Customer feedback can help to shape and inform your content marketing campaigns, but how exactly do you go about collecting information on what audiences want and need from your business? Here are six simple methods for capturing that all-important word of mouth.
Site search
You are probably already using Google Analytics to track metrics and support SEO strategies, but you may be unaware of a very useful function called ‘site search’. Taking a look at site search data might unearth important topics, keywords and queries that customers are looking for.
Surveys
Surveys can be more intrusive for customers as they will actually have to stop browsing to answer questions, and average response rates typically fall at around 33%. However, they are still a great method for collecting feedback.
A few survey types include pop-ups on websites (make sure that these are simple and to the point), emails as a follow-up to sales, and post-calls if you have a dedicated customer support team. Social media is also a viable outlet, so try Facebook Messenger.
Chat logs
Digging into conversations from the chat logs on your websites will highlight common issues and questions that customers raise, which can be turned into content output in the form of how-tos or FAQs. To keep on top of these, ask your support team to submit monthly reports about chat logs.
Check-ins
Random check-ins can play the dual role of supporting a higher-quality after-sales service and providing much-needed information to marketers for strategies and campaigns. The feedback gleaned from an email or quick phone call can also be put to use across the business.
Brand alerts
Tracking your brand in Google search is also a great idea. Brand mentions are a little tricky to keep track of due to the scale of the digital world, but tools such Google Alerts or SEMrush can sift through the mass of data to provide information on what people are saying about your business.
Listen to social
An even easier way to do this is to listen to how people talk about your brand, products and services on social media platforms and keep an eye on how they react and feel about competitors’ products. Social media is an excellent keyword research tool.
By following these six simple methods when it comes to collecting customer feedback, you should be able to create engaging, relevant and successful content marketing campaigns that suit your business, and your audience.
