Lead Gen Technique: Target by Benefit Sought
Mike Baglietto |
 12/18/12 |
2 min read

This is one technique among a series I’m covering on conversation mining for lead generation.

Most products and services owe their success to the fact that they provide some kind of benefit.  It could be a functional benefit or an emotional one.  Either way, if there are people out their saying they want that benefit then they could be a sales opportunity.  Set up a topic on that benefit and then find people who say they want it, buy it, need it, etc. using a Positive Behaviors widget.

For example, gluten-free is a benefit that is growing in popularity.  In the screenshot below we have a dashboard set up for a topic on “gluten-free”.  Then we’ve segmented the conversation by gender to illustrate that you might use different tactics to target to men vs. women.  We’re also using the multiple-selection feature (control + click on a PC) to select the behaviors buy, need, want, and switch.  Switch, in this case, means switch to gluten-free because we’ve chosen positive behaviors.

Thinking about your own business, what benefit are you well-known for?  Beyond functional benefits, can you think of emotional benefits such as peace of mind, fun, etc. that derives from the functional benefit?  Put functional benefits in directly as primary terms for your topic. For emotional benefits you could also enter them as primary terms.  But you could also use NetBase’s emotional analysis.  For instance, let’s say you’re a non-profit that offers peer support for teenagers.  A common problem among teens is tension with their parents, friends, etc.  Many teens vent their frustration online.  So, you could find them by setting up a topic with primary terms such as mom, dad, brother, sister, friend, coach, teacher, school, etc.  Then you could filter by negative emotion where you’ll likely see a lot of “hate”.  Then to get at the individual people you could either drill down to a stream widget or tie an author widget, sorted by frequency, to the emotions word cloud.  The author widget would help you identify people who complain regularly about interpersonal problems as opposed to the one-offs.

To discuss how this or any of the other social lead gen techniques from the series could work for your specific case, please contact NetBase (info@netbasequid.com) for help assessing your requirements.

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