10 ways to identify your customer pain points
Use customer pain points to create killer content and develop key messages for your marketing. Now that you have identified your target market, you know exactly whom you are talking to. (If you haven’t yet, then go back to this blog post: “Five easy steps to define your target audience” and do the exercise there first). When you know and understand exactly what your customer pain points are, you can develop specific communication strategy to address each one.
Start by developing your key messages according to each pain point. Key messages are the critical part in developing effective communication for your business.
By going through this process, you will turn more traffic into actual customers and increase your conversion rate. At the end, you will get better results from your marketing.
But how do you go about identifying your customer pain points. One answer is pretty obvious: Ask Your Customers. You can ask them in person, over the phone, on social media, via email or with surveys. Ask them WHY at least 5 times until you know exactly their pain point. Once you know it, it will be easy to develop a key message that addresses it. You can also ask your front desk people as they are the ones that will normally get all questions from customers. If you have a customer line, then asking them what are the top questions will provide inside knowledge. Also, keep tabs of all customer emails as they may result in specific pain points too. You can write a Frequently Asked Questions on your website to address them all.
Pain point – can’t try shoes online
Solution: Offer free shipping and free return shipping.
Now, your customers can try shoes in their home and return them for free if they don’t fit. Problem solved.
Other places you can try looking for what your customer pain points are:
For example, you may be reading a blog post like this one from Social Media Examiner on 10 ways to grow an organic Instagram presence. If you review the comments at the bottom of the post you will find one that is asking for more information on how to use emoji in Instagram.
This is a perfect example for developing a blog post that answers her question. By reviewing what people are asking online, you will gain knowledge as to what content to produce.
Quora is a great place to mine the web for questions by people in any topic or industry. For example, I went to my Social Media questions and see a question on Facebook. You can see all the answers from Robert Scoble. What’s cool about this question is that you can use a lot of the responses to develop content or even turn it into an infographic. Quora is a gold mine when it comes to finding what people want to know.
Competitor Websites and Social Accounts
Similar to the example above, you could go to your competitors’ websites and social media accounts and see what their customers are asking them. Some of these questions would apply to your business too. Most businesses that blog will have their comments turned on unless they are interested in broadcasting only. It’s pretty easy to put in a Facebook comment plugin. Mine these areas to find out what customer pain points are.
TripAdvisor Forums / Questions
For travel and tourism brands, TripAdvisor is a great place to look for questions and pain points. You can read the reviews on your competitors’s listings or check out all the questions on the online forum on TripAdvisor. It makes for excellent competitive research.
Google Search / Keyword Research Analysis
Use Google to do some online research into what people are asking. You can ask a question and then see what Google recommends. For example, I searched for “Travel to Baja” and then I can look up all Google suggested searches at the bottom of the page. Google bases this on what other people are searching that’s similar to your search. Really easy information to get. If I worked at the tourism bureau for Baja, I’d know exactly what type of content to create.
Google Keyword Planner
Now we are getting into some tools you could use for your analysis. The Google Keyword Planner can help you identify keyword volume and get ideas of how other keywords rank.
Of course, you can use your Google Analytics to see what pages are being visited the most by people who come to your website.
Social Media Analysis
Review comments and suggestions on social media accounts for your brand and for your competitors. You can see what people are asking on Facebook pages, LinkedIn company pages and groups and Twitter accounts. To find out what people are asking your competitor on Twitter you can simply search on Twitter on search.twitter.com by adding @ in front of the company / person name.
Here’s an example of looking up the Abbi Agency. You can view all tweets mentioned them and get an idea from these conversations.
Usability / Heatmaps
There are more advanced web techniques you could use as well like heatmaps. You will get a visual idea of where people are clicking on your website.
Additional Free Tools
Prove to your customers that you understand their pain points by coming up with content that addresses their biggest concerns, fears, challenges and questions. Create content that solves their problems. Start with 5-6 main messages and expand from there. Make sure your content is optimized for each platform. By doing this, your content will resonate and stand out.
Develop 5 key messages for your business you could use in your content marketing.
To get help with this exercise, check out The Simple Marketing Blueprint online course. It takes you step by step through this challenge and others so you can create effective marketing for your business in the least amount of time.