The best relationships are formed when people take the time to really get to know one another. Whether it be romantic, platonic, or business, the key to meaningful connection is understanding.
In this article, we’re going to highlight the benefits of understanding consumer behaviour when it comes to strategizing your digital marketing campaign.
1. To identify what drives them to make purchases
A key part of understanding consumer behaviour is identifying what drives your target audience to make a purchase.
- What type of brands do they look up to most?
- What tone and language best resonates with them?
- What level of nurturing is required to fill them with trust – and the desire to invest?
The more insights you extract from your data collected on purchasing behaviours, the better positioned you will be to tailor your digital marketing campaign to suit them perfectly.
2. To successfully cater to a need
Just as you want to understand what drives them to make purchases online, you also have to understand what their needs and desires are.
You have a product or a service that solves a problem or set of problems. Now you need to find the people who have those problems and are in need of your solutions. When you understand this audience and their needs, you can successfully cater your marketing message to them.
3. Overcome objections
Now you know what their needs are and what drives them to make a purchase, but what is the biggest turn-off for your ideal buyer persona? What are their most common objections?
Remember, it doesn’t matter how unique your product or service is, most of your prospective customers are going to find your competitors and compare notes.
Your job is to reduce the likelihood of them ditching you for your competitors by pre-empting these objections in your marketing strategy.
As an example, one of the biggest objections in SEO (and digital marketing in general) is cost. Far too many business owners get wrapped up in the cost, rather than see it as an investment in their business. This SEO agency in Singapore combats these potential objections by talking about their social proof immediately.
When you come across a website and the first thing you see are 100+ real-life case studies from recognised brands, it automatically fills you with confidence – and rightly so.
4. Ensure customer satisfaction
Furthermore, when you better understand your target audience and what makes them tick, you can build your entire customer interaction and product delivery processes around them.
- Do they like fast delivery? Offer same day (if possible).
- Are they the type to enjoy reassurance? Redirect them to a thank you page with more social proof after they’ve made a purchase.
- Know their frequently asked questions? Include a thorough FAQ on your website and make life easier for them.
- Are they environmentally conscious? Plant a tree for every purchase they make!
- Get to know your audience on a deep and personal level and you will have a much easier time delivering a superior service that will leave them satisfied every time.
5. Turn their feedback into actionable data!
Whenever a customer leaves feedback, even if it is overwhelmingly positive, there are often a few suggestions that would have made their experience all the better. Listen to your customer feedback and use it to influence the future development of your business.
Not only does this demonstrate that you value your customers and their opinions, but it shows that you are dedicated to improving your products and services at every given opportunity.
Conclusion: Knowledge is power
Many businesses struggle with their digital marketing because they fail to do the necessary research and planning in the early stages. The deeper you dive into consumer behaviour, the more ammunition you will have when taking your digital marketing campaign live and into an ever-competitive arena!
