It's my favourite marketing song. It's an oldie but a goodie. And it goes like this - Marketing is an investment which must be tracked and measured. Simple.
In today's online marketing world marketers are pushed to get fast results: get heaps of content quickly, make sure it's full of the right keywords, get on the first page of Google, get more clicks, feed the funnel, increase those enquiries so we can make more sales etc...
The better you know your customer, the easier it is to talk to them through your marketing, and target them with your messages. Even if you think you know your customer very well, you can always improve and provide better products or services or additional products or services to meet their needs. The best way to research customers is to ask them to complete a short survey.
Converting leads into customers is a very important marketing goal for businesses. I found this excellent infographic displaying 10 ways businesses can convert more customers using psychology.