The ultimate goal of any business is to build up their customer base in a way that allows them to be profitable This strategy comes largely from understanding your target audience, providing them with value, and encouraging them along the buyer’s journey until they have become loyal to your company. There are tons of ways to go about understanding your customers better, and the most successful businesses are the ones who take that information and put it into action to better meet their client needs.
If you’re looking for a way to improve your customer engagement process, you can start by taking the following steps. By following this process you’ll set yourself and your business up for success in the long run.
Build a Robust Buyer Persona
Everything about your business should start with a buyer persona. A buyer persona is a representation of one type of customer you’re attempting to engage with your business. A mistake many businesses make is using generic buyer personas based on demographics like age or location. This gives you some, but certainly not all, of the raw data you need to take a careful look at your current customers. The most valuable patterns about your customer base come from looking at your internal data.
The trends in customer demographics and product purchasing will give you much more insight than looking at broader patterns in the local customer base. By looking at your existing sales and customer data, you can build a profile of every type of customer you’re making it your goal to obtain, and by extension, craft a process that will work for them.
To build an effective buyer persona, you should be asking the questions like:
- What is your customer’s age?
- What is your customer’s gender?
- What is your customer’s income?
- What does your customer do for fun?
- What problems does your product or service solve for your customer?
- What social networks is your customer active on?
- What is your customer’s price point?
These are of course just a subset of questions that requires an answer, remember that the more information you have the better and more granular analytics is possible. Also keep in mind that when utilizing AI the number of variables can be extended to a level that is not possible for the human brain to process, meaning that you will be able to extend you analysis beyond the logical relationships.
Design Your Product or Service to Meet Customer Needs Based on your buyer personas, you’ll be able to customize your products and services to entice more business from your current and potential customers. Specifically, if you can pinpoint the problem that your business solves for your customer, you will be able to create product and service packages that are customized for each of your buyer persona’s needs. This will take into account the product or services they will be looking for, as well as products or services that they would be interested in, even if they don’t know it yet. You’ll also be able to set price points that will allow customers with restricted budgets to get their foot in the door and be introduced to your business, as well as create premier packages for customers with larger budgets.
Once you’ve evaluated the needs of each buyer persona, you’ll be able to create customized content for each buyer persona. This could include blog articles, customized product offerings, or a social media strategy that will work on a platform where your customers are active. Knowing your customer’s pain points and interests will give you plenty of material to work with for engaging content.
For example, if you are a retail shop, a good piece of content for around the holidays might be a gift guide. People are always looking for gift ideas around the holidays, of course, but offering a breakdown of gifts for men and women at a variety of price points gives customers an option for everyone on their list. In sending out a gift guide, your business has solved a problem for your customer and presented yourself as the solution.
If you offer services rather than physical products, articles detailing the more complicated aspects of your industry are a good option for content. By answering the questions a customer might be Googling about your general services, you present them with the answer they’re looking for and engage them with your brand as a potential solution.
In both cases, the goal is to present your potential customer or a current customer with content they are already looking for and your business as the ultimate resolution.
Analyze Customer Analytics
As you create personalized content, you’ll be able to segment your customers based on their buyer’s journey. Your best-performing ads, articles, and emails will give you more information on the pain points your customers tend to come to you for help with. It will also give you more insight into which of your products or services tend to be overlooked. Using that information, you’ll be able to continue to adjust your product offerings for maximum customer retention. You’ll also be able to more effectively predict future gaps in the market that you will be able to fill.
Knowing your customers and guiding them through a strategic buyer’s journey is a vital part of any business plan. Every customer is different and has a unique set of needs from your business. It’s crucial that you adjust the buyer’s journey and use the information you have to serve each customer in the best way possible. By becoming a data-driven organization that relies on data analytics, you’ll be a more effective partner to your current clients and set yourself up to engage potential customers more effectively. The most successful businesses look at their customers as more than just revenue. They seem them as the key to understanding the market they’re working in and use the information they provide to be successful.
Engage offers customer segmentation, product recommendation, and data analytics that allows each user to combine pre-built reports utilizing AI with customized analysis based on your own unique metrics. This ensures that each user gets the most out of their data and understands their customers as deeply as possible regardless of industry or product offering. If you’re looking for ways to get to know your customers better, contact us! Our team of professionals would love to help set your business up for success.