You’ve heard what happens when you assume, right? That little cautionary maxim still seems to hold true for marketing, as well.
In Episode 37 of the Bright Planning Marketing Podcast, your host Catherine Campbell explains why business owners should not assume that they know their customers. Smaller companies don’t always have access to data about their clientele, so they will just assume that they understand who their customers are and what they want.
Unfortunately, assuming something about your customers that is completely incorrect can be costly for your business. Therefore, if you’re not a numbers person, we encourage you to hire someone who has such a passion that he or she may crunch your numbers and analyze the data about your company.
If you’re a marketer, you must understand how important it is to show the CFO of your company the numbers behind your marketing campaigns. If you know what to look for and what you’re looking at in the data, then you can make the case to support your marketing budget and your decisions for your campaigns.
There are many different types of data available. You don’t have to buy lists or statistics reports, but there are those who produce research on data that specifically pertain to your industry. We encourage you to set aside some of your budget to purchase that information which can inform you of the changes that are happening within your industry.
In Episode 37, we also share an example of the types of problems that come from making assumptions about a customer base (without the help of data). Then we describe what happened after using the proper data to make our marketing decisions.
And as a bonus, we begin this episode by briefly discussing how to respond to upset customers or negative feedback on social media. We talk about how to deal with “trolls” or those who are spiteful and negatively affecting your business. We also provide some tips about interacting with other brands on social media.
We want to hear your thoughts, reviews and more questions!
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