Why Social Listening Can Be a Valuable B2B Marketing TacticContent that truly resonates with the audience is what we should plan for. In B2B businesses, relevant content is of utmost importance. Marketing strategies for B2C are very different from those for B2B because they focus more on creating entertaining content and promoting products. The power of Instagram can boost the sales of a B2C company with just one post. In comparison to B2C sales, B2B sales cycles are much longer. To solve B2B problems, prospective buyers seek out expert companies that can provide products and services to increase their company’s revenue or save them money. Considering what we discovered in our market research, what are the most challenging aspects of the prospect’s situation? How can we provide users with more information? We should answer these questions in the text. Consider using social listening to ensure the content matches the client’s needs. Business decisions are based on monitoring social media for customer feedback and mentions. We can learn where questions are coming from by listening to what people say. As a business or spokesperson, we can help prospects and customers navigate by stepping up and demonstrating our capabilities. The brand can be a voice and offer its perspective if, for instance, there needs to be clarity about the impact of a new regulation or standard in the industry. Read more: 4 Reasons to Start Using Social Listening Today
10 Ways to Use Social Listening Data to Improve Your B2B MarketingIt’s all about getting key messages across to the various stakeholders when it comes to public relations. A customer, investor, analyst, employee, potential employee, or community member could be one of these people. It’s imperative to listen when considering reaching and understanding these audiences. A typical conversation wouldn’t consist of just talking, not listening, and talking back. It is the same in business communication. In this case, using social media as a listening tool can provide a wealth of data. It allows us to understand the key audiences, what our competitors are doing, and what potential customer service issues we may need to address. In social listening, we find and assess what is being said about a company, topic, brand, or person on social media. Rather than just monitoring, it goes a step further. It can make a huge difference to our business if we listen more. To improve B2B marketing, here are 10 ways to use social listening data:
Social Listening Scenarios For New Product Development (NPD)In B2B, NPD is complex and involves identifying customer needs, developing and designing new products or services, and bringing them to market. Monitor and analyze social media channels, forums, and other online platforms to understand what customers are saying. Insights into customer needs, preferences, and pain points can be used to inform new product development. Scenarios of social listening situations for NPD are as follows:
- To find common customer pain concerns: businesses can utilize social listening to track online conversations about their sector, product line, or brand. The corporation can use this knowledge to create a new product that answers this client’s wants and pain points.
- Keeping an eye on competitor activity: A business can use social listening to monitor mentions of its rivals’ brands and products on social media and other internet platforms. This can assist the business in figuring out market gaps or places where their rivals are lacking, which can guide their NPD approach.
- Monitoring emerging trends: A business might utilize social listening to keep an eye on online discussions regarding new trends in their sector or range of products. This might assist the business in locating fresh chances for product creation or changing its NPD approach to take advantage of new trends.
Evaluate Customer SentimentMarketers must be aware of consumer perceptions of their brands because these perceptions should guide all parts of their content and marketing strategies. Finding online conversations about the brand is the first step in performing social media sentiment research. Tracking hashtags or keywords on social media sites such as Twitter and Instagram can help with this. Creating streams for the names of the products and services is crucial. The last stage entails assessing the sentiment contained in the mentions, which includes figuring out which terms might be used to discuss the brand positively or negatively. This procedure can be automated using programs like Hootsuite. Because sarcasm and other subtleties may alter the sentiment analysis, it is crucial to consider the post’s context while evaluating sentiments. Read more: What Can Social Listening Do for Your Business? A social media competitive analysis aims to benchmark the results against those of industry leaders to uncover growth opportunities and areas where the strategies may be underperforming. One will specifically benefit from a competitive analysis of social media:
- Find out who our social media rivals are.
- Identify their social media accounts and the platforms they use.
- Recognize the effectiveness of their social media approach.
- Compare our social media performance to that of the opposition.
- Determine the societal threats to our company.
- Look for weaknesses in our own social media marketing plan.