One of the hardest parts of marketing is figuring out which levers and initiatives will help you reach your target market more effectively. But to connect with your intended market, you need to understand them first. One of the ideal ways to go about this is to ask questions, collect information, and utilize the data you’ve gathered to tailor-fit your marketing strategy to your target audience.
Diving Deep Into Customer Insights
The work involved in crafting a data-driven marketing strategy might seem overwhelming, even with help from an in-house or outsourced marketing team. But what you need to remember is that the results could give you exceptional insights into the minds of your customers that you’d be hard-pressed to find anywhere else. To get an idea of what you need to do, here are the necessary steps:
- Ask targeted questions about your intended market.
- Perform thorough background research.
- Create a hypothesis regarding your question’s answer.
- Test and check your hypothesis through ads, polls, surveys, and the like.
- Analyze and confirm the data to form a conclusion.
- Share the results and start creating your marketing materials.
Using Data You Collected to Drive Your Marketing Campaign
Now you have the relevant data you need for reinforcing or confirming your conclusion. There are many ways you can go about this, but you can start with the following:
- Address any shortcomings you discovered. This will show that you understand your customers and that you took the necessary steps to address an issue of theirs based on their feedback. Making informed marketing decisions on your offerings also helps empower your customers and communicate to them that you heard them. This is of course provided that you have done your homework and tested your educated assumptions.
- Focus more on social media campaigns that put people first. With your customers’ consent, share your interviews and their stories. There’s nothing more potent than hearing true stories from real people. For instance, how has their business or life in general been affected by recent events, developments, or legislation related to your industry? Remember though that these stories are not and should not come across are promotional. It is the messaging and story that will resonate with your other customers so making it a promo of some sort for your business might backfire on you.
- Craft content highlighting findings’ impact. Your content, whether written, audio, or visual, should give true value to customers. Since you have taken sufficient time to dig deep into the mindset of your target market, you’re well aware of their pain points and what you need to do to resolve them. When creating content, provide value first, factor in the data you have gathered, and then find a way to highlight what sets your business apart from your competitors to organically highlight what sets your business apart from your competitors.
Making uninformed assumptions regarding your target market’s “wants” and “needs” and following marketing trends blindly is a foolproof path to marketing failure. But asking the right questions, listening to their feedback, and leveraging customer data will help your company craft effective marketing strategies that with resonate with your target audience and beyond.