Social media marketing enthusiasts have been advocating the use of AI tools for social listening. You may have come across a brand that is already using this technology or maybe you have seen it listed among the upcoming trends to watch. Everyone speaks highly of how social listening insights help your marketing strategy. To begin with, it is quite impossible to monitor every tweet, and every social media comment manually. There are about 3 billion active social media users around the world. Listening to all of them along with your customer base becomes easier. But to make the most out of the social listening insights you need to incorporate the learning into your strategy.
At the outset, set up the social listening tool with your brand and industry keywords. This brings you all the things your customer has to say about your brand or industry. And this is one of the key steps to building a powerful brand. You can find both positive and negative reviews, comments, and mentions. Take action and extend help to everyone who has posted a negative review. Surf through the mentions that shed a positive light on your brand and use this to promote your brand further. These are real-time testimonials and they are the best marketing weapons you have.
You can also tune into what feedback your competitors are receiving, you could take inspiration from their positives. Remember their target audience is your target audience too. If their customers seem unhappy, and you can deliver better, reach out to the prospects. Social listening tools can help you monitor your competition.
Speak your Audience’s Mind with Social Listening Insights
72% of consumers say they would only engage with marketing messages that have been personalized. The first step towards personalization is knowing your audience’s mind and language. You try to comprehend their train of thought. What product are they looking for within the industry? What specifics are they looking for? Search for keyword phrases, set up a search for secondary keywords on your social listening platform. If you have any doubts about how this will work, use the insights, and create the content for one of your landing pages based on it. Run an A/B test and see for yourself.
Find Leads, Help your Business Development Department
When you are looking for news from your industry keywords, you will also find your target audience. Your potential customers are among this group. The process to reach out and get them transferred to the sales funnel is to begin engaging with them. Now do not spam their inbox with random sales pitches. Chances are they do not even know your brand and would hence block your account if you continue to spam.
Get involved with them over an online conversation. Engage in posts from leaders within the industry. Engage with the commentators on the post. After the initial conversation takes off, offer a valid suggestion or opinion, and send the prospect to a relevant page or your website. You may gain a follower/fan.
Track and Measure Campaign Success
Once you have all your information and marketing processes in place, you will probably start running social media campaigns. Most marketers do not measure the effectiveness of campaigns run by competitors or even their own. Why not? This tool makes it so much easier with built-in metrics trackers. All you need to do is set up the campaign hashtags for social listening. And have a set of goals in your mind. Was your campaign meant to increase awareness? Or was it meant to bring in leads? Once you know your goals, it is easier to look for the right metrics on the dashboard.
Research and Development
The first thing we said was that social media listening helps bring in customer feedback. This feedback could be directed to your brand specifically or towards the entire industry. If the customer feels the industry is lacking some provision in general you could step in and fill the gap. With social listening, you stay ahead of others in identifying these gaps. You can collect these insights and use them to feed your research and development team. You will see customers talk about the need for a particular feature in a product or service. Reach out to them and try to understand their pain point. When you introduce the feature in your own product, they are the first advocates for your product. Listening to a customer and implementing changes and improvements according to their needs makes them feel valued. This in turn buys you a favorable brand image and a loyal customer.
Social listening insights are only being fully utilized when you know all the different ways it can help your brand. Although this article mostly focuses on how social listening helps marketing strategies, this tool goes beyond. You can also tune in to listen to your employees. Your employees are a major asset too. Knowing what they feel about your brand can help you in a broader spectrum of situations.