At first, this might seem like a strange ambition. If you are the one who got your business to where it currently is, of course, you are going to know it inside and out. However, while that might be true on a broad scale, there are likely many intricacies and subtleties that you remain completely unaware of. These might seem unimportant in theory, but if they help you to better understand your audiences, your marketing, and how you can be everything customers want and more, that illusion starts to fade.
Still, the first step is understanding, and knowing exactly how you can do that can open the first door.
If you ask yourself who is most likely to have relevant information about improving your business, the answer will likely be your customers. You can gain insight into what they are feeling in multiple ways. The most obvious of all is to take the direct route – asking them. Customer feedback can be obtained in any number of ways, making it convenient for both you and your customers, and it has the benefit of being able to offer you qualitative data, giving you a more thorough understanding of what needs to be done.
On the other hand, you could look at your business data. This might be done through API analytics tools that analyze how audiences engage with the APIs on your website or by looking at your social media numbers or nearly any aspect of your digital presence. There is so much data to be examined here that it can be overwhelming, making knowing how to be concise important to finding what is relevant.
In a way, this might feel like an extension of customer feedback – and it certainly can be viewed that way – but online reviews are more for the benefit of prospective customers than the business, making them valuable to you for two main reasons. The first is that positive reviews can help to gear fresh customers towards you. The second is that it gives you a clear insight into how you are perceived.
This can help you to better understand how you fit into the industry (whether you are seen as the affordable alternative or the occasional expensive luxury, for example) and might give you an idea of what you need to do to lean into or away from this image.
There is also the internal perspective to consider. After all, if your employees are unhappy with workplace conditions, this is an insight that is going to spread to other prospective employees and could be something that harms your brand. Even if you feel as though your audiences have a positive attitude towards your brand, this could be shattered by internal revelations that showcase an entirely different side to you. Therefore, knowing how to improve as a workplace can be seen as just as important as understanding what you can do to make yourself more marketable.