In today’s competitive market, getting people to recognize, trust, and buy from a business requires marketers to implement effective social media strategies and generate conversation. However, with the overwhelming amount of content generated daily, it would be difficult to stand out without new and unique ideas.
An influential marketing campaign depends on how well your business understands its customers’ voice. One common way to collect this data is through social listening, wherein researchers go online on various social networks to track customer sentiment around a brand.
But this tactic only scratches the surface of collecting actionable insights. To develop a campaign that hits home with your audience, you must dig deeper. This is where conversational research comes in.
What is Conversational Research?
While social listening focuses on monitoring brand mentions and discussions, conversational analysis takes this a step further by interpreting the collected data to uncover underlying problems or needs that should be addressed.
Using this method of data analysis is paramount for influencing how your business is perceived. Making sense of customer sentiment helps brands develop a proactive approach when promoting their products or services – saving time and money in the long run.
Tips to Boost Brand Awareness
Here are a couple of tips on using conversational analysis to improve your brand awareness techniques:
1. Know the “Who”
Instead of analyzing which keywords led to brand mentions, know who is talking about your business. This allows you to collect crucial insights into your target market. To do this, you can collect feedback from people who have followed or liked your brand or competitors. Once you gain a deeper understanding of your audience, you can then tailor your approach to make lasting connections.
2. Study Your Competitors
This involves gathering customer opinions on competing brands to gather insight into their brand awareness tactics. By knowing what your competition is doing, you can avoid what doesn’t work and put your own spin on what does.
Furthermore, this conversational research method allows business strategies to become more reactive – helping you gain a competitive advantage.
3. Monitor Brand Mentions
Tracking brand mentions online and organizing them into different categories will help you filter specific data points for analysis. Data can be aggregated to determine a brand’s performance across various channels, cohorts, and demographics.
This granular approach can help structure data to uncover new marketing opportunities. As a result, businesses can adjust their marketing campaigns accordingly to provide consistent and personalized messaging to customers.
4. Invest in a Conversation Analysis Platform
Utilizing conversation analysis tools such as online communities or a mobile insights app helps monitor a large sample of your target audience at a lower cost. By collecting data from a significant number of participants over time, businesses can refresh their long-term promotional efforts.
When choosing a platform, it should be capable of:
- collecting real-time customer sentiment
- audience segmentation
- project collaboration
- offering valuable insights for the investment
Elevate Brand Awareness Using Civicom® Marketing Research Services
Civicom® Marketing Research Services is the global leader in providing web-enabled solutions for your project success. Our all-in-one solutions include online interview and focus group facilitation, a mobile insights app, an online community platform, multimedia curation, plus other useful tools designed specifically for your market research needs.