One of the main consequences of the Digital Transformation was the great availability of information, making it possible to know your audience better within the reach of a click. Optimizing conversion strategies and business approaches from these data is paramount for developing value propositions that stand out in the market. The “I guess” time is up. Now we have what it takes to say “I know”.
A Forbes report indicated that only 42% of marketing strategies take into account consumer behavior. Join the best: Get to know your audience and optimize your results as soon as possible.
Check out these 5 tips to get to know your audience better:
Big Data is already a reality that applies when we talk about a large amount of data that can be analyzed to generate important insights. Through the Big Data’s 5 Vs, we can better understand how this structure works: volume, speed, variety, truth, and value. In other words, Big Data is made up of a large amount of data, which arrives quickly, in different formats and has to have its veracity confirmed to offer value.
Collecting customers data is the first step you should take to understand them better. You can do this in a number of ways, by looking at public information (census, government, reports), information on social media (Facebook insights) or using software that does this collection, for example through WiFi or facial recognition.
Build your persona
Persona is a tool that seeks, from collected information, to identify archetypes that synthesize a target audience. Age, gender, position, habits, hobbies, motivations, preferences and interests are some of the data responsible for drawing the Persona of a company.
With the Persona created, it is more coherent to set a tone for your communication, as well as selecting interesting and assertive topics, to find out which channels are most interesting and thus developing marketing and sales strategies focused on solving your audience’s main problems.
Understand the customer’s journey
The customer’s journey ranges from the first contact with the customer to customer success, that is, all the experiences that the consumer has with your brand.
Identifying and understanding each of these customer journey phases can help you discover problems faced by them and opportunities for your business. So, map out your clients using all your teams that have some contact with them. In addition to talking to the team, collecting data will also be extremely helpful in this case.
There are three broad phases:
Knowledge: in this phase, the potential customer has the first contact with your company. He or she can reach you in a variety of ways, such as online search engines, nominations, or social media posts, for example. As the first contact, you have to act with care and treat the customer in the right way: educating more than selling. Understand what the user’s problems may be and offer content that can help you.
Consideration: here, the user understands better what his problem is and begins to look for alternatives to solve it. At this point, the ideal is to continue educating the potential customer with all possible solutions to solve his problem, taking into consideration the products and services that your company has to offer.
Decision: at this stage, the consumer already understands the problem and knows the possible solutions, it is time to make a decision. To wrap it up, focus on offering deals, promotions, showing cases and benefits that your business can provide in solving the problem.
Remembering that after closing with the customer, it is essential to continue the contact with customer success (after sales) sector to maintain the client and transform it into a brand promoter.
The new fashionable term in B2B Marketing, Account-Based Marketing is a marketing approach focused on a specific company or audience.
All the material developed for these campaigns is personalized and built from previous research on the needs of the target.
In this approach, Marketing is so segmented that the amount of leads generated is usually small, but they are extremely hot and usually ready for conversion.
There is no better way to get to know your audience than by asking. You can take advantage of some platforms, such as Zoox WiFi, to ask short but valuable questions for your business helping you generate insights.
Market research is extremely useful in this case. It will not always be possible to hire an institute to conduct this research, so a quicker and more practical way and to take an online questionnaire.
Want to set up your online survey?
In it, we explain what is market research, what are the main tips to assemble your questionnaire and some suggestions for business in the hospitality market.