Every marketer tries to zero in on what triggers their customers to make a a purchase in the moment of experience. When a customer is ready to purchase a new refrigerator for example and shops the big box stores or their local appliance store, sales representatives are trained to pick up on the "buying signals" that a customer gives. This may include body language, what they say when they compare refrigerators, which one they linger at longer, etc.. A well trained rep will pick up on them and guide the customer to make the right purchase decision right then and there.
For the business that sells their product or service online, it's another story altogether. What are the buying signals? Reviews play an increasingly important role more and more as many consumers trust them in lieu of traditional advertising. However, this is not the only thing that drives an online purchase.
Whether your business is online or off, you can benefit from setting up a Social Media Research study to help you identify the language of your buyers. What are my customers discussing online in my industry? How are they using my products? How can I personalize our marketing to zero in on these consumers and drive sales? This is where Social Media Research can play an important role in understanding the language of the buyer, by identifying conversation clusters around your industry. How can you do this?
- Start by casting a wide net within your social media listening platform using keywords that will provide you with a net full of data insights.
- Harvest the data for major trends and topics around your industry.
- Which keywords are consumers using the most within your industry?
- Next use this information to start a new scan using the keywords you found to be used the most.
- This drill down method will uncover influencers and enough volume around them to be able to get to the heart of the matter and start to uncover the language of your buyer.
A major beverage company began a "research" study around what people where discussing online about a type of beverage. Up to this point they thought they had a good handle on their customer demographic persona. The completion of the study revealed a much more up close and personal view of their customers which led them to create a new beverage that hit the sweet spot of what their customers were using the beverage to make. After additional R&D the company launched a new product. Marketing campaign designed and executed around these findings created positive buzz and their new product has been doing very well.
Great example of Social Media Research & Market Research ROI.