5 Ways to Learn More About Your Customer
Without customers there is no business. At BirdSeed, we talk often about customers having different preferences and being at different stages of the sales cycle when they enter your website, but how do you know EXACTLY who your customers are and their behavior, attitudes and what they think of you?
In order to complete a complete audience profile, you want to explore four data points. These include: transactional data, online behavior, sentiment and psychographics. Here are the five things that will help you find these: Google analytics, Google Search Console, Listening Posts, Customer Feedback, Customer Roadmap.
Transactional Data What they buy, how much they buy, favorite products/services they buy, least favorite. What product has highest margin? Lowest margin? Highest profitability? Lowest? Sales timeline and lifecycle- from start to finish what is usual timeline? Every website can use Google analytics. This is a free tool provided from Google. This tells you how a user engages on your website. It tells you how many users, what pages they take on, how long on each page, what refers people to your site and more. One of the ways to find transactional data from Google is to assign goals.
Whether you have an ecommerce site or simply a value assigned to a specific action, you can track any goal. Google analytics is my favorite and most useful tool regarding transactional data and online behavior. CRMs that pull all a business are great as well, but that is a different blog for a different day. Online Behavior is the tracking of behavior that allows you to see how a web visitor takes in your website. Where do they come in, where do they leave, where do they abandon your cart, and more. In conjunction with Google Analytics, you can also use Google Search Console. With this tool you can see how your website ranks for various keywords and phrases and more.
Sentiment is what your users think of you and your product. The easiest way to understand what a web visitor or customer thinks of you is simply asking them. Customer Feedback should help improve processes, but not change the course direction of your company. You can do this in a direct question, an anonymous survey, and other ways. A very common and easy way to do this is something called Net Promotor Score. It simply asks on scale of 1-10 (other indexes use -100 to 100) how likely are you to recommend us to others. It is used as a proxy for seeing the level of the customer’s overall satisfaction.
Another great way to understand sentiment is “Listening Posts” or “Social Monitoring”. Listening posts are simply tools that you use to track mentions or public conversations about your brand or product. Whether on social media, reviews, forums or other places, listening posts and social monitoring provide insight about your customers, prospects, and competitors. Google alerts is my favorite tool, however, for some deeper insights you can read this article about several other listening post/social tools.
Psychographics and Demographics
Psychographics and Demographics are other things about your customers. Demographics are age/gender/location- the what of your customer. Psychographics are the why- this is a qualitative methodology used to describe consumers on psychological attributes. Psychographics have been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles. This segments audience into habits and defines them by various affinities. For example, a person or group of people who like rock climbing might also like roller coaster so you can match an affinity to one audience to another and find people with a propensity to buy/use/want your product. Here is an excellent blog by Hubspot about this topic.
Customer Roadmap, or Customer Journey
Customer Roadmap, or Customer Journey is a plan that it used by a company to help guide a customer through each step and improve their overall experience along the way. People come into your website at different points of the site itself and at different points in the sales process. Some are ready to buy right now and some are still just gathering information. No matter what point they come in- homepage, a blog, social media- there should be a user experience that is planned and designed to lead them to ultimately where you want them to go-a specific action- purchase something, schedule a meeting, sign up for a newsletter, whatever.
In this blog we discussed four customer specific data points. These include: transactional data, online behavior, sentiment and psychographics. Here are the five tools that will help you find these: Google analytics, Google Search Console, Listening Posts, Customer Feedback, Customer. What are some other things that you use to learn more about the customer?
Until Next Time,
Robert Urban – CMO of BirdSeed
Current CMO of BirdSeed and best-selling author, Marine veteran and PhD. Offers expert-level strategy and execution for SaaS and technology business through relationship driven marketing, content and sales while leading and managing people from all different backgrounds. BirdSeed is headquartered in Orlando, Florida.