All successful products and services solve a problem, or a pain point, for their customers. No time to cook healthy meals at home? Buy a meal-kit subscription. Need an affordable home security system? Buy a video doorbell.
Solving your customers’ pain points is what takes your product or service from being a novelty to a necessity. After all, if your product or service doesn’t solve your target audience’s pain points, there’s no reason for them to buy it.
But if you’re just starting a business, how do you find out what your audience’s pain points are? The first step is to determine your target audience, because not everyone will be your customer. Start by creating a detailed buyer persona and imagining your ideal customer, including demographics and interests. The next step is to figure out the biggest problems of this semi-fictional representation of your ideal customer.
Here’s how to discover the pain points of your target audience.
1. Check out online forums and social media.
An easy way to discover the pain points of your target audience is to check out online forums and social media. These give you a peek at real-life conversations your target audience is having.
Do a quick Google search for forums related to your niche. For instance, if your target audience is moms with twins, do a Google search for “moms with twins forums.” You can then go through the forums that come up in search results and read the posts from members. If you don’t find any threads with what you need, you can always start your own. Don’t forget to check out Quora and Reddit too. You can search for Facebook groups related to your niche and join them as well.
2. Look at reviews related to your niche.
Another easy way to discover the pain points of your target audience is by looking at online reviews for products or services related to your niche. By looking at the negative reviews of similar products or services, you can find out exactly which features are lacking and how you can make up for it.
You can start by hopping on Amazon and searching for a product similar to your own. Head to the review section for that product and start browsing. You should be able to find some reviews from unsatisfied customers. For instance, a customer could have left a review that says, “This product is mainly for beginners. I was looking for something more advanced and detailed.” This gives you insight into what your target audience is looking to buy.
3. Use Google and keyword research.
You can also use Google to discover the pain points of your audience. You know how, when you start typing something into the Google search bar, it gives you suggestions? These suggestions show you what your audience is searching for on the web. Try typing some keywords or a key phrase related to your niche into the search bar and see what comes up.
You can also use a free keyword research tool to see what relevant keywords your audience frequently searches for. Remember, with this tip you’re relying on data, rather than hearing from the consumer themselves; put more importance on what your audience is saying than on keywords.
4. Create a survey.
The previous tips were mainly for businesses that don’t currently have any leads or customers yet. But these next tips will help you discover the pain points of your existing audience, no matter how large or small.
The best way to find out the pain points of your existing audience, including the people who visit your website, is to just ask them! You can create a survey and add it to your website so that you can hear directly from your audience about their biggest pain points. Just be sure to ask the right questions to get the information you’re looking for. You could ask questions like these:
- What brought you to our website?
- What concerns do you have about our product?
- What are your goals?
5. Add live chat to your site.
Another way to learn about pain points directly from your audience is to add live chat to your site. Live chat provides your audience with a fast and convenient way to get answers to their burning questions and allows you to discover pain points in real time. Plus, the addition of live chat software to a website typically causes an 8% to 20% increase in conversions.
When a user lands on your website, your live chat software can ask a question like “How can I help you today?” The user can then tell the live chat what they’re looking for and what brought them to your website, which will give you insight on their pain points. Adding live chat to your site isn’t hard: There are many tools and WordPress plugins that make it incredibly simple.
6. Let your audience know how you’re solving their pain points.
Once you discover your audience’s pain points using these tips, and you have a product or service to solve it, you need use this information in all of your marketing. You should address these pain points on your website, email marketing, social media posts and ads. When consumers can see that your product or service will help solve their biggest problem, they’ll rush to the checkout.