Using Statistics to Engage Consumers
Business people aren’t the only ones who appreciate facts and figures. Consumers love them too. Here are three ways you can strengthen your marketing by throwing in some stats:
Quantify the Value of Your Product or Service
Step into your business consumer shoes for a moment. If a social media marketing agency was trying to win a slice of your marketing pie, which argument is more compelling?
The straight pitch:
- Social media continues to be popular with online users across age and gender groups.
The stats pitch:
- 72% of online American adults use Facebook
- 44% of online women use Pinterest
- LinkedIn has over 400 million members, including 39 million students and recent college grads
- Daily users on Instagram, Pinterest, and LinkedIn increased between 9–10 percentage points in 2015
The stats pitch wins hands down because you’re given the data needed to reach your own conclusions regarding the value of social marketing. And the agency hasn’t even fired both barrels yet. If they’re smart, they’ll also have some impressive stats about their accomplishments.
Flaunt Your Best Features
In addition to using industry stats to establish the value of your product or service, be sure to use specific numbers that sell the merit of your company in particular.
- What’s your customer satisfaction rate?
- What percent of sales are from repeat customers?
- What percentage of customers would recommend your product to a friend?
- How much have you increased revenue for clients?
- What’s the ROI for your product?
Every industry has its own benchmarks, so dig in and see how creative you can get with them. Ask the subject matter experts throughout your organisation for any fun, interesting, and compelling metrics about your company and products. Monitor what your competition is claiming, and see if you can top it.
Make Customers Feel Like They’re a Good Fit
Have you ever tried a restaurant because all your friends love it? Maybe you purchased a different brand of jeans because they were suddenly popular around the office? We’re not saying you’d jump off a cliff if everyone else did, but you get where this is going, right?
The simple fact is, people feel more comfortable trying—or buying—something if they know like-minded people are already on board. So stats can be an excellent way to make people feel like they fit in with your brand. For this to work, you’re going to need some metrics on your customers, which may not be as hard to get as you think. Tools like SurveyMonkey and Polldaddy make it easy and inexpensive (even free) to conduct the surveys you need.
What you want to ask in your surveys depends on your product and target audience. But here are some basic questions to get you thinking in the right direction:
- What’s your age?
- What’s your gender?
- Are you married or single?
- Are you a first-time buyer?
- How many ___________s do you own?
- What’s your income range?
- What’s your budget?
- Who are you buying this for?
- How did you hear about our product?
- How long have you been ___________ing?
- How often do you _____________?
- What’s your favorite __________?
Ask about likes, dislikes, favourites, motives, concerns, and other important things you think your customers might have in common with each other. Then convert the answers into statistics and share them as bullet points in emails, Facebook posts, tweets, banner ads, or anywhere else they’ll reach the right audience. All the stats you gather provide you with valuable insights, but only publish the ones that will make your audience feel at home.
Some examples might be:
- 40% of our attendees are first-timers
- Our average customer owns 3 pairs of skis
- We have over 75 clients in the Fortune 500
An Ear for Attitude
Where does a high-quality social listening and media intelligence tool fit in? Natural language sentiment analysis enables you to uncover attitudes about your brand, your products, and industry trends. If you know how to ask the right questions, social media is a treasure trove of answers.
Ask about likes, dislikes, favorites, motives, concerns, and other important things you think your customers might have in common with each other. Then convert the answers into statistics and share them as bullet points in emails, Facebook posts, blog posts, tweets, banner ads, or anywhere else they’ll reach the right audience. All the analytics you gather provide you with valuable insights, but only publish the ones that will make your audience feel at home.
Not every stat needs to have an agenda. Odds are, you’re exposed to lots of interesting facts and figures related to your business on a daily basis. Make a habit of saving them up to share with your customers—especially followers on social media. It’s a quick and easy way to show some personality, start some conversations, and increase your reach through social sharing.
Consider your audience and the interesting tidbits of data they would like to read. For example, if you sell pet supplies, share fun facts about the different kinds of pets people have, how they care for them, and the products they prefer.
Pull out interesting facts like, 95% of people celebrate their pets’ birthdays.
If you work for a business software company, post stats on technology trends, user preferences, and workplace habits. For example, the tendency for IT workers to self-identify as night owls.
This blog post is an excerpt from the free ebook, Make Powerful Impressions with Statistics, download it now to gain deeper insights into how to use statistics to engage your audience and propel consumers to act.