“Conducting an Effective Customer Pain Point Analysis” written and video by Mike Marko.
At this point in my opinion you are only half done on really getting to understand how to solve problems of your potential customers.
Nail down what your customer pain points are… then you can really reach out and attract those who crave what you are selling: the people who really need your products and services in their lives. You can show them that your products solve a problem that’s been nagging them for a long time.
Those people are out there… and you’re ready to help them.
The goal then is targeting the right audience with your content, your products, and your services.
You may be attracting traffic, but they’re not converting and leading to sales.
That’s why today I want to take the time to explain to you how to conduct an effective customer pain point analysis.
Finding and Analyzing Your Customer’s Pain Points
Let’s start off with a video where I talk about my favorite way to start this process. Then we’ll go into more detail.
VIDEO: Customer Pain Point Analysis
Let’s check out this video first.
Brainstorm the Pain Points
Knowing your target audience and target market, you need to take the time to brainstorm at least ten pain points that your target audience has. Aim for twenty, but don’t allow yourself to do less than ten.
Pain points are things that actually both your target client and may even keep them up at night. They are real concerns to your target customer within your niche.
Don’t think about the solution to these pain points… Don’t write that down.
Focus exclusively on the pain points from the perspective of your potential client (we’ll go into more depth on how to do this later on in this article).
Pick The Top Three
Once you have your list, pick the top three customer pain points.
The guidelines for picking the top three are:
- The most likely and biggest concerns for the target audience,
- The concerns that you are best at solving,
- The concerns that you want to solve in your business (they are related to your niche).
The best pain points have an element of all three guidelines.
Using the Customer Pain Points
Now that you have the customer points, you use it to create content. You can use it in:
- Blog posts
- Capture pages
- Landing pages
The list goes on.
It all stems from knowing the customer pain points.
Here’s how it works:
- You determine what your audience is going through, what they’re struggling with.
- You prove to them that you understand it.
- You show that you genuinely care about their problems and want to help them.
- You start with a surface-level issue they need solving, and you ask them “Why?” five times to pull out the pain points associated with it.
Now that you know how you’ll be using the pain points, let’s get started.
Here are the actions you can take to help come up with your list of customer pain points.
1. Talk To Your Current Customers
Talk to your current customers. Ask them these questions. Have a genuine interest in finding out what problems plague their lives and how you can help them.
2. If No Customers
If you don’t have customers yet, then metaphorically come up with your customer’s responses to the “why’s”. It may not be concrete insight as talking to real customers, but it’s better than winging it.
3. Google It
Take your efforts to Google. Find Frequently Asked Questions related to your industry. This is a good starting point.
FAQs arise because they address common concerns of a general audience. However, they are surface-level, so use them to dig deeper by asking the “why’s”
Dig Deeper – Reconnaissance Work
Almost every industry has at least one magazine associated with it. If it doesn’t have a magazine, someone is blogging about it.
If it doesn’t have a blog, someone is asking questions on Quora, Reddit, or on forums.
If they’re not asking questions there, then they’re reading newspapers and stories related to their issues.
Besides entertainment, people consume all forms of media to improve their lives and to find solutions (or in other words, find cures for their pain points).
Whether they have big issues or small, you’ll gain insight into your customers by reading what they read, learning what they’re trying to learn, and tailoring this information to your content, your products, and your services.
How to find what your customers are reading:
- Do a Google search for trade magazines, such as: “property management magazine”)
- Do a Google search for blogs discussing your industry, using the same method as above. (eg. “property management blog”)
- Hop on Quora and Reddit and do a search for threads on your industry.
- Grab an issue of your local newspaper and scan for stories and sections that would resonate with your audience.
With each medium, identify the pain points afflicting your customers. Then incorporate these customer pain points into your marketing strategy on all platforms and media.
Sure there is a lot of “noise” on social media, but social media is also a tool used by people to discuss real issues and problems.
There are groups, communities, and pages, based around pressing issues affecting lives.
These are customer pain points, and you should take the time to look for them.
Head over to the main social media networks (like Facebook, Twitter, LinkedIn, etc) and do a search for your target audience (e.g “property management”).
From there, look for groups, pages, profiles, and/or hashtags they have formed. Check them out and pay attention to what’s being discussed.
I love doing “keyword research”… because it’s important to know what you audience is searching for in search engines like Google.
There are a large number of free and paid services that allow you to find out what other people are searching for on the Internet. They also tell you how often those searches are being made. I like to use the Google Adwords Keyword Planner since it’s easy, and I’m already running Google Ads to my target audience.
Once we know our customer pain points, and we know how to cater to them.
Here are my suggestions for conducting keyword research:
- Search for keywords and phrases related to your industry (typically 2-4 words in length)
- Fire up an excel spreadsheet and record the top searched keywords and how often they’re searched
- Use your results to get a relative idea of what is being searched for most often. Those are your key pain points.
- Choose 4-6 keywords or phrases to target in your core content marketing strategy. Then choose anything between 50 to 1000 searches per month for your blog content strategy.
Some other services you can try, that have both paid and free services, are:
Determine what service you like best.
Final Thoughts on Conducting Your Customer Pain Point Analysis
In this blog post we talked about how your customer’s paint points drive their actions. We talked about how just creating the target audience and avatar isn’t enough… you need to really understand what is the powerful motivating force behind them buying your products.
The customer pain points are the spark to get the buying process moving.
By placing this “spark” in line with your product “solution”, you get forward momentum. You should you have a genuine interest and ability to solve their problem.
In business, we solve problems. Our customers pay for that solution.
And it all starts with determining your customer pain points.
Now that you have your customer pain points, the next step is to start planning your pain points marketing strategies.
If you need help getting started, planning your services and/or products, running marketing campaigns like Facebook ads, or creating capture pages or lead magnets, then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:
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Article: Conducting an Effective Customer Pain Point Analysis
Also published on Medium.