Laser Focus Your Content By Reading Your Customers’ Minds
You don’t need a crystal ball to read your customers’ minds. You don’t even need to enlist the services of the Long Island Medium.
All you need is a few tried and true tricks of the trade.
Marketers and advertisers have long known that if you want to get to know your audience, you need to engage with them.
This is why focus groups are constantly used by product manufacturers and even Hollywood.
What better way to get to know your audience than to ask them point blank – do you like this product/service/movie or don’t you?
You don’t need a focus group to read your customers’ minds. You have the Internet, and that means that it is now super easy to get into the heads of your customers to make your content laser focused and infinitely more effective.
So leave the tarot cards in your desk drawer and leave your cape hanging on your coat rack. To get to know your audience on a super intimate level all you need is:
To Unleash A Killer Survey
SurveyMonkey makes it easy to reach out and get to know those you are marketing to. Get the right answers and future prospects will think you truly are psychic.
They will think it’s spooky how well you understand their needs, wants, desires and the most common problems they face.
What should you ask in your survey? I’m glad you, well, asked.
To get started, you should ask questions relating to demographics.
Here are some go-to questions that will get your survey started on the right foot.
- How old are you?
- What do you do for a living?
- Did you graduate college?
- What is your income level?
- What city do you live in?
For best results, pick only a few of the above questions so that they don’t feel like they’re getting data mined by the NSA.
The idea is to keep it casual. You might start your survey off with a brief note like, “So that we may better serve you and understand your needs, we’d appreciate if you would answer a few questions.” Then break out the questions and see what comes back.
Next, you will want to ask questions relating to the reasons they would A) become customers of yours and B) choose YOU over the competition.
These questions might include:
- What are your biggest challenges? (To keep your answers on track, you might add, “as it relates to our products and services. Go ahead and list those products and services so that everyone is on the same page.)
- If you have ever bought a product or service like ours, what are some frustrations you have faced?
- What do you hope will happen after buying our product or service?
- What are you interested in? How do you spend your free time? What are your shopping habits?
- Do you own a house or rent?
- What type of car do you drive?
Keep in mind that some people won’t want to answer such personal questions. And that’s okay. As long as you get answers back from some people, you’ll keep learning about your audience bit by bit, and that’s what it’s all about.
Spread Your Survey Far and Wide
Who do you send your survey to? Anyone and everyone who might have a dollar with your name on it.
Current customers: You can never learn enough about your audience. Even though someone may have purchased something from you doesn’t mean the learning stage is over.
Many companies send links to current customers asking for feedback about their purchase. You can take it a step further and ask them to answer a few questions – then provide them with your survey to submit back.
Subscribers: If you have an email list, blast that survey out like it’s going out of style.
You can even include one or more survey questions as part of your opt-in process. You probably already ask for a name and email address for everyone that opts-in. Take it a step further by asking a question, such as: What would you hope to gain after purchasing [Your Product]?
If you have an enticing offer like a whitepaper, webinar invite or guide, and it’s juicy enough to bring interested people from far and wide, asking a simple question shouldn’t deter anyone from clicking that subscribe button.
Prospects: If someone inquires on your website, ask them a simple question after you’ve assisted them. You can say that it will help you to better assess their needs. By answering the question, you’re getting more in tune with their mental processes. You’re just doing your part to provide an extra layer of customer service.
Mine Amazon Reviews
The Amazon bookstore is so diverse, there is a book on almost every subject you could ever think of. That means that – no matter what you do or sell – the chances are good that there’s an Amazon book about that very subject.
Your job is to find one or more of those books and start mining the reviews that follow like a gold-hungry spelunker.
Only the gold you’re looking for are words and phrases in your customers’ own language.
For example, if your organization specializes in digital marketing, a book on digital marketing might have the following review:
For years I struggled to get found on the Internet. I thought a blog was all I needed. I was tired of being ignored on the Internet. So I bought K.B. Author’s book and everything turned around. I now have customers coming through my door that only heard about me through Google. I consistently publish a blog and always get comments and there are even a few die-hard fans. I can’t thank Mr. Author enough. He saved my business.
Do you see how valuable a review like that can be for your content marketing strategy? By mining that review, you now have crucial data that can be used in your marketing – and in the prospect’s language no less.
For instance, using the above review to create an ad might look like this:
Are you tired of being ignored on the Internet? Is your blog a wasteland without any comments or die-hard fans? Stop struggling and finally turn everything around.
And that’s only from a single review.
You don’t need any surveys with this tactic. You only need to peruse Amazon reviews and take lots of notes.
Stealth Creep on Social Media
Social media has connected people together in ways that were previously impossible. Marketing and advertising agencies in particular would have killed to have access to their customers’ most intimate details in such large numbers and mass quantity only a few years ago.
Luckily for you, social media is free and here to stay. So get on there and start creeping and data mining, and learning all you can about your customers’ needs.
Every social platform has a search box, right? Use that function with all your might. If you sell social media software, search for keywords like “social media software” and “bought” or “scammed” or “ripped off”.
What you are looking for are frustrations and problems that people have experienced as they relate to the products and services you offer.
Hopefully, you don’t find any customers ranting about you on Facebook, Twitter, and LinkedIn. Ideally, they’ll be complaining about your competition.
The knowledge you gain can then be used to ensure that prospects always choose you instead of those other guys, helping you to secure a much bigger share of the market.
Engage on Social Media
Once you find someone on social media that did have a bad experience with a competitor or that seems like they would be interested in what you’re offering, put them in your crosshairs and engage.
That means send them an Instant or Direct Message.
Break out those survey questions we mentioned in the first point and start asking some questions.
Don’t blast the person with a list of questions. Just ask one or two, preferably related to their experiences with products and services like yours.
You never know, you might learn something new and gain a new customer in the process.
Using all of the above steps should allow you to peek behind the curtain to see what’s going on in your customers’ minds.
You can use the information you gain in your marketing materials and in your product and service creation since you’ll know precisely what your customers are looking for and how you can help make their lives better.
These processes should also be repeated every so often, such as every six months or year, since you never know if your customers’ needs may change as technology becomes more advanced, trends shift, and competitors become more cut-throat.
As long as you keep learning about your customers – and reading their minds – you’ll stay one step ahead of anyone who may be encroaching on your business, and your customers will be wowed at the fact that you’re such a great mind reader.