How Well Do You Know Your Customers?
Your customers are the most important part of your business, right? So how much do you really know about them? Understanding your customers has become a vital t...
By Harry Fielder
CEO & Co-Founder
Harry is our fearless leader aka CEO at Umi. He's half developer, half marketer so his key role is turning our clients business goals into robust software and creative marketing solutions. When not in the office you'll find him out and about sharing his knowledge and insights to the masses at a multitude of events. In his free time he's still about the tech and most likely tinkering away with his custom PC. Side note: he's quite tall.
Your customers are the most important part of your business, right? So how much do you really know about them?
Understanding your customers has become a vital tool into developing a successful marketing campaign. The days of simply knowing their gender, email address and location is no longer substantial enough to use for dynamic and trackable campaigns.
Consumers have become a complex and active audience to target, with a consumer having multiple devices, and sources to reach your business, it is important to gather as much information as possible.
We need to now become more proactive and begin to examine behaviours and trends,
For example what is there booking process - do they purchase online? Do they call up? Are they a multi channel consumer?
With an ever growing industry of new hotels, restaurants and b&bs, understanding why your customer has chosen to visit you over the rest is crucial as this can be used for future efforts to bring them back through your door.
Some of this can come simply from your own experience and knowledge, you may have a list you can compile of behaviours and trends about your consumers which you can have instantly as your grasp.
Google Analytics has become a very powerful tool into gaining extensive insights into your customers.
In fact it can explore the behaviour of a customer on your website, which page has been viewed the most, and how long they spent on this page.
If you can create detailed segments of customers you can then create forward thinking marketing campaigns to reach out to them.
Understanding your consumer and their behaviour is essential in creating a campaign to shout out at them and get them to book your hotel.
HandyTip:
If you find yourself a brand advocate, a consumer who loves your brand (and also loves to make a shout about how great you are) ensure you nurture them and keep them happy - they will provide you with endless positive word of mouth.