By Chris Christoff, co-founder of MonsterInsightsthe leading WordPress plug-in for Google Analytics.
Are you doing everything you can to listen to your customers and prospects? If not, you could be missing out on countless sales and engagement opportunities.
The ability to tap into the needs of your visitors can have a tremendous impact on your business. Imagine asking a company to make a change, like adding a new product, then seeing your request come to life. It’s a rewarding feeling that can increase brand loyalty and lead to repeat purchases.
When you listen to your visitors, they are also more likely to trust you, which is huge. It’s easier to build a consistent audience who wants to engage with your brand if they see you’re keeping their interests, thoughts and concerns in mind.
Today, I’d like to share several strategies I use to listen to my customers. Regardless of their industry, I believe business leaders and marketers will find value in this advice.
Include feedback forms on your site.
One of the most well-rounded ways to gather feedback is by including surveys and questionnaires on your site. If a reader is thoroughly enjoying your content, there’s a good chance they will share their feedback with you if you’re willing to ask.
The key to making this strategy work is creating multiple surveys and placing them strategically for readers based on where they are on your site. For example, if someone is on your product page, you may show a survey asking how you can provide them with relevant, helpful information about your product or service.
You could also choose to add questionnaires to your specific blog posts. I like creating segment-specific feedback forms and adding them to the middle of similar-themed posts. This method helps me gather data from various customer segments, even if they’re not subscribed to our email list.
Reach out to email subscribers.
Email is an excellent place to connect with your customers and listen to what they have to say about your business. It’s one of the only chances you’ll get to talk to your customers in a one-on-one setting, so don’t let it go to waste.
I’ve found that creating multiple survey campaigns is the best way to get a wide range of feedback from your audience. Our campaigns are all automated based on how users interact with our business. So, if a subscriber buys a product from our online store, they will get a survey email two weeks after they start using our product. This timing gives users a chance to get comfortable with the product, but they haven’t yet forgotten how it has improved their lives or eased their pain points.
Think carefully about critical moments when you want to hear from your customers. You could send a survey as a part of your welcome email. Perhaps you want to gather feedback about segment-centric pain points, so you seek out subscribers that purchased a specific product.
The possibilities are endless, but one thing is for sure; email is an excellent feedback channel that can help business owners and marketers fine-tune their brand.
Encourage social media followers to speak up.
Social media is another tool that can help you listen to your audience. The platforms you choose to use will depend on where your audience spends their time and what content you plan to use to promote your brand.
If you’re thinking about using video, I suggest using Instagram and YouTube to reach your followers. These platforms thrive on video content, and you’ll have more opportunities to ask your followers to voice their opinion in the comments section or by creating a video response.
On the other hand, it’s also possible to give your customers a place to talk to you on other social media sites like Twitter and Facebook. Whichever platforms you choose to use, the process for social listening remains the same.
You’ll want to keep an eye out for brand mentions so you can better understand how followers feel about your products, services and brand as a whole. I also suggest asking people who follow your accounts questions that directly relate to their goals, pain points and the value they expect from your company. Use what you learn during these conversations to improve your marketing, design and engagement strategies further.
Review customer support conversations.
Finally, customers’ conversations with your support team can help you make impactful changes to your small business. I’ve found the best way for us to get value from these conversations is to read quality control surveys, which we send to everyone after they engage with our support team.
You’ll want to adjust the focus of your questions so you can help both your sales team and your customer support team. For example, you may want to ask visitors to rate their experience with your agent. It’s also helpful to ask how your support team can improve their experience the next time they reach out to your brand. Once you gather enough feedback, you can use this information to shape your support team and better understand your audience.
Back to you.
There are quite a few ways to listen to your audience if you hope to increase your sales and engagement rate. I’ve used all of the advice given here today to grow my small business, and I believe you can do the same thing.
It’s important to mention that listening to your customers requires patience. It’s not easy to slow down and listen when we work in demanding industries that require us to move and act fast. However, in this one circumstance, slowing down and listening carefully to what your visitors want from your company can make all of the difference.