Forget big data. Think small. Imagine how much easier it would be to build a powerful brand if you knew as much about your customers and prospects as you know about your spouse or in-laws? Imagine how well you could reach out to them with a compelling, customer-focused message if you knew who they were and what they liked. Imagine how easy it would be to pick social media sites, type styles, and headline copy if you actually knew which ones your customers and prospects would find most attractive.
For years now, we’ve been hearing about how big data can tell marketers everything we want to know about your customers. And for those same many years, most of us have been complaining that because we’re not Amazon, or Facebook, we don’t have easy access to big data. Since we can’t go big, let’s go small.
Think about what you can learn about your customers just by asking them. This is how you get the kind of up-to-date, accurate, emotional, customer preference information you need to build your brand. We have to just lean across the counter to talk to them. What do they like, what do they care about, what do they want. Not only will they tell you everything you need to know about how to attract their business, but they’ll actually feel good about the interaction because they will know you care about them.