Have you ever wondered about the real value of the google reviews, social media buzz, or news mentions about a brand or a product? We see them from time to time, but what is their actual worth in rupees? That’s where Equivalent Advertising Value comes in. It basically tells you the real worth of all the organic attention and also what it would cost to get the same exposure through paid advertising. It is often calculated based on factors such as the earned media coverage, the size of the audience reached, the placement settings, and the rates charged. It is the secret weapon for successful brands. But what is Equivalent Advertising value and How to calculate it? Let’s find out with this blog. What is Equivalent Advertising Value? Equivalent Advertising Value (EAV) is a straightforward metric used in marketing and public relations to measure the value of earned media coverage in both monetary and quantitative terms. Earned media is the organic promotion of your website, which doesn’t account for paid methods, and instead includes organic promotion methods like word-of-mouth, social media sharing, news coverage, reviews, mentions by influencers, and other forms of organic promotions. Put simply, the Equivalent Advertising Value quantifies the worth of exposure gained through the medium of news articles, social media mentions, reviews, or TV appearances in money’s worth by estimating the cost required to achieve similar visibility through paid advertising. EAV offers a tangible value for the brand exposure acquired through earned media in monetary terms. And this monetary data in turn, helps brands and businesses in evaluating the impact of their PR efforts and adjusting the campaign strategies accordingly. Let’s understand the EAV concept with an example:Your company gets a 10-inch long feature article in a magazine with an advertising rate of $100 per inch.Using the basic AVE formula: AVE = Space (inches) x Advertising Rate = 10 x ₹100 = ₹1000 However, PR professionals acknowledge that earned media often carries more weight than paid advertising due to its perceived credibility. To account for this, multipliers ranging from 2x to 12x are often applied to the base AVE value. What Counts as Earned Media? Equivalent advertising value makes use of the earned media coverage to calculate the estimated monetary worth. We know that earned media is the exposure gained through organic means, rather than paid advertising. But what makes up the earned media? Let’s learn: 1. News Coverage: News coverage includes any articles or mentions of your brand or product in newspapers, magazines, online publications, or news broadcasts. 2. Social Media Mentions: Social media mentions are the positive mentions, shares, or interactions about your brand on social media platforms such as Facebook, Twitter, Instagram, LinkedIn, etc., from users or influencers. 3. Reviews and Recommendations: Positive reviews or recommendations of your products or services on review websites, forums, blogs, or by word-of-mouth is form of earned media. 4. Influencer Endorsements: When influencers or industry experts endorse or mention your brand or product to their followers or audience, it increases your brand visibility and traffic. 5. Editorial Content: Any editorial content or features about your brand or product, including interviews, profiles, or guest contributions in relevant publications. 6. User-Generated Content: Content created by users or customers about your brand, such as testimonials, user-generated videos, or images shared on social media. 7. Event Coverage: Coverage of events hosted or sponsored by your brand, including trade shows, product launches, community events, etc., by media outlets or attendees also count as earned media. Why Equivalent Advertising Value Matters? Equivalent Advertising Value (EAV) is more than just a number—it quantifies your earned media coverage value and gathers analytics, which in turn, helps with a brand’s visibility and reputation. EAV also helps in measuring the return on investment (ROI) of the campaigns & strategies, comparing the effectiveness of different marketing channels, building credibility, making data-driven decisions, and maximising the impact of your marketing and PR strategies. Let’s understand this through an example. For instance, a small startup that specialises in eco-friendly household products receives a mention in a popular lifestyle magazine. While the mention may seem like a small win, calculating the EAV will reveal the exposure’s true worth in terms of advertising space. Based on which, you can decide upon your further marketing strategies. How to Calculate Equivalent Advertising Value? If you’ve been under the impression that calculating Equivalent Advertising Value was tough and a job for experts, think again. While experts may provide a more accurate estimate, here’s how you can do it by yourself: Step 1: Identify Earned Media Coverage Identify earned media coverage and its placement that your brand has received within a specific time frame. This could include news articles, social media mentions, reviews, influencer endorsements, etc. Step 2: Determine the Reach and Audience Next, determine the reach and audience size of each earned media coverage. You can do this by analysing your website’s traffic, social media followers, circulation numbers for print publications, or audience demographics provided by media outlets. Step 3: Research Advertising Rates This can be the most time-consuming step. You’ll need to obtain advertising rate cards from the media outlets where your coverage appeared. These rate cards typically specify the cost of advertising space or airtime based on factors like size, placement, and target audience. Step 4: Calculate the EAV Multiply the advertising rate (the cost of advertising space or time) by the number of units of space or time obtained through earned media coverage. This gives you the Ad Value. Ad Value=Advertising Rate×Units of Space/Time Step 5: Interpret and Use the Equivalent Advertising Value Data (EAV) After you have your EAV data in your hands, aggregate it and analyse it to understand the impact of your PR and marketing efforts. Compare EAV across different channels, track changes over time, and use the data to modify your strategies and budget allocations. Challenges of Using Equivalent Advertising Value While Equivalent Advertising Value (EAV) is a useful metric for your brand, it also comes with

Businesses nowadays are adopting a different strategy known as inbound marketing. Instead of interrupting people with ads, inbound marketing focuses on making helpful and interesting content that people actually want to see. This way, businesses can attract customers to their brand without being pushy. Let’s take a closer look at what inbound marketing is all about and how it can help businesses succeed in today’s competitive market. What is Inbound Marketing? Inbound marketing is a customer-centric approach to marketing that focuses on attracting potential customers by providing them with valuable content and experiences tailored to their needs and interests. Instead of using traditional outbound marketing methods like advertisements that interrupt consumers, inbound marketing aims to pull people towards a brand by offering them relevant and helpful information. The strategy involves creating various types of content, such as blog posts, videos, social media posts, and e-books, that address the pain points and questions of the target audience. By consistently delivering high-quality content, businesses aim to establish themselves as trustworthy authorities in their respective industries, thus building credibility and brand affinity. Inbound marketing emphasizes understanding the buyer’s journey and creating content that aligns with each stage of that journey, from awareness to consideration to decision-making. By doing so, companies can engage with prospects at the right time with the right message, nurturing them through the sales funnel. Moreover, inbound marketing prioritizes building long-term relationships with customers rather than focusing solely on one-time transactions. By providing ongoing value and support, businesses can foster loyalty and advocacy among their customer base, leading to repeat business and word-of-mouth referrals. In summary, inbound marketing is about attracting, engaging, and delighting customers by delivering relevant and valuable content that addresses their needs and interests, ultimately driving business growth and fostering lasting relationships. Why is Inbound Marketing Important Inbound marketing is important due to its ability to guide potential customers through each stage of the buyer’s journey and ultimately driving business growth. Let’s delve into why each stage of inbound marketing—Attract, Engage, and Delight—is essential: Attract:Attracting the target audience is the first step in inbound marketing. By creating high-quality content that addresses the needs and interests of potential customers, businesses can increase brand awareness and draw people towards their brand organically. This stage is crucial, especially for reaching individuals who may not be aware of the brand or its offerings. By sharing relevant and informative content through various channels, businesses can capture the attention of their target audience and establish themselves as trusted sources of information within their industry. Engage:Once the audience has been attracted, the next step is to engage with them effectively. In this stage, businesses aim to convert prospective customers into paying ones by creating targeted narratives that resonate with their needs and preferences. By leveraging the insights gained during the attraction phase, businesses can tailor their messaging to address specific pain points and concerns, guiding customers towards a purchase decision. The key here is to maintain a neutral and subtle approach, allowing customers to feel empowered and in control of their decision-making process. Delight:The final stage of inbound marketing is to surpass customer expectations and establish long-term loyalty. By providing exceptional experiences, personalized recommendations, and ongoing support, businesses can delight their customers and cultivate strong relationships. This stage is crucial for building brand advocacy and encouraging repeat purchases and referrals. By continuously investing in customer satisfaction and delivering value beyond the initial sale, businesses can foster loyalty and create brand ambassadors who advocate for their brand to others. Types of Inbound Marketing Inbound marketing encompasses a variety of content types, each strategically crafted to address different stages of the buyer’s journey and cater to the preferences of the audience. From informative blog posts to engaging videos and interactive webinars, businesses have a plethora of options at their disposal to establish thought leadership, engagement, and ultimately drive conversions. Here are types of Inbound Marketing: Blog Posts Blog posts serve as the backbone of inbound marketing strategies. They provide a platform for businesses to delve deeply into topics relevant to their industry or niche. By addressing common pain points and providing solutions, blog posts establish credibility and trust with the audience. Furthermore, they offer opportunities to showcase expertise and thought leadership within the field. Through regular blog updates, businesses can maintain a consistent online presence, attract organic traffic to their website, and engage with their audience on a deeper level. E-books & White Papers E-books and white papers are substantial pieces of content designed to offer comprehensive insights, research findings, or detailed guides on specific topics. Unlike blog posts, which may cover a broader range of subjects, e-books and white papers dive deeply into a single subject matter, providing in-depth analysis and valuable information. These pieces of content are often gated, meaning that users must provide their contact information to access them. As such, e-books and white papers are powerful tools for lead generation, allowing businesses to capture valuable leads and nurture them through the sales funnel. Infographics Infographics are visual representations of data, information, or concepts that are designed to be easily digestible and visually appealing. They condense complex information into bite-sized chunks, making it easier for audiences to understand and retain. Infographics are highly shareable on social media platforms, where they can attract attention and drive traffic back to the business’s website. By incorporating branding elements and links to relevant content, businesses can use infographics to increase brand visibility and establish themselves as authorities within their industry. Videos Video content has become increasingly popular in recent years due to its engaging nature and ability to convey information quickly and effectively. Businesses can leverage video content in various ways, including explainer videos, product demonstrations, customer testimonials, and behind-the-scenes footage. Videos offer a more dynamic and immersive experience than text-based content, allowing businesses to connect with their audience on a more personal level. Whether shared on social media platforms, embedded in blog posts, or featured on landing pages, videos can help businesses increase engagement, drive

With over 4.62 billion social media users worldwide, conversations are happening everywhere you look and as a PR professional, aren’t you curious about what people are saying about your clients and competitors? By tuning into these discussions, you can gain powerful insights to enhance campaigns and better serve your audience. Social listening allows you to do just that. But wait, there’s more! Did you know social posts are shared at a rate of over 700,000 tweets per minute? Yup, conversations are moving fast so you’ll need to keep up. This guide will give you a deeper understanding of social listening and how to leverage these conversations to crush your PR goals. We’ll explore the top benefits it provides agencies, how to design an effective strategy, and overcoming common challenges along the way. Understanding Social Listening in PR Social listening is like being the best eavesdropper at a party. You’re picking up on what everyone’s saying about your brand or industry online, not just counting the thumbs-ups or shares as it’s about really getting what people are feeling and talking about, not just the numbers. Now, don’t mix up social listening with social monitoring. Think of social monitoring as checking the weather or seeing what’s up right now. Social listening, on the other hand, is more like being a weatherperson. It’s about spotting trends and predicting storms before they happen, giving you the inside scoop to navigate the social media world. In the PR world, social listening is like having a superpower as it helps you get the vibe of public opinion, keep your rep in check, and tweak how you talk to your audience.By tuning into what people are saying, you can connect better and stay ahead in the game. Benefits of Social Listening for PR Agencies Navigating the PR world is all about staying one step ahead. That’s where social listening swoops in, like a superhero for PR agencies. It’s all about tuning into the online buzz, so you can keep your strategies on point and your brands in the spotlight. Here’s the lowdown on its superpowers: Quick Heads-Up on Problems: Social listening allows PR agencies to monitor online conversations, social media platforms, forums, and review sites for any mentions or discussions related to their clients or industry. By staying vigilant and analyzing this data, agencies can quickly identify potential issues, complaints, or negative sentiment brewing. This early warning system enables them to take proactive measures, address concerns promptly, and mitigate any potential damage to their client’s reputation before it escalates into a full-blown crisis. Figuring Out What Your Audience Likes: Through social listening, PR agencies can gain a deep understanding of their target audience’s preferences, interests, and pain points. By analyzing the topics, keywords, and sentiments expressed in online conversations, agencies can identify the content, messages, and campaigns that resonate most with their audience. This insight allows them to craft more engaging and relevant strategies, tailor their messaging, and ultimately create campaigns that truly connect with their audience and drive meaningful engagement. Making Your Brand Look Good: Social listening provides PR agencies with opportunities to actively participate in conversations relevant to their clients or industry. By monitoring these conversations, agencies can identify areas where they can offer valuable insights, address concerns, or provide helpful information. This proactive approach not only demonstrates the brand’s expertise and commitment to its audience but also fosters positive relationships, builds trust, and enhances the brand’s overall perception and reputation. Smart Connections with the Media: PR agencies can leverage social listening to identify relevant journalists, influencers, and media outlets that cover topics or industries related to their clients. By monitoring the conversations these individuals engage in, the content they share, and the stories they cover, agencies can gain valuable insights into their interests and areas of focus. Armed with this knowledge, agencies can tailor their pitches, press releases, and outreach efforts to align with the specific interests of these media professionals, increasing the chances of securing valuable media coverage and exposure for their clients. Learning from the Pros: Social listening allows PR agencies to study and learn from successful PR campaigns and strategies implemented by other agencies or brands. By analyzing case studies, industry reports, and online discussions surrounding these campaigns, agencies can gain valuable insights into effective tactics, messaging, and approaches. This knowledge can inspire and inform their own campaigns, enabling them to leverage proven strategies and deliver better results for their clients. Identifying Influencers and Brand Advocates: Through social listening, PR agencies can pinpoint individuals who wield significant influence within their clients’ industries or niches. These influencers could be industry experts, thought leaders, or passionate brand advocates with a substantial following and credibility. By identifying and engaging with these influential voices, agencies can amplify their clients’ messages, reach new audiences, and leverage the influencers’ credibility to bolster the impact of their campaigns. Tracking Competitor Strategies: Social listening empowers PR agencies to monitor their clients’ competitors’ online presence, campaigns, and messaging. By analyzing the content shared by competitors, the conversations they engage in, and the sentiment surrounding their brand, agencies can gain valuable intelligence about their competitors’ strategies, target audience, and overall positioning. This knowledge enables agencies to stay ahead of the curve, identify gaps in the market, and adjust their own tactics and campaigns to maintain a competitive edge. Uncovering Industry Trends: Social media platforms and online communities serve as rich sources of information about emerging trends, popular topics, and shifting consumer preferences within specific industries or niches. By monitoring these conversations and analyzing the data through social listening, PR agencies can stay up-to-date with the latest developments, identify emerging opportunities, and ensure that their campaigns and messaging align with the current landscape. This approach positions their clients as thought leaders and enhances the relevance and timeliness of their campaigns. Measuring Campaign Effectiveness: Social listening provides PR agencies with valuable data and metrics to measure the effectiveness of their campaigns in real-time. By monitoring mentions, sentiment, engagement levels, reach, and other

The travel and hospitality industry is on rapid growth, and as of 2023 around which there are 187,000 hotels worldwide. As this number keeps growing, there becomes a need for this sector to up their game as competition keeps increasing and the need for staying at the top becomes the priority of every business in this sector. While social media has helped this industry in showcasing their best offerings, running of ad campaigns and driving growth with the help of influencers, it’s a need for these businesses to monitor and listen to what their customers have to say. Let’s get started by knowing why there is a need of Social Listening for the travel and hospitality industry. Why does social listening matter to the Travel and Hospitality industry? Social listening helps businesses to gather real-time insights into customer preferences, opinions, and behaviours. By monitoring conversations on social media platforms, travel and hospitality companies can understand what their customers are talking about, what they like or dislike, and what are the upcoming trends. Social media platforms serve as public forums where customers visiting hotels and getting their travel arrangements made from travel companies like MakeMyTrip openly share their experiences, both positive and negative. By monitoring channels like instagram, twitter (now X), GMB, Quora and other hotel review sites, businesses can quickly identify and address any issues or complaints, thereby protecting their brand reputation. By monitoring competitor activities and customer sentiments towards them, businesses can identify strengths, weaknesses, opportunities, and threats in the market. This insight can inform strategic decision-making and help companies differentiate themselves in a crowded marketplace. Social listening helps companies understand which marketing campaigns resonate with their target audience and which ones fall flat. By analysing these conversations, businesses can gauge the effectiveness of their marketing efforts in real-time and make adjustments as needed to optimise campaign performance and maximise their return on investment. Monitoring also includes sentiment analysis which allows businesses to understand the public sentiment (positive, negative, or neutral). In the Travel and Hospitality industry, sentiment analysis helps companies understand how customers feel about their experiences, destinations, accommodations, and services and show this data in the form of pie charts, word cloud, etc. Risks of Ignoring Social Listening for Travel and Hospitality Industry Businesses that fail to adapt to the concept of social listening may face a range of challenges and missed opportunities Without social listening, businesses may overlook some valuable customer feedback available through social media and other online platforms, missing out on insights into customer satisfaction, product issues, and areas for improvement. Failing to monitor online conversations means businesses won’t be as attuned to changing market trends, customer preferences, and emerging needs compared to competitors who leverage these insights. Real-time monitoring allows for quick responses to market changes, whereas the absence of not monitoring can lead to delayed reactions, making it harder to capitalise on new opportunities or mitigate threats. Without having these tools to detect these early, businesses might not respond swiftly enough to prevent damage to their brand reputation. Today’s consumers expect brands to listen and respond to their needs and opinions. Businesses that fail to engage in this dialogue may see a decline in customer loyalty and retention as customers gravitate towards more responsive brands. How AI and machine learning are shaping the future of social listening? AI advancements have led to more sophisticated sentiment analysis tools that can understand context, sarcasm, and nuanced emotions. This enables businesses to gain a deeper understanding of customer sentiment. AI models are continually learning and adapting to new languages, dialects, and internet slang, making social listening efforts more globally inclusive and accurate. By analysing past and current social media behaviour, AI can predict future customer actions, such as purchase intentions or potential churn. This predictive power enables businesses to be proactive rather than reactive. AI-powered chatbots and virtual assistants can engage with customers in real-time on social media platforms, providing instant support and gathering valuable feedback. AI can track and analyse the customer journey across social platforms, providing insights into pain points and opportunities to enhance the customer experience. How to implement social listening in the travel and hospitality Industry? While social listening is not just simply measuring basic metrics available on the social platform there is a need for this industry to have a unified platform and monitor metrics that are important and gives a clear picture of the businesses social presence. Metrics such as as ,Mentions Trend with Engagement, Channel Wise Distribution, Word Cloud, Influencer category, Category Wise Distribution, Location wise distribution, Media Type With Total Engagement, etc are all important metrics on listening overview. With the help of different dashboards like competition benchmarking, PR benchmarking, Content performance dashboard, agent activity dashboard, etc makes it better for this industry to look into different areas of social listening. To have a better understanding of social listening it is important to have a unified tool that helps this industry in getting to know their social presence better. Locobuzz is one such platform with endless capabilities for better customer experience using the power of AI and delivering consistent seamless experience across channels! Discover how Locobuzz transforms the travel and hospitality industry with the power of Social Listening Book a free demo Responding to the voice of the customer While listening to your customers is just one part of improving your customer experience landscape, the other phase is responding to them effectively. Not just simply responding to their concerns but also allowing them to become your brand advocates someday sooner. Responding to customer queries, appreciating them for their feedback, helping them with their transaction problems, etc are some of the elements that make your brand grow. With the coming of AI and machine learning, brand agents can reduce their TAT’s by responding to customers similar to what Locobuzz ResponseGenie does with the help of your knowledge base and GPT to address the needs of customers. https://youtu.be/02zKXnhq3yA?feature=shared Final Thoughts While we have covered the importance of looking

Ever found yourself wondering why some businesses seem to always be two steps ahead? It’s like they have a crystal ball, forecasting trends, dodging pitfalls, and seizing opportunities long before anyone else even spots them. Well, It’s not magic; it’s competitor analysis. This blog is your roadmap to know the top 15 benefits of competitor analysis in 2025. We’ll see how it helps businesses to navigate it, identify opportunities for innovation, and craft strategies that ensure they stay not just relevant, but ahead of the curve. Top 15 Benefits of Competitor Analysis Table of Contents 1. Enhanced Market Understanding By analyzing your competitors, you can understand the unmet needs within the market. This insight enables you to tailor your products or services to fill those gaps, potentially capturing a larger share of the market. By observing how competitors market their products or services, you can identify what works and what doesn’t. This knowledge can be valuable in refining your marketing efforts, making them more targeted and effective. 2. Strategic Planning and Forecasting This benefit ensures that your moves are not just reactive but proactive, which will align your business with the future market developments. This analysis provides clarity on where your competitors are investing their resources in, the strategies they’re developing for growth, and the areas where they might be lagging. Armed with this knowledge, you can make informed decisions about where to allocate your own resources, which markets to enter or exit, and which products or services to develop, enhance, or phase out. 3. Identify Market Gaps of Market Gaps Through competitor analysis, you might notice that while many businesses in your sector offer similar products, there’s a lack of personalised customer service or after-sales support. This gap represents a golden opportunity for your business to differentiate itself by focusing on an exceptional customer experience, not just during the sale but throughout the product lifecycle. Once a market gap has been identified, the next step is strategizing on how best to fill it. This phase is where creativity and innovation come into play, as your business improvises on new products, services, or develops that specifically address these unmet needs. 4. Gain Competitive Edge in Pricing In the game of business, pricing is an important move that can either secure your position or leave you vulnerable to attack. Competitor analysis arms you with the insight needed to optimise your pricing strategies, ensuring you’re not just competitive but also profitable. By analysing these pricing structures, you can identify patterns, strategies, and the perceived value they offer to customers. This knowledge enables you to adjust your pricing to either match the market, undercut competitors, or justify a premium. For instance, if competitor analysis reveals that your main rivals are competing aggressively on price, you have a strategic decision to make. Do you join the price war, potentially eroding margins for everyone involved, or do you differentiate on value, convincing customers that paying a bit more with you is worth the extra cost? Alternatively, you might discover a niche segment willing to pay a premium for a bespoke solution, allowing you to avoid the price war altogether and focus on higher margins. 5. Improvise Product Development Competitor analysis offers a vantage point from which to view the marketplace. By dissecting the features, benefits, and shortcomings of competitors’ products, businesses can identify areas ripe for innovation. With this knowledge, you can push the boundaries of traditional thinking, exploring new features, technologies, or applications that address unmet needs or improve upon existing solutions. For example, if your analysis reveals that customers appreciate a particular feature in a competitor’s product but wish it offered more functionality, this insight presents a clear opportunity for innovation. By developing a similar yet innovative feature, your product not only meets the existing demand but exceeds expectations, setting a new standard in the market. Competitive insights can guide decisions on product lifecycle management, from introduction to retirement. By monitoring how competitors manage their product portfolios, businesses can make informed decisions about when to launch new products, phase out older ones, or invest in marketing to extend the lifecycle of existing offerings. 6. Optimise Market Strategy Competitor analysis provides a critical foundation for tailoring your marketing efforts. By understanding the strategies employed by your competitors, you can identify what resonates with your shared audience—and where there are gaps. For example, if your analysis reveals that competitors are focusing heavily on price-based promotions, but there’s little emphasis on product quality or customer service, these areas present an opportunity for differentiation. By highlighting your superior product quality or exemplary customer service in your marketing campaigns, you can appeal to segments of the market that value these aspects over price alone. Knowing where your competitors are investing their marketing efforts can also guide your channel selection. If competitors are heavily focused on paid search and social media, exploring content marketing, SEO, or even traditional media might provide a fresh avenue to connect with your audience, potentially at a lower cost and with less noise. Strategize effectively for competitive advantage using Locobuzz Book a free demo 7. Understand Better Customer Insights Analysing customer feedback on competitors’ products or services provides a clear window into their strengths and weaknesses from the consumer’s perspective. This insight is invaluable for identifying gaps in your own offerings and areas for improvement. For example, if customers consistently praise a competitor for their responsive customer service but criticise another aspect, such as their product durability, you have a roadmap for differentiation—emphasise your product’s reliability and your commitment to customer satisfaction. This feedback can guide your product development, marketing messages, and even customer service protocols. Understanding the specific attributes that drive customer satisfaction or dissatisfaction allows you to tailor your approach to meet these expectations and meet the customers expectations. 8. Identifying Areas of Risk Whether it’s a new product launch, a strategic partnership, or a shift in marketing tactics, these moves can signal changes in the competitive landscape that may pose

In the society of real estate, where trends shift and neighborhoods buzz with online chatter, staying informed is crucial. This is where social listening steps in, a tool that empowers agents and agencies to tap into the real-time conversations shaping the market. By strategically following these online discussions, real estate professionals can glean invaluable insights to refine their approach. From gauging buyer preferences and neighborhood sentiment to identifying emerging trends and competitor strategies, social listening offers a wealth of knowledge. This allows them to target their marketing with laser focus, build stronger brand reputations, and ultimately connect with the right clients at the right time. Social listening in real estate extends your reach beyond your immediate listings and network. You can track conversations about specific property types, desired amenities in certain neighborhoods, or even the public perception of local developers. This allows you to identify upcoming areas, tailor your marketing to fit evolving buyer needs, and stay ahead of the curve in a dynamic market. Challenges faced in real estate The world of real estate can be tricky. But what if you could listen in on people’s thoughts and wishes? That’s the power of social listening for real estate agents and developers! Let’s see how it helps them win in today’s market. The hurdles that real estate faces in today’s dynamic market can be: Challenge 1: Understanding what people want Imagine people talking online about what they want in a home, like having a bigger balcony or a space that’s good for pets. There are tools that can listen to these conversations on social media. These tools help real estate developers understand what people want in their homes. So, developers know what features to pay attention to when they’re building new houses or apartments. Challenge 2: Keeping up with a competitive market Social media is where many real estate agents showcase properties to attract buyers. With social listening tools, these agents can keep an eye on what their competitors are doing and what’s working well for them. For instance, if they notice that everyone loves a competitor’s virtual tours, they can use that insight to improve their own virtual tours and stand out even more. It’s all about learning from what’s successful and making your own strategies better to attract more buyers. Challenge 3: Building trust with potential buyers 0Sometimes, people express their worries online about a neighborhood being too noisy or not having enough amenities. With social listening, agents can pay attention to these concerns and address them directly. For example, they can highlight the quiet streets or mention upcoming community parks to reassure potential buyers. By addressing these anxieties head-on, agents can build trust with buyers and showcase the positive aspects of the neighborhood, ultimately making it more appealing to potential buyers. So, social listening acts like a superpower for real estate professionals, letting them listen in on the conversations that matter and adjust their approach for success! 5 Benefits of social listening in real estate Social listening can be a game-changer for real estate professionals in today’s digital world. By actively monitoring online conversations, you can glean valuable insights that boost your marketing efforts, refine your approach to clients, and stay ahead of the curve. Here’s how social listening benefits real estate: 1. Understanding Your Audience: Social media is a treasure trove of information about what people want in a home. By tracking conversations about neighborhoods, amenities, and even architectural styles, you can discover what features resonate most with your target audience. Imagine you’re noticing a surge in mentions of “backyard gardening” and “home gyms” in your area. This could indicate a growing demand for properties with larger outdoor spaces. You can then tailor your listings and marketing materials to highlight these features, attracting the right buyers. 2. Identifying Potential Clients: Social listening goes beyond understanding preferences. You can also identify people actively looking to buy or sell a property. Look for keywords to find potential clients who might not be actively searching for a realtor yet. By reaching out and offering your expertise at the right moment, you can build relationships and convert leads. 3. Competitive Analysis: Social media is a great way to see what your competitors are up to. Track their online presence to understand their marketing strategies, the types of properties they specialize in, and the neighborhoods they focus on. This allows you to identify areas for differentiation and position yourself more effectively in the market. 4. Reputation Management: Social listening allows you to stay on top of what people are saying about you and your agency online. Address any negative feedback promptly and professionally to minimize damage to your reputation. You can also leverage positive reviews and testimonials to build trust with potential clients. 5. Pulse on the Market: Social media chatter can reveal underlying trends in the real estate market. Are people concerned about rising interest rates? Are there discussions about a potential housing bubble? By staying informed about these conversations, you can adjust your strategies and advise your clients accordingly. Overall, social listening empowers real estate professionals to make data-driven decisions, target the right audience, and build stronger client relationships. It’s like having your ear to the ground, constantly gathering valuable insights from the ever-flowing stream of online conversations. How to implement social listening in real estate? Social listening can be a game-changer for real estate agents and brokers. By actively monitoring online conversations, you can glean valuable insights to inform your strategy and connect with potential clients. Here’s how to implement social listening in real estate: 1. Define Your Goals and Target Audience: What do you want to achieve? Generate leads, understand market trends, or track brand sentiment? Who are you trying to reach? First-time homebuyers, luxury property investors, or renters in a specific neighborhood? 2. Choose the Right Tools: Several social listening tools can help you track conversations. Free options include Google Alerts and the social media platform’s native analytics. Paid options can be used too, which

If you are a brand that resonates with pop culture, GenZ or even GenX, your presence on TikTok is imperative. However, it is not enough to be present. You need to increase your growth in the form of follower count, engagement, and content shares, to name a few. One of the primary metrics that is always on the radar of business leaders and social media marketers is the follower count. An increase in your TikTok followers is indicative that you are doing marketing the right way and need to continue in the same direction (of course upgrade as needed). Increasing your follower count is easier said than done, especially if you’re just starting. From trending reels to catchy captions, the world is your oyster. However, what we have seen is that storytelling lies at the crux of any great video that can catch your target audience’s attention like no other. Since you’re a brand looking for sustainable growth, relying on one-time viral reels is not the way to go. Instead, try batching your content with a medley of storytelling that puts your product/service out there while ensuring that your content is interesting and delivered on time. TikTok Storytelling to Increase Followers Storytelling is an underrated means to stand out. Yes, it is important to align with trending content styles, but humans, being curious and social creatures, have a deep-rooted love for stories. Integrating tales and fables specially crafted for them is sure to get your videos and brand the relevant eyeballs it deserve. So how does the storytelling concept help? Try creating a scenario for your relevant audience, something they are bound to resonate with. Here, you have their attention. Next, share something helpful with proper visual aids to keep them roped in via the two crucial senses, vision and listening. You have their connection. And finally, wrap it up with how it can benefit them particularly. It helps to keep one person in mind while creating a storytelling video. Going for a target audience as a persona might mix up the message and weaken your message’s impact and credibility. This brings us to neat storytelling tips you can incorporate into your TikTok strategy to increase your followers. 1. Follow the Structure Your story needs to follow a structure – whether it’s TikTok or a novel. This structure allows you to maintain the flow while ensuring that your viewers can connect the dots easily. There is nothing worse than a confused viewer because they are likely to skip over your video in the future, impacting your viewership.  For simplicity, here’s a structure you can follow: Hook: This is your problem statement – bridge the connection gap between your brand and your audience that will grab their attention. Line: Dig in deeper, and highlight their frustration with a hint of a solution in your quiver. Create FOMO and watch them drink in your content because it is so helpful! Sinker: Here you drop the solution, loud and clear. Make sure they hear it in the back. Relative CTA: Be super direct with them – ask them to visit your e-commerce store or wherever you want them to land to become a paying customer.  While you are creating the structure, it is important to remember a few technicalities to ensure that your storytelling is perfectly tied up for your audience. Make sure your audio and video match. Your audience will not be able to understand your content in case of an audio lag. There is ample lighting to showcase every element of your video.  Your diction is perfect with no lost words at the end. You have subtitles to support differently-abled viewers as well.  2. Go for Short and Crisp Stories This might seem Au Contraire but your TikTok stories need to be short. Nobody has the time or patience to go through your long videos (as informative as they might be), because let’s face it, TikTok is a platform for instant gratification and you need to stick to the code. Source So how can you ensure that you are delivering the information you NEED to share within a matter of 15 seconds? Break it down. While we may not recommend stuffing all information in one video, nobody has anything against a series. Here, you have the flexibility to break down information into biteable chunks for easy consumption without losing out on the much-needed brevity. 3. Step away from the conventional It is very easy to fall for the conventional scripts and opening lines that, while might seem very relevant to you, can put your audience to sleep. Such lines are a dead giveaway that you are using a script or a prompter to record your video and nothing is ickier for the free-flowing audience of today. Today’s audience wears their heart on their sleeves and you are here reading from a tele-prompter? For shame! Having said that, it is important that you prepare for what you are going to say. So here’s what you can do – Set the scene and have a goal in mind. The middle gets filled in automatically and you are able to create a story in the most effective way. For example, if you are into fitness industry, create a scene where you’re talking about late night sleeping habits leading to weight gain. The end goal is about selling your expertise that can help counter not only weight loss but the entire negative lifestyle. Fill in the middle with tips to avoid the night time activities, proactively manage them throughout the day and how they can counter the excessive weight. And boom! There you have your simple yet effective story about the common problems of the world and how you step in as the avenger. Source Pro Tip: End with a bang. While it is always great to have a sweet and simple ending to your story, sometimes an unexpected ending can keep your viewers on the edge of their seats, giving you the competitive

Navigating the world of customer feedback can be a rollercoaster for any business, especially when it comes to understanding and managing NPS detractors. These folks, who score between 0-6 on the Net Promoter Score survey, might not be your biggest fans right now, but there’s a silver lining. This blog will guide you through identifying NPS detractors and strategies to not just win them back but transform them into your most enthusiastic promoters. What is NPS Detractors? NPS detractors are customers who respond with a score of 0-6 on the Net Promoter Score survey, indicating they are not likely to recommend your product or service to others. These individuals are typically unsatisfied with their experience and might share their negative perceptions, potentially impacting your brand’s reputation and customer loyalty. Explanation of Promoters, Passives, and Detractors A quick Recap…Promoters (score 9-10): These are your brand’s cheerleaders. Promoters are highly satisfied and loyal customers who are more likely to engage in positive word-of-mouth marketing, recommending your brand to others. Passives (score 7-8): These customers are satisfied but not enthusiastic. They are vulnerable to competitive offerings and are unlikely to actively promote your brand. Detractors (score 0-6): Detractors are unsatisfied customers who can harm your brand and its growth through negative word-of-mouth. They are less likely to purchase from you again and may discourage others from doing so. The Impact of Detractors on a Business Negative Word-of-Mouth: Detractors are more likely to share their negative experiences with others, potentially dissuading new customers. Customer Churn: An increase in detractors can lead to higher customer churn rates, directly affecting your revenue and growth. Feedback Opportunity: On the flip side, detractors offer a valuable feedback loop. By understanding and addressing their concerns, you can improve your product or service, enhancing overall customer satisfaction. Around 70% of shoppers frequently consult available reviews, and typically within the first 20 seconds of arriving on a product page, indicating the significant impact of reviews on consumer behavior and decision-making processes. Brand Reputation: Active management of detractors’ concerns can mitigate damage to your brand’s reputation and even turn detractors into promoters, showcasing your commitment to customer satisfaction. In understanding NPS and its components, especially detractors, businesses can more effectively strategize on improving customer satisfaction and loyalty. The goal is not just to reduce the number of detractors but to transform their experience in a way that they become promoters of your brand. By grasping the essence of NPS, businesses can tailor their approaches to enhance customer experiences, thereby turning potential negatives into powerful positives that drive growth and improve brand perception. What motivates detractors to give negative feedback? Venturing deeper into the realm of NPS detractors, it’s important to grasp what drives them to voice their dissatisfaction. Understanding these motivations can improve the path to not only addressing their immediate concerns but also forging lasting relationships and improving your business as a whole. Here’s a dive into the psychology behind detractors’ feedback: 1. A Desire for Improvement Believe it or not, many detractors speak up because they want to see the brand succeed. They’ve invested time and perhaps money into your product or service and are sharing their thoughts in hopes of sparking positive change. Their feedback, though critical, can be a goldmine of insights for improving your offerings. 2. Seeking Validation and Acknowledgment When customers feel their expectations haven’t been met, they seek acknowledgement of their dissatisfaction. Providing a space for them to express their concerns validates their feelings. It’s a fundamental human need to be heard and understood, and detractors are no exception. 3. Frustration and Disappointment Underneath the negative feedback often lies a sense of frustration or disappointment. Perhaps the product didn’t meet the advertised promises, or the service fell short of their expectations. This emotional response can motivate detractors to speak out in hopes of finding a resolution or simply to prevent others from having the same negative experience. 4. The Impact of Negative Experiences It’s well-documented that people are more likely to share negative experiences than positive ones. A negative experience can leave a strong emotional imprint, compelling customers to warn others. This protective instinct is a powerful motivator for detractors to give feedback. 5. A Final Attempt at Engagement For some detractors, leaving negative feedback is a last-ditch effort to engage with the brand. They may hope for a resolution that could change their perspective and experience. This group is particularly valuable, as their feedback comes with the possibility of retention if addressed effectively. Discover how Locobuzz can transform your NPS management with real-time analytics and actionable insights. Book a free demo How to Accurately Identify Detractors? Identifying detractors boils down to analyzing responses to the NPS question. Remember, detractors are those who rate their likelihood to recommend your service or product as 0-6. But, pinpointing these folks is just the start. To truly understand them, you need to dive deeper: Discover how well your business is performing in customer satisfaction by using our NPS Calculator to check your Net Promoter Score. Understanding the Reasons Behind Their Dissatisfaction Getting to the root of detractors’ dissatisfaction involves active listening and analysis. Here’s how you can gain insights: Common Themes: Look for recurring issues in detractor feedback. Is there a pattern related to product quality, customer service, or something else?Direct Communication: Engage with detractors directly, if possible. Personal interaction can reveal deeper insights into their dissatisfaction and demonstrate your commitment to improvement. Feedback Analysis Tools: Utilize software and tools designed for feedback analysis. These can help in categorizing feedback, identifying trends, and prioritizing areas for improvement. Internal Review: Often, internal processes or policies contribute to customer dissatisfaction. Review your business practices to see if they align with customer expectations and needs. By accurately identifying detractors and understanding the reasons behind their dissatisfaction, businesses can take targeted actions to address these concerns. This process not only helps in improving the product or service but also in building a stronger, more positive relationship with customers who felt unheard.

In the age of social media, the education industry can no longer afford to be in the dark about what students, parents, and educators are saying online. This is where social listening comes in, a powerful tool that allows educational institutions to tap into the wealth of information flowing across the web. By strategically listening to these online conversations, schools can gain valuable insights to improve communication, enhance brand reputation, and ultimately, provide a better learning experience for their students. Social listening extends your reach far beyond your school community. You can track conversations about educational methods, specific courses, or even your competitors. This allows you to identify areas for improvement and stay ahead of the curve in a constantly evolving educational industry. Challenges and how social listening can help you in the education industry Challenge 1: Curriculum Relevance Traditional curriculums may not reflect the skills needed in the modern workforce.  Social Listening Treatment: By monitoring online conversations about jobs, future trends, and employer needs, educators can identify the skills most in-demand. Social media can also reveal student discussions about what they find interesting or challenging in their studies. This allows educators to tailor curriculums to be more relevant and engaging. Example: A school district uses social listening tools to track discussions about artificial intelligence (AI) and its impact on various industries. They discover a surge in mentions of AI skills being essential for future jobs.  This prompts them to introduce coding classes and AI modules within their curriculum to better prepare students. Challenge 2: Teacher Training and Shortages A lack of qualified teachers, especially in specific subjects, can hinder the quality of education.  Social Listening Treatment: Social listening can help identify online communities and forums where teachers share best practices, resources, and lesson plans. Educational institutions can use this information to curate training materials or host online workshops for teachers, addressing skill gaps and fostering collaboration.   Example: A school struggling to find qualified science teachers discovers a vibrant online community of science educators sharing innovative teaching methods on social media.  The school uses this platform to connect its existing teachers with this community, allowing them to learn new approaches and share their own experiences.  Challenge 3: Access and Equity Unequal access to quality education due to factors like poverty or location can create educational disparities. Social Listening Treatment: Social listening allows educators to monitor online discussions in specific communities. This can reveal concerns about a lack of resources, accessibility issues, or challenges faced by students from disadvantaged backgrounds. This information can be used to develop targeted initiatives to bridge the equity gap.  Example: A school board uses social listening to discover discussions in a low-income neighborhood about limited access to after-school programs.  They address this by identifying volunteers and creating a social media campaign to promote the free online tutoring resources available to all students. These are just a few examples of how social listening can be a valuable tool in tackling various challenges faced by the education industry. By leveraging the power of online conversations, educators can gain valuable insights and work towards creating a more relevant, accessible, and equitable learning environment for all students.  7 Benefits of social listening in Education Industry 1) Improved Student Engagement: Social listening allows educators to understand student needs, interests, and concerns directly from the online conversations they’re already having. This can inform the development of more engaging learning experiences that resonate with students and cater to their preferred learning styles. 2) Enhanced Curriculum Development: By monitoring online discussions about jobs, future trends, and employer needs, educators can identify the skills most sought-after in the workforce. This empowers them to tailor curriculums to be more relevant and equip students with the skills they need to succeed in the real world. 3) Stronger Reputation Management: Educational institutions can leverage social listening to track online sentiment about their schools. Identifying positive mentions allows them to amplify their successes, while proactively addressing negative feedback to maintain a positive brand image and build trust with the community. 4) Effective Crisis Communication: Social listening can be a powerful tool for identifying and mitigating potential crises. By monitoring online conversations, educators can detect emerging issues early on and develop effective communication strategies to address them swiftly, minimizing reputational damage. 5) Streamlined Recruitment Efforts: Social listening allows universities and colleges to understand the online conversations of prospective students. Analyzing these discussions reveals what students are looking for in an educational institution. This knowledge can be used to refine marketing messages, highlight unique offerings, and attract a wider pool of qualified candidates. 6) Informed Policy Making: Social listening can provide valuable insights into the opinions and concerns of parents, teachers, and community members. By understanding these perspectives, educational institutions can make data-driven decisions when formulating policies and implementing changes. 7) Benchmarking Against Competitors: Educational institutions can utilize social listening tools to track online conversations about their competitors. This allows them to identify areas where they excel and areas for improvement, fostering a culture of continuous learning and innovation within the educational landscape. How to implement social listening in the education industry? 1) Define Your Goals Improve brand perception: Are students happy with the school environment? Increase student engagement: What are students talking about online regarding clubs or activities? Gather competitor intelligence: How do other schools market themselves? 2) Choose Your Platforms & Keywords Platforms: Focus on where your audience is (Twitter, Facebook, forums for parents). Keywords: Include your school name, relevant hashtags (#CollegeLife), and topics (e.g., “after-school programs”). 3) Track Mentions & Analyze Sentiment Social listening tools can monitor mentions and gauge positive, negative, or neutral sentiment. Example: If students tweet using “#TerribleCafeteriaFood,” the school can address the concerns and improve meals. 4) Take Action & Measure Results Respond to comments and questions promptly, especially concerns. Track how social listening impacts your goals (e.g., increased website traffic from positive mentions). By implementing social listening, schools can gain valuable insights to improve their brand, engage students, and stay ahead

You just received a big-ticket offer that can substantially up your month-on-month revenue target. They love your product and you are excited to start the journey together. Fast forward six months and they have raised multiple escalations and concerns that are often delayed or left unresolved. As a result, your customer does not renew their contract and you lose out on a loyal client. So what is the missing gap here? Your customers do not feel valued or cared for. Post sales, there is little to no scope for their problems to be prioritised which often ends up in dissatisfaction.Customer Success teams were established precisely to avoid this situation. Customer delight, in contrast to the popular notion, is not exclusive to the overall sales journey. It is the final wrap to the gift you present your client that ensures their experience with your brand remains top-notch. It is also one that is ever ongoing. However, not to be confused with customer success, customer delight is the extra mile you go for your customers in addition to the ongoing support that keeps them content with the service your brand continues to provide. Customer delight includes value-added elements like the extra time taken by the rep to clarify customer’s confusion, birthday vouchers, personalised experience and so much more. However, a good customer relationship is the base of your customer delight adventure. Here’s an example for a better understanding. Use Case: Personalised Birthday Discount Offer Enhance customer loyalty and engagement by sending personalised birthday wishes accompanied by a discount offer, making customers feel valued on their special day. Scenario: A retail clothing company wants to strengthen relationships with its customers by recognising and celebrating their birthdays. Implementation Steps Data Collection: Collect and confirm customers’ birth dates and preferences through account sign-up forms or profile updates on the company website. Personalisation and Offer Creation: Design a personalised email template that incorporates the customer’s first name and a warm birthday message. Include a unique discount code for a 20% discount valid for one month from the birthday date, encouraging a purchase while offering flexibility. Delivery Mechanism: Utilise email marketing software to automate the sending of birthday emails at the beginning of the customer’s birth month or on the actual day, based on testing what has a higher engagement rate. Surprise Element: Add a section in the email showcasing product recommendations based on the customer’s previous purchases or browsing history, enhancing the personal touch. Feedback and Engagement: Incorporate a call-to-action inviting customers to share their birthday purchases on social media with a specific hashtag, fostering community engagement. Include a gentle prompt for feedback on the shopping experience or any desired product ranges they’d like to see, promoting interaction. So how do you ensure that you have a customer delight process in place that is not an afterthought but an integral cog in the wheel of overall customer experience? Read on! 1. Acknowledge your customer personally We understand that it is not easy to say thank you to hundreds of customers personally but you must make it a point to show your appreciation when they choose your product once in a while. One of the best ways to do it is by giving them exclusive birthday discounts (as shared above). This is the perfect birthday gift and a great customer delight that displays a persona ‘straight from the heart’ approach. Something as simple as a happy birthday email can spread cheer among your customers, letting them know that you value them. Axis Bank Mutual Funds is very prompt regarding their birthday wishes and customer engagement, making mutual funds a little less boring and birthdays a little more fun. Happiness is linked to a strong customer engagement journey, thereby increasing your brand recall and recognition multifolds.  2. Do not miss out on customer support We don’t want to hear it but brands often miss out on offering stellar customer support when the deal is sealed. This leaves a bad impression, especially during times of difficulty for your customer. For instance, if a customer has been attended to, at every step, until he/she was a prospect, only to be dropped post-conversion, it sends a message that the brand lacks customer value and focuses more on monetary gain. There is no harm in taking a for-profit approach if you are an enterprise, however, human emotions are fickle and can be easily tainted with such a withdrawn attitude. Instead of making post-sales support a reactive measure, how about making it a proactive step in your customer delight lifecycle? One of the best examples of this approach is the iconic brand, Apple. Apple, in addition to having a widespread reach across multiple platforms, has a very specific element called the Genius Bar where customers receive one-on-one support from knowledgeable technicians who provide personalised troubleshooting, repair services, and advice. This personalised attention ensures that each customer’s unique needs and issues are addressed effectively. Apple also takes a proactive approach to customer support by offering extended warranties and comprehensive care plans. 3. Schedule follow-ups post-sales Following up in today’s digital e-commerce world is a piece of cake. If you do not have the bandwidth to arrange for a follow-up call to a customer who recently brought your service or products, mediums like WhatsApp are a great way to get their notes.  Brands must schedule this follow-up call a week after the products have been delivered because the purchase memory is still fresh, and in case they have buyer’s remorse, to ease and reassure them of the right decision. This can help reduce returns and cancellations. An Indian natural beauty brand NatHabit is punctual when it comes to follow ups whether on call WhatsApp or email, enabling users to know that their brand cares about them. These calls can work as feedback, review catch-ups and of course customer engagement with a personal touch.  4. Add the bells and whistles Adding bells and whistles to your product or service is a great way to show