How social listening can help fine-tune marketing strategy for financial institutions

social listening

Social listening is a tool that marketing teams can use to further understand their online followers and what they are looking for from your services. There are a variety of ways that social listening can positively benefit your future marketing strategies and enhance your online presence.

Identifies trends:

Social listening is the key to identifying trends on social media. What are people tweeting about? What’s trending today? And what types of content are you seeing more of? One of the best ways to keep your finger on the pulse of trending topics is to check social media daily and absorb the content. Keep records of ideas that your brand can emulate in a similar yet relevant manner. 

Here are a couple of ways to keep up with trends online:

  • Create a Twitter list of other financial institutions and financial news sources so you can easily stay up-to-date on the finance industry (banks, credit unions, etc.)
  • Subscribe to daily newsletters from financial outlets.
  • Follow financial-themed hashtags on Twitter and LinkedIn to see what’s being said related to the topic.

Provides insight on sentiments:

While posting social media content it’s important to pay attention to any comments that come along with it. How do people react to your in-house created videos? Or company blog posts? Are people responding negatively towards a certain topic or responding positively to a certain style of posts? Social listening is a perfect way to gauge your audience’s sentiments and shift your strategy moving forward to reflect those findings.

Inspires new campaigns:

Using social listening is also a simple way to gain inspiration for your next marketing campaign. Focus on what key areas you’ve been noticing the most traction around online and translate that data into a relevant campaign. For example, if a large number of your customers are always sharing personal stories about how your financial institution has helped them positively in some way, take that idea and create with it. Think about planning a campaign around success stories featuring photos and videos of happy customers explaining their experience with your institution. This will also boost engagement across your social channels and spark positive sentiments towards your brand. 

Enhances customer-service:

Social listening allows companies to see more of what their customers need to know or are more curious about. This should prompt your team to take note and adjust your content strategy to include topics that are of interest to your customers. For example, if people are asking more questions about where your locations are, maybe it’s time to create a social media post around your locations. Publish this content once a week so your followers can have the information they’ve been asking for. 

Creating accounts on social listening platforms like Mention, SproutSocial, HootSuite and more will make it easier to respond quickly to urgent comments. Being in the financial sector is an important line of work as people will often have urgent questions that need to be answered promptly. These platforms make it easier than ever to provide quality customer service to those in need. 

Fine-tune your social listening skills and adapt what you’ve learned to your future marketing strategies to create a better online experience for your customers.

Visit our Deep Ad Thoughts blog to learn more about current advertising, marketing and public relations tips and trends. Plus, check out our Push n’ Pull blog for all things in the world of digital and social media.

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