Why Marketing Research Matters

local marketing
January 09, 20232 min read

“Research data will help you 'get in your clients' heads'.”
- Sarah George

Watch the video here or if you are a reader, keep scrolling.

Let's talk about the not so glamourous or exciting part of marketing, in a not so polished, perfect video production. I'm talking about research.

Research is Crucial

Research is the data that gives you feedback and helps drive your efforts in the right direction. Without information from research you really don't know how to proceed with your marketing in an effective way - it's constant trial and error.

When you have this data you can "get in your clients' head." You'll know their desires, their fears, the words and phrases they use, what's holding them back, what do they believe success looks like when it comes to getting the service you provide. Everyone wants to be understood; when your audience believes you understand them and their situation they are more likely to trust you with their business.

Ways to Get Crucial Feedback

It can be as simple as an email, phone call, or text message asking your clients (past, present, future) for information as it relates to your service. Have a standard set of a few questions you ask so you can easily send it out. For example 1) What do you dread most about marketing? 2) What do you believe would alleviate this for you?

Research also comes from listening. Tune in when you are at networking events to see what people are saying. You'll be surprised how much you can glean from these conversations. If it's fitting ask questions to gather further information. Online groups and forums are another place you can "listen." These are a wealth of information. Read comments and answers to questions people have.

Case Study - Applied Research

I worked with a non-profit organization. Part of the strategy included brand awareness research. How many people in the community were aware of this organization and what they did? I got feedback from a variety of people: advocates, donors, volunteers, and random community members. What I found was a majority of people were aware of the organization but not aware of the service they provide.

This information was valuable to help steer the marketing communication. We knew not to waste time on educating people about who the organization was but to focus on the programs and services that they provide. Research helped save time and energy by directly targeting the audience so that when they or someone they know needs this service they know which organization to contact.

Conclusion: Research is the ounce of prevention that saves you a pound of cure. Regularly gather information to help steer your marketing efforts in an efficient direction. Need support in researching? Let's talk, schedule a consultation. There's no cost, no obligation.

Or go straight to getting it done with a Marketing Power Hour. A one-time fee that includes 60-minute 1:1 call plus follow up and support. See all the perks here.

marketingmarketing strategy

Sarah George

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