What's Your Next Best Question? Sports Edition
If you caught the first part of this series, you already know the most frequently asked questions we see global leading beauty brands ask their customers time and time again. Well, it’s time we take this series to the sports side of the house, and tell you exactly how sports companies are gathering the most effective and useful data from their audiences by asking the right questions. Again, these questions are what we see being asked most frequently by several brands, so they clearly hold extreme value.
A customer is an individual or a business that purchases another company's goods/products/services. Customers drive revenue and are the only reason a business would ever stay afloat. Without them, businesses cannot continue to exist. All businesses compete with other companies to attract customers, either by aggressively advertising their products, by lowering prices to expand their customer bases, or by developing unique products and experiences that customers love. Get to know your customers and offer them something of value; they will keep coming back.
When you ask your customers the right questions and deliver genuine value for them in your product/service, it leads to developing trust, high conversion rates and also leads to you understanding your audience better; which is a huge win for any company looking to develop strong relationships with their target audience.
The OTHER huge win is that you are capturing zero-party data, which holds extreme value for knowing your customers, increasing conversion rates, increasing engagement rates and building long lasting, trustworthy relationships with your users. With this information, you can better serve your customers both in the moment and in the future by having a more customized and effective experience, along with using it to enrich your customer profiles and using the data to fuel omni-channel personalization.
Before we dive deeper, we’ll start this off by letting you in on this tip: We’re seeing the best brands shy away from asking demographic questions and lean more towards psychographic questions. What does this mean, exactly? Let's take a look.
This data consists of an individuals features or characteristics such as: Age, gender, race, education, marital status, religion, etc. In other words, it's the "who" of your customer.
This data consists of an individual's preferences, values, attitudes, interests, opinions and lifestyles. This data gives you a much deeper understanding of your target audience and allows for a much more personalized user experience. In other words, it's the "why" of your customer.
Put yourself in the shoes of the customer for a minute, who really wants to be answering questions about your age, gender, income, etc? Odds are, you'd rather answer questions about your interests, values and preferences over demographic questions.
The data supports this notion as well. In a recent study conducted by Harvard Business Review, they found that when brands focus on delivering personalized experiences based on psychographic information, they see a 19% increase in sales.
When you focus on understanding your customer's needs, motivations and triggers - it allows you to develop a much deeper relationship with them, understand their individualized preferences and cater your content, products and services directly to THEM as an individual; not just as another faceless customer.
The key to a high converting, personalized and valuable experience is to focus on the customer's individual needs - and the best way to do that is to ask questions that get to the root of those needs.
These questions are key and core for creating a larger fan profile. And as you could imagine, these questions should be reformulated to fit your brand’s product/service, along with being written in your brand’s unique tone of voice. Remember, it’s critical to remain authentic to your brand and resonant with your target audience.
Jebbit allows you to lead consumers down unique paths based on how they answer initial questions. Asking straightforward questions will identify the basic information needed and allow for a more specific outcome as users are guided through the rest of their interactive engagement with your brand.
Somewhere along the way, we’ve all been asked a question that we didn’t know how to answer, or worse - felt like we were being interrogated. In order to avoid your customer sinking into that feeling, keep these tips in mind.
-Do not ask loaded questions
-Do not make assumptions
-Do not talk in absolutes
-Keep your questions short, sweet and to the point
-Make sure your questions are relevant to your brand/product/service
You officially have all the tips, tricks, questions, information, etc. to be able to get out there and effectively ask your customers questions that will lead to happy customers, and a happy business.
Give these questions a whirl to increase engagement, drive more online sales and capture more qualified leads. CLICK HERE to schedule a strategy call with a Jebbit expert.