One of the things that we learn from WordPress consultants is to learn about the client’s goals and who their target audience is and their pain points.
If you are like me, you have sat down with a client to ask these types of questions to hear things like, “My target audience is everybody!” or “I’m not sure what their pain point is” or, “Their pain point is that they need more customers.”
It is safe to say that sometimes our clients really don’t know the answers or, they think they do, but they don’t. Because of this, we ask more in-depth questions. This is why we employ techniques like the Go Wide, Go Deep that Troy Dean talks about. As he says, “do not accept the first explanation as the truth, ask why else?”
Clients will help you answer these questions, but it often time takes prying and a whole lot of probing to dig deep enough.
Marketers will tell you to create customer personas to help identify our target audience. Often, we are guessing which is not an effective means of discovery.
We simply can’t make assumptions. As Erin Myers says,
Whether you realize it or not, your preconceived notions influence your interaction with clients. For example, if you come in thinking your client’s primary pain is poor time management you may ask questions differently, inadvertently leading the conversation. As a result, you won’t gather new information or insight into where your client could actually use your assistance.
So, to help us not make assumptions, we are going to discuss four ways we can find the answers to our questions about our client’s pain points. Ready? Let’s go.
Finding your customer’s pain point
One of the simplest ways to get started is to conduct a survey.
CoSchedule uses regular surveys to help them keep up with their customer’s needs.
Everyone who creates a CoSchedule account will be asked to participate in the survey. This has been a great tool to help us maintain a constant pulse on what our users are thinking. From this, we can translate that feedback into a deeper understanding of our target audience. CoSchedule
Another way to find a pain point is to know the reader’s objections. Surveys can help you learn these objections so that you can find the pain point.
According to Neil Patel,
The first step is to determine the specific objections your audience might have.
Sending surveys is a great way to get this information.
I like to use Qualaroo. Their software gives you an easy way to get insight into customers’ fears.
There are a number of ways you can deliver surveys including Qualaroo, SurveyMonkey, Survey.io, Google Forms, Typeform, and many more.
Another way to learn more about your target audience is to interview some of your best customers. In an interview, you can dig to discover more about why they chose you and what
There is a whole world of tips for conducting interviews. In this case, we are doing an interview for one reason, that is to find a customer’s pain point. AJ Agrawal does a great job of communicating this in his post at Inc., How to Find the Customer Pain Point.
Conducting an effective interview is very important. Karen Dikson discusses this at the blog for Spokal, 9 Ways to Conduct a Successful Content Marketing Interview.
I like using Zoom as you can choose to record the conversation. Skype and Google Hangouts are also a good option as you can create recordings for those.
It is a good idea to get a transcription of interviews so that you can process the conversation more easily.
A case study has more than just one benefit. In addition to becoming a critical part of your marketing collateral, you can learn more about why someone used your services and how their business improved using your company.
A case study can become really invaluable.
Case Study Buddy’s Joel Klettke explains,
Marketers talk about pain points all the time, but ask them how they actually learn and validate the pain points of their customers, and you might be met with a blank stare.
Sales people often learn these on initial calls – but checking in with happy, paying customers is a good way to see which pain points you’re actually solving.
This information is invaluable to conversion, as hearing your customers talk about their problems in their own words will equip copywriters to borrow (or steal) the language right out of your customers’ mouths to help grease the wheels and close the deal.
A case study can help you craft pain points you solve as well as a host of other copywriting and content marketing goodies.
Learn what they are reading
What types of content is your target audience reading to address their pain points? There are a few ways to find this information.
Analyzing the content of competitors is a good way to find information about what your customers and potential customers are looking for.
Beth Carter breaks down her strategy at the Clariant Creative Blog. Carter says you can learn a goldmine of information from top blogs; however, she says,
But if you know how to dig just a tiny bit deeper, you’ll find that your customers themselves will tell you everything you need to know – what they’re worried about, what they’re looking for, and what they desperately want you to know but never thought to tell you.
First, you identify the top blogs in your industry. Next, determine the most shared blog posts, and finally, identify the top pages (her strategy is more complicated, see the article). Additionally, Carter says to look at the comments on the blog posts to find more direct references to what is causing pain.
You can also analyze comments in forums and Q&A sites like Quora.
Analytics – Google, Facebook & Twitter
Analytics is an excellent way to identify further what your customers are searching for answers.You can find a tone of data in your Google Analytics as well as your Facebook and Twitter analytics.
Google Analytics, especially, gives you a lot of various data points about your website’s audience. Facebook has a powerful tool in Insights, and Twitter can be helpful as well.
Wrapping it up
Digging in to find your customer’s pain point is pretty crucial to your business. Knowing what your customer’s real pain point is like a gateway to their motives and you can use this to help improve your website copy.
There is no substitute for engaging your target audience and getting feedback. These four tactics can help you find the ever-vital information to help with your company’s message.