When it comes to marketing, it’s the relationship that counts. And just like in any relationship, your marketing strategy won’t thrive if you know nothing about your customers. Don’t be surprised if your campaign centered around family life doesn’t improve sales, especially if your clientele is primarily from Gen Z.
This just goes to show that personalization is critical in marketing. Statistics collated on Business 2 Community reveal that around 71% of consumers are unhappy with an impersonal shopping experience. Conversely, 91% report that they’re more likely to engage with a business if it presents them with relevant recommendations. Now, if you want to attain this level of personalization for your clients, you’ll need to work with a lot of data, specifically, consumer data. That said, here are the four types you’ll need to focus on:
Identity Data and Descriptive Data
These first two types of data are somewhat similar to each other. Identity data is the information acquired during the “getting to know you” stage. It includes your customer’s name, contact information, date of birth, job, and even their social media accounts. Meanwhile, your customers’ descriptive data allows you to understand what their life is like. This includes their marital status, hobbies, career, and their current interests.
Acquiring this information is a quick process. Simply have your clients answer signup sheets or registration forms. Despite it being easy to collect, this data is crucial to building your marketing strategy. Our article on the ‘3 Reasons Your Marketing Sucks! Pandemic Edition!’ emphasizes the importance of seeing through the eyes of your customer. And that makes sense because, at the end of the day, it’s their feelings that matter. Not yours. Luckily, by gathering their basic data, you can pinpoint what your customers want and understand their needs.
Engagement Data
No, this isn’t about your customers’ relationship with their fiancé—it’s about their relationship with your brand. That is, how often do they keep in touch with your brand? Take a look into their inquiries about your products and services, and even their views of your pages. Their likes, comments, and shares on your social media posts are all green flags that signal a successful marketing campaign.
To measure their engagement with your brand, you can leverage social media analytics tools for your accounts. Case in point:Instagram Analytics. This tool can calculate your Instagram account’s engagement rates and keep track of your daily traffic so that you know which posts work, and which ones you probably shouldn’t repeat ever again. It can also help you optimize your posting times, based on when your audience is most active on the platform.
Another useful tool is the Facebook Business Suite. You can use this to measure the engagement metrics of your brand’s Facebook page. This all-in-one app also allows businesses to manage messages, notifications, and alerts, so you won’t have to switch from app to app when you’re taking care of your Facebook page.
Overall, familiarizing yourself with these analytics tools will help you optimize your content marketing strategies and boost customer engagement.
Attitudinal Data
Last, but definitely not least, you need to know what your customers think about your brand. This will help define their perception of your brand as well as their satisfaction with your products and services.
You can collect attitudinal data through feedback forms, but it’s also worth investing in advanced customer feedback tools to streamline the data collection processes. Programs like Qualaroo allow you to create personalized forms and put up surveys for users that visit your website. The software even comes with an insights analysis that gives you a wide view of all the feedback data. But for a more straightforward program, you can opt for SurveyMonkey, an app exclusively for creating surveys. While it doesn’t have as many features as other customer feedback tools, it serves its intended purpose.
In addition to forms and surveys, Research World points out that you can get more transparency and engagement if you provide customers with incentives. They’ll be happy with the free stuff, and you’ll be able to provide a better customer experience using their suggestions. Depending on your brand’s service, the results may hurt a little (or a lot), but it’ll help you improve the brand’s overall performance.
In marketing, it’s not about you. It’s about your customer. And to build an engaging marketing campaign and boost customer satisfaction, you’re going to need to do your research. By knowing who your customer is and what they want, it’ll be easier to keep them happy.
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