By John Brackett, founder of Smash Balloon, the world’s leading social media feed plug-ins for WordPress.
Do you want to grow your business? If so, you should start by listening to what your customers have to say. Feedback from the people who visit your website can help you make smart decisions about creating content, promoting products and growing your brand.
When you look at how people feel when they visit your business, you can identify your strengths and weaknesses. Use your strengths to keep customer satisfaction soaring, and find ways to build on your weaknesses to aid in retention.
Let’s take a look at several ways you can use feedback to grow your company. But first, let’s look at some of the most common types of feedback and show you where to gather this valuable data.
Know Where to Find Feedback
The first type of feedback we will explore is given feedback. This type of customer response is unsolicited. Usually, it takes place on customer support tickets, social media or reviews. You don’t have to go looking for given feedback; it will find you.
Next, there’s requested feedback. As the name implies, this form of feedback occurs when you send an email or pop-up response, asking users to leave a review on your product or service. You have to put in a little work here. Creating forms and email templates can help you prepare to gather requested feedback.
The last type is observed feedback. In almost every case, observed feedback takes place on social media channels or off your website. You may notice someone talking about your brand in a group chat around your industry. Their feedback —positive or negative — is considered observed feedback.
Depending on your industry, some of these outlets might provide you with more feedback than others. As long as you’re getting constructive feedback from your audience, you’re taking the first step. Now, let’s look at how you can use this information to grow your business.
Curate Your Content
You can use what you learn from user feedback to curate content on your blog and in your email newsletters. There’s a good chance that your customers have different preferences when it comes to products and content.
If you’re able to segment these customers based on their feedback, you can use this data to create content that’s relevant to each person. For instance, if you ask new email subscribers to tell you what kind of posts they want to receive, you’re gathering customer feedback.
Use this information to divide your content based on category. If you include messages in your email marketing campaign that match what each user wants to see, you can expect to see more engagement and conversions.
Improve Existing Products
It’s also possible to use feedback to improve existing products. Let’s say you have a SaaS email marketing firm. You notice that a majority of your customers are clamoring for a new feature on social media.
Instead of worrying that you missed the mark, consider this news an opportunity. Including that highly requested feature in your software will help keep customers invested in your brand.
Listening to what users have to say and making improvements based on their feedback is a great way to evolve your product to meet the market. Users know what they want from products and services. If they make a feature request that you can add, do it. You’ll likely see a surge in positive reviews and feedback after making the change.
Increase Your Retention Rate
You can also use all of this feedback to build trust with your audience and increase your retention rate. Allowing for customer feedback, especially when a customer is getting ready to cancel or unsubscribe, can quickly turn the experience around for the user.
Imagine if a user subscribed to your email list and then decided to unsubscribe because they weren’t receiving enough promotions. You could stop them in their tracks with a free gift and a 50% discount on their next purchase.
Analyzing why users want to leave and turning it into a positive experience is a significant part of gathering feedback. Understanding where you can improve will help you fine-tune your marketing strategy.
As your business grows, you’ll have to gather more feedback to continue expanding. Listening to your audience will naturally draw more users to your site as you accumulate positive written reviews and word-of-mouth praise.