6 Ways To Tap Customer Insight For Creating Engaging Content
How often do you look to your customers for a true understanding of their challenges? We collect huge amounts of data on them, but rarely use that data. To succeed and grow, a business needs to be able to acquire, retain, satisfy and engage their customers effectively. Customer analytics are vital for assessing how well a business does this. This notion also applies to your content marketing.
What Is Customer Insight? To understand insight, we must understand the data that fuels it. Customer analytics data helps to understand the path your customers take. And insight is what we derive from the data. You need to understand the pages your customers visited. The devices they use, and the channels that assisted the conversion. If you’re in the SaaS or app business, you’ll even learn how they’re using your software.
The insight that customer analytics yields can have serious impact on your business. Extensive use of customer analytics has considerable impact on corporate performance. They are more likely to report outperforming their competitors on key performance metrics. Whether profit, sales, sales growth, or return on investment.
Traditionally, customer analytics helps you understand where your customers are coming from. As well as shed light on how they engage with your products and its features. But it can also guide your content marketing efforts. Customer insight allows you to pay attention to your customers’ activity and analyze their behaviors. What content are they looking at. How are they engaging with that content. Which categories and forms of content are resonating best with individual segments.
Every experienced marketer knows that it’s important to understand how buyers think. Because knowing what motivates them is vital for creating content marketing strategies. That are both compelling and relevant. There is a tendency to focus only on using different kinds of social media networks, search engines, and e-mails.
When creating content, marketers prioritize optimizing keywords that they think will pique customer interest and rake in engagement. A great start, but what they fail to do next is take into account how the customers use these digital channels and why they use them. This is a source of great disconnect and dissatisfaction when content marketing and SEO tactics don’t produce the intended results. An increase in search and social traffic isn’t very valuable when those visitors don’t engage and the content doesn’t resonate.
You’d be right to think that optimizing keywords for maximum content discovery important. However, you should also be aware that traffic amplification is useless. If your customers don’t engage with you due to meaningless or irrelevant content.
It’s high time we take a break from focusing on keywords. That are relevant to the customers and find out which digital platform customers use for certain content. Do customers use search engines more than social media. How do they decide which one to use? After exerting effort on keyword and content optimization. Consider the motivations behind how customers use digital platforms.
This extra step will make reaching out to your customers more effective in terms of how well your content will resonate with them. Now that we know how important it is to understand the customer’s behaviour on the web, the next question to ask is, “How can we use this knowledge to improve our content marketing strategy?”
Content marketing can work better when you focus on a specific audience. And also, create content that helps solve their challenges. This makes customer segmentation a great place to start. Segmentation can help you create content that your audience can see themselves in. From the data you’ve already collected, you should be able to create two or more user segments.
For example, BuildaBazaar which is a SaaS platform that helps both SaaS and ecommerce businesses. You should you know not only which segments a customer belongs in but also what their behaviors are. Including their interests and the challenges they’re trying to overcome. It’s also important to maintain an understanding of how these segments are changing.
Digging into the insight from your analytics is key. But you should also be talking to your customers. Ask them what they would like to see more of from your content. And what other problems they may have and are looking to have solved. You can secure this information and encourage comments and discussion through comments.
You can then take the insights you gain and apply them to your segments. To help build or refine your buyer personas. Find out which topics each segment is most interested in and apply it to your customer personas. For example, you may find that your ecommerce customers engage with content around acquisition, while your SaaS audience is all about retention.
Knowing the topics your customers are most interested in will drive further research. It will also help you to understand what your content should look like. With these insights you will be able to double-down on distribution. Knowing where your customers came from can direct your content promotion efforts with more certainty.
Tailored Stories For Target Audience
Once you’ve analysed customer insight. You can create content that is tailored made for each segment of your audience. If a certain group that has not transitioned to your desired outcome is worried about the practicality of your product. Your story should focus more on how effective your product has proven to be. And the numerous creative applications it offers.
Although you have an agenda in your story. The narrative should still follow a structure that will allow your customers. To transition to the desired outcome without any objections. Simply put, empathise with your customers. Lead the way by providing clear steps for transitioning.
The format for content in such a situation can vary. Text, digital, video, audio, images, events, email and so on. According to what is known about the target customer group. A hub and spoke model works well where the central message and content sits in the hub and promotional content in diverse formats are used in promotional channels.
Make success stories part of the bigger story for influential content. As success stories of transitioning from the old ideas to the new are told. It’s important to find and promote early successes as well as create a process for engaging with prospects, conversion and implementation.
Understanding Customer Behaviors
You can also create dynamic segments based on customers’ behavior. As there are some sites like Woopra. The website notes change when behavior changes, segments are updated. Those audience segments can help drive your future content efforts. You can double-down on the content that a segment of your audience is engaging with the most.
You can focus on the topics you know will work and position the content in a way that answers their specific questions. Customer development is important. Although real-world conversations with your customers are invaluable, you need a scalable system to go with it. Which is where Qualaroo comes in. Qualaroo is typically used to improve conversion rates and add context to analytics.
But it can also be useful for content and topic research. Most website visitors leave without ever taking any action. Trigger a survey, when visitor is about to leave the cart, or any other page. Ask the perfect questions to get answers. And use them to tweak your surveys.
For example, you may want to understand your visitor’s thoughts on a blog post on your website. You can place an unobtrusive survey asking whether they learned everything they needed. This approach gives you qualitative customer insight straight from the very mouth of your customers. To track social platforms, communities, and other channels, use Mention. Add the keywords, brand names, or topics you want to watch. Mention then brings together all “mentions” of those terms.
Get Qualitative Answers
Being able to map out customer behaviours and preferences should always be based on a qualitative basis. There are a lot of ways to get customer insight. You can utilize web analytics, you can turn to online survey tools like Qeryz.
By conducting surveys, you will not only get your qualitative data from your customers themselves. But you can also detect patterns in their behaviours and preferences easily. Since you are able to see the previous behaviors of your most recent customers. You can better imagine the behaviours and outcomes you intended them to have. If you are successful in influencing this transition. It means you’re doing something right with your content marketing strategy.
One of the first steps is to profile those potential customers in terms of preferences and behaviors. Their current beliefs. The objections to doing what you’ll be persuading them to do. Their primary influences. The things which motivate their behaviors. What outcomes are most attractive to them. And what would limit implementation, use and acceptance of your persuasion objective.
It takes research, both primary and secondary to get qualitative answers to these types of questions. From interviewing sales and customer service staff to digging in to web analytics and 3rd party research – there’s a lot to draw from for capturing customer insights.
Increasing Brand Awareness
This information is useful because you can then segment conversations by source. For example, if you find there’s too much about a topic on Twitter, making research difficult, you can filter by forums or blogs, to cut down the noise and more easily focus on the conversations most valuable to you.
Find out trends and monitor questions audiences asking outside your owned properties. Use that information to your advantage by creating content that meets the needs of those audiences. The insight from your customers is invaluable. It will help you reach your business and growth goals. It can also increase the effectiveness of your content marketing.