A good marketer knows that market research is the foundation of a great campaign.
Because a successful campaign requires more than just a witty slogan or flashy ad. As a marketer, it is your job to first establish trust with your audience so that they feel confident in your brand and product.
Luckily, you have all the marketing data you need to develop a plan for building solid relationships with your target audience. If you are collecting high-quality data through a great data management platform — like ReachForce — those insights are right at your fingertips.
Before diving into how to conduct market research, let’s first answer an important question:
Why is building trust with your audience so important for campaign success?
With access to information about your company — including customer reviews, news articles, and product comparisons — literally just a Google search away, building trust does two things for your marketing campaign:
- It lets you tell your story. Transparency and trust-building put you in the driver’s seat for your own brand narrative. A great example of this is Domino’s rebranding campaign called “We’re Sorry for Sucking.” Rather than continuing to try and market themselves as an amazing pizza place, Domino’s addressed their target audience’s beliefs on their product and made a vow to change. By doing so, they controlled their own story (instead of getting swept up in a whirlwind of negativity).
- It helps you differentiate from competitors. When consumers trust your brand, they will look at you as a go-to source for information. That may not result in them becoming your customer today, but if you continue to establish that trust through your campaigns, it will often result in conversions down the road.
So, how do you build that trust?
Conduct Market Research to Build Trust
You can use your marketing research to build trust. How?
#1. Establish your questions ahead of time.
Before attempting to cut through your customer data for insights, figure out exactly what you want to know about your target audience and their perspective on your brand. Your questions might include:
- Do consumers believe we sell a quality product?
- Does our messaging come across as authentic?
- How do we stack up versus our competitors?
- What do consumers want from our product that they are not currently getting?
- What do consumers like/dislike about our product?
These questions give you a framework for your market research and help you focus on the aspects of trust building that matter most for your brand.
#2. Go to the source for insights on your audience.
With social media as such a prevalent part of the consumer experience, it is not hard to answer some of your questions with a basic scan of Twitter or LinkedIn. But, for more in-depth insights, it may be worth sending out surveys to previous and existing customers. The information you gather through those surveys — particularly if they are sent through a third-party rather than by your brand — can be tremendously valuable in building a plan for trust.
#3. Know where to engage your audience.
Knowing the message you need to get across to your audience is one thing. Knowing the right way to deliver that message is something else entirely. Leverage existing customer data in your data management platform to identify where your target audience spends their time online and then target your trust-building campaigns toward those specific channels.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.