Understand how people interact with your brand

Understanding how people interact with your brand breaks down into multiple sections but ultimately the end goal is to make informed business decisions based on actual data. You don’t want to run your business based on assumptions and over-generalised info.

Consumer research often begins online but no article can tell you as much about your potential clients as they themselves. There are different ways you can learn about your target customers.

What’s a user journey?

When it comes to digital marketing, the customer or user journey is the pathway to a goal that you set. Most of the times this goal is to make a conversion. The conversion can be a booking to your clinic, a sale or often just a lead – which is somebody sending you their details for you to contact them and hopefully sell yourself.

When we say visitors we mean people accessing information about your brand whether it’s on social media (your business page), your website, review sites, e-mail marketing or other platforms.

From the first point of contact… that can be your blog post, a social media post or a PPC ad, your visitors begin their customer journey.

Whether they become a paying customer depends on a bit more than luck. Are you giving them the information they’re looking for regarding your product or service? Do they have access to testimonials to be able to trust you? How easy did you make it for them to contact you?

There are things that you can do to make sure your digital presence sends the right messages, at the right time.

Info to include in all of your social media captions:

Tip: Save a paragraph in your notes or even better, save it as a shortcut.

  • Website address
  • Phone number or DM NOW call to action
  • What are you selling? Lip Filler Treatments
  • Price guides – at least a “Treatments from £99”
  • Any special offers you’re currently running

What is a good user journey?

A successful conversion is the ultimate goal, but of course we need of consider how our client experience goes from the first touch point to after-sale. When it comes to customer retention and getting repeat purchases the main priority is good communication and making sure that we provide an excellent service to our customers.

1 – Ensure your online presence is of high level and you have all information people will want to know available on your website and social pages

2 – Respond to enquiries within hours and allow customers to ask questions – when it comes to live chats, respond within minutes

3 – Close the sale when you feel ready but do not be too pushy

4 – When the customer made a purchase make sure you deliver on time

5 – Make sure to check in with the customer during the process of delivering your product and services and make your customer care team (or yourself) are available to help out easily

6 – After you have finished your business with the customer ask them for feedback that you can use as testimonials and to improve your business

Things you can try to build a better user journey:

  • Caption social media content properly and get creative
  • Note down questions people ask you before buying a service, treatment or product from your business and answer these questions in your content on socials and on the website – if one person’s asking it’s on the mind of others too
  • Have an email marketing plan in place to nurture your customers through the process
  • Observe what keywords traffic come to you
  • Use analytics to see where your traffic comes from and look at demographics to get a better idea what tone you need to address your audience
  • Use clear call to actions and structure your website in a logical way
  • Decrease loading times

Okay, we get it – if you don’t know much about marketing and business, for example you just want to run a successful aesthetics clinic you might read those bullet points above and think – I have no idea how to do those things!

There are plenty of free training available on software such as Google Analytics or HotJar if you want to do it yourself. You can also check on youtube for tutorials or even better – sign up to our newsletters to get free digital marketing tips for your business.

Observing Social Media

Check for comments on your page or if you are not yet established on social media check your competitors’ comments sections or if you see another clinic’s ads check what people are asking in the comments. If you are selling the same treatments that means you share the customers too, so note down those questions and answer them in your own content.

Engage your audience on stories and polls on social media – when you ask an audience a question they will feel prompted to answer if it’s just a tap of a button. Instagram polls are very handy for this. Make sure you ask good, well though out questions people will want to engage with.

Google Analytics

Most people know about Google Analytics already, it’s pretty standard for every business. You basically see important metrics about your website visitors. Think about number such as live visitors right now, total number of unique visitors by date, most popular pages within your website, traffic sources – where did visitors come from and more.

You’re able to look at what demographics interact with your website based on geographical location, gender, age, what device they use etc. This info might not seem important to you at first but as you get to know digital marketing and business you realise that your marketing and sales messaging should really be formulated considering this type of data.

How can I monitor user interactions using HotJar?

This is one of our favourite tools as marketers and it’s something we use regularly during all phases of digital marketing. Okay, it’s a bit creepy but imagine being able to watch every customer interaction recorded on your website?

Marketing people wold have killed for this back in the 90s! HotJar gives you the tools to anonymously record customer interactions with your apps and websites so when you look back at recordings you can physically see what made customers purchase something, contact you or drop off your website completely.

When setting up paid ads with landing pages on your website or if you are in the phase of prototyping your new website, it’s very handy to see how people explore your site. It gives you an indication of what information is priority for the consumer, what details to they check for before making an enquiry / purchase or what product are they looking at the most…

🥰 In all of our web design packages, we include HotJar with FREE recoding of 30 user sessions a day. You won’t have to worry about setting it up – we’ll do the hard work and send you a login where you’ll be able to watch customer interaction recordings and make business decisions based on what you (or your team) sees. We’ll even send you a definitive guideline what to look out for as a part of the training pack.

HotJar also gives you heat maps (see what parts of your website people click the most) and provides a free feedback and bug reporting form you can add to all your pages so if users are experiencing issues, you can be notified straight away.

Too much info too fast? Contact us and we’ll book a free call with you to answer any questions.