How to Decide What Your Contacts Want (and Give It To Them)

 

Customers wants are blurry until you focus

I was recently helping a client figure out how they could send specific, targeted content to their clients. It’s every marketers dream to know, and deliver, exactly what the customer wants to consume.

But, the question is, how do you identify the specific interests of each of your customers?

Just imagine you own an online bookstore. Jane is in the market for a book; maybe even two. But, here’s the kicker; Jane only likes business related books. She has never been able to get into fiction. It’s just not her style.

So if you start sending her emails about romance novels or the latest sci-fi thriller, she’s going to tune you out and eventually unsubscribe. She may end up seeking out a bookstore that’s more in tune with her interests.

How would you as a bookstore owner know that Jane only likes business books?

That’s the goal for you as the owner of a bookstore. Anticipate the wants and needs of your customers. That means happier customers and more sales for you. And guess what? Happy customers tend to become repeat customers. Double win.

Happy client, happy you.

Determining and anticipating your customer’s wants and needs is a relatively simple task. Relative being the operative word. Regardless, this is simple to accomplish with the right tools, and it’s a necessary action.

Providing your customer with the content they want versus what you think they want, could be the difference between gaining a new long-term client, and losing a client’s interest forever. I can’t harp on it enough. It’s all about the customer. Their needs. Their wants.

Focusing on your customer will provide the biggest return and opportunity. Don’t let it be a missed opportunity.

Just ask their opinion

One of the easiest ways to figure out what your customer wants or needs is by asking. Sounds simple right? It is. But, it’s often a missed opportunity.

Continuing with the bookstore example…

Jane visits your online bookstore and she is presented with a form.

Radio button form: What's your favorite genre?

This particular form, using radio buttons, will only let Jane select her absolute favorite genre. If you want to allow Jane to select many options the check boxes work well.

Check box form: What's your favorite genre?

By simply presenting the online user with a form; they have the option to tell you exactly what they like and want. Once you know their interests you can setup a simple automation similar to the below.

 

Interest automation based on form responses.

Don’t get overwhelmed. It’s worth asking your customer and taking action based on that information gathered.

It’s not enough to just gather the information. It’s about the “Now what?” and the action that will get you results.

Listen well

Closing a deal is similar to the ideal date. Ask good questions. Listen well. Then explain your understanding. You want to talk enough to let the person in, but you don’t want to dominate the conversation.

Listening can come in many forms. In the case of our online bookstore example though, listening might look like yelp feedback, G+ reviews, or live chat support.

It’s germane that you are focused and listening to the feedback your customers are providing. If you take care of them, they will take care of you.

Actions speak louder than words

If you are asking the right questions and listening to your customers, the next important step is watching what specific actions your customers are taking. These actions may give you the most important information of all.

Use campaign opens as interest indicators

If Jane said she only likes business books, but every time an email is sent about psychology books, she opens the email and clicks on links to read more; maybe Jane also like psychology books. Even though when asked, she only liked business books.

Use page visits as interest indicators

You can create segments based on which category of books the visitor has browsed in your online store. You can assume that if they’ve visited the business books category in the past, they have some interest there.

Next time you’re having a sale on a business book, you can send that campaign to people that have browsed that category of books in the past.

Below is an automation that will do exactly what we described above. It can also be found when you are creating a new automation in the ActiveCampaign platform by going to the “Manage & Track Contacts” category and selecting “Apply Interest Tags.”

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Use campaign link clicks as interest indicators

If you send a catalog style email campaign, you can apply tags when someone clicks on a particular type of book. If they click on non-fiction books, you can tag them as “Interested in non-fiction” if they click on fiction, you can tag them as “interested in fiction.” If you send another campaign to people tagged as “Interested in fiction,” this time with different categories of fiction books, you can zero in closer to their exact interest. If they click on a mystery novel, tag them as “Interested in mysteries.” If they click on a romance novel, tag them as “Interested in romance,” and so on.

Leveraging interest indicators

So, now that you know what they’re interested in, how can you leverage that intelligence to send interest-targeted campaigns?

The automation could look similar to the below image:

Leveraging interest indicators automation

 

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Ultimately, it’s all about your customer’s interests

This is all to say that your customers interests and voice should be taken into consideration. This will help you give your customers exactly what they are interested in, while giving them a better experience.

Take care of your customers and they will take care of you.

By incorporating marketing automation and other tools provided in ActiveCampaigns platform, you will not only better understand your client base, but you can better delight them.

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