Audience intelligence is the process of collecting and analyzing useful audience insights. It allows you to design hyper-targeted marketing campaigns and help you increase engagement and revenue. With audience intelligence at your disposal, you can easily get an overview of your target audience demographic and launch campaigns on marketing channels where they spend their most time. It even allows you to deliver personalized products, services and experiences.
On the other hand, social listening is a process of analyzing audience conversations and trends that are taking place in your industry and using them to make better marketing decisions. It tells you what people think about your brand, why, when and where they are mentioning your brand. This allows you to optimize your messaging and content, give you an opportunity to beat your competitors and help you build effective brand products and services. Moreover, you can also hire the right influencers and form partnerships with the right brands.
Both audience intelligence and social listening allows you to identify and create new customer segments. Now, you know what audience intelligence and social listening are all about, you might be wondering how you can gather audience intelligence through social listening? That is exactly what you will learn after reading this article. In this article, you will learn about effective ways in which you can collect audience intelligence through social listening.
Table of Contents
Collecting Audience Feedback
The core purpose of both social listening and audience intelligence is basically to know what your target customers think about your products and services. You can easily do that with your content by looking at the likes, dislikes and comments your readers leave under your blog post. You can also do that by tracking social media metrics such as engagement and reach.
The way in which your target audience respond to your social media posts will determine what actions you need to take to make it even better so it can fulfil your customer’s needs in a much better way. Social media analytics can help you identify conversation taking place around your brand.
When you listen to what your audience says about your brand on social media then, it is equal to audience feedback but the only difference is that you don’t have to ask them for it. It will tell what sentiments people have about your brands and how they perceive your brand.
Maintain Good Relationships With Customers
According to research conducted by Mckinsey, 70% of the customer journey is dictated by how customers are being treated. So, if your brand takes days to respond to customer queries, feedback and complaints on social media, it can leave a bad taste in their mouth.
Customers love brands that are more responsive. The faster you respond to customers, the more satisfied a customer might be. With social listening tools at your disposal, you can easily offer customer support and service through social media. This can help you to forge a long-lasting relationship with your customers and a loyal fanbase.
Keep An Eye On Warning Signs
Warren Buffett summed it up brilliantly when he said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” The same holds true for social media. Customers are more vocal than ever before this means that both positive and negative experiences they have with your brand are voiced on social media and it can quickly go viral as well. That is why you need to manage negative comments on social media with caution.
Instead of deleting those comments, you need to first identify if the problem that your customer is pointing towards is actually real? If it is, then you need to keep the customers informed about the progress you are making to fix the issue and how long will it take for you to completely fix the problem. That is exactly what a mobile app development company does. You can also apologize to your customers who have a bad experience. If you seriously care about your brand reputation, you need to keep an eye on negative comments and address them before they can dent your brand reputation.
Use Content Marketing Smartly
Another advantage of social listening and audience intelligence is that it tells which type of content your audience loves to consume. This can help you optimize your content marketing strategy and boost engagement. When you decide which content you should push on social media based on your audience intelligence and social listening, it is more likely to receive more love from your target audience. A quick look at comments and likes can tell you whether your social media posts are being liked or disliked by your audience. This allows you to tweak your content strategy for better results.
Gather Industry Insights from Your Audience
If you really want to cement yourself as an authority in the industry, you will have to stay on top of what’s going on in your industry. You must follow the trends and identify patterns and create content that is relevant to those trends and patterns. Social listening not only allows you to make sense of all the conversation which is taking place but it can also help you identify valuable keywords. This can give you context into the latest industry development and customer sentiments. As a result, you can create an effective social media strategy and come up with innovative ideas for your future social media campaigns.
Identify Brand Advocates
Your target audience usually consists of different segments. If you are lucky enough, some of these segments have a large following of their own. You can take advantage of this as a brand by converting your satisfied customers into brand advocates.
You can also tap influencers in your niche and form partnerships with them. This allows you to communicate your brand message to their audience and promote your products and services to them. Since most influencers are usually trusted by their followers, this can persuade them to take the action you want them to take.
How do you collect audience intelligence through social listening? Share your method with us in the comments section below.
Irfan Ak is an experienced digital & content marketing strategist at Branex, the pro software development company. He is a regular contributor on various websites. He has worked with several brands and created value for them.