Billions of dollars are spent each year on market research. Marketers would be wise to seek this kind of data when supporting big steps, such as expansion into a new division. Yet, you can also adopt a practice of market research at the cost of a little of your time.
Listen. One area of focus is Social Media and the conversations underway in digital format. Businesses that keep customers show they care about customers. Listening and welcoming feedback is part of that message of caring. As you listen for your customers’ attitudes and input (not about the “state of the world” but about their homes and your fields of expertise), you may gain insight into how to target your message to emphasize your solutions and your value.
Twitter, for example, has a search feature where you can enter keywords for your industry, your company’s name or even your competitors’ names and get results that could be useful to know. Facebook also has a search feature, but you won’t see posts that aren’t public.
Respond. Especially on your own profile, if you get comments or suggestions from customers, be sure to respond. If it’s negative, apologize and offer a solution. Also, ask if you can contact them directly rather than working through a problem in public view.
Search beyond Social. From time to time, enter your company’s name in a search engine to see if comments have shown up in reviews or other locations. Whether someone’s saying something good or bad, you want to know. You can also set up Google Alerts for certain keywords and phrases (your company name, your name, contractor services, etc.). You’ll get emails on the schedule you request that includes links to websites when these terms are mentioned.
The important thing is to stay aware. This insight could affect services you offer, your value proposition or your messaging. Listen and learn, and you may discover missed opportunities.