How to get to know your clients better in digital marketing

Meet Tracy. She’s a 32-year-old who works as an interior designer with a penchant for the vintage – in everything. Her hobbies are singing – which she does with a band of her friends at her favourite place to hang out. She’s a night person whose mood lifts from mildly interested to deliriously happy as the day progresses. So, her best mood is closer to evening time.

This bit of information may seem unimportant but can set your business apart from the rest in a significant way. Knowing your target market is extremely high in the priority list of running a well-received marketing campaign.

When you connect with your client, truly and authentically, they will hang on your every word. With over 7 billion people in the world, each one of them wants to feel special, individual. Having a personalised approach to your market makes you the friend who wants the best for them rather than a business selling a product or service. Take the time and resources to get to know your client better. It’ll serve you and your business to strive in a competitive market.

The best ways to get your way

Your clients change as often as the weather. This Monday won’t be the same as that Monday. Understanding this, helps you get ahead of the pack. If you gain insight on what makes your client tick, you’re able to be everything they need when they need it.

• Know your customer’s experience 

  That’s all you need to do to find out if your client is responding well to your marketing campaign. Even if your client isn’t responding well to your campaign, you need to know why. It’s easy to get caught up in being praised but it’s knowing what you did wrong that can help you improve so, find out what your client REALLY thinks without imparting your own opinions to it. It’s also crucial to be specific when extracting the information you need – how has this service improved your day today, and the like.

• Know who they are not what they are 

  Knowing the name, age and profession of your client aren’t enough. You need to get into knowing who they are, what they are like, which drink they like at what time of the day – know what makes them make the decisions they make about your products or services. The Acquisitions tab on Google Analytics is a great way to find out which outlets, blogs or forums your website is getting traffic from. This lets you know what your client gets up to in their leisure time and can help you adjust your site according to the keywords most used to search for your product or service. In a world of technology, everyone loves their social media platforms. Your business should have an account in all the major social media platforms in order to speak to your client in real-time about specific products or services.

• Go to where your client is 

  Gaining new clients or retaining the ones you have can be very challenging. The age-old face-to-face model still proves most effective when wanting to gain insight into your client. Organising an on-the-ground event where your client resides can give them the opportunity to speak to you directly and let you know what they like or dislike about your product or service. If you’re a web-based business, a webinar is an effective way to speak to your client directly.

• Know the journey between your client and your product or service 

  Getting further into your client’s head means getting to know how they interact with your product or service and why they decide to interact with it. The best way to find this out is through a customer journey map. Through this, you can create a detailed overview of your client’s critical touchpoints – your client interacting with your brand before, during and after purchase. You can find out what caught your client’s attention to your product or service (the marketing message enticing your client), where and when they bought the product or service (your brand interacting with your client) and when and how they use the product (your client expressing how they feel about your brand and deciding whether to purchase your product again).

• Customer keyword research and reviews 

  Your clients spend a lot of time searching online for the products and services they are looking for. If you conduct keyword research on your clients, you’ll get to know what language they use to look for what they want. You can use this information to link what your brand offers with what your client is looking for. You can also look into customer reviews on various platforms that feature your product or service. Customers tend to be wholly honest in these and this can help you understand your client better and be able to offer them exactly what they need.

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Digital School of Marketing (DSM) offers exceptional digital marketing courses in South Africa. Get qualified as a professional marketer with our accredited national certificate of advertising and digital marketing. To see more of what we offer aspiring marketing gurus, see our digital marketing courses!