The message overview of social listening tools shows websites, platforms, forums and networks where your topic is being discussed.
Message overview in social listening tool
It is important that – if you decide to actively engage in conversation here – you communicate this openly, honestly and transparently: “I am person X from organization Y”. Show your knowledge and expertise from that role.
My opinion here is not to be too commercial right away and to want that sale/transaction. You usually build a relationship with your customer slowly, you want to get to know your customer and be there when he needs help. Not too pushy, and at the same time not too hesitant. Sometimes informative, sometimes helpful and decisive. Your customer also knows that products and services do not always have to be free. Give and take.
Trust, credibility, independence and helpfulness are better indicators. Of course, you can indicate something later on, such as: "Dear person X, if you would like more information, please visit my website and view my product range without obligation." or: "Please look around and let me know when I can help you further."
Website & conversion
Have you done your job well, and is your customer/lead on your site… bravo! Now the task is to align and optimize c level executive list your service provision as best as possible from a 'customer-centric' mindset and customer centricity. So that a conversion ultimately occurs. This does not necessarily have to be that one sale, but can also be a request, a completed contact form or a download of a whitepaper or brochure.
From this moment on, the customer journey: interaction, engagement and conversation that you have with the visitor is of crucial importance. Everything must be right for the visitor 'at the front end' and certainly also 'at the back end', with regard to design, measurement/tracking codes, testing and conversion goals. So think of analytics, funnels, analysis of dropouts, keyword research. But also, for example, a (pro-)active chat function and conversational engagement.
In addition, the structure and composition of your site is very important. You can think of indexability, content, placement of text and visuals, composition, (internal) link building, and good cornerstone content .
Social listening is a different approach than paid advertising, where a selection of your target group can be made. Advertising remains a more general approach, and sometimes a bit more shooting with a shotgun to show your message and intention.
I call social listening 'step -1' in the journey your customer goes through when they don't know you and your website yet. Where the magic happens and a potential customer or lead can actually become a customer. See also the visual below.