Using digital to understand your customers

How well do you know your customers?

Understanding how people interact with your business, what they think about it, and how likely they are to buy from you, is essential for business planning and managing marketing campaigns.

Thankfully, there is a range of free digital tools available to help businesses get under the skin of customers and make more informed decisions about how to target campaigns and communicate with people.

Google Analytics

This free tool from Google provides a wealth of information about how people use your website.

From what pages they view most, to how long they spend browsing, it can be an essential tool in understanding how customers interact with businesses online.

If you have an ecommerce site, you can use Google Analytics to delve into people’s buying process and understand where you might need to make improvements to the customer journey to increase sales.

You can also use it to find out how people are finding your website, which is very helpful if you’re spending money on digital marketing campaigns to drive people to your website.

You can find out more about Google Analytics here.


How often do you speak to your customers, or receive feedback about their experience of using your business?

Asking questions is a great way to find out what’s working, what isn’t working, and importantly, what people want.

SurveyMonkey is a free and subscription-based online platform that allows you to set up surveys, quizzes and polls to send to your customers. You can use simple quantitative questions (yes/no) or get more detailed responses using qualitative questions (what do you think about…).

SurveyMonkey will analyse the responses for you, providing helpful charts to illustrate the results.

Find out more about using SurveyMonkey here.

Social media analytics tools

Social media has given many small businesses the freedom to manage and deliver their own online marketing campaigns.

It gives SMEs the ability to reach existing and potential customers direct, and increase their reach with relatively low cost advertising options.

Each platform, be it Facebook, Twitter, Instagram, TikTok, LinkedIn etc, provides comprehensive analytics tools so you can understand more about your followers and the people interacting with your platforms.

It’s a great way to find out what content is performing well, and how many people are engaging with your business. If you advertise on social media you can see how effective your campaigns are, and amend them based on the data.

Look out for the insights or analytics tab on your social media platforms, or to find out more just head to the relevant help section.