Using Sentiment Analysis to Attain and Retain Customers

Sentiment analysis will indicate ways to build a better marketing campaign for your brand. In this article, we will look into four ways to leverage sentiment analysis tools to enhance your brand presence and excite customers.

But first... 

What is Sentiment Analysis?

Sentiment analysis is a method to analyze emotions and reactions expressed through online communication - verbal or written. Also termed as ‘opinion mining’ or ‘emotion AI’, sentiment analysis executes data mining, fetches results, and skims out public opinion from within content pieces to help brands get informed of their customer experience. 

An opinion comes in various forms. In the digital space, opinions are expressed on public forums, review websites, social media platforms, and much more. However, reading through all these comments is a full-time job itself. There are plenty of systems available to monitor reactions and feedback from all of your Facebook, Twitter, and other social media accounts. 

Why is Sentiment Analysis Crucial to Business Success?

From social listening to image analytics, social monitoring to customer experience - all of these aspects rely heavily on sentiment analysis. 

Facebook pages alone receive nearly five billion comments, messages, and other reactions every month. All of these comments and other forms of unstructured data are piling up with each passing day. Businesses fail to cope with such high volumes of unstructured text and data. This is where sentiment analysis tools shine. Sentiment analysis tools enable companies to monitor huge volumes of unstructured data with the help of automated solutions and algorithms.

Here are four methods to boost branding using sentiment analysis.

1. Monitor Your Brand’s Social Media Platforms

Social media is a public platform that allows consumers to express their opinions, thoughts, ideas, and even preferences. It’s a good practice for brands to stay informed of the top social media trends related to their industry. This process will allow companies to keep track of the talking points revolving around their brand. 

Analyzing consumer sentiment on social media platforms is a key aspect to gauge your brand’s online marketing efforts. This method provides an in-depth insight into both the content and context of your audience’s reactions. 

In order to uncover customers’ emotions concerning your brand, follow these simple steps to shape an effective social media marketing strategy. 

Analyze social media posts from specific audiences 

Perform sentiment analysis on all your brand mentions and organize the data based on the importance

Use various filters to gain insights and a better understanding of your brand’s followers

Here’s how Coca-Cola uses high-engaging tweets to encourage customers to share their reactions to their products.

2. Enhance Your Customer Care Services

When users run into complexities, they tend to hop onto online platforms to look for solutions. So, it’s crucial to equip your brand with helpful resources and a powerful knowledge-based medium to gain audience loyalty. Further, with the usage of sentiment analysis, your customer assistance team will land itself in a better position to offer support to those customers in need. 

This method is a good way to improve brand credibility and a guaranteed approach to participate in active conversations. 

A simple way to judge your audiences’ perceptions regarding your product, brand, industry, or the competition using sentiment analysis tools. Many of these advanced offerings are powered by AI to instantly visualize audience sentiment for topics, content, campaigns, and much more. 

Check out this detailed and responsive troubleshooting article offered by Microsoft to land a better understanding of their customers’ sentiments.

3. Focus on the Voice of the Customer (VOC)

Paying attention to the voice of the customer almost seems like a no-brainer. Yet, many organizations skip this vital tactic, widening the communication gap between their brand and audience. Focusing on feedback collection, detailed data analysis, and actionable strategizing are all key aspects of VOC that should be monitored frequently. 

Sentiment analysis tools can help explore the popularity and satisfaction levels of your brand’s fan base. These software solutions prove to be the most effective medium to engage with customers and react to their demands. 

For instance, an aspect-based sentiment analysis applied to the TripAdvisor community offers an added perspective to their business operations. Look at this thread that justifies this approach. 

4. Use Product Analysis to Your Advantage

There’s nothing more depressing for brands to discover than negative reviews flooding their social media feeds, eventually ruining the brand reputation. It’s vital that business owners find ways to address negative feedback, use them as a medium to uplift the brand’s image, and ensure that similar occurrences don’t happen again. 

Here’s an Instagram post from Pizza Hut that highlights the swiftness of their customer assistance to respond to an upset customer. 

Using sentiment analysis makes it easier for brands to keep track of their mentions on public platforms and convert negative feedback into positive engagement before time runs out. 

Further, Google Chrome’s development team pays close attention to open sources and blog posts to analyze sentiment, demands, and recommendations to enhance UI, security, and other product features. 

Summing Up

Sentiment analysis helps marketers head in the right direction to build effective marketing strategies for brands. This process can filter out the right emotions from a wide spectrum of user feedback. In addition, analyzing customer sentiment allows brands to look into how customers feel about their services.