You’re rocking and rolling in your business and getting your hands on feedback and data from your current customers—whether it be from sales transactions, phone calls and email exchanges, social media interactions, website activity, and so much more.
But, what will you ever do with it all? Collect it and store it away in the depths of those bland manila folders to reference at a later date? Or, will you choose to leverage it, helping take your business to a whole new level of growth and development? I prefer the latter, and I think you just might, too.
After all, as someone once was said, “Data that sits unused is no different from data that was never used in the first place.”
The problem, however, is many entrepreneurs who are in your exact same shoes don’t know—firsthand—how they’d benefit from analyzing it all and putting it to good use. And, that’s why many stop all that juicy data and insight dead in its tracks once it gets into their hands.
They just don’t know how it could possibly boost their revenue. And, they certainly don’t want to spend the time or money to collect and decipher it.
So, that brings me to the reason for being here today. I’m going to share with you the five big ways you will—without a doubt—benefit from leveraging your small business customer data and insight. Even if you’re not a fan of numbers, you’ll leave here today having turned into one. Yup, that’s right! I said it.
Yet, maybe even after becoming aware of the benefits, you’ll still feel lost when it comes time to actually incorporate it all into your sales copy. And, that’s okay. Because, if you stick around until the very end of this post, I’ll share with you a one-of-a-kind tool that’ll alleviate the excruciating headache you get when having to write out all your marketing pieces while using social proof (aka data). Stay tuned!
Until then, however, let’s walk through what you came here for—five big ways you will benefit from leveraging customer data and insight.
1. Paint a clearer picture of your ideal customer.
As I’ve said before, many products fail because entrepreneurs are putting all their eggs into one basket. What I mean is, they end up spending entirely too much time on creating a product and making it different from competitors, that they miss out on the chance to really evaluate who it is they should be selling to.
With that, it’s time to do some damage control. Using big data and insight can help you paint a clearer picture of who your ideal customer really is. Not who you think they are. And, no, knowing your audience isn’t an option.
So, to get right to it, as SimplyMeasured.com advises, the first place to start is with the audiences who are visiting your website. With Google Analytics, you’ll be able to analyze the wide-ranging demographics of people who are showing up on your site.
Additionally, if your business has a Facebook page, you can use insights gathered from that platform to get a better feel for who’s engaging with your brand—what’s their gender? Age? Location?
And, lastly, if you have a CRM, you can compile your insights from that platform as well. Then, analyze all of the data you’ve collected from multiple sources to create a better visual of your ideal customer.
Making use of the knowledge you have in your backpocket will help tailor your product or service offerings, sales messages, customer service interactions, and so much more to the right people. Winning!
2. Successfully develop new features.
Ever think about what you’ll create next when it comes to new features for your products or services? Sure you do. You’re an entrepreneur and always brainstorming the next big thing.
The problem is, you might get so excited about finally pushing something fresh out into the market again, that you only end up creating something you really love. Not something your ideal customers will be a fan of.
That said, how can you avoid falling into that trap and, instead, put your biased opinions on the backburner? By digging into the conversations you and your customer service team (if you currently have one) have with your buyers.
At the end of each email, phone call, or even customer satisfaction survey, ask them what the product or service is missing that they wish it had, what features you offer that they might not find valuable, and any other question you can think of that might offer up some incredible input on your offering. (PredictableProfits.com shares a great list of additional questions on their site!)
Once you’ve collected their responses, take all that insightful goodness and create a running list of ideas, challenges, and updates for you and your team to keep track of and discuss during a monthly development meeting.
When having this discussion on a regular basis, you’ll be able to weed out the “just okay” ideas so you can focus on the more phenomenal ones—the ones that need your attention so you can solve a problem for your customers, show them you listened, and deliver something they truly want and need.
3. Iron out your pricing.
Oftentimes, coming up with the price of a new product or service can feel like you’re taking a shot in the dark. Is it fair? Is it too little? Too much? Not knowing what to charge can definitely put you into a trial-and-error mentality. And, we all know how that works out.
Instead, data and insight from your customers can help you iron out your pricing and come up with a number that not only makes your audience happy, but you as well.
And, the biggest opportunity for being successful in your pricing decisions? Leveraging the data and insight you collect from the following locations, as shared by Econsultancy.com:
- Your own CRM (or similar analytics software), segmenting customers based on price points to narrow down an ideal range.
- Externally, tracking the competitive landscape and market to get a better feel for what other brands are charging.
In doing so, you might even realize it makes sense to have a tiered-pricing model for your product or service where each price point is tailored to a specific audience subset of your business.
Not to mention, you’ll have the opportunity to get laser-focused on a number of factors Inc.com says your product price depends on, such as:
- What your ideal customer is willing to pay.
- How your company and product is perceived in the market.
- Whether the product is “highly visible,” and frequently shopped and compared.
- What your competitors charge.
- The estimated volume of product you can sell.
4. Polish & personalize your sales messages.
Think about the offers you respond to when you’re browsing the Internet in your spare time. Chances are, they probably make you feel as if they’re made for you. Right? So, it’s obvious the creator or brand offering up the product or service truly knows their stuff and who their target audience is. And, as a result, their sales messages are super polished and personalized.
That’s not an easy thing to be able to do, however. Knowing exactly who it is you’re talking to in sales messages is actually something many people struggle with when writing copy that sells. But, actually leveraging data and insights collected from your current customers can help you big time in grabbing hold of this benefit.
How so? Well, when you pick your current customers’ brains about what really makes them tick and even why they want what they want, it’ll be easier to speak directly to your niche and get personal. You can even go as far as using additional information that exists in your CRM (if you have one) to create personalized messages for your customers’ birthdays, product or service start date anniversaries, last purchase date, and so much more.
The opportunities are endless to help build a stronger affinity and loyalty to your brand!
5. Finally craft winning case studies.
Ready to wow your leads and serve up actual proof as to how you can make their lives better and solve their ultimate problem? Sure you are. Who isn’t?!
Well, the fifth and final benefit you’ll grab hold of as soon as you start making use of the incredible data and insight you’ve collected since you opened for business can help. Enter cases studies—the secret to unlocking new leads and winning you conversions.
Okay, how can they possibly do that, you ask? Well, simply put, when you gather insight from your current customers and turn it into a success story—aka case study—you lay out the cold hard facts that your product or service can actually do what you say it will.
Just be sure, however, to really evaluate the results you generated for them. Reason being, if you’re going to feature a customer and their experience in a case study, you better have champion results you want to shout from the rooftop.
If you’re feeling unsure of where to begin in crafting one of these golden ticket content pieces for your business, check out this blog post that’ll get you going in the right direction.
So, how exactly do you get your hands on all this customer data and insight for your business?
I touched on these various locations throughout the five points we just wrapped up. But, they’re worth noting again. Take a look and get to collecting and leveraging all this good information!
- Google Analytics—this free website analytics service will give you insight into what kinds of users come to your website, and how they find and use it.
- Social media accounts—if your business has a Facebook page or other social media account (ex. Twitter, Instagram, etc.), you can utilize the platform’s Insights tool to obtain quality data on the demographics (age, gender, and location) of your fans and followers.
- Your CRM—if you have a CRM (and you really should), you should be focusing on data such as customer buying behavior (active vs. dormant status), how they were acquired (Google, trade show, social media, etc.), their last login date (if applicable), items purchased, value of the sale, birthday, and other key pieces of information.
- Surveys—following a product trial, purchase, demo; you name it, don’t miss out on the opportunity to send your prospects and customers a follow-up survey. In it, you can ask questions to get to know more about who they are, why they did or didn’t purchase from you, their feedback on the features, and more. Using this data and insight, you’ll be able to learn new ideas, guide business decisions, and set the bar to continue aiming for success.
- Phone calls and email conversations—keep track of any nuggets of information your customers share with you throughout these conversations. You never know what they might dish out to drive you to a turning point in your business, helping take your product or service to new heights.
Ready to weave your customer data and insight into your sales copy, but dreading sitting down and writing it all out?
Yeah, writing sales copy isn’t for everyone. In fact, if you’re like most, it probably gives you a headache just thinking about it. But, I’m happy to say I have a tool that’ll alleviate that for you. Meet your new copywriting companion: ScriptDoll.
It’s a sales copy engine dedicated to assisting you with composing persuasive sales content in minutes. Once you create your product portfolio and answer a handful of painless questions about your product, target audience, and more, ScriptDoll drops those answers into thoughtfully crafted content scripts that sell—sales letters, email sequences, you name it.
Here’s why ScriptDoll is so beneficial to entrepreneurs like you:
- Frees up your time to put focus towards more productive tasks—simply complete your product portfolio, answer a handful of painless questions regarding your target audience, product details, features and benefits, and more, and ScriptDoll turns your answers into attractive content in a matter of minutes, reeling in your ideal customers.
- Keeps your content fresh with an ever-growing, extensive library of templates—new templates are added on a monthly basis, from sales letters to video sales scripts, email sequences, and much more. You’ll avoid putting your audience into a zombie state-of-mind, no matter your content needs, steering clear of sharing the same thing over and over again.
- Saves you some serious moola by keeping your copywriting in-house—there’s no need to drop loads of money on outsourcing your writing tasks to copywriters. And, you can also avoid investing hours of your time trying to improve your skills in a copywriting course. That’s because ScriptDoll crafts its effective templates thanks to its connections with champion copywriters around the world!
Get to Injecting Real Data Into Your Message for Sales Copy That Sells—Join ScriptDoll Now!
Now, you might not be a complete data geek after reading this post. But, I hope you leave a bigger fan of it as you’re now aware of the superior benefits of leveraging it for your small business. Always remember, as Jim Bergeson said, “Data will talk to you if you’re willing to listen to it.”
Best of all, you’re finally looped in on a tool that can help save you time during the sales writing process. Entrepreneurs like you are raving about ScriptDoll—relieving them from the struggles of writer’s block while mixing in plenty of social proof to create alluring content with little to no effort.
We hope you’ll join them and look forward to you getting the results you’ve been searching for. They’re ready and waiting for you.
How have you benefited from incorporating customer data and insights into your business efforts? Drop us a line in the comments section below. We’d love to hear how things are working for you.