How to get the information you need about your target audience
Thus, you strive to ensure that your products and services are of the highest quality. But your marketing campaign isn’t working. It’s because your offer isn’t what your audience wants. Even if it’s what they need, people don’t immediately see the value in it. Before launching a marketing campaign, you must carry out an audience study. Specifically, establish the size, makeup and characteristics of individuals who could be your potential customers. Nowadays, you have access to a significant amount of data through social media platforms. If you can turn this data into information about your audience, you can craft a winning business strategy.
Audience research is essentially a process of listening. Listening provides insight into what people think and how they act. What issues are they concerned about? How can you help solve their problems? Without audience research, your most pressing questions will go unanswered. Don’t rely on guesswork. You should have a clear picture in your head of your audience. Here is a hint: your target customers are not everyone. Audience research is not complicated. So where to start ? Well, there are plenty of ways to get the information you need about your target audience.
Do 1:1 customer interviews
Speak with the people who matter most – your customers (current or potential). Sit down and chat. Set up face-to-face meetings to interview people. You’ll better understand what motivates individuals to buy, gain insight into their purchase pains, wants, goals, or objections, and identify new marketing channels/tactics to try. Ad hoc interviews can be conducted in person, over the phone, or via video software. Of course, you’ll want to save the encounter to watch later. Talk to ten or more clients in a month.
Identify who would be a good interview candidate and use their information as a buyer to find potential customers to talk to. You’re not selling anything, so focus on the problem. Stay nimble when sudden new information arises in order to continue the interview. Before conducting the interviews, decide which metrics and demographics are important to you. As you prepare for interviews, create a list of questions that will help you achieve your goal. Open-ended questions allow for the collection of qualitative answers that are rich in information.
Set up survey forms in key areas of your website
As noted Sapio Research Agency, specializing in B2B and B2C market research, integrating customer feedback into your business is more important than ever. It is directly linked to many benefits, such as increased market share, lower costs, and higher revenue. Customer satisfaction translates into business performance. By using customer surveys, you can identify areas for growth and, most importantly, cultivate a more positive relationship with your customers. You can set up survey forms on your site or in your app to get your visitors’ opinions and ratings. Pop-up polls can help you increase engagement and garner more responses. They require minimal effort to complete.
Get to know your target audience with Facebook Insights
Your Facebook business page can be a powerful source of information about your target audience. If you dive into Facebook Insights, you’ll uncover a wealth of data to help you understand your customers, such as likes, engagement, and demographics. Do not confuse observations with ideas. Even if the information turns out to be exciting or unusual, it doesn’t necessarily mean you’ve discovered insight. Authentic information must meet the following criteria:
- They must be unexpected
- They should inspire you to take action
The most valuable information comes from serious analysis. Aggregated data from Facebook users so that you can better understand the type of people who make up your target audience. Go to your Facebook page and click on “See all” under “Insights”. You will find information on trends, publications and audiences.
Monitor competitor mentions
Knowing what your competitors are doing makes it easier to find new ideas. It provides more information than industry awareness. If you want to know more about the target audience, find out what they are saying about your competitors. Satisfied and dissatisfied customers will not hesitate to share their experiences. The more you learn, the more you learn, adapt and grow. See where exactly your competitors are mentioned and how people relate to them. You can position yourself better by identifying the strategies that give your competitors an edge. It is essential to know if your competitors are doing something to fear or ignore.
Get the most out of live chat transcripts
Live chat is the preferred support channel because it allows customers to interact in real time. In addition, it is a great tool for analyzing and improving the customer experience. Use the transcript of each interaction to identify frequently asked questions, not to mention keywords and phrases that provide insight into their concerns. Instead of focusing on factual and easily measurable qualitative data, you should better focus on qualitative data. This will help you better understand what people need and feel during their journey through the sales funnel. Unfortunately, you cannot ask for more detail or clarity.
The conversations you have with visitors are more than conversations. Download transcripts, organize data in a spreadsheet, and review each transcript. You will know what works and what doesn’t. Share transcripts with your team so you can brainstorm ideas together. The results can help you better allocate resources and provide future training. Copy real cats quotes and save them in word file. You can incorporate these words into the web copy to make it more engaging. Online readers have a very short attention span. For best results, offer the most important information first.
In summary, conducting audience research takes time and resources. The question now is: is it worth the investment? Why yes. Researching your target audience will certainly pay off when it comes time to create meaningful experiences.