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How to Use Audience Research to Gain Your Customer Advantage

How to Use Audience Research to Gain Your Customer Advantage

You'll Learn:
--> Why knowing your audience will lead to HUGE returns
--> Understanding why personas don't work (GASP!)
--> How to properly research your ideal customers
--> Using customer insights in your marketing
--> How to embrace an ongoing culture of being customer-centric

Jodi Anne Roberts

September 19, 2019
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Transcript

  1. Brands that have superior customer experience bring in 5.7 times

    more revenue than their competitors. - Forbes, 2019 People pay more for great experiences.
  2. Agenda • What Are Personas? • Why Personas Don’t Work

    • Steps to Building Your Personas • How to Use Insights in Your Marketing • Keep the Research Alive • Q&A
  3. Personas Buyer personas are fictional representations of your ideal customers.

    They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
  4. Personas Buyer personas are fictional representations of your ideal customers.

    They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
  5. Personas Buyer personas are fictional representations of your ideal customers.

    They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
  6. Personas Buyer personas are fictional representations of your ideal customers.

    They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
  7. Personas Buyer personas are fictional representations of your ideal customers.

    They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
  8. 1. Leadership is NOT bought in 2. Research is done

    once and then left to rot 3. Built only on assumptions
  9. 1. Leadership is NOT bought in 2. Research is done

    once and then left to rot 3. Built only on assumptions 4. Research is put off
  10. 1. Leadership is NOT bought in 2. Research is done

    once and then left to rot 3. Built only on assumptions 4. Research is put off 5. Data isn’t helpful
  11. Step 1: Follow the Metrics • What metrics are most

    important to your business (LTV, Churn, Revenue, etc.) • What market segment provides the most value (Company type, job title, etc.) • Narrow your focus on that one target
  12. Step 2: Capture Educated Assumptions • Get leadership buy-in •

    Schedule internal meeting with “front line” people • Set expectations for meeting • Facilitate discussion/ask questions about target segment ◦ Common objections/questions ◦ Who makes purchase decision ◦ Missing content that you wish you had
  13. Step 3: Customer Interviews • Schedule 5 meetings with recent

    ideal market segment customers • Ask questions around: ◦ Pain ◦ Transformation ◦ Criteria ◦ Path ◦ Barriers
  14. Step 4: Other Data Sources • Use the data you

    own: ◦ CRM ◦ Google Analytics ◦ Social Analytics ◦ Surveys ◦ Products
  15. Content Speak to: Pain Transformation Pain: - Reference these pain

    points in social media headlines - Leverage these pain points when promoting trainings and educational opportunities (often, pain points make great titles) - Share relevant stories that incorporate these pain points Transformation: - Reference these core desires in your website copy whenever you’re making a promise or presenting a solution - During sales calls and trainings, emphasize the ways that your process fulfills these desires - Publish social proof that reinforces these desires - Share client testimonials on social media - Post positive reviews on your website
  16. NPS