Keyword research remains to be one of the biggest resources in mapping consumer digital footprint. It gives you a clear insight into what consumers have been searching for online. In fact, some keyword search tools can help you to narrow consumer searches to specific countries, and regions. In this way, you can get to know the interest of target customers as well as the market jargon or terms used to identify certain products and services.
While keyword search tools are for identifying the most commonly searched phrases, for your business the objective should be to discover how your clients are finding what they need. This is through the identification of longtail keyword phrases. This will ultimately focus your sights on terms that drive traffic to your site. One’s you know “how” then you can boost your sales by customizing products and services to meet these demands.
For starters, you can start your keyword search using free tools such as:
- Google Adwords: Keyword Planner
- Rank tracker
- Google search console
- Keywords everywhere
Consumer Journey Mapping
This is basically where a company creates a visual or graphical representation of consumer behaviour based on critical points of contact. Touchpoints or points of contact are basically identifiable through consumer interaction with your brand, before, during, and after purchasing your product or service.
Minor points of contact including:
- Following company social media pages
- Downloading the company app
- Visiting your website
- Searching through your online retail store, etc.
Major touch points include:
- Ordering products and services
- Adding products to online carts
- Making second purchases or renewal of subscriptions
- Product Feedback
- Product reviews after service or purchase
- Contacting customer support services
Once you have identified your major and minor touchpoints, you can identify how they shift before, during, and after purchase. The benefit of this process is that you will get to know your customers’ likes or dislikes as well as essential factors that affect the different points of contact. Armed with this knowledge, you can make the right adjustments to increase your sales
Even so, you must remember that technology is not a one-stop solution that will automatically answer all your consumer woes. Good old customer development techniques still work. Customers want to feel that they are more than a source of revenue. They want to establish an emotional connection with your service or product. Making regular calls or messaging particularly with existing consumers goes a long way in building a good rapport. Even as you integrate digital technologies across all business operations you need to keep your sights on the most essential aspect of your business- The Consumer.
Market data indicates that 49% of on-spot purchases are influenced by personalized customer experience. This is achieved mainly through calls, emails, or messaging. Other than the conventional phone calls, utilize emails to conduct customer satisfaction surveys. Remember the focus of your survey should be to get the clients’ opinions and thoughts on your products and services. It is important when designing a survey to:
- Be simple and concise with your questions
- Focus on key aspects of consumer experience that you need to improve on
- Avoid projecting your own biases or market stereotypes
As said earlier, customer experience is the key selling point for any business that wants to win against its competitors. To increase your sales and customer experience, it is essential to get to know your customers. With the above strategies, you can now gain leverage in your industry.