareness a boost in the process.
“We don't want to push our ideas on to customers, we simply want to make what they want.”