Technology has introduced a lot of ways to make your business flourish. It has created a significant impact on how your customers live their lives and how they perceive things around them, especially when it comes to products or brands that they use. One of the most significant innovations that technology has brought upon for businesses is social media.
However, leveraging on different social media platforms to expand your reach and grow your brand does not necessarily mean just posting content. It is more than that. You have to get to know your audience and understand their needs. You need to know what catches their attention and what makes them lean on a brand.
But you cannot do this by just posting a photo of your product or give away promotional activity. Your social media strategies, or even your marketing campaign as a whole, cannot succeed without fully understanding your customers’ preferences. To do this, you need to incorporate social listening in your strategies.
What is Social Listening?
Social listening is the way you monitor and check on your social media channels for feedback regarding your product or service. It also speaks about the total experience a customer gets while interacting with your brand, following discussions involving your brand, which you can gain insights that will help you grow your business.
Social listening also involves looking out for trends in your industry, which can provide you with great insights. These insights will be helpful for you in crafting your online marketing strategies.
Doing this method will help with your future campaigns as it allows you to understand what people are thinking about your brand, product, or services. It will enable learning if your efforts are paying off or if you need to step up your game.
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Best Social Listening Practices
Here are some of the best social listening you can do for your brand.
- Look For Special Mentions. Focus on how your target audience converse and how they mention your brands. Does it draw positive or negative reaction? If it is something negative, how many people share the same sentiment?
- React When They Mention You. Don’t just listen to what your audience are conversing about. Respond when you have to but know when it is the best time to respond. If the mention talks about you negatively, slide a direct message where you and your customer can discuss this further. Doing this will also elevate their experience and perceive you as someone who listens and truly cares for their well-being. You can even turn them into your most loyal allies.
- Know the latest trends and preferences. Trends are the answer to your audiences’ latest preferences. This reason is why it is crucial to bank on the latest trends to answer the needs of your customers. Listen to what your industry is saying. Try to adopt things that will work for you.
- Listen intently. The questions and issues your customers throw at your end are essential to building your brand. The insights it will provide can be your forerunner in crafting a more potent content strategy.
- Create a comparison with your competitors. Your competitors can still be your strongest allies. Do constant listening to what your audience has to say about them. In this way, you will learn how they do their strategies, which can also help you in creating your own.
- Learn when your audience is most active. Knowing when your target audience is active in their social media platform can help you improve your engagement rate and can help you conduct a two-way conversation.
How Social Listening Elevates Conversion Rates
When you promote something on your social media channels, you try to make it appeal to your target audience with the hopes that it will give you favorable results. In fact, 82% of businesses say that social media is an effective avenue to generate and convert leads. But how do social listening helps your conversion?
With social listening, you get to know the pulse of your audience. Listening to your customers is more than hearing what they have to say. It involves understanding and analyzing how customers converse with you and your competitors that can help with the bottom line of your conversion rates.
1. Improve Your Engagement
When a customer place a comment on your content, tag you in their post or slide a private message, they want you to respond. By doing this, your customers feel that they are essential and whatever they are saying matters to you. When you make them feel that they are imperative to you, they are most likely to form a bond with you.
Most customers think of the brand that they are using as an extension of themselves. Most are proud to share what they are using and tend to share their thoughts on social media. Listen intently to these people and try to engage with them as much as possible. They are already sold with your product; thus, it will be easier for you to convert them into your brand ambassador without any additional expense from your end. Since you are not paying them to do any branding for you, they will be as authentic as you want them to be.
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2. Keep Track Of Your Growth
As you listen to your social media audience, you can also track your growth. Keeping tabs on your growth will help you gather insight into the strategies that you are doing. You can check what tactics help your growth accelerate fast while it enables you to identify those strategies that need to be weed out. These are strategies that have slow development or do not offer any progress at all to your business and brand. When you have a more reliable approach, sales conversion will be a lot easier, and there would little to no room for any cart abandonment or a lost customer.
3. Open Up New Opportunities
Change is not always adverse. Sometimes, change is essential to make things work out for you, especially in your business.
Taking highlights on what people are saying about you on different social media platforms will give you opportunities to change your track when needed. Do not hold a grudge against customers who leave negative comments about your business. Review what they are saying and try to validate their reason for airing a complaint. Take it as constructive criticism and work to turn it into a positive experience.
This mindset opens up a whole opportunity to check on your business process, your product presentation, and your services. Negative feedbacks should not limit your brand of its capabilities, nor positive feedbacks give you the reason to be complacent. Always find ways to improve that will result in a high sales conversion.
4. Helps Turn Around Your Bad Reputation
There are times when a company or brand generates attention for the wrong reasons. This situation may happen because of scandals or pressing issues that may arise involving your company. Negative comments will come pouring and may overtake positive notes about your brand.
Though this may hamper your brand reputation as it will give negative connotations associated with your company, you can use this opportunity to listen to what the people are saying and come back stronger. Take note of their recommendation. When your customers see you adopting what they have been suggesting, this will empower them to take your side.
5. Influences Better Campaigns
Whatever your target audience is clamoring in their social media profiles, it can be an excellent opportunity for you to come up with a better campaign.
Is your audience looking for a new product? Are they willing to participate in a content? Are they waiting for a seasonal sale or a promotional activity? You can learn all of these and more when you do social listening.
It is also essential to listen for ongoing trends in your niche industry so you will know which of them you can leverage for your advantage. Leaning on to what your audience may want in the future will give an edge against your competitors and ensure that you will get the sales conversion that you want.
6. Builds Your Brand Authority
Achieving authority online is not an easy feat – however, once you can establish it, it will give you a long-term positive result.
Building brand authority is easy when you continuously engage with your audience. Listen to what your customer needs and offer a possible solution. As you try to provide what they are looking for, customers will then build trust with you and give you respect as a brand. Earning your customers’ trust can always help you with your sales conversion as they turn into your loyal customers.
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Social listening is like an executive checkup you do to your brand. When you do a routine checkup with your doctor, it helps you combat any budding illness. You can treat it in advance and do things that will prevent any virus from attacking your body.
With social listening, you find highlights that can help you make your brand stronger. You make it possible for your brand to address the underlying need of your audience, which also help establish your brand authority. It can patch things up when your reputation is at risk, and it can significantly influence how you will deliver better ad campaigns for your audience.
Social media is one of the most significant technological advancements that has become an essential tool for your brands in expanding your reach and growing your sales. Social listening is an effective way to marry off with any of your social media marketing strategies to ensure that you will reach your most desired targets.
This article is written by Ramon Francisco. Ramon has been writing about technology trends, entertainment, and gaming ever since he left the busy world of corporate HR Tech behind. He currently writes about software and user experiences for Softvire - the leading software e-Commerce company in Australia and New Zealand. In his spare time, Ramon writes science fiction, collects little yellow men and plastic spaceships.