Social media is an essential tool for thriving businesses in today’s world. You have already proved you are open to business and reachable by having active social media accounts. To help your business continue learning and growing, you will want to build genuine relationships with your clients/customers organically. Having these relationships will help you target your customer pain points.
You might be wondering what a customer pain point is. A pain point is a specific problem that future and current customers of your business experience. By successfully targeting your customer’s pain points, you solve their problem. You must show them why they need you. General pain points include:
Key Steps to Finding Customer Pain Points
- Utilize your social media platform – You can use your social media to ask for customer feedback. This strategy can be as simple as putting a poll on your Instagram story or creating a post that asks for feedback. Being open and honest with your audience opens the door to engagement and feedback. . Ensure that you are responding quickly to these responses to help build those relationships and keep the engagement flowing! Opening the door to more engagement from your target audience can include posting links to your blogs or posts with questions. If someone comments saying, “Thank you for this info! I just don’t know how to ___.” That is your sign to create a post, blog, or internal fix centered around the concern of your audience.
- Conduct surveys- Conduct surveys with open-ended questions to get detailed answers from your customers. Send these emails to lists built through social media marketing, and let your audience know how you will use their feedback to improve your product or business. They will feel valued to give their responses!
- Research– Put on your investigator hat to search your customers’ social media for pain points. This strategy can include checking their Facebook, LinkedIn, or other platforms to find their likes, dislikes, and discussions. This research can lead you to uncover a hidden pain point.
- Know Your Industry– If you do not feel like digging into your customers’ social media, you can use other tools to aid your research. Regular industry-related keyword searches can be highly beneficial. Explore the “People also ask” box to see what is relevant to your search. You can also utilize “Answer The Public” to find what people recently asked about in your industry.
- Utilize Technology– Live chats are a great way to connect with your customers. This helps you build rapport, gain information and insight, as well as build trust and answer any questions your customers might have.
To take the process even further, you can take a deep dive into your future customer’s path with the following steps:.
- Awareness: The customer must become aware of your business through your company’s efforts to reach your target audience.
- Interest: You spark your customer’s interest by pointing out you can solve their pain points such as doing their taxes, lawn care, roofing, hunger, etc. They will conduct their research about your brand by exploring your socials, website, etc.
- Consideration: This could be a lead or someone inquiring about a service. Free consultations, free trials, etc., are great tools for your potential customers during this phase.
- Intent: Imagine this phase is when your lead is sitting with your product or service in their shopping cart, almost to the checkout but not quite yet.
- Evaluation: Leads will weigh their opinions one more time before choosing your company. This step can include comparing your company with another company or service. What can you do to seal the deal?
- Purchase: Your lead has decided they want your company and is now a customer! How can you get a referral?
Here are a few questions to consider:
- What is your customer’s path to purchase?
- How long is their path to buy?
- Can you improve their path to purchase?
- What motivates your customer?
Once you have taken this deep dive to learn more about your current and future customer pain points, you will see your business from a buyer’s perspective. Imagine you go to a website to submit a form, and it does not go through on their first two attempts. You would most likely look somewhere else, right? Leads and future customers must still decide for themselves, but if their path to purchase is smooth while you address solving their pain points, they will be interested throughout the journey.
For more information on how you can target and improve your audiences’ pain points or better target your audience in general, please schedule a consultation with our marketing professionals at 321.255.0900, or feel free to email us at firstname.lastname@example.org.