“Always listen before you speak” as old as this saying sounds, in business, it is still as relevant as ever. If we don’t listen to what our audience wants, how can we connect with it? Social listening: your new best friend to boosting your brand
But let’s start from the very beginning… What on earth is Social Listening?
Simply put, Social Listening is the process of monitoring social media channels for brand mentions, competitors, products, and more. However, it goes beyond just listening, for social listening to be effective you need to analyze the information gathered and find ways to put what you learn into action. Therefore, adapting your product and brand into your customers’ needs.
Now, we shouldn’t confuse Social listening with Social Monitoring. Where the latter looks at metrics like engagement rate and the number of mentions, the first looks beyond the numbers to consider the mood behind the data—helping you actually understand how people feel about your brand.
Now, let’s walk through 3 important ways Social listening can make your life easier and help you boost your brand.
Customers don’t just want to be heard on social media, they want to be included in the conversation. According to Sprout Social, 83% of respondents like when brands respond to questions, and 68% like when brands join conversations. Well, social listening gives you the perfect opportunity to engage with your customers and make them feel acknowledged and important for your brand.
For example, a client might have posted on Instagram a photo of your product and how much they love it, clearly they want a response and by doing so, you create goodwill and boost the engagement between brand – audience. However, social listening is much more than just talking to your audience, it is a way of thoughtfully craft responses that provide real value to your brand.
Finding Pain Points
Why break your head trying to find problems with your product if your audience can and is doing the work for you? When different customers start complaining about the same problem, you shouldn’t feel bad as the information you can gather is a gold mine for your product and marketing team. You just need to listen, definitely take note of it, and start looking for a way to solve it.
You can use social listening to find ways to innovate on the changes. Can you modify an existing product or add a feature to solve the problems people are talking about? If you do, be sure to tell your audience about it and engage with them through a targeted marketing campaign.
It’s true that customers have customers who indeed hate being sold to right away. Social Listening helps you develop relationships with potential leads in the industry, who then can be nurtured into social selling. However, social listening also holds many opportunities for broadening your reach to prospects.
By listening to what your audience is interested in, you can focus on creating engaging content for them, after all, they are not just your customers; they’re people who enjoy good and interesting conversions that turn them into potential leads whilst communicating with your brand.
Using social listening can help you identify the kind of content those who follow and mention you enjoy. How? Just take a deep look at what they are posting and sharing, follow their hashtags, look at their photos and likes. That way, you will be able to create relevant content that matches their taste and will ultimately draw new customers into your brand.
Now, the final and crucial question: How can I get started with Social Listening? Don’t worry, we got you covered with these three easy steps to start implementing your social listening strategy.
Identify where is your brand standing.
First and foremost, you need to understand the general perception of your brand and its awareness. You need to listen to your audience and analyze the positive and negative feelings about your brand or products, as the assets that make your customers tick. This will help you to run more targeted marketing efforts.
Ask yourself questions such as: “What type of content about my brand is being shared online?” “Is the perception of my brand changing?” “How are my clients feeling about my product?”
You should be focusing in:
Once you have all these well-defined, make reports, and share the information internally with your marketing and sales team, this will allow you to change strategies that are not working and boost the ones that are making your audience happy.
Run a Sentiment Analysis
Sentiment analysis is a simple process of retrieving information about a consumer’s perception of a product, service, or brand. This is a great way of knowing how your audience feels about your business, specifically in social media.
Does your product give customers a warm and cozy feeling or a cold and distant one? Are you meeting their expectations or do they feel disappointed?
By running a sentiment analysis, you will be able to put into practice your social listening and digs into the positive, negative, and neutral emotions surrounding your brand’s mentions and comments.
The best thing about media for sentiment analysis? It’s a gold mine of information! With more and more consumers sharing their feelings about brands and products, you can easily identify how customers feel about you.
Know your industry
Last but not least, you NEED to know your industry head to toe. By knowing your industry trends and discussions, you can have a better sense aboutof where your market is headed. Implement a social listening strategy to follow trendsetters and hashtags, so you can reshape your marketing campaigns, communication strategies, or even your products, so they can be part of the main conversation.
Here are some useful tips:
Ok, we are done talking and now it’s your turn to put these words into action. We gave you some great tactics on how to start implementing social listening on your brand and the importance of it. But remember, social media marketing is much more about bumping the number of followers, it’s about creating meaningful relationships with your audience and making your customers’ life easier.
Listen to your audience, make your customers happy and help them meet their expectations and you’ll start growing faster and stronger.
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