Media monitoring + lead generation = new sales opportunities!

We live in a world in which customers are less and less brand loyalty, because they are more aware of alternatives, making switching more likely. Accenture’s research among nearly 25,000 consumers across 33 countries and different markets shows that 61% of consumers exhibit switching behaviour when poor service is provided. Many of them won’t return to your organisation if the relationship is disrupted by a bad experience. The opportunities for lead generation are therefore also an extension of optimal social service.

The basis for good lead generation is understanding your potential customer. You’ll need information about where this customer is located, what they’re talking about, with whom and at what time. Media monitoring offers resources for finding and getting to know these potential customers, but also for helping to map out the buyer journey.

Media monitoring provides an overview of how your organisation interacts within the market, from different perspectives. So, in this way, you can find out what your customers are all saying about you, who your potential customers are and where they are, and also what kinds of media they’re using in combination with your market. Are they talking about this on social media, or do they use blogs or forums? By finding out which channels the potential customer uses, you’re able to make adjustments based on your own strategy. So you immediately spot the right target group.

Do you now know who your customers are, what they read, post and (re)tweet? Then step 2 is to analyse the times when your potential customers communicate. A quick search lists the most popular times when messages about your organisation or industry are posted. Then check if it’s necessary to adjust your communication strategy accordingly, such as scheduling messages at a time that better suits this target group.

Another example is the use of location. When you are active locally, it’s useful to filter by geolocation. This way, you see what’s being discussed within the community you’re active in. Finally, you identify top influencers within your industry and can analyse what they’re talking about, what content they like to share and what common ground they share with your organisation.

Once you’ve mapped out your main target group, the topics surrounding your organisation and channels, it’s important to look at trends and developments within the market. In order to do this, look beyond what’s right in front of you and monitor more terms than just your brand name and accounts. Which words can indicate important sales opportunities within your market? And what trends do we see in the reporting within the market? This way, you can get in touch with new people who are relevant to your organisation. Also, monitor the competition to see where your strengths and weaknesses lie. How do you distinguish yourself from the competition and where are the opportunities within the market? How satisfied is a customer with the competitor? Insights that may be important for your approach.

I would like to show you, on the basis of a number of practical examples, how you can use media monitoring in concrete terms to recognise sales opportunities and generate leads.

Monitoring tools allow you to monitor based on searches. So don’t just monitor your own brand name, but also interesting and relevant keywords within your industry. What questions do your potential customers ask? Or, is there a conversation taking place that shows a need for your product, that you can respond to? By finding out what terms are used in the messages of potential customers, you can actively monitor these terms and engage proactively when the opportunity arises.

THEN

RECYCLE

THAT

PIZZA

BOX!!
♻️♻️♻️

— WestRock (@WestRock) October 8, 2020

From the example above it is clear that WestRock monitors more than just its own brand name. By monitoring the word ‘pizza’, WestRock keeps an eye on opportunities and then actively responds.

In the example below we see that Schiphol not only monitors its own brand name but also the combination “Amsterdam airport”.

Hi Danielle, we are sorry to hear that. We are here to inform, inspire and help you! 😃 ^Frank

— Schiphol (@Schiphol) February 19, 2020

On social media you can get in touch with your potential customers in a more accessible way, for example, by adding humour to your communications. Make sure, though, that it fits within the conversation — and with your organization. And don’t forget: as a brand, you are a self-invited guest to the conversation on social media. So make sure your timing, tone, and what you want to say matches up well with the message, to avoid any confusion or frustration.

Media monitoring also offers great opportunities for keeping an eye on your competition. What are they talking about? And perhaps even more importantly: what’s the contact between your competitor and customers like? Where are  opportunities within the market and what problems can you solve for your potential customers that a competitor cannot solve? Or, take it one step further: identify expiring contracts or unanswered questions aimed at the competition and see if you can jump in and take over by helping a potential customer with their question. It’s a good way to get acquainted in an accessible and non-intrusive way.

Purchasing intentions for products are often shared via social media. By monitoring the competition, you’re able to figure out and respond to any buying patterns.
We see people often talking online about expiring contracts or buying a new car. The examples below illustrate how Hyundai responds to tweets from people looking for a new car.

We're definitely leaning towards the Sonata or Elantra 😉

— Hyundai USA (@Hyundai) September 10, 2020

Team Elantra is the best team to be a part of! Congrats on your new car 🙌

— Hyundai USA (@Hyundai) September 21, 2020

A monitoring tool ensures that you are able to quickly and easily filter the right kind of messages for your organisation through a smart search. A monitoring tool also helps to measure and analyse the results of lead generation. How does your strategy affect the growth of your fan base? What is the sentiment around your brand? How often is your brand mentioned online, and by whom?

Through analysing, you’re able to optimise your products and services for your customers. Expand your knowledge, analyse the results and apply necessary changes to improve your position in the market.