Planning Your Marketing to Keep Learning About Your Audience

Devon Wilson

Devon Wilson About The Author

Oct 12, 2021 2:19:41 PM


Planning Your Marketing to Keep Learning About Your Audience

Keeping up to date on customer trends builds on your effort to conduct target persona and consumer journey research. Resonating and reaching your target audience goes beyond learning about them a time or two. It takes regular updates and adjustments. After all, consumers are continuously changing in age, location, behavior, or interests. It's up to you to keep up with those changes.  

Too often, marketers don't update their data to build upon their success, figuring that the techniques that once worked will continue to do so. However, your communication methods of change constantly, along with your audience's preferred communications channels. Continued success relies on learning and adapting to these changing trends. 

Here's how to find out who your customers are, develop customer insights, and interpret your data. 

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Track Your Analytics    

Screen Shot 2021-10-11 at 2.16.41 PMTracking and measuring your analytics is an essential part of your marketing. If you're not keeping up with it, your data won't be useful to the objectives you're trying to achieve. For instance, your results are what drive your decisions — or at least they should.  

If you did a campaign on driving traffic to your website, you wouldn't know what you did right and wrong if you didn't track the analytics. How will you know where to improve next time? 

Analytics will track your customer behavior, providing insight on how they interact with your website, product, or content passively, collecting information over time. The insight you gain from analytics shows you how to improve your content by showing how your marketing materials perform. Marketers regularly track it using experiments like A/B testing, providing you with a granular portrayal of which elements work and informing what will likely work in future content creation.    

Build In Requests for Feedback   

Your most loyal customers care about and have a lot of insight into your brand. They are the ideal people you want to reach and resonate with, so there's no better audience to consult for feedback.  

You can allow them to give feedback or make suggestions by setting up customer surveys that automatically trigger after they take specific actions. For instance, many brands like to deliver surveys after purchasing to learn more about the customer's buying experience (such as what they liked and disliked, difficulties and errors, or where they can improve).  

Another efficient way to execute this strategy quickly and efficiently is by using automatic systems that trigger after customers call in or purchase. It allows you to collect feedback that you can sort through at your convenience. An additional benefit is that you make them feel heard and supported by requesting customer advice and increasing their loyalty. 

Ask Your Employees Who Interact With Customer   

Screen Shot 2021-10-11 at 2.16.49 PMAnother great way to learn about your target audience is through your employees. Asking your customer-facing team for their input on consumers provides additional insight into your customer impression because they meet with their customers and know a lot about them through consistent interactions. Chances are they have a more realistic impression of your customers and can expand upon or correct your insight from analytics.   

However, you should note that using information from both sources balances your impression of customers since people calling with problems or answering surveys aren't necessarily representative of your customers. The key to a more holistic view of your audience is to gather data through various means and combine your results.  

For this reason, you should also avoid shaping your marketing around your viewing habits. In many cases, marketers rely on data from either themselves or one source. When this happens, you risk misinformation and inaccuracies, leading to poor messaging that doesn't connect with your audience.   

Tracking and Interpreting Customer Data Never Ends  

Despite how challenging tracking and interpreting consumer data can be, it's important to note that your job is never complete. Genuinely understanding your audience takes much more than the data you receive at the beginning of your business journey. People change — your marketing must change with them.  

While you should always stay true to your brand's values, adjusting how and where you deliver your messages ensures you reach the right audience on the channels they're using.  

A media partner can help you track and interpret customer data over long periods to maintain your success and momentum. Of course, you could always hire a team of in-house professionals to see this through. However, a media partner is much more beneficial for saving time, money, and effort — not to mention, you'll have access to a team of experts already prepared to take your business to the next level.    

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Topics: Strategic Planning & Research