The key to successful marketing lies in understanding what your customers want. Armed with the right customer data you can deliver content, offers, and products that appeal to customers. And better customer engagement drives conversions and increases sales.
1. At the core of every B2B and B2C business are customers and their needs. When all the products and services we create and supply meet these needs and understanding that is what drives innovation.
The first step in understanding what your customers want is to find out who your customers are. Once you know that, you’ll have a more exact picture of what drives them, and what they expect of you.
2. Optimized customer experience is invaluable for revenue and retention. If you get it right, it can also be a valuable source of customer insight.
Engaging with your customers in real-time has become more easily accessible thanks to new tools such as BehaviourExchange that on the one hand lets you tailor the content of your website to each visitor in real-time while on the other helps you build your very own customer database.
3. Many marketers make the mistake of using overly generic data such as demographics like age, gender, profession, and geolocation to develop their customer personas. These data points simply don’t provide enough information to devise meaningful communication that resonates with your audience.
The most refined way to dig deeper into customer behavior is with the help of a technique called customer intelligence (CI). Simply put, customer intelligence is the process of gathering and analyzing information about customers and their (mainly online) activities from various sources. This allows retailers and businesses to build deeper and more engaged relationships with their buyers and improve their organizations’ strategic decision-making by providing valuable insights into the customer base.
4. Don’t get stuck in the present. Creating a plan for future customer engagement is vital since it puts marketing teams in the right frame of mind to respond to customers even in the most challenging situations. With the help of predictive models, it is possible to analyze existing customer data in order to identify repetitive patterns and trends that should be used for more informed decision-making.
5. Walk the path in your customers’ shoes. The only way to truly understand the unique and changing customer buying journey is to put yourself in your customer’s position.
This is made possible by an advanced technique called customer journey mapping where experts create a detailed representation of the customer journey based on crucial touchpoints or interactions between a customer and your brand/website before, during, or after the purchase.
Thanks to advanced analytics, behavioral tracking tools, and technological progress, understanding customer behavior has become easier than ever. It all comes down to choosing the right tool for your business.
