Understanding how your audience feels about your product or service is paramount to any marketing strategy.

To develop a comprehensive brand marketing strategy, you should understand what people are struggling with and what they like about your products. You should also know how their attitudes towards your brand change in response to product launches, marketing campaigns, and outside events.

Fortunately, the world of technology is constantly evolving, and now sentiment analysis tools can provide that data.

What is sentiment analysis?

Sentiment analysis is a method of text analysis that uses machine learning and natural language processing to determine whether the sentiment behind a font is positive, negative, or neutral.

Why is it important to conduct a sentiment analysis for your target audience?

Sentiment analysis reveals information that cannot be discovered any other way. Big data shows your overall brand reputation and it does so for your competitors too. Having just this data improves your branding strategy, but there are also less obvious ways you can use the information revealed by sentiment analysis.

How can you use the information gathered by sentiment analysis tools?

1. Identify customers for active communication

Analyzing sentiment about your competitor’s brands will show you the customers who are dissatisfied with your competitor’s products or services. If they criticize a problem that your product does not have, you can easily get involved in an attractive product offer.

If the sentiment analysis shows customers who are dissatisfied with your own brand, you can reach out to them and try to resolve their problems.

Sentiment analysis tools can also uncover customers who are actively happy with your brand, that is, posting positive things about your brand online. You might want to reach out to them and ask them to leave testimonials on your website or become an affiliate or trademark attorney.

2. Uncover hidden conversations about your company

The sentiment analysis shows you the pain and happiness points of your company. If your brand is popular, you will uncover entire online discussions that you can participate in to showcase your expertise or showcase your solutions.

You can approach the conversations about your business in two ways. The first is to act as a company representative: speaking as an expert, promoting your brand, answering questions and complaints.

You can also encourage your trademark attorneys to join these discussions as inspired customers, promoting your brand in more subtle and possibly more compelling ways.

3. Keep an eye on your competition

Conducting sentiment analysis for your competition is no less important than it is for your own brand. They will find out what their customers are happy and unhappy about, and be able to steal their good practices and avoid their mistakes.

For example, you can analyze how your competitor’s last marketing campaign developed. You usually don’t get access to accurate financial results, but you can find out whether or not the competitor’s audience liked the campaign, what they said about it, and how much traction it got.

You can also see which population group was most satisfied and which was least satisfied with the campaign. If your competitor is an international brand, you can see how countries differed in their responses.

4. Understand your own messages better

Sometimes marketing campaigns, slogans, and ideas don’t work as planned. Sometimes you’re promoting a message that you didn’t mean to promote.

The sentiment analysis shows the reaction to every word at an early stage. Whenever you say or do something insensitive, only sentiment analysis tools have the ability to spot the problem before it explodes.

Since the advent of social media, social media posts, marketing campaigns, and business decisions by brands have often resulted in social setbacks that could have been prevented with a sentiment analysis tool.

Even if you don’t have any controversial plans, it makes sense to know how people will feel about the message you’re sending out into the world.

5. Create a more holistic approach to your online presence

Social media marketing and other digital marketing strategies are often not rated. We don’t know exactly what works and what doesn’t. We don’t know the extent of the social media buzz and its impact on brand awareness and reputation.

Sentiment analysis is part of the solution as it makes us more aware of our online presence. It turns the audience’s vague feelings about our brand into numbers and helps us develop better marketing strategies.

Top 5 sentiment analysis tools

Now that we’ve hopefully agreed that sentiment analysis can be useful for your brand, let’s move on to the tools that will do it for you.

1. Awario

Example of an awario dashboard

Awario (an app developed by my company) is a social listening tool (also known as social media monitoring), and sentiment analysis is one of the standout features.

The tool searches all major social networks, news sites, blogs, forums, and other parts of the web for any keyword mention. Usually the keyword is your brand or your competitor’s brand, but it could also be your product, industry, CEO, or whatever you choose.

Awario’s sentiment analysis sorts all mentions into positive, negative, and neutral categories, and also shows how sentiment and growth change over time. You can choose to show only positive or negative mentions, mentions from someone with a large following, or mentions from someone from a specific location.

You can dig deeper to find out exactly what the positive or negative mentions are saying.

Awario will also notify you if the positive or negative mentions suddenly increase so that you can respond in a timely manner.

Pricing: $ 29 / month for the Starter Plan, $ 89 / month for Pro, and $ 299 / month for Enterprise. Free 7-day trial available.

2. Brandwatch

Example of a Brandwatch dashboard

Brandwatch is another social listening and analysis tool that also does sentiment analysis. It’s an enterprise-level tool that covers every possible source, including certain social networks like Tumblr and Goodreads, as well as local social networks like VK. If you need a source but can’t find it on Brandwatch, you can add it manually.

Brandwatch analyzes your data in many ways, including sentiment analysis and growth analysis. It also gives you insight into the authors of the accounts: negative mentions can be broken down by demographic, so you can understand which parts of your target audience have the most complaints.

Brandwatch also shows trends and patterns in your data and notifies you when something unusual happens.

Pricing: Available upon request.

3. Talkwalker

Example of a Talkwalker dashboard

Talkwalker is a social listening tool that can do a lot more than just listen. Like Brandwatch, it covers an unlimited number of sources including social networks, news sites, review sites, blogs, forums, and other parts of the web.

Talkwalker claims to have one of the best sentiment analysis technologies available for detecting sarcasm. It also shows customer satisfaction trends, revealing features of your products that you like and those you don’t.

If you want to dig deeper into your data, you can filter the results based on the type of service. For example, you can find out what customers are unhappy with the type of food your airline is selling.

Pricing: The basic amount is € 6,000 per year. Corporate and corporate pricing are available upon request.

4. Lexalytics

Example of a Lexalytics dashboard

Lexalytics is more than a social listening tool. It is a business intelligence solution that analyzes many types of text in its extensive list of functions.

Lexalytics includes social comments, ratings, surveys, and other text documents. The data is subjected to a sentiment analysis as well as a categorization, topic extraction and intention recognition. In this way, the tool ensures that it has captured the mood as accurately and in as much detail as possible.

Such a multifactorial approach also allows the user to understand the context and see the pros and cons of their business in a whole new light.

Pricing: Available upon request.

5. Hootsuite Insights

Example of a Hootsuite Insights dashboard

Hootsuite is a popular social media management platform. The main focus is on managing a brand’s social activities, but analyzing the target audience is also one of its advantages. Accordingly, Hootsuite Insights analyzes social media networks to reveal the general sentiment about your brand and the trends surrounding your brand on those networks.

You can filter the information based on demographics, location, and language.

Pricing: $ 19 / month for Pro, $ 99 / month for Team, $ 599 / month for Business. Enterprise pricing is available upon request. Free trial available.

More resources on sentiment analysis tools

Determining consumer sentiment: trends and common mistakes

Dark data on social media: insights that illuminate your business

10 of the best social media monitoring tools for any business