Your data may not support you, but asking your customers questions to put them at the forefront of decision-making can help you overcome this crisis.
Do you remember three years ago, three years ago? When life was normal and we were able to eat, buy and travel, I had 320,000 miles of flying work and now I’m out of the house for three months …
Where I was? Oh yeah. Three years ago, I wrote about the progressive profile and how critical it is to any brand’s ability to respond immediately or convey a message to customers based on self-disclosure information.
This information is short-lived, but still allows us to ask our subscribers and customers for authenticity in relation to the current time. And, especially today, building progressive profiles can help you deliver an effective message during a crisis.
(Read “Progressive profile: Why it is profitable for you and your customers” for information on progressive profiles and how to build a successful program.)
Now is the time to resume the progressive profile conversation, as it is suspected that all other data paths are based on behavior prior to COVID-19.
Your data cannot determine whether your customers wear masks, work from home, stay at home because they have been fired or fired, or quarantined or quarantined by friends.
With the progressive profile, you have direct access to new data from your source: your customer.
Here are three ways to use the progressive profile to find out what’s going on with your customers now:
Plan for autumn
I recently met a client who is setting business goals for the quarter. All the executives present discussed the reopening of the company and the results to be achieved.
My suggestion was: “We have to make plans for the fall. We need to understand what mistakes we made in the first and second quarters of this year, what opportunities we missed, what we did well, and what the results were. ‘
1.In the armed forces, this assessment is called an after-action report. See what you did right, what you did wrong, and what you can do next – here, it means in the fall, when we will probably be back in the middle of the pandemic.
This will help you connect your company as a whole to get the most important world view.
It is important to create progressive profiles, as you can see your current situation. Yes, the progressive profile raises questions that focus on demographics and business value. But now is the time to move on to the questions they are asking about the crisis, how our customers are coping and what questions they should be asking.
It can be hard work. You must be cruelly honest with yourself and not restrain yourself for fear of the ire of the leaders. Run these reports at the department level, whether you work in PPC, email, social or other. Collect your data and add me in step 2.
2. Decide what questions you will ask and how you will ask them.
The progressive profile is based on the premise that if you give your customers reasons to believe that you care about them and do something productive with their data, they will provide most of the information you request. If they hear anything suspicious, they will come back.
If I sign up for a newsletter on an auto parts website, but the website asks for my pants size, I refuse. You do not need to know. Select the relevant questions in the context of your request.
Also, pronounce carefully. Don’t ask “Are you going out or going home?” Question: “Brand X is trying to determine how comfortable you feel in public today.”
Here is another useful set: “Are you more likely to order online or visit a store today?” Have you ever used home delivery? What are you worried about in the store today? “
Make a list of questions and discuss them with your team each time. Question: “Is this the right question? What is the context? Is it a question that my client is likely to answer?” You don’t need a long list, maybe three to five requests in a series of emails.
Once you have a list of questions, you can look in your direction. Provide context. Make space in your profile plan to see how you will use the data.
Make sure the email in the section of your profile explains what you will do with the data and how to answer your questions. If you are looking for alternatives to in-store purchases, answer the questions you may receive from your customers in the future. If you notice that the c
3. Decide whom you want to ask questions to
Now that you have the questionnaire and emails, who are you sending them to?
Progressive profile emails get few responses across the board. Some buyer groups do not pay much attention to this. The people who answer the questions are likely to be your true believers, brand enthusiasts, loyal buyers, or new long-term customers.
You buy from customers. You can be sure that you will be able to ask questions in the follow-up email a few days after signing up.
Start with these new customers and your most loyal customers, as valuable customers in your life or with membership and activity in your loyalty program. You need to configure these clients manually. For your new customers, you can add another email containing the content of your automated welcome series.
This plan is not a hard and fast rule. You need to research the questions you ask, your customers, your demographics, and business value and decide how to better manage the process.
Do a test first. Send the email with the title “Tell us about yourself. Ask in the crisis message:” We want you to tell us how to advertise. “
Try making changes. Do you want to send emails? If you want to ask five questions, do you need to ask one question in the first email and two in the second and third messages? You may need to run a test to find the most effective combination, but troubleshooting is important.
If you are a marketer looking for quick answers, you may not have time to take a test. If you have some flexibility, you can experiment with cadence and content for the best results. We all learn!
4.Finally: we must ‘think differently’
We live in a world very different from the world we lived in three months ago. Instead of repenting, we need to realize that things are constantly changing. This is one of the things that attracted me to digital marketing 20 years ago. The buyer’s habits are constantly changing.
Times like these require agile marketing, and I was an agile marketer before anyone coined the term.
All of us – marketers, entrepreneurs, consumers – shake our heads every day for reasons ranging from politics to illness and social unrest. The customer changes as a result of these interruptions.
We are in an uncertain situation because we cannot rely on the data we normally have to help us understand things.
To borrow an old Apple slogan, we need to think differently. We have to try new approaches. The progressive profile is a way to involve your customers to understand what they think and how you can serve them better.
I have always believed that marketers should be at the service of their customers. Yes, we all want to make money and fulfill our KPIs. But being a good marketer really means serving, and that is true today.
There may not be a backup of your data, but asking your customers these questions can help you overcome this crisis. If there is one thing I have learned in crisis management it is to stop, think about the client, and ask how he can help you.