Studying a social media page

[subornaakter20]

Conduct research on your customers' social media profiles. Pay attention to their interests, hobbies, and other details that may be useful for your business.

Web Analytics Data Analysis
When developing a website and launching online advertising, it is necessary to connect web analytics tools. These systems allow you to monitor the actions of visitors: determine traffic sources, geographic location, device type and other key parameters. With the help of such data, you can better understand the audience and travel agency email list optimize the site.

Call tracking analysis
Call tracking allows you to closely monitor customer interactions with the sales department, extracting useful data from phone conversations. To do this, choose a service with dynamic call tracking, which will convert audio recordings into text and record key data: call time, subscriber number and location.

Call tracking analysis

Source: shutterstock.com

If you integrate call tracking with a CRM system, the call is automatically linked to an existing client or creates a new profile. This simplifies the analysis of communication with clients and allows you to extract useful information to improve the quality of service.

Search query analytics
To understand what your audience is interested in, use the Yandex Wordstat tool. It allows you to research the popularity of search phrases related to your product, as well as see what additional queries people enter into the search engine. This will help you identify the needs of your potential customers.

Analyzing reports in Google Analytics provides information about the keywords that visitors use to find your site and what they are looking for on your pages. This helps you optimize your content and better understand what attracts your audience.

Employee Opinion Research
Who knows best how customers behave? Of course, those who work directly with them: managers, salespeople, and support staff. They can tell you important things, such as:

What do customers ask about most often?

What product features do they pay attention to?

Do they raise any objections?

In addition, communication helps you understand why deals did not take place. For example, a customer may be unhappy with a long delivery time or an inconvenient payment method. After such conversations, you will have an accurate picture of your audience and will be able to identify the main characteristics of your customers.

When working on a consumer portrait, avoid guesswork. This will help you not to miss important details and not to add anything unnecessary. The method allows you to better understand the target audience and adjust your marketing.

Recommended articles on this topic:
Selling price list: 5 marketing tricks + 10 tips for design

How to increase the flow of customers by choosing the right method

KPI for the sales department: how to calculate and implement


How to create a client portrait
Each company forms its own unique customer profile, but the process of creating it remains the same. Let's look at how to create a customer profile using the example of a person who wants to buy a new laptop.

Step 1. Identifying the target audience and its segmentation
Before you start working, you need to conduct a deep analysis of your customer base. This will help you better understand who is becoming your buyer and how to attract them. You should determine their gender, age, place of residence and frequency of purchases. It is also important to find out what difficulties they face and what needs they have.

For analysis, we take into account several sources of information: surveys, data from the client base in the CRM system, analytical platforms and social networks.

In addition, we can create a verbal description of the buyer, which will be presented below. We will get this portrait by conducting a survey among the sales department employees and store managers.

How to create a verbal portrait of an ideal client, example:

Conduct a survey among your offline store managers to find out how often people come to shop alone or with someone else. Also determine who makes the purchasing decision and who pays.

Ask managers to describe your customers in detail: what they look like, how they address you, whether they ask for help in choosing a product, what questions they ask, what devices they use.

Collect the data you receive and compare it with the information you already have. Analyze your customers according to your target audience segments.

Let's consider a situation where a person is going to buy a laptop. To create its image, we first conduct an analysis of the target audience and identify its segments.