We spend a lot of time trying to understand our customers. But are you making sure your customers understand you? Text can be subjective. If you’ve ever gotten into an argument over email with someone you probably have a full understanding of just how easy it can be to get the wrong idea or to have someone not fully understand what you’re trying to convey. Misunderstandings can be costly in business. They may cost you a customer before you get a chance to work with them or they may lose you a customer who gave you a chance but was let down because they misunderstood your service or product.
There are many ways to work at making sure your customers are getting your message and many ways to use it to your advantage with marketing and advertising.
Do you get a lot of complaints about the same thing? If so, your customers may have a misconception about something based on lack of clarity by you when you are handling a sale. Look for patterns so you can address problems and eliminate confusion.
Measure Conversion Rates
Various marketing methods can be used to communicate with your customers and likewise, various metrics can tell you how well or how accurately your message is being received. If you are doing email marketing, for example, you can gauge how many of your emails are getting opened to help you understand whether or not your subject lines are effective in piquing curiosity.
In measuring clicks from your email marketing messages back to your site you’ll be able to determine whether or not people are finding the message compelling enough to make them act. And, you can tell how many people you are turning ‘off’ by measuring how many people unsubscribe after a particular message. A high unsubscribe rate, for example, might warn you that a certain approach might be something worth avoiding in the future. This can apply to social media, too. If your followers are dropping like flies, it’s a cue that your message delivery might be annoying or might not be meeting their needs somehow.
Conversion rate can be measured in many other ways, too, such as through website clicks from one page to another and through Google Adwords ads as well as Facebook advertisements and other online ads. How people react will help you understand your efficacy in communicating.
Tip: Segment Customers and Vary Your Message Delivery
Some people respond well to sales letters with long and descriptive copy. Some respond better to a video with a person telling them something or showing them something. Some do well with a combo of photos and text. If you vary your marketing methods you’ll ensure you have an opportunity to reach a wider audience.
Again, you’ll also have the ability to measure success rate, too, to ensure you’re adequately getting your message across. Analyzing your customer and your results as you go along will help you segment your most common target customers and you’ll be able to fine tune your marketing methods. Segmenting customers can help you save money on marketing, too, because you could figure out the (closest thing to perfect) formula for appealing to certain types of customers.
Knowing Me, Knowing You…
Do your customers have expectations? Of course they do. If they do, it’s important to consistently meet them. Relationships can be built and nurtured based on mutual understanding and trust. Knowing how your customers buy, knowing what appeals to them, and knowing the best way to describe your offering so that it appeals to them will equate to a better rate of success for you because you’ll be articulating yourself based on knowing what each customer segment wants.
You may want to try new marketing and communication methods regularly, vary your copywriting techniques, do some split tests to see what works best, and use data to help you continually refine your process. But be careful. Your customers don’t want to feel like guinea pigs and they want to feel like they are dealing with one uniform company at all times. Marketing isn’t stagnant so it’ll be an ongoing process but the more you study your customer’s reactions to your marketing methods and carefully work at boosting your success the better you’ll be at creating new campaigns with wider appeal.
Sometimes, a marketing campaign goes very well and sometimes it flops. Revel in the successes but don’t forget to learn from the flops; they can help you immensely!
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