Audience Listening: How to listen to your audience and what tools to use?

Natalia Chrzanowska
September 12, 2016 ・ 5 min read

Audience listening can help you learn a lot not only about your customers but also about your own business, industry, or your competitors. Listening to your audience carefully can be very beneficial. Find out how to do it in the best way possible, inside this article.

Show me your audience and I will tell you everything about your company. OK, maybe not everything, but their opinions and behavior provide a valuable source of knowledge about your business and its condition both in present and in the future. Clients and prospects are like a reflection of your firm’s potential.

Therefore, it is worth spending time on getting information from them as they can tell you much more than experienced marketers and experts. You just need to listen to their voice carefully and on a regular basis.

Naturally, there are many ways to collect customer feedback and social listening is the one that you cannot give a miss. It enables you to gather opinions that people express voluntarily. You collect everything that social media users get off their chest.

If you want to learn how to discover consumer insights, we recently wrote an article about it!

As I promised, you can learn a lot from audience listening. If you want to know exacly what kind of information you may take away from it, keep reading.

Inside this article, you’ll find out how to listen to your audience in the best way possible, ale what are the top nine takeaways you can extract from unprompted feedback via audience listening.

How to: audience listening?

Surprise, surprise… Audience listening tools will help you a lot in this matter!

Brand24 is one of the most popular social listening tools, thus it will surely help you learn a lot for your audience, by tracking online conversations about your business, industry, or competitors. You can try it out for free, without any commitments.

Start your 14-day free trial!

A screenshot from Brand24 showing project creation

Brand24 will not only help you with listening to your audience, but also with analysis. A lot of important metrics might help you understand better what people are saying and how do they percieve your brand.

To start audience listening with Brand24, all you need to do is start your monitoring project, enter keywords that you want to track, et voilà! 🙂

Audience listening will help you find out…

1. Where your audience is most active

This is crucial information when you design your strategy for social media presence. Social listening let you group online mentions into source categories.

You will see how many people (and what percentage of an audience) published content on distinct social media platforms and other websites.

Then you can engage in conversation on platforms where fans write the most and increase resources for marketing on platforms that have few comments about your brand.

A screenshot from Brand24 showing the analysis of sources

2. How frequently a user mentions a given brand

Audience listening enables you to find out how many times a particular user posted content about your brand.

You will discover whether fans are highly engaged users or just occasionally mention your brand. You can distinguish more active ones and engage them in promoting your brand.

You should also pay attention to those less active, join conversations with them, and in consequence turn them into devoted fans.

3. How influential are they

Every social media user has their own audience of friends and fans, therefore every time they mention your brand they influence their followers as well.

Audience listening tools give you the estimated social media reach of each user separately and of the whole audience. Brand24 also offers a dedicated influence score, that will help you find the most influential users that talk about your brand!

Find influencers!

4. How they perceive your brand

This is one of the most accurate ways to discover whether the positioning strategy works the way you want. You will find out if marketing messages get through to your audience.

A screenshot from Brand24 showing graphs with reach and sentiment

For example, you can position a brand as high-end, however, opinions from clients will determine if they actually perceive it in that way. On top of that, audience listening tools have the ability to specify the sentiment of opinions. You can discover how people react to marketing efforts and whether they are satisfied with your products and services or not.

Start analyzing the sentiment!

5. What qualities are important for them in products

Data from audience listening is an endless source of customer insights. Opinions they post online provide you with comprehensive knowledge about preferences, brand perception, buying behavior, and product qualities that determine purchase decisions. In-depth analyses of social listening results will give you details on:

  • demographics of audience,
  • sentiment of customers’ opinions,
  • the most important product qualities,
  • factors that encourage them to purchase a product,
  • how a brand stacks up against competition,
  • and many more.

Discover new insights with audience listening!

6. What customers think about your products

It is directly connected with the previous paragraph, but I want to develop this point as it also proves the effectiveness of marketing strategy. Imagine you sell cosmetics for women skincare and you position them as an inexpensive and efficient solution for dry skin.

However, most social media users claim that the fact that cosmetics do not sensitize triggers their purchase decision. In this situation, you should have a closer look at your clients and maybe shift the strategy to fit customer preferences.

Listen to your audience’s feedback!

7. When users post the most

Different groups of products or services have different audiences, so naturally, their behavior online varies. When you run a B2B company your customers will probably be active on weekdays, while clients of B2C firms might post more at weekends. But it is not the rule.

With an audience listening tool, you can precisely specify the frequency of online engagement on particular days.

Learn consumer behavior!

8. How they engage with content

Are the posts about your brand engaging? Audience listening will answer this question as well. You can learn how many interactions your content generates. You will find out whether audiences of your audience are just “likers” or if they engage in conversation in the comments section.

9. Context of discussions about you

Last but not least, audience listening enables you to find out the context of online conversations about your brand. Do they mention your company in reference to a competition? Do they mention particular products? The tools help you pick up the most common words that appear next to a monitored keyword.

You will not learn much about your audience with your mouth open. Even the best marketing message in the world will not get through unless you stop talking and start listening to your audience. Don’t miss an opportunity to get valuable insights on customer preferences, behavior and thoughts and never stop listening to the voice of your audience.

Try to extract all the information mentioned in this entry with Brand24 and sign up today for free.