Last time I talked about using conversation mining to improve your product, now I’m going to address how to improve your marketing materials as a result mining. What you find during mining through the conversations may influence how your describe your offerings in your marketing materials. In addition you may find opportunities to create new marketing materials that clear up questions often asked about your product online. You may even find a whole new audience to which you can market your product.
When creating marketing materials you tend to do it from your point of view and not from your customer’s point of view. You may use buzzwords or other language that is inherent to your industry. By mining the language used by people that use your products or your competitions products, you will begin to learn the language they use to describe your product. Maybe you call your computer a notebook computer, but find through mining your data everyone calls it a laptop. By adjusting your language you are more likely to engage and connect with your audience easier.
Through mining you may find that when people are in the research stage of looking at your and your competitions offerings, they may be posting the same questions over and over again. This means that you are not providing the answers to your audience’s questions or at least they are not able to find the answers. Consider creating marketing materials that specifically address these questions in a way that is easy for the audience to understand. This could be a buyer’s guide or a competitive comparison chart that gives the prospect the information they need to make the decision to purchase your product. Maybe provide a video or other type of demonstration of the product being used.
Like I mentioned in the product development post, it is possible that while mining the conversations, you may find that a different audience is using your product than you expected. This creates the opportunity to learn more about this market and create a campaign to target them specifically. It’s also possible that people have found a different use for your product than you market. Again, grasp this opportunity to leverage this information to your advantage and market this secondary use to drive more sales.
Use the information that you have mined to gain a competitive advantage and engage with the marketplace like never before. What you can find by mining the data goes far beyond reputation monitoring. Help me out, what other ways can conversation mining help with a company’s creative planning?
