A long time ago, small businesses knew very little about their customers. A customer would show up at at the door and the salesperson would have to guess the true reasons and motivations behind the visit in order to serve the customer well.
Fortunately, the digital age has revolutionized the way small businesses market and sell their products and services. Now we have access to all kinds of customer data that can help your business and increase your sales. Information about customers’ buying behaviors and the way they think are now all available to the small business owner. Small business owners that use this information can add a personal touch and enjoy a competitive advantage.
Unfortunately, most small businesses don’t take the time to do a thoughtful analysis of the data to better serve their clients. Although it takes time to focus on understanding the needs of your clients, not doing so will end up costing you time and money in the long run.
Here are 3 reasons to get to know your customer.
Focus Your Efforts
With so many social channels available, it’s difficult to know where to focus your efforts. Instagram, TikTok, LinkedIn, Facebook or email are all possible platforms that your clients can choose to interact with your brand. As a small business with a small (if any!) marketing budget, it’s important to design an efficient strategy to reach your clients. Having information about their preferences will help you provide the right information to the right customer at the right time on the right channel.
Perfect your offer
Learning about what your client needs and what challenges they have allows you to create a focused solution to their problem. To be competitive it is especially important for small businesses to provide services that meet their clients’ needs. The more you know about your client, the better able you are to tailor your offer to serve them better. Whether it’s a product or service you provide, knowing detailed information about your client helps you create an offer they can’t refuse.
Overdeliver
Your clients and customers want to feel like their business really matters to your brand. Taking the time to really know your customers and provide them with a service they value is important for the sustainability and growth of your business. Satisfied customers become brand ambassadors who will reward you with loyalty, repeat business and referrals to friends and family.
With the advanced technology that is available today, it’s now easier than ever to truly understand your clients’ needs. Taking the time to thoroughly analyze your client data will help you create effective and efficient marketing plans that will better connect your small business with your ideal customers.
