When it comes to understanding your clients and crafting marketing strategies that truly resonate, there’s no substitute for being on-site. Meeting your client where they live and work can offer a wealth of insights that could never be captured through surveys or data. Whether you’re meeting at their office, visiting their retail location, or spending time in the community where their non-profit offers services, the in-real-life, on-location experience allows you to connect on a deeper level, observe subtle nuances, and gather information that will inform and elevate your marketing efforts on their behalf.
The importance of on-site research
Doing research is about more than just collecting data; it’s about immersing yourself in your client’s world. Get a firsthand look at their daily operations, how they interact with their customers, and what the space they work in feels like. This will allow you to see, feel, and hear things that can easily be overlooked in a questionnaire or phone call. For instance, how a store is laid out, how employees behave, or even what mood customers are in can provide valuable clues to how your client’s brand is perceived and where improvements may be needed.
Let’s say your client runs a restaurant: spending time there during peak hours can reveal clues such as:
- how customers engage with the menu
- which dishes are most popular and which ones need the most explaining
- how staff manages high demand
- what physical features of the restaurant capture the most attention
These observations can inspire marketing ideas, such as highlighting best-sellers in promotions or creating content that showcases the restaurant’s unique atmosphere.
Building stronger client relationships
This goes both ways too. By being on-site, you will build a stronger relationship with your client and they will get to know you at a deeper level than is possible through video calls. They will see your commitment to understanding their business from the ground up — and that level of dedication goes miles to building trust and making your clients more open to sharing their thoughts and challenges with you. What you gain from these interactions will be pure gold when you get back to your own office and begin crafting personalized marketing strategies that speak directly to your client’s needs and goals.
How to translate observations into strategy
The key to using your time on site most effectively is to translate your observations into actionable marketing strategies. Once you’ve gathered insights, it’s essential to reflect on how they can be applied to your client’s marketing plan. This might involve tweaking their messaging to better align with customer expectations, optimizing their website to reflect the in-person experience, or developing new campaigns that highlight the strengths observed during your visit.
Partner with Facet 58 to elevate your business
At Facet 58, we understand the importance of truly knowing you as a client and getting a feel for your unique circumstances. Our commitment to personalized, on-site research shows that we care about the success of your small business or nonprofit organization as much as you do. Let us help you transform these insights into powerful marketing strategies that drive real results.
Ready to take your business to the next level? Become our client and experience the difference a dedicated partner can make.