Use keywords to (re)learn our customers’ cultural identities, fears, and aspirations in a post-pandemic economy
As things open back up, we need to be sensitive to all the changes that happened throughout the pandemic.
Step 1: Think of social media as a Rorschach test.
From a data science perspective, keywords are the best part of social media. They’re labeled stimuli. This means that we can analyze every part of a trend’s cycle to determine which factors that may have contributed to the spike.
Step 2: Grow your list of high-value customers.
When you understand which of your keywords are driving traffic (this is easily found when correlating past conversions with corresponding campaigns —TUP can help you do this), you can leverage services that help you find more high-value customers.
For example, ProfitWheel is a service that excels in finding the varied interests of your existing high-value customers and leverage these interests to help you reach new high-value customers.
Adding more customers who respond to predetermined keywords not only increases your customer base and your revenue, but it also helps you narrow down what aspects of your campaigns are working and which aren’t.
Step 3: Determine which aspects of your messaging are (or aren’t) working.
In data science speak, this is NLP (Natural language processing) and CV (computer vision). With each of these, your digital campaigns are broken down into objective components that can then be tested against on-site and buying behaviors.
Examples of these components are parts of speech, semantic content (which words are most converting), and which colors and which objects best drive revenue.
This analysis is the only way you can objectively understand how your customers are responding to your messaging.
Think of it like a conversation. If you don’t know which words or pictures they are responding to, how do you know what to say next?
Step 4: Identify and connect.
Now that you know which keywords your customers are paying attention to, what their correlated interests are, and which aspects of your messaging are resounding, you can deduce which parts of your brand they identify with, what inspires them, and what drives them away.
Also, it’s important to note that the on-site personas you’ve (hopefully) identified can be better defined and consequently further targeted when you add in this level of campaign analysis.
And that’s the whole point: listen to your customers.
Figure out what drives them and what they are responding to, then have a conversation.