Integrating Customer Feedback into Your Marketing Strategy
We are already 3 months into 2025, and what better way to get with the times than by finally using what customers and consumers are saying about your product into your marketing strategy?! Not only are you utilizing real, live feedback that can help make planning more deliberate, but this type of strategy can also bring more calculated success into marketing activations.
We’ve rounded up a few things to think about when starting to implement this strategic planning with your team. Of course, this is only a short list, so please feel free to use your imagination and add some additional items that fit you and your product’s needs!
GATHER INFORMATION & ASSES
- Take a deep dive into comments on websites, social media channels (a.k.a., social listening), and even customer/consumer emails to gather intel about what is being said around your product(s). In doing so, you can really get a sense of the tone or repeating themes (whether positive, negative or a mix of both), which can help in deciding WHAT might need to be adjusted, OR what is working with your current plans.
- This could be a good area to try to implement some AI into your work. From data and analysis insight, which would be the first step in using customer feedback in your marketing strategies, can be emphasized by using AI.
PLAN
- Once you have the data (i.e. – an organized understanding around the feedback), it’s time to create a plan to address the feedback and/or implement more strategies that are working well and being praised.
- Look at what is working and figure out a way to use the strategy there in other parts of your planning to yield similar success. But be cautious, because usually this is not a cookie-cutter situation. There might be tweaks that need to be made to adjust to a different platform or audience, however the underlying strategy is there.
- As for the negative or less desirable feedback, look at this as a learning experience! Take what is being said and understand that it is there to make you and your product BETTER! This can be one of the best types of feedback as it can lead to adjustments that ultimately will increase the performance of your offering.
TAKE ACTION & IMPLEMENT
- So, you’ve gotten your hands on some feedback! Now… what are you to do with it?! This is the step that requires you to brainstorm and devise a plan of action that should be helping to make your product more visible, desirable and attainable (you get the picture?). By understanding customers’ feelings and attitudes towards your brand (either positive, negative or neutral), you have the power to adjust your planning and execution to benefit your brand.
IMPORTANT TO CONSIDER
- Understand that you cannot make everyone happy, nor can you fix everyone’s problems or complaints about your marketing efforts and activations.
- Be sure you are sifting through everything closely but not sweating some of the crazy or unexpected feedback. There will always be someone that can complain.
- Constantly monitor and recalibrate! There is not a secret all-encompassing formula that works for everyone all the time. Marketing is about personalizing and individuality, right? So, keep that in mind as you are rolling out new strategies – there is usually ALWAYS room for adjusting!
Whether this is something that your team has already implemented or if you are new to the idea of incorporating customer and consumer feedback into your marketing strategies, there is always potential for growth. And by using feedback from the people that use your product or interact with your brand the most can be the best way to do just that!
