How To Use Customer Feedback To Improve Your Marketing Strategy: 4 Tactics


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Every business receives customer feedback, both positive and negative, at some point. Some companies view customer opinions as pointless jargon without considering how they can use it to their advantage.

Around 95 percent of marketers say that accessing current customer data is the biggest obstacle to reaching marketing success. With such an outstanding, prevalent issue, it’s crucial that your business doesn’t fall into the same trap and lose out on conversions.

There are many ways to use customer feedback to improve your marketing strategy so your business sees growth. Here are four tactics you can use to take your brand to the next level.

Understand Your Target Audience

Getting feedback directly from the source means you get to know them better. This helps you solidify your target market so you can create products and services suited to their needs. The more you know about who you’re marketing to, the easier it is to pique their interest and solve their pain points.

There are various ways to go about collecting user data. Create a customer survey form that lets you ask the right questions so you can receive the answers you’re looking for. Avoid creating a survey that’s too long and takes too much time to fill out. A low percentage of your customers will take the time to complete a form with too many fields.

Use the information you gather to create more accurate buyer personas. When you narrow down who you’re targeting, you can answer their questions and solve their problems. Otherwise, you’re going off of hunches that don’t help your brand improve its marketing strategy.

Create Valuable Content

Now that you have a better understanding of who your visitors and customers are, you can create content that aligns with their needs. Did you know that better content can drive up to 2000 percent more traffic to your website? Of course, that’s if you’re writing for the right audience.

Writing for a generalized audience rarely works for any business or blog since you can’t demonstrate expertise in all areas. Narrow down the topics, products, visuals, and other content only to what your audience wants.

If your existing content isn’t receiving the shares and engagement you predicted, then it’s time to start anew. Refer back to your buyer personas and pay attention to the pain points. What does your target market need help with? What issues do they struggle with that your business can fix? If you provide a solution to a common problem, you’re sure to win repeat visitors.

Refine Customer Support

A bad experience with a brand’s customer service department can determine whether that customer comes back or leaves forever. Without reliable customer support, how would any brand grow and prosper? It’s an essential part of building trust and credibility which are necessary to move visitors through the sales funnel.

If your business’ customer service lacks, you’ll know. Receiving negative feedback is the best thing your customers can do for your business since they’re offering free, brutally honest advice. Use it as an opportunity to refine your customer support team and improve its operations.

Pay attention to the specific issues your customers encounter so you know how to deal with them. Do they have problems with your site’s checkout process? Is your support team ignoring tickets and avoiding customer inquiries? Is your brand not responding to consumer questions fast enough?

If your business relies solely on a customer service team, consider implementing live chat. It provides service to visitors 24/7 so they get the assistance they need and you don’t have to worry about neglecting customers. Use social media and email to provide further support to those who have questions or reach out through various channels.

Improve the UX

It’s important not to treat your website’s user experience (UX) as an afterthought. It’s about more than the physical look of your site and has more to do with the type of experience it offers your visitors. If they encounter issues, lags, or other problems while browsing, then this leads to a negative UX and a higher bounce rate.

So, it’s important to use the feedback you receive to improve the UX of your website. If it isn’t optimized for your audience, you can’t expect them to return or to move down the sales funnel. Generating sales begins with providing an enjoyable experience on your site that encourages visitors to come back.

If visitors have a less than pleasant time on your website, some of them will be sure to let you know. They’re also impatient as 53 percent of mobile visitors leave a page that takes longer than three seconds to load.

A few ways to improve your site’s UX include:

  • Visible navigation menu
  • Regularly testing site speed
  • Compressing image files
  • Breaking up text with whitespace
  • Adding a frequently asked questions (FAQ) page
  • Using mobile-friendly practices
  • Conclusion

    The information your audience shares with you is valuable because it tells you how to properly cater to customers. If you use the feedback your customers give you and apply it to your business, you’re sure to see overall higher conversions and boosted sales. How will you use customer feedback to improve your marketing strategies?

    Syed Balkhi
    Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.


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