Where do your customers come from?
Do you know where your customers come from? When’s the last time you audited how your customers are finding you?
We do a lot of strategizing with clients to help them uncover how to best communicate their message to the right people. One of the first questions we ask is, “How do your customers find you? Where are they coming from to learn more about your brand?”
The responses usually vary. Some brands are very dialed into their customers’ preferences, while others don’t have as much insight.
But it’s incredibly important to know the journey your customers take to find you – whether that’s online or offline – so you can start to better understand the best way to reach them the way they want to be reached. In other words, “Go to where they are to start the conversation, not the other way around.”
A great way to find out how customers and prospective clients are finding you is to study your Google Analytics regularly. Benchmark where people are coming into your website, how long they’re staying, what they’re clicking on while they’re there, and where they drop off. You can make your analytics dashboard as simple or complex as you need based on your business needs.
You might find, for example, that while you’re spending 80 percent of your social media marketing efforts on creating meaningful, engaging content for your Facebook page, more than half of the traffic coming into your site is coming from LinkedIn. You drill down more to find out those people coming from LinkedIn are actually of the decision-making variety. Good information to know so you can re-distribute your efforts and focus more on building your LinkedIn presence and start to build on that momentum.
And while no one marketing effort alone should be responsible for driving prospective clients through your door, marrying your online analytics with other stat gathering methods (periodic email surveys, in-store questionnaires, sales team feedback) will start to provide a great picture of how your clients are finding you.
Armed with this data, you can start to laser-focus your marketing efforts towards the people that matter, the ones most likely to buy from you and become loyal customers. Monitoring the data closely (ideally monthly or quarterly, but at least, annually) will allow you to adjust your marketing resources to make the most of your efforts.