The Importance Of Active Listening In Digital Strategy
We all like customers to speak well of our business. This gives us great satisfaction and also gives us great sales opportunities that come from word of mouth and recommendation marketing. However, the broad framework of the network and the large number of platforms provide a scenario in which it is difficult to control everything that is said, whether positive or negative, true or false.
There are many places where a business can be present, whether on Google, social networks or directories, it reaches an average of 2.7 more visits than its own website. This, which is positive, can turn against you if you do not establish some control or measurement instrument. If the data on the internet is not cohesive, you will be losing business opportunities without realizing it.Here we are going to give you several tips on what you can do in this situation.
Active Listening
When creating a marketing plan, the strategic and action part, such as evaluation and analytics, is important. This last part is important because we can never stop measuring and monitoring our communications, as well as the comments that revolve around our brand. This not only affects what users say, but also what our competitors say.
Active listening is a procedure that allows us to track the conversations that are circulating around our company. Thanks to these listening, we will be able to obtain the keys to be able to plan properly, as well as discover sales and communication opportunities that satisfy the needs of our target audience.
Advantages Of Active Listening
1. Know in which media and how our brand is talked about.
2. Quickly detect errors in the service or product.
3. Collect positive feedback or comments that make us improve.
4. Find shortcomings and weaknesses.
5. Know how to act quickly in the event of a reputation crisis.
6. Improve actions of our campaign or marketing plan.
7. Monitor the performance of the competition.
8. Learn more about our potential customers to be able to offer them a better service.
• Analysis through keywords related to our business to know how, when, where and who is talking about us
This information must be filtered and ordered according to certain parameters such as the medium, the influence and reputation of the source, number of mentions, level of dissemination, veracity of the content, profile of the issuer. In this aspect, Google Alerts can help you have a generic vision of your brand.
• Evaluation of demands and needs
In this aspect, a qualitative as well as quantitative report is presented that contains relevant information, number of mentions ordered by sentiment, potential clients obtained, conversations attended to, competitors detected.
• Establishment of action patterns that help us correctly manage our digital reputation based on the values obtained in the previous phases.
We must know if we are doing it right or wrong and why and also know what is happening around us and be able to act for the benefit of our clients and therefore our own.
Active listening requires time and effort, so it is recommended to use complete tools that help us control the image of our business while standing out from our competitors and reinforcing our visibility.