4 Ways to Use Digital Marketing to Get to Know Your CustomersJul 15, 2020
Get To Know Your Customers Day is celebrated on the third Thursday of every quarter, and is generally described as “a day to reach out to customers to get to know them better.” While reaching out and chatting with your customers is a great way to get to know them on a personal level, if you want the bigger picture of who your customers are as a group, the best place to turn is to the data. This Get To Know Your Customers Day is a great time to start using digital marketing tools to gain a clear picture of your customers’ demographics, preferences and buying habits.
1. Use Analytics to Understand Your Audience
You can use the myriad of analytics tools offered by Google and social media platforms to better understand your audience’s demographics and behaviors. Here are just some examples of the data you can gather to get to know your customers better:
- Most active days of week/times of day
- Devices used (mobile, tablet, desktop)
- Searches for your business
- Searches for services/products related to your business
On Facebook or Instagram, you can find your page’s data by navigating to the “insights” section. (Make sure that you set up your organization’s social media accounts as business profiles so that you can access data on your profile and the users who interact with it! If you don’t see an option for insights, it’s probably because you’re on a personal account.) Looking at the location, age and gender breakdowns of the users who interact with your page will help you identify what content they will likely want to see, while the activity data will help you determine the best days of the week and times to post.
Google Analytics provides incredibly in-depth reporting. You can use Google Analytics to see demographic information, user behavior on your website, and if you have an online store, purchasing behavior. Using analytics to uncover this information is much more accurate than surveying customers on how they found your website or whether they saw your ad before making a purchase, because it does not rely on the consumer’s memory or ability to analyze their own purchase process.
Google My Business allows you to look at basic search query data within a simple interface. You can see how many users found your business by searching for its name versus searching for its product or service, allowing you to identify trends over time. You can also see how many users asked for directions or called your business from your listing.
2. Look at Engagement to Learn What Your Customers Like
One of the best ways to learn what you customers like to see on social media is by looking at your engagement rates. To find a post’s engagement rate, you can calculate post engagement/post reach. Do you notice any trends among the content with the highest engagement rates? Maybe your customers engage with posts about sales and pictures of your team members, but not so much with statements articulating brand value. You can use this information to tailor your digital marketing strategy to their preferences. Just remember, trust the data over your gut.
3. Allow Marketing Automation To Get To Know Your Customers For You
Ultimately, why do you want to get to know your customers? Probably so that you can provide a better experience for them. That’s where marketing automation can come in handy. You can use marketing automation platforms to segment users based on their engagement with your brand, or even serve them with personalized content. Marketing automation is how a retailer can send an email with recently viewed items to a specific user. This level of personalized communication keeps users moving down the sales funnel, regardless of where they are in their journey.
4. Read Your Reviews (And Respond to Them)
An obvious way to learn your customers’ opinions is to read your reviews. It’s important to not only read your reviews, but to respond to them. This not only shows your customers that you value their feedback, but it can also help improve your ranking on Google My Business.
Make Digital Marketing Your Advantage
A powerful digital marketing strategy can generate demand, leads, and sales. Frankel can help you not only use digital marketing to get to know your customers, but leverage that information to develop an effective strategy that drives results. Reach out through our website or by giving us a call at (352) 331-5558.