Find New Customers With Opportunity Monitors
Latest posts by Porter Plant (see all)
When people think of a “social listening” software, they tend to think of use cases such as monitoring their own brands to gather what we call “unsolicited feedback.” Likewise, they will create monitors around their competitors for market research. In either instance, the keywords used are going to revolve around the brand names. For example, if I were setting up a monitor around NUVI (which we do, of course) and wanted to see how often the brand name was used across the various social media platforms, I would use “#NUVI,” “@NUVI,” “NUVI” and many other keywords dealing with our company. But what if I am trying to reach a new audience? How would I go about creating a monitor that would allow me to reach out to potential customers who may not know what NUVI is or have ever heard about us? That is where opportunity monitors come into play. Opportunity monitors are fantastic because they create an introduction between potential customers looking for a service that your company provides and gives you the ability to reach out to them and start a conversation that would have been impossible otherwise.
Opportunity monitors are fantastic because they create an introduction between potential customers. Click To Tweet
Opportunity/Industry Monitor Use Case
An alternative pet therapy company had around 200 Twitter followers at the time. We started by building an opportunity or industry monitor (again, thinking of people who need a product or service, but don’t know of your brand). In this case, because of the industry (pet therapy), we used key phrases like “pet therapy”, “pet pain”, “dog arthritis”, etc.
As the relevant mentions came into NUVI, our client would engage with each person and put a link back to the website within the reply. Using Google UTM codes, they added a UTM code to each link, which would allow them to track the conversation from Twitter all the way to a purchase. Over the next month, they tracked 60 conversations and generated over $6,000 in revenue when before they were only getting 1-2 sales from Twitter per month.
One More Use Case
One of our account managers was working with an agency that was pitching to a food company. The agency wanted to angle their pitch towards working moms to show the food company a significant missed opportunity by not packing their product as a solution for working moms that need a fast, easy to prepare dinner.
Our account manager worked with her client to create a monitor that wasn’t brand specific but rather collected data around this key audience of working moms. The agency knew that in order to make the best pitch possible, they needed as much information as possible. NUVI helped the agency to understand what their audience was saying, when and where they were saying it, and to understand the conversation surrounding it.
With the data from the monitor, our client was much more knowledgeable through the pitching process and had substantial data from the opportunity monitors to support their recommendations.
How Do I Setup an Opportunity Monitor?
Pretty great, right? Let’s break it down to see each actionable step. Using NUVI as an example, let’s say I wanted to find out potential customers who were interested in a social listening tool and probably won’t refer to NUVI by name.
- First thing, I would set up an opportunity monitor with industry specific keywords. My monitor would search for keywords such as, “social listening software,” “how do I do social listening,” “what is social listening,” and “social listening tool.” You get the idea.
- As those relevant mentions come in, I would flag the ones that look like genuine inquiries and not someone posting a link to a blog or service.
- I would reply to those users one by one. Twitter is typically the best platform for this type of interaction. In each reply, I would include a link back to a relevant blog post. It would look something like this: “Interested in social listening? Check out this great blog we wrote LINK”
- The link I send them would also contain a UTM code from Google so I could track how many visitors to our blog were coming from this opportunity monitor. This would also allow me to show my bosses the value I’ve created since I would know how many leads my blog generated as well as how many of those leads converted to a sale.
It is important to monitor chatter around your brand, CEO, and clients. That is a major use case for social listening. You want to stay apprised of what people are saying about your business. You want to know if there are major customer service issues happening before they become unmanageable. You want to stay apprised of what people are saying about your business. Click To TweetLikewise, you want to do social listening to reach out to those who may not know your business exists. Creating an opportunity monitor is an excellent way to establish a relationship with your audience because by interacting on a personal, one-to-one basis they know you are listening and care about solving their problems. If you have questions about what NUVI can do for you, please feel free to take a demo and see if we are the right fit for you.