At The Marketing Associates, we’ve seen too many businesses who have been relying on instinct when making marketing decisions. Occasionally, it works but more often than not, it is a shot in the dark.
Assumptions can only take you so far. Imagine if, instead, every decision you made was grounded in real evidence about what your clients truly want and need., because they have told you…
That’s the power of customer insights.
Why Insights Make the Difference
Building your marketing around real feedback changes everything. Instead of broadcasting generic messages and hoping they land with someone, you are:
•Addressing the specific needs, motivations and concerns of your audience
• Creating campaigns that work harder and deliver stronger results
• Producing content that feels sharper and more relevant
• Building a brand that comes across as authentic and trustworthy
Most importantly, it removes the pressure of guesswork. You can make confident decisions, knowing they’re backed by evidence.
Your Clients Already Hold the Answers
And it is easier than you think. Your clients are already sharing valuable information every day in reviews, conversations, surveys and even in the questions their prospects ask before they buy.
How to Get Insights
If you don’t have any customer information or insights, then ask for it. Carrying out a simple survey, asking for feedback or requesting testimonials are quick things to do and can produce more insight than you might imagine. For example:
• Send out a short online survey to capture client opinions and preferences
• Ask satisfied clients for testimonials that highlight what they value most about your service
• Follow up after a project or purchase to ask what worked well and what could be improved
• Keep track of common questions from prospects to understand what matters most to them, use these to create targeted content and audience insights.
• Monitor reviews and comments online to identify both strengths and areas for improvement
• Carry out your own research online using sites such as Reddit and AI research to see what people are asking / talking about in your sector.
Even a small number of responses can be extremely valuable. This feedback is gold dust. It reveals:
• What matters most to your audience
•The words and phrases that resonate with them
•Why they choose you over a competitor
• Where you may be falling short
By listening carefully, you can replace guesswork with insight and build campaigns that genuinely connect.
Turning Feedback Into Action
Once you have some customer insight, what is next? The most effective marketing teams don’t just collect feedback; they act on it. At The Marketing Associates, we help businesses capture insights in a structured way and translate them into strategies that deliver results.
For example, a client survey might highlight that speed of service is a top priority. That’s not just interesting, it’s a clear signal that your messaging should emphasise efficiency and responsiveness.
Similarly, analysing reviews can uncover the exact language customers use to describe your service. Reflecting those words in your content makes it feel instantly familiar and relevant.
Ready To Stop Guessing?
At The Marketing Associates, we specialise in helping firms unlock the voice of their customers to create marketing communications that convert. We’ll help you ask the right questions, listen to the answers, and act on what you learn.
The outcome: marketing that resonates, campaigns that deliver, and a brand your clients genuinely trust.
Get in touch with us.
tabitha@themarketingassociates.co.uk or call 01233 720379
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At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.