When It Comes To Marketing, The Audience Is Always Right. Here’s Why:
There is a lot at play when it comes to successful marketing. You can track analytics, expand your online presence, learn how to utilize SEO, and try a bunch of other marketing techniques out there. However, a successful marketing campaign can be best defined by the judgment of your customers. The more any business knows and understands its audience, the more successful it will be. After all, the whole goal of having a business is to give something consumers actually want, and your customers are the ones giving you money. Above all, you should listen to your audience if you want successful marketing campaigns and higher revenues. With an extensive range of mass communication tools and platforms available to us now, it has never been easier to effectively listen to your audience and understand their wants and needs.
Benefits of listening to your customers
- Gain customer loyalty and boost sales
- Better customer experience and less agitation
- Better your product and service
- Build better and more genuine relationships with your customers
- Develop better campaigns
- Make better marketing decisions
Start by getting to know your target market as much as you can because it foreshadows what your marketing strategy will be like. Your target market is the specific group of people who are most likely to purchase something from your brand. This group is defined by common characteristics and behaviors, such as age and gender. Other characteristics to consider are location, language, what phase of life they are in, challenges your customers may be facing, interests, and spending power.
A successful marketing campaign means that your audience has to connect to your brand in a meaningful way and in turn, you also have to understand your audience well. This means you give them what they want and not just what you think they need. Your audience will appreciate you even more if they know they are being heard and that you are taking their feedback into consideration. It’s more than just responding to complaints. It’s also understanding the wants and needs of your audience and then your business will be able to offer more value to your audience.
- 70% of consumers say their loyalty to a brand is influenced by the feeling that a company understands their needs.
- 66% of customers expect companies to understand their needs and expectations.
- 91% of consumers say they are more likely to shop with brands that provide offers and recommendations relevant to them.
How to effectively listen to your audience:
As mentioned before, there is an abundance of mass communication available today to make it easy to communicate with your audience in a more casual but meaningful way. Social media is also great for more personalized one-on-one listening. You can discover the specific issues and concerns of your target audience by reading about their firsthand experiences and situations. This is the primary goal of “social listening”, a process we utilize at Digital Delane. You, the business owner, can easily respond directly with patience, empathy, and understanding. Another way to develop a strategy to know what your audience wants to see is by using analytics to look at website traffic and social media data. This data can be used to decipher what your customers are engaging with the most and go from there with the rest of your marketing efforts and plans.
Surveys are another great tool to use when trying to understand your audience better. Not only is it an easy and very direct approach from the source, but you can make the survey yourself and form specific questions that you want answers to and receive feedback about your brand from customers themselves. This is a great way to formally give your audience an opportunity to share their insight and remarks about specific concerns you have about your business since you can phrase everything in a clear manner that will get you the answers you are looking for.
One thing audiences love is personalization. Here are some stats:
- 88% of U.S. marketers reported an increase in sales when they personalize their marketing, with more than half reporting a sales boost of over 10%.
- 80% of shoppers are more likely to buy from a company that offers personalized experiences.
- 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.
- 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.
- 81% of consumers want brands to get to know them and understand when to approach them and when not to.
- When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.”
- 79% of organizations that exceeded revenue goals have a documented personalization strategy.
The consumer-centric marketing approach
This approach utilized personalized messages, products, content, and services to make sure each customer is getting exactly what they need. Your brand should revolve around being consumer-centric because your customers want to feel like they are more than just a number when they purchase from you or when they hear from you. They want you to be a brand you can rely on. This is something that can dramatically improve your relationship with your audience when you understand what they want and create unique content that’s relevant to those needs.
How to become a consumer-centric business:
- Anticipate the needs of your customers and the overall market.
- Collect feedback from your audience (email, texts, direct phone calls, surveys, message boards, etc.).
- Be easily accessible to your customers.
- Talk to your consumers in person – bring back the in-person experience through real-life campaigns and events.
- Be sure to provide excellent customer service and use the right customer service tools.
- Provide more value in addition to the actual purchase with added benefits.
- Onboard your customers so that they can get the most out of your product or service
Ultimately, your customers are in the driver’s seat when it comes to change and growth in your brand and how you go about your marketing techniques. Companies that put their audience at the core of their organization and marketing strategies see less churn from their audiences. Put simply, your customers determine the success of your business. Genuinely listening to what your audience has to say, even the littlest thing, will take you farther with your brand than you may think.
Look for an agency that offers solutions or alternatives to your current challenges. They should also be very up-to-date on what’s currently trending and the strategic decisions that benefit those campaigns.
If you’re ready to learn more about how to market your brand, please contact Digital Delane for a free consultation today.