How To Improve Your Brand Using Sentiment Analysis - Login Lockdown
Marketing

How To Improve Your Brand Using Sentiment Analysis

Ivan Serrano
July 3, 2023

Tracking how your customers see your brand is essential as a business owner. Digital platforms make it easy for customers to share personal experiences. These positive and negative insights help you make informed decisions. They can also guide you in improving products, services, and the customer experience.

Sentiment analysis is a powerful tool for tracking customer feedback. It can also enhance your brand’s reputation. This guide will explore its benefits and provide tips to enhance your brand’s image.

sentiment analysis

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What is sentiment analysis, and why does it matter?

Sentiment analysis is a simple way to pick out customer ideas and opinions. These clients express their thoughts through spoken or written online communication. Businesses often use this emotion AI, or emotion mining, for this. This tool helps them differentiate between positive, negative, and neutral sentiments.

There’s a discrepancy between companies’ beliefs about customer satisfaction and reality. You can see this in the 2022 Digital-First Customer Experience Report. Over 50% of businesses believe their customers have positive sentiments toward their brand. But only 15% of customers agree.

This is where analyzing sentiment comes in. It helps you understand your audience better. So, you offer the right solutions to correct misunderstandings. You also work on fixing issues, providing more features, and improving user engagement.

business' perception and customer reality
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Benefits for your brand:

Enjoy the following benefits by incorporating sentiment analysis into your brand management strategy:

  • Get real-time insights

It provides real-time insights into how customers perceive your brand through machine learning. This data enables you to address issues immediately. Also, to capitalize on positive sentiment to enhance your brand’s reputation.

  • Improve customer satisfaction

Understanding customer sentiment helps you recognize pain points. As well as areas for improvement in your products or services. By addressing online reviews and concerns, you can enhance customer satisfaction. In time, you’ll be able to establish loyalty.

  • Analyze competitors

It allows you to analyze your brand and compare and benchmark against competitors. This procedure provides valuable insights into your brand’s position in the market. Then, it helps you identify areas where you can outperform competitors.

  • Manage crises

Sentiment analysis plays a crucial role in crisis management. You can identify potential issues early. You can track sentiment using machine learning techniques during challenging times. You get to mitigate negative sentiment. Also, you can be proactive in protecting your brand’s reputation.

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Build your brand

Several internet services have explored sentiment analysis through the years. They did this to recommend content based on human language and emotions. They also provide customers with suggestions based on sentiments from past experiences. According to a study, doing this increases customer satisfaction by 91%.  

Are you trying to level up your brand’s sentiment score and online reputation? Enhance your marketing performance for the long term by following these steps.


1) Check social media accounts

social media account - facebook

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These days, people turn to social media to express their opinions and thoughts. These views can either be praise or criticism. It’d be best to stay updated on all social media buzz to be conscious of what users say about your brand. 

Customer sentiment on social media networks is a relevant criterion. You can use this to measure your online marketing efforts. It also adds depth to your performance monitoring. Through this, you can understand the content and context of what customers say online.

To determine emotion, AI systems, together with social media monitoring, begin with:

  • Analyzing social media posts. You can check sentiments based on a specific time frame for a particular audience
  • Running analysis on all social media mentions by order of importance
  • Using different filters to get insights. Doing this can help you better understand your audience

2) Position your brand as a helpful resource

When people encounter problems, they search online to find solutions. Leverage this behavior by positioning yourself as a valuable source of information. This action will allow you to win customer loyalty. You can also use accurate sentiment analysis to identify who needs help. Then, you can offer support through your product or services.

You boost your brand’s credibility and become an industry leader. You’ll be the first brand to take part in conversations that matter.

3) Listen to customers

It can be hard to succeed in business without understanding who your customers are. Audience perception tells you who you’re speaking to and what content is useful for their needs. Sentiment analysis concentrates on identifying the appropriate audience. This tool lets you target and track the conversation’s general tone. 

Holger Sindbaek, the founder of Online Solitaire, says, “Listening to our players has been a cornerstone of our success. Their feedback and suggestions have helped us improve our games and build a community that feels heard and valued. It’s a win-win situation — they get a better gaming experience, and we get loyal players.”

Most companies must listen to their clients and emphasize reducing losses. Because of this, most clients don’t stick around for long before going with another company. Use this tool to explore how people talk about your business. Also, let it show you how well to engage with them.

4) Address negative feedback

No business wants its feed flooded with negative reviews that ruin its reputation. Build a team that addresses negative feedback to ensure complaints won’t happen again.

Keep track of mentions of particular products. Respond to unfavorable comments before they snowball. This strategy is also a smart way to turn negative statements into positive ones. You can do this while taking in constructive customer criticism.

5) Stay competitive

A strong brand must have a robust online presence. You can do this by adding a competitive edge to its products and reputation. This is where competitive intelligence steps in. You should watch your customers’ sentiments and competitor insights. Sentiment analysis reveals strategic information about competitor insights‌. It’s a game-changer when formulating a plan to stay ahead of the competition.

You can analyze consumer behavior and polish your brand’s tone with the right tools. Positive and negative comments tell a story about what people like and dislike. You must get deeper insights and know how to tune into the conversation.

Mention analytics

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Tools like Mention can help you track social media mentions of your brand as well as competitor activity. Collect insights and put them to use in comprehensive analytics.

6) Follow industry leaders and influencers

It’s a good idea to keep industry leaders in your sights. You can do this by either running influencer campaigns or by tracking trends. Look at similar content and see how many likes and shares it got. These insights will give you an idea of what other industry leaders are doing well.

However, using likes, shares, and comments as the sole success indicator is meaningless. Instead, use sentiment analysis to find out why you see some content presented in a specific way. At the same time, learn how to improve your marketing campaign.

Interpret sentiment analysis results

Once you’ve gathered and analyzed the data, it’s essential to interpret the results. Consider the following factors when doing this:

Identify positive and negative sentiments

Sentiment analysis categorizes opinions as positive, negative, or neutral. Identify the sentiment associated with your brand. Then assess the distribution of that sentiment across different channels and touchpoints. These categories will help you understand where your brand is excelling. They’ll also point out where you need improvements.

Understand sentiment intensity and polarity

Analyzing goes beyond simple categorization. It also measures sentiment intensity and polarity. Intensity indicates the strength of the sentiment expressed. Meanwhile, polarity refers to the orientation of the expressed sentiment.

For example, you want to know whether customers like or dislike you, but you also want to know how strongly they like or dislike you.

Studying these two aspects provides a nuanced understanding of customer sentiment. It also allows you to focus on the most vital actions.

Extract actionable insights from the data

The value of sentiment analysis lies in its ability to provide actionable insights. Look for patterns, common themes, and specific issues in the tool’s data. These insights can guide your brand improvement efforts. They can also help you make better decisions to improve your brand.


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Leverage the tool for brand improvement

After analyzing the sentiment surrounding your brand, leverage these insights to improve. Consider the following strategies:

Enhance customer experience and satisfaction

Identify areas where customers express negative sentiment or dissatisfaction. Use this feedback to enhance your products, services, and customer support processes. Addressing these pain points can improve customer experience. It can also increase their satisfaction.

Tailor marketing and communication strategies

Sentiment analysis can guide your marketing and communication efforts. Identify topics, campaigns, or messaging that generate positive sentiment. These are the ones that resonate with your audience. Tailor your marketing strategies to generate, nurture, and close more leads.  

Identify and address brand reputation issues

Negative sentiment can signal brand reputation issues that need immediate attention. Track sentiment during crises or when negative emotions gain traction. Respond as soon as you can and address concerns with transparency. Then, take appropriate actions to restore trust and reputation.

sentiment analysis guide
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3 best practices for effective sentiment analysis

Consider following the best practices below. They can guarantee the precision and dependability of the tool’s results.

1) Ensure data accuracy and reliability

Use a combination of automated sentiment analysis tools and human validation. This combo can ensure the accuracy of the results. Manual or human review helps handle nuances, sarcasm, and context-specific sentiments. Automated tools might miss these. Update your models often. Doing this lets you adapt to evolving language and customer preferences.

2) Consider the context and nuanced language

Sentiment analysis should account for the context and nuances of language. Words or phrases can have different meanings in different contexts and to different people. Train your models for deep learning. Use them to recognize sarcasm, irony, and other linguistic nuances. Doing this will let you provide more accurate results.

3) Check and refine analysis methods often

Sentiment analysis is an ongoing process. Be consistent in checking and refining your analysis methods. Base them on feedback and performance metrics. Stay updated with the latest advancements in this tool’s techniques. Leverage new tools or algorithms that can improve accuracy and efficiency.

Frequently asked questions (FAQs)

1. How accurate is sentiment analysis?

Studies show that sentiment analysis algorithms have significantly improved accuracy over the years. But it’s important to note that the tool isn’t perfect. It can sometimes misinterpret certain nuances of language. Human validation and continuous refinement of analysis methods are essential to ensuring accuracy.

2. Can you apply sentiment analysis to different languages?

Yes, you can apply it to different languages. But accuracy may depend on the availability of language-specific models and datasets. The tools that support the languages you need to analyze are vital.

3. Are there any free tools available for sentiment analysis?

Yes, there are free tools available. These include Google Cloud Natural Language API and IBM Watson Natural Language Understanding. These tools provide basic capabilities.

IBM Watson Natural Language Understanding
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4. How often should a brand conduct a sentiment analysis?

The frequency of sentiment analysis depends on your brand’s needs and the industry’s needs. Regular use of this method can provide timely insights and enable proactive actions, especially during marketing campaigns or crises. You can also perform monthly or quarterly reviews. These will track long-term trends.

5. Can sentiment analysis help with crisis management?

Yes, sentiment analysis is particularly valuable in crisis management. By tracking sentiment in real-time during a crisis, brands can identify negative views. They can use these to address concerns. They can also take proactive measures to mitigate reputational damage. The method provides crucial insights for crafting effective crisis communication strategies.

6. Is sentiment analysis biased?

Bias can impact sentiment analysis. This is due to tendencies present in the training data or algorithms. Inherent biases in human-generated annotations can give rise to such preferences. Imbalanced data and skewed sources can also cause these‌ problems.

Addressing and mitigating biases is essential. You can do this by employing a tool. You can incorporate diverse training data and evaluation models through this. It guarantees fairness and equity.

7. What are the limitations of sentiment analysis?

Sentiment analysis has limitations in the accurate interpretation of complex sentiments. The same goes for the emotions or intentions behind texts. It may need help with context-dependent ideas, language barriers, and understanding idiomatic expressions. 

Also, it can’t capture the entirety of human emotions. It may oversimplify the sentiment in some instances.

Final thoughts

Reviewing your sentiment analysis is like looking into the heart of marketing. You need to keep an eye on the perception of your brand. It’s a must if you want to maintain a flourishing business with satisfied customers.

You have the upper hand in tracking customer sentiment and funneling. This collected information can help build a more effective and meaningful marketing strategy. But remember that this would mean checking all types of feedback‌ — ‌good or bad. 

Do you aim to take your brand to the next level? Are you having problems with your online reputation? Whatever the issue, sentiment analysis is an effective method to find problems. It can also help you solve them before they become damaging.