All marketers have considered integrating social listening tools into their strategies. Before delving into how social listening contributes to a buyer’s journey and how marketers can leverage it, let’s first understand what social listening entails. Social listening is the process of monitoring digital interactions to gauge consumer sentiment towards a brand or industry. It also provides marketers with a platform to engage and receive feedback, giving them a competitive advantage. Hiring a social media marketing agency can assist in implementing this crucial customer acquisition strategy.
Social listening can be a powerful tool for marketers, enabling them to:
Track mentions and phrases used by customers that could benefit the brand.
Follow social media lists of target audiences, such as Instagram or Twitter lists.
Respond to posts shared by the target audience.
Share links or blogs to pique customer interest.
According to a recent survey by Search Engine Watch, 70% of Twitter users expect brands to respond to their questions, with approximately 53% expecting a response within an hour. This statistic emphasizes the importance of marketers staying attentive to social monitoring. After all, they wouldn’t want to disappoint their clients.
A buyer’s journey encompasses three key stages: Awareness, Evaluation, and Purchase. Social listening can play a significant role in each of these stages. Let’s explore how:
Awareness:
In the Awareness stage, potential customers seek answers, education, research, opinions, and insights. Through social listening on various digital platforms, marketers can provide valuable information about their product’s technical aspects. This may include relevant specifications, design details, and pros and cons. Engaging and interacting with customers on digital platforms not only builds credibility for the brand but also compels customers to proceed to the Evaluation stage.
Evaluation:
During the Evaluation stage, customers conduct extensive research on the product or service. They assess whether the product fits their needs. Social listening enables marketers to share relevant reviews and reactions from customers who have already benefited from the product. This instills confidence in potential customers and influences their purchasing decision. In some cases, offering customers the opportunity to trial or demo the product can further help them determine its suitability.
Purchase:
A successful marketer knows that marketing doesn’t end with a customer’s purchase. Post-purchase customer service is a critical aspect of effective marketing. Social listening provides a platform for companies to engage with customers after they have made a purchase. This interaction may include addressing any complaints or praises through forums and providing assistance with product usability. These strategies are essential for customer retention and building brand loyalty.
Conclusion:
Companies must recognize the importance of social monitoring in today’s digital landscape. Live engagement and interaction are increasingly crucial. By working with a social media marketing agency that understands the buyer’s journey, incorporating relevant social listening tools, you can generate leads, acquire customers, and foster long-term loyalty.