Effectively listening to your audience is essential

In marketing, it’s our job to communicate to our audience, inform them, and engage them, right? Yes, but there is more to it. As marketers, a large part of our job is listening.

Effectively listening to an audience is essential to the growth of any organization or business. It helps to cultivate relationships, build rapport, increase loyalty, and better direct development, leading to a stronger, more sustainable business. But, how do you listen effectively?

Continue reading to learn how to be an effective listener and why it will benefit your business.

Why you should effectively listen to your audience:

Build meaningful relationships-

Your audience and customers want to feel truly understood and heard. According to NewVoiceMedia, feeling unappreciated is the #1 reason customers switch away from products and services. By genuinely listening to your audience, you are shifting the communication from one-way to two-way, which promotes meaningful relationships.

Increase customer loyalty and retention-

Listening to your audience can help you create meaningful relationships, which can benefit your business in many ways. First, it helps your business increase customer loyalty and retention. When making a purchase or investment, 64% of people find the customer experience more important than price, according to Gartner. Your audience is more likely to remain loyal to your business if you listen to their feedback, and provide them with a relationship and experience that they value.

Build rapport that leads to referrals-

Another benefit of listening to your audience is building a rapport that leads to positive referrals. Customers are not afraid to share their business experiences with friends, family, and even strangers. With the unlimited reach granted by social media and the internet, a customer’s experience never goes unnoticed. According to Extole, 83% of customers are willing to refer after a positive experience with a business. The more you listen to your customers, the more they value the relationship with your business, which will make them more likely to refer others to your services or products.

Better direct your marketing efforts-

Many of us remember being told to listen with “ears open and mouths shut” so that we could learn in grade school. Although it may seem like a child’s lesson, it’s applicable to many aspects of life, including marketing. When you take the time to listen to your audience, you are able to learn more about them: their likes, dislikes, behaviors, and attitudes. This information can be used to better your marketing efforts, customizing them to your audience to get the best reaction and engagement. You can also implement direct suggestions or feedback from customers. This will help improve your business, cultivate meaningful relationships with your audience, and show that you care about their feedback.

How to effectively listen to your audience:

Take part in active listening-

First and foremost, it is important to understand the difference between listening and active listening. When someone chooses to actively listen, they focus on what the other person is saying and try to fully understand the other person’s point of view.

Active listening is essential when communicating with your audience because it helps to show that you are genuine and that you care about what your audience has to say. Actively listen by focusing on what your audience is communicating to you. If given the opportunity, repeat their communications back to them to ensure that you fully understand what they are saying. This will show your audience and customers that you are trustworthy and are invested in their ideas.

Participate in social listening-

Social media is a very important resource when it comes to effectively listening to your audience. Your audience will take to social media for a variety of reasons: to compliment, criticize, complain, or to ask for help. Because of this, social listening a very important thing for your organization or business to partake in.

According to Hootsuite, social listening is the process of monitoring social media platforms and channels for when anyone, especially your audience, mentions your brand, competitors, products, and more. By social listening, a business is able to gain insights into what their audience is thinking and understand what is being said about their brand.

Rely on analytics-

When businesses and organizations consult data, they are using trends in their audiences’ behavior to infer their audience wants, likes, dislikes, and needs. Analytics like website traffic, social media engagement rates, email open and click rates, CTA response, and many others are pieces of data that allow you to listen to what your audience wants.

Understanding the importance of analytics and using the data to listen to your audience will help your organization identify big-picture ideas that can influence other, more specific areas of your marketing strategy.


As shown, listening to your audience is vital to the success of your business or organization. But, listening takes time. PivotPath offers a wide range of services that work to effectively listen to audiences. Contact us today for a free consultation, so we can assist you in your listening efforts. PivotPath understands that listening leads to meaningful relationships, and meaningful relationships lead to growing success.


Using Instagram/Facebook/LinkedIn as Marketing Tools

A brand’s social media presence influences 73% of those that engage with the brand. When used efficiently, social media platforms are proven to be effective marketing tools. However, many brands misinterpret their functions, which often results in ineffective marketing.

You don’t always need an account on every social media platform. In fact, this can produce adverse effects. When using Instagram, Facebook, or LinkedIn for marketing purposes, it’s important to understand that each platform delivers information in a unique way. Here are some insights on how to effectively optimize these social media platforms as marketing tools for your brand.

Instagram is an image-driven platform.

Instagram’s character limit is relatively large, but that doesn’t mean that your text should be. To maximize Instagram as a marketing tool, limit your brand’s bio and captions to two sentences. Including a call of action in your text will prompt your audience to participate in authentic engagement. Hashtags are also a great way to encourage audience participation while simultaneously increasing your brand’s visibility.  

Visual elements are meant to replace text. Use Instagram’s function as an image-driven platform to complement the message you aim to communicate with your post. Images and text should be clear, compelling, and consistent with your brand’s image.   

Instagram also has a story feature that allows your brand to post content that is visible to viewers for 24 hours. Stories offer the ability to directly engage with your audience through question forums, polls, and more. Instagram stories are a great way to enable audience participation and further your brand’s engagement. 

Instagram Reels is Instagram’s newest feature and closely resembles the social media platform TikTok. Its algorithm is currently driving more traffic than any other Instagram feature. Instagram Reels is helpful for those looking to increase brand visibility.

Facebook is the largest social media platform in the world.

Facebook has more users than any other social media platform. This poses both an opportunity and a threat: Your brand’s range of communication is highest on Facebook, but this places a great deal of power in your audience’s hands. 

Due to the platform’s considerable audience, it’s difficult to get traffic and engagement without paid Facebook advertising. With paid social, you will expand your reach and impressions while targeting specific audiences to ensure you attract those you seek to engage with the most. Bear in mind that the process to create Facebook Ads changes periodically, so be sure to review the guidelines within the Facebook Ads Manager

Facebook allows its users to post text, images, and videos. When utilizing such a wide range of features, it’s crucial to understand that the text of a Facebook post shapes the success of its visual elements. Keep your text brief and informational. Consider the who, what, when, where, and why of your message. An unclear text will confuse your audience and may cause them to deter.

Facebook was the first social media platform to introduce the “like” function. The platform has since developed by offering additional reactions to posts. This tool is especially useful when assessing your audience’s likes, dislikes, beliefs, and values. Use this information to your advantage when crafting future posts. The share feature allows users to share posts with their Facebook friends, which offers a promising avenue for increasing your brand’s visibility.

LinkedIn is the professional network.

LinkedIn operates as a professional social network. It allows users to disseminate and engage with information that advances their professional prospects. LinkedIn remains an invaluable platform for increasing brand awareness and establishing relationships with businesses and consumers alike. 

LinkedIn’s professional nature requires careful attention to credibility and expertise. Therefore, your brand’s content must evoke professionalism. This is best achieved through using both visual and textual elements together. Your text should be concise yet informative and grammatical to complement clean and compelling visuals.

The use of blog posts and articles on LinkedIn allows for even greater use of the platform in that users can highlight their expertise while increasing their reach. Make sure your content illustrates your brand’s capabilities to expand your audience, strengthen your brand’s identity, and encourage consumer and business partnerships.

Maximize your brand’s potential.

Social media has changed the way we operate both personally and professionally by providing individuals and institutions with the ability to communicate to large audiences.

When using social media platforms as marketing tools, it’s crucial to acknowledge that your content is a representation of your brand. Through understanding the functions of each platform, you can help your brand nurture audience relationships, maximize its reach, and achieve its goals. Contact PivotPath’s team of innovative creatives to help your brand maximize its potential.

Benergy Management & Consulting

Benergy Management & Consulting

With a capabilities brochure and new branding collateral, Benergy Management & Consulting (BMC) is ready to transform communities across West Africa.

benergy logo
bmc letterhead


Benergy Management & Consulting needed branding collateral to build credibility and visibility to set them apart in the energy consultancy sector. 

About the Client:

Benergy Management & Consulting (BMC) provides professional and local partner solutions in the development of generation, transmission, distribution, demand management and Control Solutions across West Africa.

The Challenge:

Firms providing energy efficiency solutions are growing in competitiveness and capabilities. In any market, the number of consultancy firms is vast, thus making name recognition invaluable, especially for a new and upcoming company. 

The Solution:

PivotPath developed a branding strategy for BMC that included logo design and a sales capability literature. Through the strategy development process we helped BMC develop their mission statement, scope of capabilities, define the competition, identify ideal customers (targeted audience), and develop a vision for the future. This strategy-building phase set the direction for the design work to come.

The Results:

PivotPath helped BMC establish a brand identity and voice that is memorable, made them visible amongst the competition and provided leads for future sales without breaking the bank. 

Ready to pivot your consultancy firm?

CDC Federal Credit Union

CDC Federal Credit Union

CDC Federal Credit Union was chartered by a small group of employees from the Centers for Disease Control and Prevention (CDC). It is a full-service financial institution serving those who live, work, worship, attend school or volunteer in portions of DeKalb, Fulton or Gwinnett Counties. PivotPath created an effective marketing strategy to ensure financial stability for CDC Federal Credit Union.

Video created by PivotPath

cdc fcu welcome board (1)
welcome board
Interior with orange fridge 3D illustration


The CDC (Centers for Disease Control) Federal Credit Union is a long standing financial institution that wanted to reestablish and better understand the lending needs of their constituents causing a loss of market share.

About the Client:

CDC Federal Credit Union has been open since 1949. It is the 13th largest credit union in Georgia with assets totaling $341.72 million and providing banking services to more than 20,000 members.

The credit union is a member-owned financial cooperative providing financial banking services to multiple member groups, but primarily serves federal, state, and local government employees. Membership is also open to immediate family of current members. PivotPath has been providing the CDC FCU with marketing services since Dec 2019.

The Challenge:

The CDC Federal Credit Union had lost touch with the needs of their members, causing their membership to drop drastically. The credit union was unable to market effectively as they had lost insight as to the financial and banking needs of their members, thus causing them to look elsewhere for services.  

The Solution:

PivotPath conducted focus groups and individual interviews with staff, members and non-members from the community. The insights revealed from this research aided PivotPath in developing a marketing strategy for the credit union. PivotPath was also contracted to coordinate the credit union’s grand re-opening. Unfortunately, due to the COVID-19 pandemic, the event has been postponed.

In an effort to keep the Credit Union’s brand visible, PivotPath continued its partnership with the CDC FCU by developing a “Welcome” video for new CDC Employees who are currently unable to receive face-to-face Credit Union orientations due to the pandemic. This video animation serves as a great way to communicate to new employees, and reestablishes the Credit Union’s mission to make a positive difference in our communities.

The Results:

CDC Credit Union realized a flourishing lift in membership numbers with a strategy and new marketing plan based on PivotPath’s research of customer insights. 

Copy of cdc fcu magnet image

Discovery what your targeted audience believes about your brand. Contact us to find out how.

HillTopp Homes

HillTopp Homes

HillTopp Homes is a Real Estate Investment Company that specializes in acquiring single family homes within the Atlanta Metropolitan Area.  PivotPath makes a killer first impression for HillTopp Homes.

hilltopp home logo


HillTopp Homes needed a branding strategy to build credibility and visibility to set them apart in an already inundated marketplace. 


About the Client:

HillTopp Homes is a new real estate company located in the Atlanta Metropolitan area.


The Challenge:

Real estate branding defines who a company is and why people do business with them. In any market, the number of real estate companies is vast, thus making name recognition invaluable, especially for a new and upcoming company. 


The Solution:

PivotPath developed a branding strategy for HillTopp Homes that included logo design and a landing page. Through the strategy development process we helped HillTopp Homes develop their mission statement, scope of capabilities, define the competition, identify ideal customers (targeted audience), and develop a vision for the future. This strategy-building phase set the direction for the design work to come.


The Results:

PivotPath helped HillTopp Homes establish a brand identity and voice that is memorable, made them visible amongst the competition and provided leads for future sales without breaking the bank.

Let PivotPath boost your ROI today. Contact us to find out how.

solislabs image

SolisLabs | SQ Ingredients

SolisLabs | SQ Ingredients

We partner with brands across a number of industries to enhance brand reputation and create exciting branding strategies.


SolisLabs is the leading manufacturer of dietary supplements. They are a cGMP (Current Good Manufacturing Practice – created by the FDA) recognized trusted leader in contract manufacturing for private label and Nutraceutical products with plants in Atlanta, Georgia,and San Diego, California. PivotPath has provided marketing services for SolisLabs since July 2018.

The Challenge:

SolisLabs was like a diamond in the rough. They provided high-end manufacturing and marketing of dietary supplements to their customers, but did not invest the same efforts into their own marketing strategies. They required a higher digital presence to elevate them in the marketplace. 

The Solution:

PivotPath created and developed organic strategies for SolisLabs social media which included engagement, keyword and hashtag research and posting, sharing trending industry topics, blogs with backlinks for SEO, and influencer campaign development to assist in bringing more prospects to the table. The PivotPath team also updated the website copy to resonate with buyers, and implemented effective email campaigns to increase conversions. 

The Results:

Within 4 months, SolisLabs’ engagement increased by over 2400% and conversions (website clicks and lead forms) up by 83%. These results speak for themselves. 

Myo Nositol

Realize your full digital potential with the experts at PivotPath. Contact us today…

core technology image (1)

Core Technology

Core Technology

Core Technology realized the power of updated branding through concise branded messaging and imaging developed by PivotPath. 

Former Website
Revamped Website by PivotPath


Core Technology strongly believed they lacked a strong online presence with an antiquated website and minimal digital marketing efforts.  They were looking for ways to increase their online marketing presence to take their business to the next level. 

About the Client:

Core Technology, a business unit of Harris Computers, is the leading public safety software company located in Lansing, Michigan. The company has been in business 39 years, has 114 data exchange systems, and works with over 600 law enforcement agencies. Their software aids law enforcement agencies in getting critical data to officers on-demand allowing users to make informed decisions. It also provides data exchange to allow better agency-wide communication. PivotPath partnered with Core Technology, by serving as their in-house marketing department, since July 2018.

The Challenge:

Core Technology’s website was out-dated and did not set the stage for long-term value to its prospective clients. Their digital marketing strategies were minimal, which left them without options to fully target prospects. 


The Solution:

By hiring PivotPath as their digital marketing agency, Core Technology avoided the cost of trial and error of running their own campaigns, getting their team up to speed, spending time and company resources on maintaining their content consistency. PivotPath implemented consistent branding, an updated website and conducted email marketing campaigns. 

The Results:

Creating a consistent brand and updating Core Technology’s website, PivotPath boosted their online visibility, and created immediate value that correlated to their already innovative solutions. Targeting both desktop and mobile traffic allowed us to boost conversion rates, and provide tracking for Core Technology’s digital marketing efforts. 

PivotPath conducted four back-to-back email marketing campaigns averaging a 33% open rate. 

The results achieved by PivotPath gave Core Technology the understanding of how marketing channels work together, and how to optimize their marketing spend to get better ROI.


You don’t just have to hire an agency to handle SEO, paid advertising, or some specific marketing tactic. You could get massive benefits just by using an agency’s resources to analyze your business and find areas where you could boost your return on investment. Contact Pivot Path today!


Global Public Safety | JailTracker

Global Public Safety and JailTracker software doubles website traffic and elevates conversions to increase monthly revenues through concise branded messaging developed by PivotPath.

Dual Combined Logo

The Results:

For Global Public Safety, the PivotPath team launched a successful ad camp with a total of 3.5k impressions and a total click through rate of .216, outshining the average CTR of .05-.1% for the publication. The campaign also increased the net promoter score (NPS) by over 13%. 


The PivotPath team conducted a website analysis for JailTracker.com, and developed SEO-optimized content, created an Adword strategy, highlighting keywords that would best resonate with their audience. This resulted in doubling their monthly website traffic leading to truly targeted prospects. JailTracker also increased their conversion rate of .028, dramatically increasing their monthly revenue.


Since teaming up with PivotPath, Global Public Safety and JailTracker have seen remarkable results. Their sales team is reaching more prospects, having more tailored discussions with potential clients, and obtaining more sales than ever before.


Global Public Safety and JailTracker software had a limited marketing strategy that revolved around a website and random email campaigns. They knew they were leaving money on the table because they lacked a strong online strategy and consistent messaging. They were looking for ways to increase their marketing presence and thus, sales of their software to increase revenues.

About the Client:

Global Public Safety and JailTracker are the nation’s leading public safety software companies. These two entities are sister companies under the Harris Computer Corporation. Global Public Safety has been in business 20 years and services over 750 customers in 28 states. Their software solutions supports law enforcement agencies of all kinds. JailTracker is a product of GPS, and is the industry’s leading jail management solution. It’s a proven system that has been successfully deployed and supports hundreds of jails nationwide. PivotPath partnered with these business units, by serving as their in-house marketing department, since July 2018.


The Challenge:

Global Public Safety and JailTracker software found challenges in reaching target audiences, a lack of customer retention, and inconsistent branding to recreate loyalty and trust. They sought a solution to generate and nurture leads in a much more strategic and structured way.

The Solution:

PivotPath assisted with creating a consistent narrative, increasing online traffic, and generating leads that resulted in higher sales and revenues. 

The PivotPath team started with logo development and branding across all marketing channels. We worked closely with Global Public Safety and JailTracker’s sales team to deliver relevant messaging to its prospective markets. We increased organic and paid online traffic through SEO, Adwords campaigns and identification of keywords to Increase overall traffic. 

PivotPath also supports Global Public Safety & JailTracker with trade show coordination, event management, email campaigns, and direct mail, and additional digital and traditional marketing initiatives.


Ready to build your brand?