Let's face it. We love to hear the sound of our own voices.
When I was single, one of the best pieces of dating advice I ever got was to let the other person speak through the whole date because she will adore you by the end of it. The reason is simple: It is much easier to talk than to listen to others.
But the reality that just like in any relationship, one must listen to the other side in order to better understand them. Brands are facing the same situation on a daily basis. The holy grail of modern marketing is creating and cultivating relationships between brands and their target audience. Therefore, listening is a key to reaching this goal
Thankfully, several companies are offering listening and monitoring platforms that makes this task easy. We've chosen Tra.cx due to their great team, technology, and customer service.
Conversation Distribution by Platforms via Tra.cx
But technology is not enough. It is all about what you do with it. So, with no further ado, here are some of the key ways to use listening as a strategic tool in your digital marketing toolbox:
Tweak your product and pitch - by listening to target audience conversations, we have been able to gain insight about general topics of interest. For example, when listening to online discussions of IT managers, we were able to ascertain their key concerns and challenges. This provided valuable input to our client, as they could fine-tune their pitch and online presence.
Evaluate the effectiveness of your marketing - one of our clients invested a lot of money in extending the warranty of their products. They saw it as a key way to differentiate themselves from their competition. A month after they launched their program we analyzed online discussions of potential buyers of their equipment, and saw that warranty was not mentioned as a key decision factor. Not only that, but we also saw that the amount of online conversations about their offering didn't change at all after launching their extended warranty.. These findings helped our client reach a decision regarding the efficacy and value of their new marketing program.
Prioritize your marketing efforts - the digital landscape is becoming more and more fragmented. Multiple social networks, the need to combine inbound and outbound marketing methods, the ever growing pressure to reach results, and the shrinking marketing budgets pose a challenge to every decision maker. The value of Inbound marketing increases based on corporate investment. This investment grows based on the amount of platforms and campaigns a company is managing at any given time. Therefore, prioritizing and choosing which platform to focus on is extremely important. By effectively listening to online conversations about your market, you can easily identify the hotspots that require attention. For some, LinkedIn is the key to success. Others prefer Facebook, and others still – heaven forbid --continue to use good old fashioned forums to discuss their buying decisions. We are using a cool Tra.cx report to quickly plan and prioritize our marketing efforts, and make sure we are handling the most important platforms for our clients.
Listening in love -- and in marketing -- is a key to success. It is not a one time thing, but should be part of an ongoing process interwoven in the world of digital marketing. We gave here only a couple of examples on how to use it strategically. Stay tuned for future posts with additional case studies. And in the meantime, we would love to hear your insights.
