For an action to achieve the desired success, it must be aligned with the user's behavior: that they use their channels, that they know the messages with which to communicate and, especially, that they connect with them. However, there are many companies that do not achieve the expectations they had promised. Analyzing searches in navigation engines and the conversations that users have on social purchase employment data networks helps to identify the keys on which to build a truly personalized and valuable communication line for our potential clients. In this way, we increase the probability of being memorable for them and therefore, the achievement of successful marketing strategies that increase the ROI of our action plan.
If you give users what they're looking for, they'll find you, and if you listen to what they're saying, you'll connect with them. More than six billion Internet searches are performed every day worldwide, and according to Google, more than 70% of users prefer personalized offers based on the criteria of 'where they are and what they're doing.'
Statistically, brands that work on organic positioning see a 42% higher conversion rate and an increase of almost 20% in sales.
Why combine SEO and social listening?
People search and speak in different ways. To explain this, it is best to give a practical example:
Francisco is losing his hair and is worried, so he does an internet search to find a solution. Francisco is not going to type in “I’m going bald” but rather “how to stop baldness.” However, in forum or group discussions, Francisco will openly talk about how he feels and what he sees, so he will say: “Lately, my hair has been falling out, do you know of any remedy to fix it?”
combining seo and social listening
This difference means that both sides have to be analysed: searches on browsers and conversations generated around a specific topic. Thus, the results tell us how consumers search for a product, on the one hand, and how they feel and express themselves on the other.
1. The importance of getting a '360 view' of customers
There are several questions that may arise: why is it so important to know where customers come from? What attracts them? What motivates them to consume a type of product or service? Firstly, digital market research is what helps to know the target audience, to follow market trends and therefore, to develop the brand strategy.
The better you know your potential customers, the better you can create and promote content to increase sales.
With this information, we can answer several questions:
Which channels can your consumer be found on? For example, if the company is a fashion company, the channel that will have the largest target audience will be Instagram.
The influence of seasonal demand on our sales: We can illustrate this with the same example, that of hair loss. It has been proven that we lose hair every day, but that this loss increases in autumn, so companies that sell shampoos and anti-hair loss products will promote their campaign at this time. Knowing what users talk about on social networks and how they express the problem, this campaign becomes successful, because the more we know the consumer, the more likely we are to impact them.
What information do we need? Companies often have an idea of where their audience is going to be, what their profile is like, and what messages are most likely to attract them. However, intuition can fail. That's why we rely on the data provided by combining their implicit needs with the explicit ones (SEO and social networks ).
2. And how can you get to know your audience better?
Keyword research helps determine the most frequently asked queries related to the brand and the demand of an existing market. Analyzing this data (e.g. keyword volume) helps marketing departments decipher the ways users search for the solutions they offer.
Today, it’s relatively safe to say that most companies are aware of the value and importance of social media. In fact, almost 100% have profiles on Facebook, Twitter or Linkedin. However, what many departments are missing is the insights that social media listening can provide.
According to a study by Upfrontanalytics , 54% of B2B companies have generated leads through social media. However, only 24% of brands say they engage in social listening. So, while social media is an important part of most brands’ strategies, only a quarter of them include social listening.
Social listening is about more than just responding to comments and questions about your brand; it involves learning about your audience and analyzing what you've discovered.
Likewise, thanks to the analysis and listening of social networks, we can carry out research into the conversations that are taking place around the territory in which a brand wants to position itself.
