This week we’re looking at three (free) ways you can build on your relationship and understanding when it comes to your customers. Lockdown or no lockdown, this is very important, but if you have extra time on your hands this is the perfect opportunity to explore these ideas.
1. Create a customer profile
A written down customer profile is so easy to produce but surprisingly hard to find amongst growing brands! Even if you have a small or 1-person team, it’s a really valuable resource to share with your colleagues, marketing agency, or for you to refer to when developing new products and campaigns. Creating a profile simply means putting answers to the following on paper:
- Age, gender, location
- Example occupations, if relevant
- Challenges – what obstacles do your customers face on a regular basis, that could be relevant to your product?
- Goals – what drives your customer? What achievements are most important to them?
- USPs – which of your unique selling points apply to this type of customer?
You may have more than one type of customer – create this profile for each one. It could help you realise if/where you need to switch up your messaging, or split your advertising campaign into multiple advertising campaigns.
2. Wearing the customer’s (digital) shoes
When was the last time you went through the process of buying something on your website? You probably look at that website every day, but take a moment to try and see it as a shopper finding your website for the first time.
Is it obvious to them who you are, what makes you different, and where you want them to look first? This is where the customer profile will come in handy – think about your typical customer when browsing your website. Are your relevant USPs clearly visible?
It’s also worth considering adding a behavioural monitoring tool to your website, such as Hotjar, to see how customers really are interacting with your site. Tools like Hotjar and Crazy Egg have free versions you can apply that capture recordings of where a customer’s mouse travels on the page.
3. Gather customer feedback
Normally, our fast-paced lifestyles mean that capturing our customers’ attention and time can be infuriatingly difficult.
However, at the moment, chances are that many of your customers are also stuck at home and therefore a bit more receptive than usual. This could be a perfect time to ask them to leave you a review, or better yet, complete a more detailed survey. Ensure you offer them something in return; customer feedback will be incredibly valuable to you, so offering a discount or prize draw in return is a comparatively small price to pay.
If you have any questions about these ideas or want help developing a customer profile, contact our marketing team for some free & impartial advice.