Here is a cold hard truth: If you don’t have a finger on the pulse of what your customers care about, someone else does. And, that someone else is the competition.
As marketers, we have to always be on top of the latest trends – digital, voice, video, UX and UI, content strategies, influencer outreach – that are evolving and advancing every day. But, at Avocet, we know that all of that knowledge is only as good as our customer intel. It is not enough to simply know WHO your audience is; you must know what they want. Pushing the creative envelope and customizing integrated strategies is what we do, understanding our clients’ audiences is how we do it.
There are a number of amazing customer-centric metric-gathering tools available that make our jobs easier: Google Trends and Google Analytics, of course, but also Facebook Audience Insights, and Google Data Studio, to name a few.
What I have learned after all my years in the business, is that you cannot assume you know what customers think or their motivations. It is extremely naïve and shortsighted to think that all customers are the same and have the same experiences. That’s why seeking out regular and honest feedback from customers and taking the time to really get to know them as individuals are so vitally important. Consumer insights are what turn inquiries into conversions and conversions into lifetime brand ambassadors. These insights are what enable you to truly engage your audience in meaningful ways that help grow your brand.
And, that includes understanding the language your customers speak.
Jeffrey Shaw is the author of LINGO: Discover Your Ideal Customer’s Secret Language and Make Your Business Irresistible, and understands this better than just about anybody. Jeffrey believes that to understand the lingo of those you want to attract is to know their essence, their values, and what emotionally triggers them so that you stand out, and that to build a successful business is not about education or even skill set. It’s about understanding the culture, mindset, values, and the way of being of those you want to serve.