July 6, 2022

The Importance of Sentiment Analysis in Marketing

a group of people sitting together planning a strategy

The use of sentiment analysis in marketing is one of the best ways for any brand to better attract the right customers while also iterating on current SEO strategies. But exactly how can companies use sentiment analysis in marketing strategies to its fullest extent? Let’s find out.

Sentiment Analysis in Marketing Example 1: Using Customer Reviews to Your Advantage

A treasure trove of data is readily available within your online reviews, but you can gain even more insights when you use sentiment analysis through customer experience analytics software.

Thanks to the power of natural language processing, customer experience analytics software can look at a handful of reviews in a few seconds and discover positive and negative trends based on the frequency of specific keywords. For instance, it can highlight the frequent appearance of keyword “staff” across several negative reviews, which can mean that a retraining of your team is overdue. On the other hand, it can show that customers like the atmosphere or even a specific product, which can help influence future marketing campaigns that highlight these positive experiences from customers.

Screenshot of Trending Keywords and Customer Experience Analytics from ReviewTrackers

Sentiment Analysis in Marketing Example 2: Get Ahead of the Competition

Highlighting your competitors’ weaknesses while also touting your own strengths can come out of your usage of sentiment analysis in marketing. In the same vein that customer experience analytics can see positive and negative sentiment in your own reviews, competitor analysis can reveal similar trends from your local rivals, which can give you the upper hand when creating content and campaigns that can lure their customers to your brand.

Over time, the use of competitor analysis will expand from an online reputation standpoint. After attracting more customers and meeting their expectations, you can see it reflected in your review count and overall rating, which the software can easily put up against the competition. This is crucial in the long run as you try to find new ways to stay ahead of rivals while continuing to attract more customers.


Sentiment Analysis in Marketing Example 3: SEO Content That Attracts

Seeing which terms and phrases are used in conjunction with your brand can help you craft better content that reaches your target audience. Sentiment analysis can help immensely in this way because your team can use the data to create content with SEO terms that you know already resonate with customers.

You can also use sentiment analysis to try out new marketing strategies. Seeing customer feedback and noting the prevalence (or lack thereof) of new terms and phrases that you are trying to link to your brand can help decide the next long-term campaign and new channels for attracting more customers.


There are many more uses for sentiment analysis in marketing, and they can all be tailored to fit the needs of your company. Taking advantage of the technology, especially in conjunction with reputation management software, can help your team better control your marketing strategy and online branding in just a few clicks.

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