Do you want to gather more actionable customer feedback? Understanding the wants and needs of your target audience can have a massive impact on your website traffic, conversions, and overall brand awareness.

The more you know about what consumers expect from your business, the better chance you have at convincing them to check out your website. If you’ve played your cards right, the information on your website will address their pain points, which helps build rapport. As a result, the person who stumbled across your page will become a dedicated customer.

Before you can start effectively solving problems, you have to start gathering feedback from your customers and target audience. We are going to take a look at several tips you should keep in mind if you want to learn more about what your target audience expects from your business. Our advice will help you get more feedback on your website, through email, and on social media.

Let’s dive in!

Use On-Site Surveys

If the rapid growth of the internet taught us anything, it’s that people love voicing their opinions. Quizzes, polls, and surveys are extremely popular with a majority of demographics, making them an excellent tool for gathering feedback.

You can use a popup form that asks users a fundamental question about your industry and their experiences. For example, if you operate a business that helps people generate email leads, you might create a popup survey that asks your visitors their most prominent email marketing struggle.

Once enough people respond, you can review the answers and look for common trends. If over half of the respondents said their trouble is retaining customers after they’ve subscribed, you now know one of the pain points your target audience is struggling to solve.

Use what you have learned to add new features to your products or services. You can also write content that addresses common issues. Now, when consumers land on your website with this problem, there is content available that can help them. If you can continue helping these consumers, there is a good chance they will eventually become customers.

Send a Post-Purchase Email

Odds are, you have an email marketing campaign in place. Maybe you send out promotions or newsletters in an attempt to engage with your audience. But do you use your email list as an opportunity to learn about your customers?

A staggering 80% of business owners say that email helps them retain customers. There’s no doubt that a percentage of this sentiment comes from re-engagement campaigns, which focus on getting consumers who haven’t opened your email to start engaging with your brand again. However, another big piece of the puzzle is the actionable data business leaders, and marketers get from reviewing feedback from customers after their purchase.

If you need more of an incentive to ask users to voice their opinion via email, consider this: 70% of consumers said they are willing to leave feedback, but the business has to ask.

In other words, an email campaign where you reach out to people who have recently bought something from your company can improve your actionable feedback. You don’t have to go all out. A simple email thanking them again for their purchase with an attached feedback form or link to your website can seal the deal. Make sure you let customers know that their feedback is essential and could potentially have an impact on future products and design choices.

One thing to remember is personalization can go a long way. If you want to improve your open rate, try adding the name of the customer to the subject line of the email. Research shows that personalized subject lines see 26% more opens when compared to carbon copy headlines. The more people who open your emails, the more actionable feedback you’ll receive on your brand.

Practice Social Listening

Social media is one of the most valuable sources of customer feedback. Currently, over 3 billion people use social media across all platforms. In other words, you can bet that your target audience resides on Facebook.

On Facebook, Twitter, Instagram, and every social media site in between, people gather to talk about the products they buy, their experiences with brands, and issues they are facing in their niche.

Harnessing the power of social listening tools, you can see what all of the people with your interests are saying online. Depending on the tool you use, you can gather relevant hashtags, your brand name, and influential figures in your industry. Once the data is compiled, you’ll start to see feedback trends that relate to your business and the industry as a whole.

Use this information as an opportunity to look for success gaps your target audience is facing, and address them on social media, or with blog content. Better yet, you can create a blog post and include the relevant hashtags when you share it on social media. Now, people suffering from that issue will see your content when they search the tag, and thus, get introduced to your brand.

You’ll also have the opportunity to chat with people in the comments section of popular posts and address customer concerns if they mention you directly in one of their status updates.

Back to You

Now that you know how to gather actionable customer feedback using the three main marketing paths of your audience, you’re ready to get started. The more data you collect about the people that can benefit most from your product or service, the better chance you have at building an awesome product that meets and exceeds the expectations of your target audience.