We get it. Metrics are sexy. NPS scores, conversion rates, click-throughs – they paint a neat little picture of your marketing performance. But here's the thing: that picture is missing a crucial element – the actual voices of your customers. The crux of this article is why you shouldn't just chase impressions (like, seriously, stop doing that). Chase conversations.
Although our niche is in the healthcare startup world, conversing with your audience is paramount in any industry. You're not just selling a product or service; you're often impacting people's lives. Whether that's a provider using your tech, or someone exchanging their hard-earned money for something. And while data can tell you what is happening, it rarely tells you why. Why did someone uninstall your app? Why did they leave a mediocre review? The answer isn't in a spreadsheet; it's in a conversation.
Too many marketers hide behind the data, making assumptions about their audience instead of actually, you know, talking to them. It's like trying to diagnose a patient based on their blood pressure alone – you're missing the full story.
Imagine this: someone uninstalls your app or leaves a page rather quickly. Do you shrug and move on? Or do you reach out and ask, "Hey, we noticed you [insert activity]. Is there anything we could have done better?"
That simple question can unlock a goldmine of insights. Maybe the UI was confusing. Maybe it didn't integrate with another essential tool. Maybe their needs changed. Maybe the landing page looked sketchy. Whatever the reason, you won't know unless you ask.
The same goes for reviews. A five-star review is great, but a three-star review? That's an opportunity. Reach out to the reviewer. Find out what they liked and what they didn't. The goal is not to save face and try to get them to flip their review, either. Be genuine. You might just turn a lukewarm customer into a raving fan.
Marketing has and always will be about understanding people. Data is a tool, not a crutch. It's time to step out from behind the dashboards and have real conversations with your target market. You might be surprised by what you learn.
Ready to stop hiding behind the data and start connecting with your customers? Schedule a free consultation today, and let's talk about how Tough Terrain Media can help you build a marketing strategy that's human-centric and results-driven.
