In a world of shiny objects, it can be easy to get distracted and lose sight of what’s important - your customers. It’s time we all go back to the basics.
Louis Grenier, Founder of Everyone Hates Marketers, was on last week’s episode of the Real Marketers podcast, he revealed seven questions all marketers should be asking their recent customers.
1. Talk me through the very first time you ever potentially thought about buying a solution like ours.
You’ve done it, I’ve done it, we’ve all mapped out a customer journey at some point in our careers. Nailing down every possible entry point can be tricky as consumer behavior is anything but predictable, which is why you should take every opportunity to fine-tune your map.
2. What other solutions did you compare us to?
You most likely already know who you’re up against (and if you don’t, you should probably look into that). But every once in a while this answer may surprise you. Plus, it never hurts to see if there are new players to watch out for. 👀
3. Why did you pick us above the rest?
What sets you apart from the rest? Are you solving a specific pain point your competitors just aren’t touching? Or is it as simple as your pricing structure? You’ll never know until you ask.
4. What channels do you tend to spend the most time on?
For better or for worse, TikTok has my undivided attention. For others, like Gen X, you can probably bet Facebook is eating up a majority of their screen time. We all have our vices. Discovering where your customers are spending their time will help you reallocate resources to the appropriate channels, not to mention improve your overall mobile marketing strategy.
5. What influenced your buying decision?
The media environment has dramatically changed how consumers buy anything (thanks pesky Instagram ads!). We need to make sure our marketing tactics have evolved to account for this change. No matter if you’re B2B or B2C, every purchase is now a considered decision.
6. Who did you consult?
We’re so focused on getting reviews for our products and services that sometimes we overlook the power of referrals. Asking this question may leave you wondering if you need to create a referral program for your brand (spoiler alert: you should).
7. Is there anything that almost stopped you from buying from us?
This might be the scariest question of them all, but it also might be the most important. Not all of the answers will be factors you can control. For the ones you can, what quick solutions can you roll out to minimize these roadblocks?
Easier Said than Done
We know we’re supposed to be asking customers these questions on a regular basis, but it’s easier said than done. Fear is a huge roadblock for marketers. We’re afraid of being rejected, afraid of hearing things we haven’t heard before. And we’re afraid we’ll hear answers we don’t have any control over.
Louis recommends being brave and doing market research. The more you know about consumers, the fewer surprises you’ll have when interviewing customers.
Want more tips from the expert in fighting marketing BS? Listen to Louis’ full episode on Real Marketers here.