As we quickly approach our third birthday, we are proud to announce some new wins to our expanding portfolio as an agency. It's fair to say that welcoming two new clients to the Ecrubox family is a testament to our team's hard work, resilience, and determination.
There is, of course, a lot of excitement that comes when any agency signs a new contract, but alongside the excitement, each team member must be fully prepared. It’s crucial that all departments understand the ins and outs of that business, from its core values to its team members and processes to its service offering and target audience.
For Ecrubox, understanding the core audience of our customers and what drives it is an essential part of onboarding new clients.
But it goes much deeper than just creating customer profiles and calling it a day. We need to be able to have a clear understanding of who they are, what they are looking for, and how they are searching for it. Consumer behavior is changing more frequently than ever and for our clients to be listened to as a brand, we need to be able to communicate their identity very clearly.
Here are our top tips when it comes to how we learn more about our client's audience. Why not steal our simple hacks and use them to get closer to your own clients?
- Gather Insights From A Variety Of Sources
As an agency, we take a data-led approach to our research as we gather insight about a brand. We look to align user interests and searcher intents with value-added content streams that serve to delight users with relevant solutions, engaging topics, and thought leadership.
We utilise a magnitude of data sources to dig deeper into what it is our target audiences are looking for and their related interests. This includes the extraction of search intent data from:
- Search engines
- Interests and discussions from social media platforms
- Forums/Q&A platforms (I.e Quora, Reddit)
- Proven successes from competitor sites.
2. Do A Communication Assessment
The best way for agencies to learn about a client's audience is to do a communication assessment. This can include a survey to audience members, a review of social media responses, and a review of how and what the client is doing to reach their audience
3. Talk To Real Customers
Customers are the next generation of influencers. Never underestimate the power of word of mouth and referrals when it comes to a new business acquisition. With that said, you want to make sure that your customers are happy. Talking to real customers is key. Surveys and other sources of "data" can give you the broad strokes of trends, but there is nothing better than hearing what customers say about their experience of a brand. You can learn so much from analysing their comments. Their interactions with other consumers and also what they say directly to you when you ask for that crucial feedback. And don't be precious with your brand, everyone has room for improvement so welcome criticism as much as you welcome compliments.
4. Understand The Competition
When we begin working with new clients our content department draws up a series of examples and runs a competitive analysis of what the other brands are doing. Using this information as inspiration is key when building out your own strategy.
5. Create Customer Personas
This is a fundamental step in our process of understanding our client’s customers. As we mentioned before, it goes much deeper than a mood board with characteristics. You need to be able to connect with your consumers on a human level. You need to humanise your online presence. We do this by working with our partners, Oregon Technology. AI for audience analysis is rapid, actionable, and affordable. You can find out more about how the technology works by watching our recent interview with the Managing Director of Oregon Technology, Greg parker
Questions about how we can help you get closer to your audience? Contact us today to find out more.