8 Impactful Ways Social Listening Can Pivot Your Marketing Strategy to Success

In the fast-paced realm of marketing, a single piece of feedback can be the catalyst for transformation. We’ve gathered insights from eight marketing professionals, including Brand and Content Marketing Managers to CEOs, to reveal how social listening propelled a pivotal change in their strategy. From leveraging TikTok comments for clarity to shifting to sustainable packaging based on customer feedback, discover how these leaders turned social whispers into marketing triumphs.

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Leverage TikTok Comments for Clarity

Taking feedback seriously is very important for the growth and development of a brand. It provides an opportunity to show your social network that you care and are actively listening to them. 

Everybody wants to be seen and valued! But for us, a simple comment from a couple of users caused our marketing strategy to shift from understandable to very clear. We all need to remember that the person on the other side of the screen might not know what you’re talking about. Clear, concise copy and even instructions can make your audience feel more confident and secure in buying from you.

One of my secrets when it comes to social listening is to check those TikTok comments; they are a goldmine! Check them for your competitors and generally in your field of interest. Soon, you’ll know exactly what to deliver and make your audience fall head over heels for your marketing game.

Lelde Legzdina, Brand and Content Marketing Manager, Nuuro

Rebrand Based on Community Feedback

Social listening plays a tremendous part in our marketing strategy at Stay22. Because of our business structure, our clients are also our partners, and when they win, we win. It is, therefore, a paramount priority that they are heard and that we cater to their needs. This affects all parts of the commercial process, from sales to marketing to customer success and retention.

Recently, we completely rebranded one of our key products. Essentially, the previous name was too descriptive, and it was giving our audience (and prospects) the wrong idea about what the product does and why it’s so great. 

We certainly had our apprehensions about the switch, as the product was now 1.5 years old and well-known in the market! But it was by listening to our community on social media and online industry forums that we were able to hear their discomfort and decide to make the change. To our relief, the change was warmly embraced, and the whole ordeal was for the better!

Ryan Sullivan, Marketing Manager, Stay22

Implement Customer-Driven Policy Details

We’ve implemented various feedback surveys either when engaging with us on social media or when on our website in order to fully understand our customers and their needs—allowing us to make drastic changes that will fit their needs. 

One specific piece of feedback was the need to have defined policies on our site for each vacation rental listing. This means having more detail on pet policies, cancellation policies, check-in policies, and the like. 

We’ve started adding policy information for each specific listing, as well as detailed information on check-in and check-out after confirmation of booking. It’s helped increase our conversions by 63% with a statistical significance of 99%.

Brittany Betts, Marketing Manager, FloridaPanhandle.com

Highlight Case Studies for Social Proof

One piece of feedback that I received from social listening is to showcase our case studies on LinkedIn and our blog. That pivoted our content marketing strategy and even resulted in a landing page dedicated to our case studies so that our customers and prospects can easily find them. 

Social media shone a light on social proof, and we worked towards that. Social listening is a great tool to identify content gaps in your content marketing strategy and overall marketing strategy. 

Ever since the pivot, we have not only expanded our content library but have also repurposed our case studies for sales enablement and customer success.

Nicole Lee, Content Marketing Manager, Upland Software

Revitalize Brand Image Through Design

From the chatter gathered through our social channels, it was clear that customers felt our branding was outdated and didn’t reflect the innovative nature of our products. Taking this to heart, we revitalized our brand image with a modern, clean, and crisp design. 

This rebranding was communicated through all channels, resonating deeply with both new and existing customers and leading to a significant boost in market share.

Ryan Doser, Co-Founder, AI Insider Tips

Develop Solutions from Agent Frustrations

We built Fat Agent by listening to the pain points of insurance agents through social listening. By tuning into their frustrations with outdated software and cumbersome workflows, we developed a solution tailored to streamline their processes and boost productivity. This approach allowed us to create a platform that directly addresses the needs of insurance agents, resulting in a more efficient and effective tool for their daily operations.

Brad Cummins, Founder, Fat Agent

Introduce AR for Engaging Campaigns

Through active social listening, we uncovered a desire for more interactive and engaging content. 

We capitalized on this by incorporating augmented-reality (AR) features into our advertising campaigns, allowing customers to interact with our products through their devices before purchasing. 

This innovative approach led to a dramatic increase in user engagement and was a decisive factor in driving sales growth.

David Wilfong, Founder and CEO, DavidWilfong

Shift to Sustainable Packaging from Feedback

During a routine review of social media comments, we discovered a recurring request for more sustainable practices in our product packaging. 

Taking this feedback to heart, we overhauled our packaging to biodegradable materials and actively communicated this change through all our marketing channels. This decision resonated well with our audience, as reflected in the positive buzz it generated online. 

It reinforced our commitment to sustainability, strengthened customer trust, and differentiated our brand in a competitive market.

Dan Ponomarenko, CEO, Webvizio

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