Our partners at ScoreApp tell us their top tips on how you can learn more about your audience:
Nobody understands your business as much as you. Being knowledgeable about your products and services allows you to serve your customers better.
However, there is such a thing called the “curse of knowledge” that can affect how we communicate with our potential customers. When you manage the day-to-day running of your business, you can often forget what your potential customers are struggling with.
In this article, we walk you through four uncommon ways to get a sense of what your potential customers are struggling with, so you can help them achieve their goals.
1. Create a self-serve quiz for your audience
Quizzes are often used as a fun way to pass the time, but if done correctly, you can build a quiz specifically to learn more about your audience and what they need.
As humans, we all like to test ourselves and see how we compare to others. This is why we like game shows and general knowledge quizzes. If you use a relevant quiz within your business, you can learn more about your potential customers and help them test themselves at the same time.
A personal trainer could launch a health/fitness quiz called “How healthy are you? Test yourself today”
Questions could include:
How many times do you exercise per week?
How many calories do you eat per day?
A financial planner could launch a money quiz called “How financially savvy are you? Get your money score today.”
Questions could include:
How many credit cards do you have?
How much do you save each month?
Throughout the quiz, you could ask 5-10 questions that help your audience uncover how good or bad they are in a particular area.
If you use the right quiz software, you’ll be able to look through all the answers easily and spot where your audience is struggling the most. People tend to be more honest with their answers when they are scoring themselves, so this should give you lots of interesting data you can use to help more people.
2. Ask for 1-2-1 calls
If you’d like to delve a little deeper into your customers’ world, you can personally reach out and ask for a short, 1-2-1 call. You can do this with your existing customers or you could do this with people in your audience who might not have worked with you yet.
The reason that phone calls (or video calls) work so well is that you can ask different people different questions. You can also ask follow-up questions that give you a much clearer understanding of what your customers are struggling with and where they might need more support.
The answers people give on calls are often much more detailed and helpful, but they do take more time.
Make a list of 5-10 people you could email who would be willing to hop on a call and talk to you for 15 minutes.
You can ask questions such as:
What is the main problem you’re having right now?
Why do you think this problem is holding you back?
What solutions have you tried to fix this problem?
How much money or time do you think you could save if this problem no longer existed?
As you can see, with every new question, you can delve a little deeper into your audiences’ thinking. The answers to these questions could help you improve your overall messaging, your content and your services in general.
3. Surveys for existing clients
If you have a database of existing clients and customers, you can create a short, simple survey to ask them specific questions. Much like a quiz, a survey allows you to get feedback from lots of people at the same time.
The great thing about asking your existing clients to fill out a short survey is that they often already know, like and trust you. This means these people are happy to answer questions to help you out. Not only that, your existing clients will be much more honest with you and take their time with the answers.
A web designer could create a survey and ask questions such as:
Where do you currently generate most of your website traffic from?
How often do you update your website with fresh content?
The answers to these questions will help you understand what areas your clients need support with. Unlike a quiz, you don’t have to worry about scoring these questions. A survey is generally only used for data gathering.
4. Ask for replies to emails
Email marketing is used more as a promotional tool than anything else. However, you could also use it to gather interesting information from your audience.
The great thing about speaking to your email subscribers and asking them questions is that everyone is at different stages of their journey, and the answers you’ll get will be vastly different.
Unlike quizzes and surveys, the questions you can ask your email subscribers can be quite open-ended.
For instance, you can ask questions such as:
“What are you struggling with right now?”
“What’s the biggest problem you’re having in your business right now?”
“How do you prefer to consume content?
These questions will help you learn from your audience and also help you connect with your email subscribers more closely than ever before.
Try to reach out to your email subscribers regularly to learn more about them and their situation.
Now that you have four ways to gather interesting insights from your audience, you can now take this information to create more relevant content, better products and a fantastic experience for your customers.