Your Customers Are The Heart Of Your Boutique Business
Understanding how your customers think helps you immeasurably. Imagine being able to talk to them in a manner that they not only understand but relate to. Marketing isn’t about appealing to the masses and communicating with a group. It’s about making every single person you’re marketing to feel as if you’re talking directly to them. Your customer wants to know that you not only understand their plight, you feel their pain. You know exactly what they’re dealing with and you know how to help them. To be able to communicate that effectively with your customers and prospects means understanding them at their core level. You need to know how they think. This is easy to accomplish if you follow a few tried and true steps.
You can show empathy with their issues. But after all, empathy only goes so far. You can imagine what their life is like and how they feel but it’s difficult to know and understand. The good news is that there are ways for you to get a better understanding. In fact, many organizations create customer profiles for their various types of customers. These profiles are in depth and describe a day in the life of each different type of customer. For example, a soccer mom’s life and challenges may be quite different from a single working professional but they both may have the need for fast and healthy meals.
Tools You Can Use To Understand Your Boutique Customers
Let’s take a look at some of the tools and resources at your disposal to learn more about your customer’s mindset.
1. Analytics – Use your analytics for more than identifying next month’s blog post topics. How are people interacting on your website? What is their path? What topics do they respond to and when do they take the next step to become part of your community? For example, when do they sign up for your email list or post a comment on your blog? Or think about what they say when they come into your store – where are they coming from and what are they looking for?
2. Read What They Write – Social media is vastly underused. Most business owners focus on spreading their message. However, it’s a gold mine for learning more about your customers and prospects. What do they talk about? What language do they use? (You can mimic this language in your content.) What pages do they like and what comments or posts do they share? What gets them fired up? Use social media, including your own blog comments, to learn more about how your customer thinks.
3. Sales Reports – How does your customer buy? When do they buy? How long does it take them to trust you and what seals the deal and finally earns that trust and that first purchase? Learn to identify trends in your sales and you’ll learn more about your customers. Your sales reports over time will allow you to understand what it is that they want, but that is a little bit behind. You will go through the first year and understand better during your second year, and so on. A lot of what you will learn is from being present in the boutique when your customers are there. Go out and meet them!
You have the ability to reach out to your customers personally and spend time getting to know them. Get involved with your prospects and customers and learn how to connect. Send them a postcard or invite them to your event at the store. Hold a focus group. Use some of our other ideas to get them involved.