If you’re an entrepreneur and business owner, one of the most important things you can do is find out what your audience really, truly want. You can’t simply have a ‘build it and they will come’ mentality, as this is not the case at all. Your customers must tell you what they want, and not the other way around.

Here are a few key steps in finding out what your audience really want:

Have Meaningful Customer Discussions

Start off by setting a goal to have more meaningful customer discussions. Not just you, but everybody on your team. Buy them a coffee and pick their brain. Pay attention to the problems they face. You can learn a lot from customers simply by speaking and listening to them properly, and not treating them like a walking dollar sign.

Ask And Track

Make sure you ask your customers what it is they think you’re doing great and what you could improve on. Give them an incentive to tell you. Create a survey and give them a percentage off their next order, or even something for free if they do it.

Perform Market Research

Market research is an important part of any successful business. Get out there and ask different questions. Do taste tests. Find out as much as you possibly can. You can even be smart and check out what people are saying on competitor forums. This could give you a deeper understanding into what people want.

Figure Out Exactly Who Your Customers Are

You need to know exactly who your customers are. When you know the true identity of your customers, not just by creating their personas yourself but by going out there and speaking to them, you’ll be able to give them what they want. Of course, creating personas and figuring out what they like, don’t like, whether they’re in a relationship, where they live etc., can all help, but you can’t do this without getting your hands dirty.

Look Into The Data

Metrics are a very helpful way to give you an insight into what’s doing well and what’s not doing so well. You can see how your articles are doing, which emails are being clicked through, and more. You can use this data to hone your approach and learn what your audience like.

Follow Your Audience’s Journey

The buying journey is different for every business, but understanding it is crucial. You can learn what will help to get them closer to a buying decision by understanding this journey. You must combine the journey with the functional, rational, and emotional needs of your audience, then you should be able to encourage more conversions. You’ll be able to create the content you really need that will give them the reassurance they need that they are making the right decision in working with you or buying from you.

Start using these pointers to figure out what your audience really want and you can help them get closer to working with you. Good luck!