Understanding the truth about how your customers feel about your product and service determines how well you will satisfy their needs and match their expectations. 

Your customers want to be heard, and the way to do this is by listening. Sentiment analysis allows you to detect your customers’ emotions from what they say and understand their feelings and perceptions about your brand. 

Jump Directly to

1 . What is sentiment analysis? 

2 . How does it help with marketing automation? 

3. Types of sentiment analysis 

4. Use it to facilitate your marketing automation 

It automates your marketing to produce faster results. It also streamlines your marketing efforts, helping you to achieve your goals quickly. 

This article discusses the importance of sentiment analysis to marketing automation. 

Let’s get started with what sentiment analysis is.

What is sentiment analysis? 

Sentiment Analysis


Sentiment analysis is a Natural Language Processing (NLP) technique used to identify if a data or statement is positive or negative. Brands use it to understand and track consumers’ feedback, sentiments and needs about their products and services. 

You can detect a comment or text’s positive and negative sentiments with it. This lets you know how your customers feel, track your brand’s reputation and improve their experiences for increased customer satisfaction. 

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How does sentiment analysis help with marketing automation? 

Sentiment Analysis


Sentiment analysis automatically reviews consumer feedback, including survey responses and social media conversations. Here are the critical roles sentiment analysis plays in marketing automation. 

1 . It enables an effective social media research 

Sentiment analysis streamlines your social media research activities. It also gives a deeper insight into consumers’ sentiments about your business. 

Unlike traditional social media research that measures engagement by likes, comments, and post shares, sentiment analysis provides an emotional perspective on customers’ attention to your brand. Instead of “Likes and shares ‘ metrics, you’ll know if a user feels “positive,’ ‘`negative’ ‘ or “neutral ” about your brand. 

It automates your analysis process and helps you derive more meaning from your social media metrics. Rather than make decisions based on surface-level metrics, you will have a more robust understanding of your audience’s reactions. 

You can use sentiment analysis to track social media public opinions about your business. For example, using a sentiment analysis system, you can automate Twitter sentiment analysis with no code AI without hassles. It will follow people’s views, enabling you to identify the gaps in your customer service to make necessary improvements. 

Essentially, sentiment analysis improves marketing automation by enhancing and streamlining your social media research. Rather than use traditional techniques of measuring engagement and audience perception of your brand, you can adopt a sentiment analysis system to conduct in-depth research about your brand’s influence on social media. 

2. It enables service and product improvement 

Sentiment analysis facilitates marketing automation by collecting and analyzing various digital channels to evaluate users’ opinions about your product and services. A sentiment analysis software will gather users’ thoughts about your message, branding, and customer experiences so that you can make necessary improvements. 

Many businesses use it to analyze consumers’ reactions when they launch a new product. While you can gather consumers’ opinions traditionally with survey forms, analyzing feedback with this method is challenging.

However, a sentiment analysis system simplifies the process by automating the research activities. 

It also enhances productivity, allowing you to gather and evaluate more data to improve your product. Collecting accurate and robust data about a new or existing product gives you a clear understanding of users’ challenges and expectations.

It enhances your products and services to match what they want. 

3. It builds a stronger brand-to-customer relationship 

Sentiment analysis strengthens your bond with your customers. You will understand their perception of your brand and know what interests them and what they consider intrusive or challenging about your product. This way, you can adjust your offerings and experiences to make them satisfied and happy. 

Sentiment analysis improves your marketing automation by ensuring you don’t have to go through every tweet, comment or post to understand your consumers and what they want. You can monitor all reactions from one place, simplifying your communication experience. 

Consumer analytics from sentiment analysis will let you know how to structure your marketing and communication to connect with your customers. Since you understand their pain points, you will learn how to empathize, comfort and improve to make them happier and better satisfied. This will help you build a healthy relationship with your customers—the type that turns them into raving fans of your business. 

So, if you want to establish a sustainable relationship with your audience, sentiment analysis helps you achieve that. It lets you understand your consumers’ desires and challenges, allowing you to proffer solutions and form excellent relationships with them. 

4. It manages business reputation 

Your brand image is critical to your company’s success. Customers want to do business with brands they trust, so it’s crucial to maintain a positive reputation. Sentiment analysis offers a complete overview of what your customers think about your brand, and this knowledge can help you position your business positively. 

You can manage impending damage to your reputation by getting insight into how your audience perceives your brand early.  

A sentiment analysis system provides real-time updates about consumers’ reactions to your brand, enabling you to take proactive decisions to improve your experience and fix your shortcomings as a business. As a result, you’ll control any damage to your reputation early, mitigating the consequences of a negative brand reputation. 

Managing your brand image with a sentiment analysis system keeps you updated about your audience’s impression of your brand. People’s opinions change about your business; by conducting regular sentiment analysis, you’ll always be in the loop about how users constantly feel about you.

This lets you take proactive measures to prevent a negative brand reputation and protect your business. 

5. It helps you get ahead of your competition 

Sentiment analysis puts your business steps ahead of competitors by providing you with an in-depth understanding of your consumers’ wants and needs. This knowledge helps you create tailored experiences to meet their expectations, giving you an edge over competitors without a sentiment analysis strategy. 

Additionally,  sentiment analysis allows you to react proactively to meet your client’s needs. Since you know precisely what your audience wants and the type of challenges they are facing, you can adjust your offerings to meet their demands quickly. Consumers love a brand that listens, and attending to their needs quickly shows that you do, helping your business stand out. 

One of the best ways to distinguish your brand is to harness sentiment analysis in understanding how your consumers feel and how you can satisfy them. Therefore, use sentiment analysis to identify your audience’s wants and challenges and channel your marketing strategy to help them. 

Types of sentiment analysis 

Type of Sentiment Analysis


Sentiment analysis is centred on the polarity of a comment, which could be positive, negative, or neutral. It also depicts the speakers’ feelings. Are they angry, happy or sad? Sentiment analysis allows you to identify and understand their emotions. 

Additionally, sentiment analysis reveals customers’ intentions. For example, you’ll know if they are interested or uninterested so you can channel your marketing to the right people. 

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There are different types of sentiment analysis. Let’s take a look at the main types of sentiment analysis below: 

1 . Graded sentiment analysis 

Businesses that love to harness the perks of polarity precision use graded sentiment analysis to review consumers’ opinions. The polarity category includes very positive, neutral, negative and very negative. 

You can use this graded sentiment analysis for consumers’ reviews of your products and services. For example, customers may give a 5-star review if they feel very positive about your product or service. Additionally, they may give 1 star if they feel very negative about your product or services. 

Adopting a graded sentiment analysis allows you to measure customers’ satisfaction. You will know how happy they are with your business simply by the number of stars they give. 

2. Emotion detection 

Emotion detection doesn’t work with polarity. Instead, it detects how consumers feel. It identifies frustrations, anger, happiness or sadness from users’ texts. Emotion detection sentiment analysis uses  lexicons to categorize consumers’ feelings when they 

express their opinion about your business. 

However, adopting emotion detection software may not always provide accurate results. This is because while lexicons like “bad” may depict feelings of anger and dissatisfaction, it can be used to express excitement and other positive feelings. 

For example, a customer can say, ” This coffee tastes so bad”, or “ I miss this coffee so bad!”  An emotion detection that uses a lexicon may not be able to decipher between positive and negative emotions with ambiguous lexicons. 

3. Aspect-based sentiment analysis 

Aspect-based sentiment analysis helps businesses to know the exact text depicting a positive or negative emotion. 

So, if you want to get super specific with your sentiment analysis, the aspect-based sentiment analysis will help. For example, if a customer says, “This cloth’s material is too thick.” An aspect-based sentiment analysis will help you know what they said that reveals their sentiment about your product. 

4 . Multilingual sentiment analysis 

Multilingual sentiment analysis allows you to detect the language in texts. Although it’s pretty complex, you can use a language classifier and a custom sentiment analysis model to categorize a text in any language. 

Use sentiment analysis to facilitate your marketing automation 

Sentiment analysis helps with marketing automation by streamlining your marketing efforts and providing accurate and real-time information about your audience’s impression of your business.

Rather than analyzing a pile of paperwork, sentiment analysis automates the process by analyzing consumers’ data and providing the final result—their reactions, emotions, and general feedback. As a result, you’ll save time and effort while proactively meeting users’ demands. 

Author Bio:

Lydia Iseh is a writer with years of experience in writing SEO content that provides value to the reader. As someone who believes in the power of SEO to transform businesses, she enjoys being part of the process that helps websites rank high on search engines.

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