Easy Ways to Use the Power of Voice of Customer in Your Marketing
If you’re not asking your customers for feedback - then using it in your marketing - it’s time to start.
You’ve heard it before – knowing your ideal customer is crucial. I talk a lot about it a heck of a lot. (I even have an Ideal Guest Avatar for property managers and hosts on my website - check it out if you haven't already!)
But what if I told you there’s a way to take it a step further and elevate your connection with your customers? It’s all about speaking their language. I'm not talking about signing up for Duolingo right now... I'm talking about really studying your target audience and diving deep into the way they speak and think – then integrating it in your marketing.
When you communicate using the same language your customers use, magic happens. There's an instant rapport.
You're not talking above them, you're not talking down to them, and you're not using jargon that they don't use or know... you're meeting them right at their level.
And that immediately eliminates a barrier that takes them one step closer to the sale. Because they feel like you get them, they’re more likely to make a purchase.
How to Use VOC in Your Marketing
So, how do you tap into this goldmine of customer language? Enter Voice of Customer (VOC) research.
Get Personal
First, know your customer. How do you do that?
The easiest way to do this is to read their reviews, send out a survey asking for feedback, or talk with them.
Ideally, you’ll have a variety of ways to learn more about your customers. But if you ask me, the most useful method of research is talking with them.
Why the emphasis on conversation? We speak differently in real life than we do in writing. When we sit down to write a review or fill out a survey, we don't use the same language we'd use if we were just talking to someone.
When you have an actual real-life conversation with your customer (or someone who fits the bill as an ideal customer), you're hearing the actual words and phrases they use naturally.
Dive Deeper
Ready to dive into VOC research? Initiate conversations with clients, customers, or past guests.
Is there someone you can have a quick chat with?
Spend 10-15 minutes finding out about them and asking them questions like these:
What problem were you having before finding my property/business/course?
What did you try before?
Why wasn't it what you were looking for?
What made you choose my property/business/course?
What were the results?
What would you tell other people about my property/business/course?
Who do you think my property/business/course is good for?
The information you gather from these conversations can do a lot to influence your marketing across the board. Knowing their pain points, desires, and experiences is honestly crucial for writing effective copy.
But if you want a quick way to improve your communication with your customers, listen for the specific words, phrases, and expressions they use. Then sprinkle them into your copy.
Speak Their Language
So how do you use their language in your copy?
Once you know how your customers talk, how they speak about their problems, the words they use to tell about your product being the solution, you can use those exact words and phrases to speak to the rest of your target market in your copy.
Here are a few examples of quick improvements to your copy using VOC:
They call your place an Airbnb and not a vacation rental. Don't be offended (I know, I know!)... use it in your copy.
They talk at length about their "kiddos" and how hard it is to find the time to finish a course they signed up for? Literally use the word "kiddos" in your copy to connect with them.
They love how your property had everything they needed for their little "fur babies"? Totally use "pet-friendly" for the SEO and everything... but sprinkle "fur babies" in there too.
They talk about being frustrated and overwhelmed before finding your membership, but now they feel like they have a new bestie to bounce ideas off of. Introduce yourself as their business bestie who’ll take them from frustrated to confident in no time at all.
This might seem silly, but using the exact words and phrases your customer uses makes your copy more conversational and builds connection, inching them closer to their purchase.
Why You Should Use VOC in Your Marketing
Integrating VOC research into your marketing strategy isn't just about mirroring language; it's about unlocking tons of benefits that can propel your business forward.
Let's explore some of the key advantages:
Better Understanding: VOC research provides valuable insights into the wants, needs, and pain points of your target audience. By understanding your customers on a deeper level, you can tailor your marketing messages to resonate more effectively with them.
Improved Engagement: When you speak directly to your customers using their language, you create a sense of authentic connection. Customers who feel connected to your brand will engage more with your marketing materials, whether it's through social media interactions, email opens, or website visits.
Higher Conversion Rates: By addressing the specific concerns and desires of your customers, you increase the likelihood of converting leads into paying customers. When they feel understood, they are more likely to take the next step in the purchasing process.
Stronger Brand Loyalty: Customers appreciate brands that take the time to listen to them and genuinely understand their needs. By weaving their language into your marketing, you show empathy and build trust, leading to stronger brand loyalty and repeat business.
More Effective Communication: Using the language of your customers makes your marketing messages much more relatable and easier to understand.
Reduced Risk: If you base your marketing decisions on insights gathered directly from the source, you’re less likely to invest time and resources into campaigns that may miss the mark. If you use VOC research as the foundation for your decision-making, you’ll increase the likelihood of a successful campaign.
Continuous Improvement: VOC research is an ongoing process that keeps you tuned in to the needs and preferences of your target audience over time. Things change – but by regularly gathering feedback and adapting your marketing strategies accordingly, you can make sure that your efforts are always relevant.
Common Mistakes to Avoid
While VOC research can be a powerful tool for enhancing your marketing efforts, there are several common pitfalls that businesses might run into along the way.
Ignoring Negative Feedback: It can be tempting to focus only on positive feedback from customers, but ignoring negative feedback is a missed opportunity. Use any negative feedback as a chance to gain valuable insight into areas where your business can improve. Try not to take it personally, and use it as an opportunity for growth and to refine your marketing messaging and customer experience.
Relying Solely on the Numbers: While data from surveys and analytics provide valuable metrics, they only tell part of the story. The information you gather through open-ended questions and one-on-one conversations can provide deeper insights into the emotions and motivations driving customer behavior.
Failing to Act on Feedback: Collecting feedback from customers is great! But one of the biggest mistakes is doing nothing with the feedback you collect. The real value comes from taking action. Make sure to follow through on customer feedback and communicate any changes or improvements you make as a result.
Overlooking Diverse Perspectives: Your target audience is likely diverse, with customers from different backgrounds, demographics, and preferences. Don’t assume that one-size-fits-all when it comes to your marketing messaging. Take the time to segment your audience and tailor your messaging to address the unique needs and preferences of each group.
Lack of Alignment with Brand Values: While it's really beneficial to incorporate customer language into your marketing, it's also important to ensure that your messaging aligns with your brand values and identity. Avoid using customer language that doesn’t fit your brand messaging. You can build a connection without compromising your brand.
By being aware of these mistakes, you can make sure your VOC-driven marketing strategy is guided by the authentic voices of your customers, leading to more engagement, loyalty, and success.
Using Voice of Customer in Your Marketing
Using Voice of Customer research in your marketing is all about forging genuine connections. When your customers feel heard and understood, they’re more likely to engage with your brand and eagerly purchase from you.
So, dive in, listen closely, and let your customers' voices guide your marketing.
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