We all want to attract, convert, and retain customers — but we can’t do that unless we truly know them. Understanding customers’ needs and wants is critical to developing a successful, long-lasting business.
From developing a new product feature to releasing a whitepaper, your business decisions should be driven by the needs of your target audience.
That said, it’s becoming increasingly difficult to cut through all of the noise and understand your customers’ expectations. Too often companies feel confident they know what their customer needs, only to plan a product launch, jumpstart a marketing campaign, or release a new piece of content that falls flat.
How can marketers understand their customers’ needs and wants and integrate them into their marketing strategy?
It may seem obvious, but one of the best tactics in understanding customers’ needs and wants is to talk directly to your target audience. With so much data available through digital channels, professionals often forget that the best way to know your customers is to connect with them directly.
The goal of a focus group is to foster an open and honest dialogue and to develop a deeper understanding of how your customers respond to your business, your product, or the solution you’re providing. While popular culture often portrays the political focus group, focus groups are a powerful tool that marketers in all fields and industries can utilize.
A focus group featured on the television show, VEEP.
Even if you can’t get current and prospective customers in a room for a focus group, there are other ways you can approach it.
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For example, you can send online surveys to gain feedback. There are a myriad of online survey tools available to solicit feedback from prospects and clients. SurveyMonkey and SurveyGizmo are two popular and easy to use survey tools.
If you are working with a limited budget, Google Forms is a free alternative that offers basic survey functionality.
Social media has shifted the dynamic between customers and brands. Thanks to social media, customers now have the power to engage in a two-way dialogue with brands and make more informed buying decisions.
A recent Neilson poll shows that over 80% of people seek recommendations before making a purchase of any kind – often by reaching out to their social media networks. Brands can leverage social media to help understand what their customers are looking for in a product.
Keeping up with how your customers post on social media about your business, your product or your industry is a great way to get to know your customer’s needs and how you can best serve them. Additionally, social listening not only reveals what your customers expect from you, but also how well you are delivering on those expectations.
Be prepared: with so much noise from social channels, it is helpful to have a social listening tool to gain insight. For example, many marketers use Hootsuite to monitor conversations across various social networks.
Keyword research can also give you valuable insight into what your customers need from you, your business and your product. If you know how your customers are searching online and more importantly how they are searching for your company and industry, you can determine what they’re looking for and what they need. Once you’ve done your research, you can channel it into creating a product or service that better aligns with those needs.
For example, when P.C. Richard & Son discovered customers searching for their product weren’t looking for a “Barbecue Grill” but a “Gas Grill,” they updated their content to match the voice of their customer. From there, customers looking to cookout could find the grill they’re looking for more easily on Google. And P.C. Richard & Son? They doubled their online sales.
Keyword research and analysis allowed P.C. Richard & Son to discover customers’ needs that weren’t being met by their product and adjust their marketing.
While there are a lot of ways to conduct keyword research, a new free option is our mobile app, which gives you direct, constant access to the voice of your customer. The app makes it easy to better understand the needs and wants of your customers and to channel it into your marketing strategy.