4.48 billion people worldwide use social media, which means that almost 57% of the global population is out there on social and possibly looking for your brand.
So, why don’t you use this opportunity to generate quality leads and improve your customer service?
Social listening is an excellent way to find relevant social media leads. It enables you to follow trending topics and industry news and identify and connect with potential customers.
Let’s explore how lead generation with social listening works.
What is social listening?
Social listening is like your best friend telling you all the gossip from social media and the digital world. It gives you hints into what your leads are talking about and what they are interested in.
Social listening helps you collect data from social media, blogs, forums, and review sites, and get meaningful insights into what people are saying about your brand or any particular topic.
You can focus on a chosen topic or keyword related to your industry, brand, or area of interest and filter it through millions of social media messages.
The next step is to analyze the collected data and translate it into actionable insights that will help you make better business decisions. Social listening can influence your:
- Lead generation
- Customer experience
- Community management
- Content inspiration
- Marketing strategies
- Product or service innovations
- Business operations
- Competitor analysis
- Crisis management
The list goes on and on. The most important thing is that social listening opens the door to the digital world’s stories that you can utilize to meet your business goals.
6 strategies on how to generate leads via social listening.
Here are some tips on how to turn social listening into your lead generation powerhouse.
1. Get to know your buyer persona.
The first step to connecting with the right leads is to know who they are. With social listening, you can sift through relevant online conversations and identify your ideal client’s demographics, interests, and behavior.
With tools like Listen — powered by Brandwatch, you can monitor mentions across 100 million online sources to understand your customers’ interests, behavior, and the type of content they consume.
With social listening you can also:
- Get the sentiment behind online conversations.
You can understand the sentiment of the online talks, even if they are in a different language. This information will help you shape up a detailed picture of your buyer persona.
- Explore what your direct competitor’s audience is talking about.
It’s an excellent exercise to look deeper into the profile of people that they are engaging with so you can get a clear picture of your lead pool.
- Understand your leads’ content preferences and language style better.
This will help you shape up tailored content with the right tone of voice.
2. Discover trends and new market opportunities in real time.
Sometimes the opportunities are right in front of you, but you don’t see them. With social listening, you can spot them, understand your audience better, and offer what they are looking for.
For example, as Brandwatch shares, thanks to social listening, Ben and Jerry’s found inspiration for new products. They noticed a special trend where people were searching and talking about ice cream during bad weather periods.
Usually, the company wouldn’t invest in advertising campaigns during the cold months of the year, but they understood that their audience was hungry for them thanks to social listening.
This insight opened new horizons for social selling and gave birth to a unique ice cream flavor designed for the rainy and cold periods of the year when one wants to relax in front of the TV.
— Ben & Jerry’s (@benandjerrys) January 16, 2020
Finding such an important opportunity for your brand wouldn’t be easy to achieve without a sophisticated tool. With Listen — powered by Brandwatch, you can find trending topics online and jump into relevant conversations with potential customers.
This is often the first step to getting those leads into your sales funnel and converting them from complete strangers to identified prospects.
3. Provide help and answer relevant questions.
With social listening, you can discover questions, comments, or complaints online relevant to your brand. Offering your assistance to such leads can help you convert them into customers faster than you can imagine.
You can apply this strategy by listening to:
- Brand mentions
You should always keep an eye on what people are saying about your brand. Sometimes, leads just mention your brand instead of tagging your handle. In these cases, tools like Listen – powered by Brandwatch can help you identify conversations where your brand is present but not tagged.
- Industry keywords
Keep an eye on your industry or product-specific topics online. Leads who use such terms tend to have a certain level of intention and might already be in their decision phase for a product just like yours.
- Help-specific terms
Listen online for leads looking for recommendations on topics related to your product. By engaging in conversations with them, you could potentially generate a sale.
- Location-specific terms
If your business is location-bound, you can consider listening to what is happening online via keywords. This can help you engage online with potential leads.
3. Tap into the competition’s conversations.
It’s a good idea to keep an eye on your competition not only in order to benchmark yourself against them but also look closer at the leads that engage with them. With social listening, you can gain valuable insights, generate content ideas, and also, potentially convert prospects into your customers.
For example, if there is a complaint from a competitor’s customer online, you can find the conversation and offer your assistance. The idea here is not to badmouth your competitors, but to offer your help and expertise on the topic at hand.
4. Improve your customer experience.
Social listening can help you communicate better with your existing clients and thus provide better customer service as well as generate new sales opportunities. Here are some ideas on how you can make this work for your brand:
- Engage in real time.
Social listening gives you opportunities to interact with your customers at the right place and time. From sharing how much they love your products to making a complaint – it is important that you listen to those conversations and answer in real time.
Falcon’s Listen tool, for instance, is beautifully connected with our social inbox, so you can easily analyze, monitor, and act based on what you hear from your customers on social media, forums, review sites, and beyond.
- Gather feedback on your product.
Listening to your customers’ conversations about your brand can give you a lot of ideas on how to improve or innovate your products.
- Upsell relevant products or services.
If you follow your customers’ conversations online closely there is a good chance you can offer them relevant additional products and thus increase your sales.
- Detect unusual activities on social media.
Social media is a great place to engage with your community or generate leads, but you need to be aware of what is happening 24/7, which can be challenging. Make sure that you spot abnormal activities around your brand. The latter can be a crisis that you are facing or an opportunity you could use to generate leads.
With tools like Listen, powered by Brandwatch, you can easily detect spikes and drops in your data to identify unusual activity.
5. Engage with the right influencers.
Social listening can help you identify and activate the relevant influencers to expand your audience, gain brand awareness, and generate leads.
It is extremely powerful especially when you are searching for niche influencers because you can identify them via keywords and then scout their content and engagement with their audience to find the best match.
You can also spot customers who already share great content and feedback about your brand online. They are your real brand ambassadors who you might want to collaborate with.
Let’s start listening.
It’s time to unlock the value of data and social listening.
Get to know your buyer persona better, explore trending conversations online, and start generating new leads via social media.