Social Listening Could Influence Your Video Marketing Goals
It’s easy for business owners to turn around different ideas in their minds about how their Video Marketing Goals. For example, a business can use techniques like social listening to see what targeted buyers are saying on the social media networks where they congregate. A brand can also develop content (i.e. marketing videos) and publish them on those same networks to increase the public’s awareness. Before you spend any more money on social marketing, consider where your buyers are.
Then, you can use video marketing to reach them, but be warned that this could lead to more people calling, emailing, and visiting your business. Why? We were reading the Harvard Business Review blog, which mentioned that Google found 61% of mobile users call a business when they’re ready to make a purchase. In this post, we explain the research on social listening (some food for thought before you write the requirements for your next marketing video):
The Skinny on Social Listening
Social listening is a research technique whereby a software will apply text analytics to social media data. This means text will come from many sources, including Facebook posts and descriptions of YouTube videos. We love how social listening will provide insights into what consumers think about a brand and what they want to see in the future. That being said, brands or products that garner less passion and engagement online are not optimal for social listening techniques. Therefore, we suggest social listening to companies that can source sufficient data when Video Marketing Goals are at stake.
What Creates Social Buzz
One reason that people use social media is that they are curious about what other people do, especially celebrities. Many social media posts are consumers describing recent experiences. Some topics that generate excellent information are technology, travel, and airlines because they affect consumers’ daily lives. When people post about these topics, they are either preparing for an experience or reflecting on it. They are doing informal research within their social network to arm themselves with useful insights.
What Doesn’t Create Social Buzz
On the other hand, topics like chewing gum and deodorant do not generate a high level of engagement. Brands marketing these types of products would not benefit from social listening. While Consumer Listening is not out of the question for them, these brands will gather information from customer surveys and transcribed call center data. These sources have rich unstructured text worthy of in-depth analysis.
What Do You Seek From Social Media Data?
We were surprised to read on Forbes.com that 24 percent of businesses actually engaged in social listening in 2015. Does this seem low? While you could try to browse social media posts about your brand yourself, it would be time-consuming. It would be easier to partner with a research firm to analyze the “chatter” on social media networks and have them summarize what people are saying about your brand and specific products or services. We aren’t suggesting that you don’t regularly review the comments on your blog and Facebook pages, however. Ignoring these comments could hurt your brand. For example, if there’s a major defect in a product, you may get some consumers calling in about it, but you will also find people posting rapidly about it on social media pages.
When we ask what kind of marketing objectives a client wants to achieve through a new video project, it helps if it is based on current research. If you can tell us what social media data you’ve considered, then we have a better idea of how to focus our creative efforts. It could be that you want to improve the buyer’s journey, to understand shopper insights, to influence shoppers during their shopping experiences, or to find ideas for new products to develop. If you need us to assist with research before you select your Video Marketing Goals, we can also do that.
For more details on video marketing, please contact us today.