How To Find Out What Your Customers Want
Editor’s Note: Mastering social media can be a tough nut to crack for many businesses and organizations. The medium is constantly evolving and new platforms are popping up every day. So, to help inspire you to take a second look at your social media performance, we have updated this post from a few years ago. And, if you like it, share it! 😉
In business, we’re always trying to step into our customers’ shoes. We want to know what they like, what they dislike, what challenges they’re facing and what we can do to help them overcome those challenges.
In the past, to climb into the minds of our customers, we had to pony up the dollars for costly market research projects and focus groups. Or we could choose a more reactive course and wait for them to share their experiences with us. Neither option is ideal.
No matter how good we think we are, there is always room for improvement; and the first step in our improvement journey is to find out more about the people we are trying to serve. Fortunately, technology has given us a way to be more intimately in tune with our customers, our prospects and the marketplace as a whole.
The ability to tap into the social insights of a targeted market has empowered businesses large and small to produce better products, improve customer service and enhance organizational practices. Social media platforms like Facebook, YouTube, Twitter, and Instagram have given businesses a behind-the-scenes look into the lives of the individuals they serve (or want to serve). If we really want to know more about our market place, all we really have to do is know where to look and which questions to ask.
Listen to episode 189, “Social Media Excellence For Businesses,” on Rea & Associates award-winning podcast, unsuitable on Rea Radio.
Where To Look
Not long ago, terms like “social media” “blog” and “selfie” were obsolete. Today, that’s not the case.
Social media has become an essential part of daily life for many. In fact, the average internet user now has about eight social accounts and, according to GlobalWebIndex, a leading digital consumer research company spends two hours on social networking sites daily. But here’s the thing, you don’t have to scour every social platform to find where your customers are hanging out. Instead, all you really have to do is follow the numbers.
If you have a pulse, then chances are good that you’ve heard of Facebook. During the fourth quarter of 2019 the company reported an impressive 2.5 billion monthly active users – meaning it has retained its first-place spot among all social media platforms. Research from, GlobalWebIndex found that 88 percent of all internet users have an account on at least one of the company’s platforms. Given that the average time an individual spends on Facebook is 35 minutes per visit, a stat reported by Omnicore, an accredited marketing agency, it’s safe to say that users are sharing, liking, browsing and engaging in a number of ways – all of will help you gain greater insight into what makes them tick.
As a network of one billion, users are known to watch a billion hours of video each day. And it’s likely that your customers are among those creating, viewing and commenting on the wide variety of videos shared every day. According to the social media giant, “YouTube overall, and even YouTube on mobile alone reaches more 18-34 and 18-49-year-olds than any cable network in the US.” What your customers are watching can tell you a lot about their personalities and what challenges they are facing.
Since launching in 2010, Instagram now boasts 1 billion+ active users each month – all of whom appear to be partial to taking pictures of themselves, their food and their animals. Over the last 19 years, Omnicore reports, more than 50 billion photos have been shared on this social media platform. On average, 95 million photos are uploaded each day, which is up from 100 million last year – meaning that the platform continues to grow leaps and bounds.
Twitter hit the scene in 2006, and offered users a platform upon which they could share brief snippets of content – 140 characters or less to be precise. On this platform, users regularly follow their favorite companies and celebrities and engage with each other through the use of hashtags. Today, 328 million monthly active Twitter users are known to send out around 500 million tweets each day. Interestingly, 67 percent of users are likely to purchase from a brand they follow and 60 percent of users expect brands to answer a query within an hour, according to Talkwalker, a global social data insights company.
If you want to learn more about your customers, turn to social media. Check out episode 189, “Social Media Excellence For Business,” featuring Rebecca Weiand to learn more.