Our last blog discussed the value of investing in research and information gathering up. We also listed a few of the key items research can tell us. But how does this information benefit us if we don’t respond to it and use it?
Even more important than what you uncover with research is what you can gain by analyzing it and applying what you have learned:
- Targeted campaigns and strategies
- Focused and effective content writing
- Proper positioning of your product or service
- Stronger, more meaningful relationships with customers
- Useful insight and information for ownership, management, customer service and operations
- Positive impact on the marketing approach, messaging and internal processes
- Feedback not normally received with internal surveys and questionnaires
- Connection with employees and customers on a more personal level
- Elimination of any guesswork associated with your marketing
The planning stages may feel like the least important to your bottom line, but companies who are intentional about creating reality-based marketing strategies with relevant messaging see the long-term results in brand strength and customer loyalty. Up-front and on-going research will reveal what you have always wanted and needed to know and empower you to create customer-focused strategies that are based on current information. We are not recommending you stall; on the contrary, turn off the marketing auto-pilot and invest in your customers real wants and needs.
