Definition in marketing and examples

Por norma general, un consumidor compra algo porque lo necesita o porque quiere solucionar un problema que tiene. Por tanto, el target de una persona que se dedique a la venta será hacerles conscientes de su problema y mostrarle que su producto puede resolverlo.

Encontrar esa inquietud de tu client ideal puede no resultar fácil, pero es clave para conseguir conversiones. De ahí que identificar los pain points de tus clientes, te sirva para impulsar tu strategy de marketing  y conseguir más ventas en tu negocio.

A continuación, vamos a explicar qué son los pain points, cómo detectarlos gracias al customer journey map y cuáles son los puntos de dolor en marketing más comunes con algunos ejemplos.

What are pain points or pain points?

The pain points or pain points in marketing are not always related to a negative emotion or a feeling that causes pain to your client.

So ... what are they and what should you look for to be able to detect them? Let's see it in the following sections:

➽ Pain points in marketing: Definition

Un punto de dolor engloba todo aquello que preocupa o inquieta, de forma positiva o negativa, a tu target. Por tanto, podemos definir los pain points en marketing de la siguiente manera:

Pain points in marketing refer to the wishes, concerns (these can be real or perceived), concerns or needs of your customers, which they can solve by buying your product or hiring your service.

➽ Customer journey map pain points: Definition

Now, now that you know that pain points can help you increase the sales of your business, it is important that you know how to identify those pain points and how to solve them.

For this, it is important to go deeper into the concept of customer journey map pain points, a tool that allows you to capture on a map what happens in the customer's mind:

• En qué etapa del funnel de ventas se encuentra (conocimiento, consideración…).
• The interactions you have with the brand.
• The channels through which it passes from a point to reach your product or service.

In short, the customer journey is the journey that the consumer takes from the moment they come into contact with the brand or when they are already in the purchasing process. Analyzing this journey well will give you a lot of data that you do not know about your ideal client.

Gracias al customer journey map, podrás tener una visión clara sobre cómo tu cliente interactúa con tu marca (y en qué channel), qué sentimientos tiene hacia ella y qué mejoras puedes implementar para ofrecerle una buena experiencia.

How to identify the pain points of your clients

Identifying the pain points of your clients or prospects will be a task that you must carry out as soon as possible. Because when you do, you will have advanced a lot.

Possible solutions to solve the pain points of your clients:

• Track your customer with a customer journey map pain points: It would be ideal if this follow-up was before, during and after the purchase. Perceiving what feelings they have about your product through the customer journey will help you reorient your content to alleviate their pain points at the right time.
• Communicate with other departments of your company: For example, the sales and marketing team is the one who knows first-hand what problems your customers have (they are looking for a cheaper service, comfort or simply need good support).
• Crea una página Web y ten presencia en canales digitales: Through these platforms you will be able to get more potential clients and obtain interesting information about their needs and pain points. From here, you can create an editorial calendar to write down the preferences and concerns of your buyer; This will make it easier for you to segment and send the right content to the right person, at the right time.

Marketing Pain Points: Examples

Putting yourself in the shoes of your clients will give you the key to understand how they feel and how you could help them.

Here are some examples of more noticeable marketing pain points you may find in your customers:

1. Financial points

For example, a client has contracted a hosting, but this last year he is paying double what he paid when he contracted the offer. He feels like he is investing a lot and needs another, cheaper hosting service.

2. Puntos en el proceso de venta

Un cliente está descontento en alguna de las fases del funnel de ventas y, por eso, aún no ha convertido o si lo lo ha hecho no quedado satisfecho por algún error.

For example, a customer buys a plant in an online store that he wants to give to one of his friends for his birthday. The customer was unhappy because the plant did not arrive on time.

3. Support points

Por último, queremos señalar otro punto de dolor típico como es la atención al cliente. Imagínate que tienes un ecommerce que vende electrodomésticos. La atención al cliente antes, durante y después de la compra, es imprescindible para impulsar las ventas de tu negocio.

In case the customer needs after-sales support, because he does not know how to use the washing machine he bought, if the service is terrible and he does not receive the help he needed, he could return his product and, in the worst case, not come back more to buy on that site.

CONCLUSIONS:

Knowing in detail what problems your customers have, not only will help you improve the percentage of sales of your company, but it will also feed those customers who converted to loyalty and repeat a new purchase process in your business.

Do not forget that it is just as important to make your client see that they have a problem, than to show them that your product or service is the best solution. And one of the best tools you have to enhance the benefits of your product, and that will improve the lives of your customers, is the copywriting.

What method did you use to identify the pain points of your clients?