Customer Pain Points. Here's How to Identify Them

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What are Pain Points in Digital Marketing?
Getting down to business, and by definition, user pain points related to digital marketing are the problematic areas or negative situations that users experience in their online experience or interaction with your brand.

These can be diverse, so much so that it will depend on each user's case. However, there are some types that unite some common circumstances.

Most common pain points in a user vs. brand
As we mentioned, there are as many problems and negative experiences as there are users. Given this, there are many of them that can be mentioned (the list is infinitely long), so below we list some types according to their “origin”:

Emotional. After using a brand's product/service, the user experiences a negative feeling (emotion) or some kind of prejudice for using “x” product/service. The latter is more related to the level and status that the user may display on a social level.
Related to the economic factor. When the user finds that the costs and/or prices of a brand's products/services are excessive compared to, in their opinion, the quality offered.
Usability and processes. Having a sales process (in the case of eCommerce) or easy, graphic design email address list quick and simple usability and navigation for the user is essential to not make it difficult for the user.
Support. We refer to when the user does not find a support channel (from the brand) in their online experience when faced with a problem in the event that they require help.
Brand Visibility. Be visible (redundantly), as a user may know your brand, but if you are not visible (speaking in the online world) and accessible from the SERPs, their experience will be negative.
And after these points, there is a long list of other things that could be added to the list. The essential thing is to ask yourself: what problems does my potential user have with my brand? And from there, address them. But how do we identify these pain points ?

Identify a user's pain points
Knowing the pain points of users who are similar to your brand is vital to be able to address them and provide a solution. That's all for the basic theory.

To know and identify the pain points you must do a thorough exercise to know certain factors.

Put yourself in the user's shoes
To understand what worries them or what they have already experienced (negatively) before, you have to put yourself in their shoes. That is, think like them (and you will win!), or at least you will be able to get close to what they are looking for in a brand, and what they are not, in order to avoid these negative situations.

However, to know what and how your brand's potential user thinks, you must first know them. Build your buyer persona and link everything else to it to understand their possible behavior.

Analyze your brand data
Generate business!
Through the results and data provided by the analysis tools, you can check what has worked, but you can also check what has not.

In the face of the latter, you can investigate what is causing the user some problems and you will discover how to solve it.

Look at the search engines
The behavior of the SERPs helps us a lot to know what is being worked on and what the user really wants to find (and what they don't) from a brand.

Whatever is displayed, whether it is images, plain text, video or any other element, search engines will tell you about the user's unmet need and how you can solve it.

Get to know their opinion and comments
Users often express both their satisfaction and their dissatisfaction with something (positive experience vs. negative experience), and even more so now with the great speakers we have in our daily lives, such as social networks.

In them we see daily the UGC (User Generated Content) or what is known as, the content of a user of “x” brand talking about it, whether they have had a positive or negative experience , and it is in the latter that we have to focus, because from there we will extract the information we need to know their pain points.

But they don't just show it through these tools. What are the comments of users that they reflect through other means such as blogs, videos or reviews ? These are also worth paying attention to in order to learn more about them.

What is your competition doing?
Across all aspects of multiple industries (and marketing in particular), brands are looking at each other, so knowing what your competition is doing will help you understand what users think is a negative or positive experience.

Understand your user and discover what they expect, need and want from your brand
Voilà ! After doing the exercise of researching more about the potential user, specifically what worries and concerns them about the possibility of finding a negative experience with a brand, you will have the answer to what to offer and what not to, or rather, what to do and what not to do so that the connection between brand and user is optimal.