Build a Marketing Strategy with Customer Research

Dec 14, 2023

Several weeks ago, I was invited to sit down with one of my favorite organic marketing Duos to collaborate on a podcast episode focused on my favorite topic – data-driven marketing strategies! The Duo Collective is a small marketing agency in the midwest specializing in SEO and branding, so any opportunity to talk shop with these ladies is a real treat. In this episode, we talked about the big three questions I always ask during a marketing assessment and dig into the best ways to build a marketing strategy with customer research.

Listen to the episode Crafting a Winning Customer Research Strategy below, or grab it on Apple Podcasts, Google Podcasts, or Spotify.

Here are some key takeaways from the podcast, and you can read the show notes on the Duo Collective website.


The Top Three Marketing Assessment Questions

Rachael Woods as podcast guest and marketing expert Before choosing how to market or where to show up, the first step in building a marketing plan should be to ask these three important marketing questions:

  1. Who is your target audience? A customer research strategy is a really important step you don’t want to skip. You need to understand your customers’ needs, wants, and preferences. This informs everything from the products and services you offer, pathways in your customer journey, and where you communicate with your target audience.
  2. What are your competitors doing? What type of content are they posting and is it resonating with their audience? Are they investing in paid advertising and, if so, how much are they spending? What keywords are they targeting?
  3. How is your customer journey? As we talk about in the podcast, this can be one of the hardest questions to ask but it is also probably the most important. Before you market anything, you need to understand the customer journey and ensure it is as seamless as possible for your target audience to take the steps you want them to take.

These are the three core pillars of a marketing strategy and all three of them are critical to building your marketing plan. In the podcast, we drilled down into the customer research portion and discussed some tools and strategies I use to get started.

Getting Started with Customer Research

Building a marketing strategy with customer research can be a challenge, but we break it down in the podcast with a few suggestions.

  1. Engage with Open-Ended Questions: Start with simple tools like Google Forms or Survey Monkey to gather feedback. The trick is to ask questions that encourage detailed responses, giving you a wealth of information about your customers’ experiences and perceptions.
  2. Speak Their Language: Analyze the feedback to understand how customers describe your services. Often, their language can be more relatable and effective in your marketing materials than professional jargon.
  3. Learn from Customers and Non-Users Alike: Talk to both current customers and those who haven’t purchased yet. Understanding their pain points and motivations can be incredibly insightful for refining your marketing approach.
  4. Utilize Your CRM: Customer Relationship Management systems are treasure troves of data. Analyze interactions and feedback to spot trends and patterns that can inform your strategy.
  5. Demographics Are Key: Basic demographic information such as age, income, location, and gender can provide a foundational understanding of your target market. This, combined with behavior and preference data, can powerfully shape your marketing efforts.

In a world where consumer behaviors shift rapidly, staying attuned to your customers’ needs through research is not just beneficial—it’s essential for the longevity and success of your business. As we head into 2024, let’s embrace customer research as the cornerstone of our marketing strategy.

Remember, the goal is to not just be present where your customers are, but to engage them in a way that is meaningful and impactful. Here’s to a year of informed, data-driven marketing success!

Of course, building marketing strategies with research is what we do best! If you want help with your customer research, competitor analysis, or an SEO assessment, send us an email. Our team loves digging into the data and can help you build a solid, sustainable strategy.

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