Video marketing is one of the best ways to build a brand and establish genuine connections with any target audience. When done right, video content can be captivating and persuasive, with an undeniable ability to reach a person’s heart and capture their emotions.
At the same time, a video marketing strategy’s effectiveness is highly dependent on the tools you use to execute it. Social listening is one of those tools that can take your video marketing to the next level.
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Experts define social listening as “the process of understanding the online conversation about a company or brand, as well as its products and services.” When you can follow what people are saying about your brand on various social media platforms, you can use these insights to tailor your video marketing strategy to the needs, wants, and concerns they’ve expressed.
But without a blueprint for using social listening tools, it will be challenging to collect the information you need to lead a successful video marketing strategy. So, we’ve compiled a list of tangible tips that can help you form your blueprint. But first, let’s explore how powerful social listening can be for your video marketing strategy.
How Social Listening Can Influence a Video Marketing Strategy
When you take full advantage of social listening tools, they can influence your video marketing strategy. Here’s a bit more insight into how social listening can influence a video marketing strategy.
Build brand authority and trust
A positive brand reputation and trust-filled relationships are crucial to successful marketing. Social media platforms encourage the open communication and transparency needed to build awareness and establish trust with your target audience.
For instance, if you’re marketing an eCommerce business, you’re likely aware of the conversation around how social media is the future of digital commerce. More and more people are making purchases right on these platforms. Posting unique video content regularly, tracking its performance via analytics tools, and using those insights to improve your video marketing aid your efforts to build brand authority and trust.
Ultimately, when you leverage social listening tools appropriately, you can create marketing videos that build your brand authority and trust with your audience.
Social listening can also help you use your video marketing budget wisely.
Use your budget wisely
With your video marketing strategy, you’ll likely have a budget for the tools and techniques you implement as well as resources available to you to execute your plan. Because you’re going to use various resources and invest money into your strategy, you want to ensure you allocate those financial and other resources appropriately.
Social listening can help you identify what kind of videos make the most sense to create financially. They also clue you in on the topics that interest your audience most, so you spend your energy and effort creating videos with which you know your audience will engage.
In other words, social listening tools can help you identify what your audience really wants in terms of video content.
Give your audience what they want
Social listening is hugely influential in determining common pain points among your target audience. They also highlight the positive conversations surrounding your brand on social media platforms.
When you know the positive things people have to say about your brand’s video marketing materials, you can provide more of what they love. Likewise, when you deepen your knowledge about your customer’s pain points, you can deliver video content that introduces your brand as the solution to those critical pain points.
Additionally, social listening can give you insight into how your video content can be enhanced to strengthen each stage of the buyer’s journey. For example, suppose someone is in the consideration stage of the buyer’s journey. In that case, you can use social listening to see what they’re saying about the brand videos you use to introduce your products/services to first-time visitors.
In addition to what they want, social listening can help you define what your audience doesn’t like.
Find out what they don’t like
People talk about what they hate just as much as what they love on social media. So, there will likely be negative comments and concerns expressed about your brand in online conversations. However, social listening tools can catch not-so-positive discussions about your video marketing materials and allow you to get ahead of them.
Lastly, social listening can open up opportunities to gain meaningful business partnerships that aid your video marketing strategy.
Establish business partnerships
Not only can you strengthen your customer relationships with social listening tools, but you can also initiate and establish invaluable business relationships. Whenever a big or small business mentions your brand or starts a conversation relevant to your business, you can engage with them and use these conversations to build a base for a partnership in the future that aids your video marketing efforts.
With how positive social listening tools can be for a video marketing strategy established, it’s time to implement them in your strategy. Read on for tips on how to do so with intent and impact.
Tips for Digital Marketers to Start Social Listening
If you’re looking for guidance on how to implement social listening and leverage it effectively for your video marketing strategy, we’ve got you covered. Here are six tips for digital marketers to start social listening.
Understand what social listening is and how it can be useful
To start social listening effectively, you must first understand what it is and how it can be helpful, particularly in your video marketing efforts.
A quick Google search will get you started in your research. Once you’re comfortable with your knowledge of social listening, brainstorm how you can use these tools to better your video content and the way you present it to your target audience.
Once you understand what social listening is and how it can be helpful in your specific video marketing vision, you can move on to defining what you want to get from the social listening tools you implement.
Define your goals for social listening
Why do you want to use social listening? What results do you hope to get from implementing social listening tools? How do you plan to track whether your use of social listening is productive or not?
Sit down with your laptop or pen and paper and answer questions like these to define your goals for social listening tools. For instance, you may be using social listening to find out what your target audience is saying about your latest product video. Or to find user-generated content you can potentially use for your next video marketing campaign.
Start the process by coming up with questions that you want your social listening tools to answer for you. Then, after defining your goals for social listening, spend some time exploring the different social listening tools and platforms out there.
Explore different social listening tools
There are various social listening tools out there, which can make the process of choosing the right tools for your business a bit overwhelming. However, exploring different social listening tools is an essential part of the process.
Take your time researching the various social listening tools out there. Speak with representatives from social listening tool companies to learn more about their platforms and if they’re a potential match for your goals. Then, narrow your choices down to one or two social listening tools to implement to ensure you don’t get overwhelmed with learning them.
When you’ve chosen your social listening tools, do some thorough target audience research.
Study your target audience
The effectiveness of your social listening tools is highly dependent on how well you know your target audience, specifically their behaviors around social media and video marketing content. You must learn:
- What social media platforms your target audience is engaged on
- What behaviors they display on these social media platforms
- What types of videos resonate with them most
- The length of the videos they engage with the most
- What topics they like for video content
- How they interact with video content
One of the main things you want to learn about your target audience is which social media platforms they’re on so you can choose the right platforms to develop a presence on and ultimately deploy your social listening tools on.
After this, you can better interact with your audience once you receive insights from your social listening tools.
Interact with your audience
The point of social listening tools isn’t just to see what people are saying but also to interact with your audience and engage in your brand’s conversations.
For example, people share selfies and other visual content on social media that lets people into their lives. Suppose they’re wearing a specific brand or picked up a new product. In that case, they usually tag the business or brand on the post, igniting a conversation about it, whether it’s positive or negative.
Social listening tools are on the lookout for posts like these so that you can confidently interact with them.
Lastly, to fully optimize your use of social listening, you must take the time to learn the tools you choose to implement thoroughly.
Take time to learn the social listening tools you choose thoroughly
Ultimately, your social listening tools will only be as effective as the person using them. So, it’s on you to be as educated as possible so your social listening tools can be as impactful as you envision them to be.
Social listening can positively impact your video marketing strategy. Not only can you build brand authority and trust with your audience, but you can also use your video marketing budget more wisely, find out what your audience does and does not what in terms of video content, and establish business partnerships that aid your video marketing efforts.
Implement the tips above to use social listening tools effectively and leverage the information you receive from them to better your video marketing strategy and overall business operation.