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How to Take Your Marketing Strategy to the Next Level with Text Analysis

Digital marketing strategies are going through transformation, and at the forefront of this process is text analysis powered by natural language processing (NLP).

The three areas where these tools are most useful include social listening, influencer marketing, and search engine optimization (SEO).

Also closely related to text analysis is sentiment analysis that offers excellent insights into the audience and can help you support customer service.

Let’s take a closer look at each of these areas and see how text analysis can make your business better while also help you get a special place in your clients’ hearts.

Leverage Social Listening

Do you wish you could overhear what clients say about your company and your brands?

You don’t need a crystal ball anymore for this. A few social listening tools will give you all the answers you need to build better campaigns and manage your reputation online.

It is a matter of scraping the web for comments, reviews, social media posts or even hate speech. Even if such comments could lie in any corner of the Internet, it makes sense to start with the obvious places like Facebook, Instagram, and popular review sites depending on the activity sector (booking.com, TripAdvisor, Yelp).

Once you have the information, text analysis can help you go through huge volumes of data and classify the opinions expressed by clients.

Such information can be of advantage when launching and evaluating branding campaigns. For example, if you have a new TV ad and people are saying that it is boring or simply doesn’t resonate with their values, you can find this out as early as the next morning after the release. This will save you a great deal of time and money compared to the situation where you would keep rotating the same message for weeks.

Improve Influencer Marketing

Simply advertising of your products doesn’t work anymore. Clients have less confidence in brands these days, instead turning to other consumers and influencers they can identify with. This has made bloggers important for driving purchasing decisions.

Even if you hire a blogger as an influencer, you still need to give them some direction related to what they should talk about. It’s a good idea to come forward with keywords, themes or even pre-made titles and hashtags they should use.

Of course, you could do this by hand, looking at competitors’ blogs and advertising, but it is best to automate the process through text analysis. Use text analysis to identify trending topics in your business area, and try to distribute relevant posts on your own and influencers’ pages targeting those specific themes.

You can also use text analysis in your content curation efforts. We all know how difficult it is to keep an updated social media page with relevant information without repeating yourself. By using content aggregators power by NLP, you can always have fresh news and related posts to serve to your audience.

Be in Charge of SEO

Even if each year we hear that SEO is dead, this is far from the truth. In fact, it is more about changes to search algorithms. Optimizing your page for search engines is still essential, as studies show that people rarely pass beyond the first page in search results. Furthermore, you should always aim to get in the top three to five positions.

You can use text analysis to define your keywords. For example, starting from the main keyword and using semantic relationships, you can get a complete list of related words or phrases.

You can then use these new keywords to insert in blog posts, meta-tags or permalinks.

Search engines like Google have evolved way beyond simple keywords and now look at the context instead. That is why it is vital to move away from keyword stuffing to writing more naturally, pleasing the audience and making search engines understand that you are an authority in your domain.

Evaluate the Impact of Marketing Campaigns

Although the success of a marketing campaign is measured in sales, it is also essential to measure the amount of positive recognition your brand earned from your clients.

By performing text analysis and specifically sentiment analysis, you can identify the types of reactions you got from your target market.

Such comments can highlight your brand strengths, give ideas about product line extensions or, conversely, pinpoint the features you lack in your product. This is a way of combining quantitative and qualitative marketing research.

Upgrade Your Customer Service

In the viral world of today’s Internet, every customer has the potential of becoming an influencer. It just takes the right comment or the right picture, usually expressing the negative sentiment, to become an online sensation.

The difference from yesterday’s marketing is that clients no longer reach out to you when they have a problem but prefer just to post it online and wait for your response. Therefore, you should scan the most likely places where consumers express their opinions.

This is why it is essential to keep a close eye on what’s happening in social media and offer a quick response or even compensation for every complaining customer. The worst strategy would be to bury your head in the sand and pretend it didn’t happen. But with text analysis tools at hand, you can get a notification on every negative sentiment as soon as possible and start acting appropriately.

As we can see, there are plenty of reasons a company can take advantage of incorporating text analysis in their marketing strategy.

Simply put, these are suitable tools to identify what the market wants, how to get higher ranks in search results, and how to take care of your clients responding timely to their negative experiences.

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How to Take Your Marketing Strategy to the Next Level with Text Analysis was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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