Marketing is much more than a one-way street. These days, with interaction and engagement the name of the digital marketing game, you also need to listen to people if you want them to remain happy and loyal, in other words feel good enough about what you do to come back for more.
Track unsolicited feedback from your customers via Google Alerts
Unsolicited feedback can be messy and difficult to track, consisting of stuff like blog comments, social media and places where people leave online reviews of products and services. You could spend a bomb tracking it all, but Google Alerts is a free way to check out when you’re being talked about, by whom and where. It’s also ridiculously simple to set up and a great way to keep an eye on what people are saying about your competitors.
Track mentions of your business in forums and social media
There are various free services to track mentions of your business in social networks and forums. Others cost less than £80 a month, which isn’t too bad if you have a very large, energetic and vocal bunch of customers. SocialMention, Trackur and Sprout Social are all worth looking at. You don’t get in-depth analytics but you can certainly gather enough insight to spot trends and they’re all great for pointing out negative mentions, which you can then tackle.
Tracking solicited feedback
Solicited feedback is the kind of information you get from setting up online surveys and questionnaires, reviews of products or services and specific feedback at individual level. Make sure you collate feedback from individual customers so you can spot positive and negative trends. You can tap into the power of surveys through tools like Survey Monkey and Survey Gizmo, both of which offer a low-cost service for less than £80 a month. Because surveys are private, they’re a great way to generate feedback without everyone in the known universe seeing it.
What do I do about negative feedback?
First, learn to keep things in proportion. Be aware that one bad comment isn’t the end of the world when you’ve generated thousands of good ones. The brilliant thing about digital marketing is you can react to negative stuff instantly. Which is exactly what you need to do. It’s common knowledge that resolving a problem for a customer makes them feel much more warm and loyal than if they never had an issue in the first place, so tackling negative feedback is probably one of the most powerful marketing tools in your feedback box.
What do I do about positive feedback?
If you spot a trend, capitalise on it. If 20% of your survey responders say they adore your cabbage and bacon-flavoured ice cream, roll it out to your entire customer base. If someone says something nice about you, tell people about it whether it’s on your testimonials page, sharing it via social media or making it into a case study. And don’t forget to say thank you!
What’s your best piece of feedback-related insight?
Have you ever learned something fundamentally brilliant from your feedback, something that’s changed the face of your business?