How to transform customer data into effective copy
The key to any effective copy — whether you’re building a landing page, sending an email, or writing social caption — is customer data.
Customer data is crucial because it informs everything from the copy itself to the kind of content you focus on, the structure of the content, and more.
Beyond that, using customer data to inform your marketing efforts can boost your up-selling and cross-selling success rates, reduce your spend on customer retention, and increase your revenue year-over-year(more on those stats and findings in this article from superoffice.com).
And the best part? You don’t need a fancy market research agency to help you gather the data.
You can collect and use customer data instantly from customer reviews, social media comments, surveys, and so much more.
While there are many forms of customer data(qualitative, quantitative, behavioral, etc), I’d like to focus on VOC data(Voice of Customer data) as it can be invaluable when it’s time to write effective copy.
In this article, we’ll dig deeper into VOC data, how to collect and use it, as well as a few real world examples of how to use it in your marketing efforts.
Let’s dive in.
What is Voice of Customer data?
Voice of Customer(VOC) data is essentially the thoughts, words, phrases, and language that your customers use to talk about your brand and/or product.
With VOC data, you no longer have to rely on“guessing” or“creating” ideas out of thin air; you can actually use your own customers’ beliefs and style of communication to write incredibly effective, persuasive copy.
Collecting Voice of Customer data
While you can always hire a market research agency to help you with this part, you’re likely already sitting on a gold mine of VOC data without even knowing it.
For example, if you have a social media presence, customer reviews, or live chat on your site, those comments, reviews, and transcripts are chock-full of VOC data.
If you don’t have a method for actively collecting VOC data(i.e. - prompting customers to review your products, posting on social media, etc) you can take a more direct approach by surveying your email list, setting up some customer interviews(try using an incentive like a gift card to get participants), or adding an on-site poll to your site are all great ways to gather VOC data.
Even if you have no brand or customers yet, reading customer reviews for similar products on sites like Amazon can help you get a sense of how people think and talk about products like yours(so there’s really no excuse to not do it).
Here’s a quick list of the various ways you can try collecting VOC data for your brand:
Now that you know what it is and how to collect it, let’s review some real-world examples of how you can actually use it to shape your messaging across various touch-points.
What is Voice of Customer data?
Collecting Voice of Customer data
Using your VOC data to shape your copy