Facebook, Twitter, and many social media platforms allow businesses to connect with their customers and acquire future consumers by specifically targeting their audience through ads and updates on their pages and accounts. However, connecting with your followers or customers doesn’t have to be confined to formal engagement and can be used even when using your own personal Facebook or Twitter account. You may ask how, and it’s actually really simple; something you might already be doing without even thinking about it.
A few days ago I had casually commented on an update a popular car blog had posted on their Facebook fan page. An SUV, that in my opinion wasn’t practical for any consumer financially, was loved by many who commented on the same picture and link. A person responded to my comment giving great feedback, which wasn’t his intent, as he made the case that this SUV was capable of going off-road, and the vehicle was well worth the price.
A lot can be learned from this, and as a marketer, if I was to come up with a marketing strategy for that specific vehicle, the feedback that was given allows me to tailor any advertisement towards an audience that wants that SUV. Off-road capability, along with it’s AWD, and cargo space, should be the main focus when advertising that vehicle. Now that we’ve got inside the consumer’s mind and understand what he or she wants in a particular vehicle, it can now be applied to both the auto industry and other business sectors.
Very few businesses do this, but asking the buyer why he or she is buying the product they brought to the counter gives invaluable information to the marketer. There is no reason for them to fill out a form stating why they bought it, but a simple question that can then be applied to the next customer that walks through your door. If you own a toy store and a kid comes up to the cash register with an action figure or play set, seeing his or her excitement for it, and listening to what they’re saying, then allows you to market that toy to attract kids who want that toy, but didn’t know it was in your store.
This shouldn’t be confined to products either, as even a gym can get positive or negative insight into what the consumer or gym goer wants. I’ve been asked, “How did you find out about our gym?”, but I’m never asked “What do you like or dislike about our gym?”. The second question is almost, if not more important than the first, as the customer’s response may make you consider changing what your gym offers. If a majority of customers express that they want more free weights and less machines, action should be taken to make the people who workout there happy. Simply asking that question could save you time and money, and keep gym goers coming through your doors.
Consumers don’t want formal marketing, questionnaires to fill out, or annoying ads that hinder what they want to do. Engagement on social media, both on your fan page and during your own personal time, along with asking friendly and open questions, is going to make the potential customer more comfortable. You can learn a lot from what the consumers are saying, but you’ve got to be willing to listen. One status on Facebook pertaining to a product or interest is a great way to learn the buying behaviors of your customers. If you can understand the psychological reasoning behind their buying habits, you’ll be able to market and advertise much more efficiently and effectively.