Achieving digital marketing success requires profoundly understanding your audience and customers, creating engaging content, and monitoring results. Social listening tools can help you achieve these goals.
Unlike monitoring, which records mentions, social listening goes beyond recording and analyzing information to find patterns. Companies can then respond, whether a small response like communicating with a customer or a big one like changing a product strategy.
Understand Your Audience
The social listening tools can help you better understand your audience for who they are. Whether through a TikTok Creative Center, a Facebook group, or Reddit threads, you can use your data ports to monitor customer feedback and conversations around specific keywords or hashtags related to your products and services.
This can also help you keep track of competitor brands and their efforts and see how they are positioning themselves to attract and engage with consumers. It can be helpful to analyze their positive and negative comments to determine the best way to reach out to them in the future.
Often, it’s best to engage with your audience on a personal level. This shows you care about them and their concerns while building brand trust and credibility.
Understand Your Competitors
Social listening allows you to understand where you fit into the marketplace. It shows you the share of voice for your competitors and helps you discover those who love your brand — natural brand advocates you can reach out to for collaboration opportunities.
In addition, social listening can help you understand your competitors’ shortcomings. For instance, your competitor may have a strong presence in the skincare space, but they need to engage more with their customers or quickly respond to negative feedback. A social media monitoring tool can help you uncover these issues and take corrective actions.
Another way to use social listening is to explore diverse online spaces beyond your usual channels. Social listening tools allow you to track conversations on forums, communities, and other social sites where your audience hangs out. Just make sure you’re focusing on the right keywords so that the data you get is relevant to your business.
Focus on Your Top Customers
Getting genuine customer feedback in person is a time-consuming and expensive endeavor. Still, with social listening tools, you can get to know your customers more deeply by analyzing data-driven insights. Whether finding out why negative sentiment has been high for a new product launch, understanding why shipping issues have stalled customer satisfaction, or finding out which customers have been most loyal—social media listening tools can help you uncover valuable information about your most valuable customers.
This knowledge can be a great way to strengthen your relationship with the top 20 percent of your customers who bring in the most revenue. That can help you increase their loyalty and improve the quality of your products and services. All of which will boost your bottom line. Track mentions of your brand and specific industry keywords automatically using a social media management tool. Sprout Social allows you to monitor all your channels—TikTok, Twitter, Facebook, Instagram, and LinkedIn—from one unified dashboard.
Engage with Your Customers
Social media monitoring tools allow you to track conversations about your industry and brand and can help you understand how the public perceives you. They also enable you to monitor your competitors, which helps you understand their strategies and market positioning.
Knowing what your audience cares about makes attracting and turning them into leads easier. For example, if you notice people complaining about a problem with your competitor’s product, you can enter the conversation to provide them with your solution.
It’s also a good idea to connect with influencers in your industry who can help you spread the word about your brand.