Knowing the user is essential for your marketing strategy. During a sale, the main element is the client, above anything. With a good digital strategy, you can gain new users and potential clients. The team must know the target of the action. And the community manager must know the addressee of the content.
Below, we recommend some keys to interact with users and offer the best content in the right moment.
1. Know your user: trying to reach everyone is a mistake. In fact, it is impossible. The most important thing is to create conversations and talk on an individualized level. The motivations and frustrations of your user –not only your target– are key in order to make decisions on contents and on business in general.
2. Find your users: you must carry out an exhaustive study of data. From there, create patterns and start to create a hypothesis. As you advance with these outlines, you will be identifying persons and environments. Surveys are very useful to validate these outlines.
Understanding these patterns will be helpful to create interesting content for your users.
3. Where are the users? Generally, you will find them on Facebook, Twitter or LinkedIn. However, they may have a specific social network like those for mothers, architects, pet lovers, etc.
Another example of a specific social network is Tinder. As the public is already very segmented, addressing the user will be easier.
4. How many types of users are there? It is important to differentiate people in order to choose the right action:
- – Observers are passive listeners who do not post comments nor share content. They do not express themselves, but they are there.
- – Creators are active users in social networks and forums. They participate, create and share content. The perfect ally.
- – Hyperconnected people are key to invigorate the community, create conversations and gain new users. They are on all networks at the same time. From Pinterest to YouTube.
- – Trolls love to be annoying. Beware of their comments because they are disturbing and can be harmful to your business. They do nothing but bother!
- – Critics are very active users in social networks. They educate themselves before giving their opinions. But watch out! Their opinions might be different from yours.
- – Geeks are at the forefront of any new or geeky object in the market. They know about everything, so it is good to spot them.
- – Connectors are users very appreciated by brands. They love sharing. From news, to content, promotions and discounts. This is very useful to make a name for your business.
Understanding who everyone is and what is happening is crucial to keep a community you have already created, like those of forums.
5. What is the goal of the user? Knowing whether the user has a quality visit and, especially, getting to know what the goal of the user is when visiting our webpage, is very difficult data to obtain. The fact that someone spent a lot of time on a webpage does not mean that they have found what they were looking for.
Users do three different types of searches:
- – Information searches: they want information.
- – Transaction searches: they need to buy something.
- – Surfing searches: they want to surf the internet.
Depending on the users’ type of search, we may conclude whether we can offer them what they are looking for or not.
This is the moment when the user experience comes into play, as it may result in a positive or negative perception of the service, product or device. The user experience is the process carried out by the user when interacting with a product. You can visit the following post to remember some keys about the relationship between the consumer and the product or brand: http://www.ad-pure.com/blog/marketing/the-importance-of-emotions-in-marketing/