What does the customer see, and how can you use that to your advantage?
(Image source geralt on Pixabay)
To build a funnel that works for your business, it's necessary to look at things from your customer's point of view. Assuming you've narrowed down your target market to find your ideal customer and the blue ocean they represent, you should have a basic understanding of their perspective. But how do they see you?
At this stage, nobody knows you yet. Every customer type will be at the beginning of the funnel, which gives you an opportunity to set your visitors first impressions right. Building a funnel from scratch may require some market research to learn about expectations your potential customers may have before they visit your sites or pages.
While ideal customers are the main focus starting out, you may also want to broaden this scope to learn who may become part of your audience as well. Your audience will contain multiple customer types, and is the first level of expansion once your business has flourished among your ideal customer group.
Research And Data Collection
If you did the exercises on your ideal customers, you should already have a good idea where ideal customers spend their time online. Read through FAQs, forums, and other public chats to learn what people expect and what they want.
You may also want to consider collecting visitor data from your site directly for long term research and statistics. One resource I've recently stumbled upon is Quantcast, which helps to measure info about the traffic to your site. Be aware, though, if your visitors could be from the UK, there are some strict guidelines to follow regarding their GDPR enacted in May of 2018.
Once your business is set up, you should have some traffic coming in already. Maybe you had some sales, maybe not, but there's definitely been activity to your site. You can still set up Quantcast, or similar data collection on your pages to learn about your audience. It's possible to find that your ideal customer isn't the majority of your traffic. You can use that information to either amend your site to appeal to the ideal customers, or switch your focus to a new ideal customer group that already responds to your efforts.
Since you have traffic, that also means you can start collecting information from visitors through your own forums, FAQs and surveys. Giving them an incentive (such as discounts or freebies) may increase visitor participation. Though it may cost you a few sales, the information you acquire will help you appeal to even more customers in the future.
If you're racking in the dough, you may not feel the need to worry about improving the customer's experience. The concept 'don't fix it if it isn't broken' could cost you in the long term. While you've got plenty of visitors and customers is a great time to roll out a survey or even a promotional event geared toward learning more about their needs and wants. You can use the information gained to create better products and services, or even open a new line that appeals to a group you hadn't been marketing to. Continuing the practice of customer research is a major part of growing your business and keeping up with changes along the way.
Understanding how your customer sees your business and their expectations is an important strategy at any level. Tomorrow we'll take a look at some resources that can help you use this information to create an effective funnel as unique as your business. See you at 9a!
As I begin this anew, I know only one thing: that I know nothing. Learn with me, and together we will figure this out.
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