In today’s social world, new products are launched and go viral in hours and days, not months. A brand’s reputation can be transformed by a single Tweet. A single Tweet can change a brand’s reputation.
We all know the incredible power and influence of consumer reviews. However, we may forget about managing that power. So, it’s time to start harnessing it for your marketing benefit.
You can leverage the power of consumer opinion instead of living with its threat. Monitor and analyze what is being said by consumers about your brand, products and competition, and create marketing initiatives that truly resonate with your buyer profile and impact measurable actions like brand loyalty.
In this post, we’ll demonstrate how you can begin to leverage consumer opinion to your advantage. Let’s do this!
The Power of Public Opinion
Generally, it is the general opinion and views regarding a particular subject or business. One can easily agree that it influences everything in the world of consumerism, including brand thoughts, brand purchase decisions, and even behaviour.
With the growth of social media, online forums, and communities, public opinion has never been more potent. A single Tweet can cause a product to go viral, or a hashtag can destroy a brand in a day.
The concept of social proof comes into play. Consumers are greatly influenced by what they believe to be the majority opinion about certain products, brands, etc. The clearer and more obvious the sentiment, the more it will impact an individual’s behaviour.
Monitoring and Analyzing Public Opinion
It is now required to keep an eye on social media activity and online discussions. You may learn a lot about your audience’s thoughts and concerns about your business by monitoring the conversations taking place on social media.
Understanding the subtle elements of online conversations requires specific knowledge and expertise, and the process might be complicated. Thus, partnering with a specialized public opinion research firm can be a game-changer. These professionals use cutting-edge methods and tools, along with their in-depth knowledge of public opinion, to deliver thorough insights.
They are skilled at gathering information and interpreting it in the context of your industry’s and your target market’s larger context. They employ a variety of tools and techniques, including social listening, sentiment analysis, and surveys, to track public sentiment across various platforms.
How to Use Public Opinion in Your Marketing
Now, you know how to measure and understand public opinion, but how do you leverage that information to transform your marketing? Here are some tips for incorporating public sentiment into your marketing strategy:
A. Create Engaging Content
When it comes to creating content that connects with people, it is not about you, your goods, or your services. It concerns their priorities, paint points, and sources of motivation. It all comes down to building a relationship, comprehending your audience, and producing content that is meaningful and affects their lives.
The more depth there is to the content, the more you connect with your audience – and the better your chance of boosting engagement, loyalty, and conversions. It is a helpful way to guide your content creation strategy when conducting research.
B. Develop products
Customers are your most valuable asset. The things they say, both good and bad, can help you develop relevant products they want to buy. Many brands are now leveraging customer innovation by allowing them to propose and vote on product ideas, creating new and innovative products that precisely meet customer needs that would not otherwise exist.
C. Manage crises
Tracking consumer perceptions helps you identify and address potential issues before they spiral out of control. When Peloton became the subject of media attention for a controversial holiday commercial, they issued a public response to address customer concerns and prevent further fallout.
How do you measure the impact?
If you believe that the 5Ps of the marketing mix are five enough, prove it by tracking relevant key performance indicators (KPIs). Monitor brand mentions, social media engagement, website traffic, and sales data, to name a few common examples. Then, compare changes in your KPIs to changes in public sentiment to see if efforts are bearing fruit.
Don’t stop there. Morden practices allow you to take your analysis a step further by revealing which websites deliver the highest engagement, what content formats and types generate the most conversations, and much more.
Wrap up
Collecting public opinion data and analyzing sentiment can give you a powerful new resource to drive engagement, growth, and loyalty amongst your target audience. Always remember that the data you collect about your customers and the topics that are important to them is the key to understanding their needs and desires. Analyze it, reduce it down to key calls to action, and utilize them to best affect your marketing activity.
