How To Get More Clients Using Customer Insight Mapping

13 Oct How To Get More Clients Using Customer Insight Mapping

Posted at 13:25h in Content Marketing by

 

As an entrepreneur, we know that converting your target audience into loyal customers can be daunting without the right tools. It can be frustrating being in the dark, so we’d like to shed some light on a crafty little tool to we like to use at BWD called ‘Customer Insight Mapping’.

 

What are the benefits of this tool?

Customer insight mapping takes your hard-earned data and turns it into a powerful marketing tool to find insights – a deep understanding of your potential clients. All great marketing starts with this deep understanding, which is why in our industry, insights are seen as advertising ‘gold’.

Insights help companies stay relevant and allow for marketing campaigns to resonate in a way that hits home for the consumer and establishes loyalty. However, discovering that deep understanding isn’t always easy. Most businesses intuitively just collect a mass of data – but data does not yet equate to insights.

 

Where do I start?

Research. Research. Research.

We recommend consulting a data collection company as they collect the right information about customers – such as behaviour, demographics, experiences, beliefs and even needs and desires.

They collect their research through methods like surveys, operational data, staff and customer feedback and other metrics. But insights are more than just raw data or research, they’re a multi-dimensional understanding of customers.

 

Where are my insights hiding?

Mapping your data helps you understand who your customers are, revealing these ‘golden insights’ and it identifies further areas of potential for your customers. Which means, you can match your customers’ needs better and fuel your penetration into the market.

Customer insight mapping

Here is a simple customer insight mapping process. It will take what you know about your customers and translate it into ‘actionable insights’ that you can use to make your marketing much more effective.

 

Who Are They?

 

  • Name and picture
  • Marital status, kids
  • Education, interests
  • What they do
  • Backstory – how they got to where they are
  • What makes them loyal?
  • Who or what inspires them?
 “Know and Feel”

 

  • What key pain do you address?
  • What gain do you help them achieve?
  • What impact does that have? How does it affect their personal “Bottom Line”?
  • What do they need to be confident about you and about themselves?
  • What risks do they worry about?
 

Internal Challenges and Issues

 

  • What are their goals and aspirations?
  • Their challenges and fears
 External Pressures

 

  • Business goals, eg growth/profit
  • Customer
  • Competitors
  • Industry changes
  • Regulations
  • Boss’s requirements

 

This exercise will help you discover new insights about your client every time and, often you’ll come across something surprising that’ll drastically alter the way you approach your marketing efforts.

For best industry practice, we recommend keeping this simple tool in your back pocket.