What’s in a name? From a business standpoint, everything.
Brands are synonymous with their public image and reputation. Therefore, a stronger sentiment equals a healthier brand.
The way to know what your customers think about your brand and how to build on top of that is called brand monitoring.
What is brand monitoring?
It’s a straightforward explanation. You perform monitoring on your brand over a period of time online – to be effective this process has to be done continuously. However, there’s a lot that goes into the process. Effective monitoring requires a good keyword research that covers the industry as well as the company and product.
5 benefits for your brand
So what is brand monitoring good for? That’s a question with many answers, so we’re going to skim the surface of possibilities. Just so you know, the pool runs quite deep.
What appeals a great deal to marketers is the fact that brand monitoring can have immediate effects on how customers perceive you as well as benefits in the near and far future.
H3: Improve your customer support
Customer support isn’t necessarily the first thing you think about when you hear brand monitoring, but it’s essential and can immediately be improved. Customers will complain about you, whether by tagging you or not, and it’s your job to engage and do it as quickly as possible. Promptness gives you a solid dose of good faith.
Customers are much more likely to stay loyal to a brand and recommend it based on how well it addresses concerns, answers questions and corrects errors.
Share relevant content
You’re tired of hearing this, but content is still king. More importantly the right content is king – a content mill does nobody any good without the content being relevant. On the flipside, everyone encounters writer’s block every once in a while.
How do you stay inspired? Identify trends and learn what are the buzzworthy topics and words to get a head start and build from there. An easier way to get the same results is to look at what your competitors are publishing and making an impact with.
Create customer-centric products
People change. A product that worked once might not cut it anymore. Or maybe you had a product with some potential, but not all there. Marketers can spin yarns of gold, but if the product doesn’t live up to the hype – your brand has no future.
That’s why product feedback is quite important. Customers are very vocal about what they want in a product and why. They’ll also tell you what they hate in your product. Compare products from competing brands and break down the strengths and weaknesses.
Listen and implement!
Everyone likes a good boost in sales. Brand monitoring, especially if you pay attention to direct competitors and non-branded keywords, reveals ripe opportunities to sell directly right there for the taking. All you have to do is look.
Are people in your target group talking about buying a product you offer? Are they asking for help where you can help? Are they complaining from poor customer service by a competitor brand?
All these are ideal situations for potential direct sales. These would-be customers are already down the sales funnel to the last step and all you have to do is step in to seal the deal.
Improve your marketing impact
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Your content has to be targeted precisely and that’s what brand monitoring does. Listening in on your customers gives you a better idea of where they hang out online, what they like and dislike, who they are as people.
The result – you find yourself where they are and speak their language to best appeal to their ideals and values.
Some useful tools you can use
So how do you get the job done? You don’t necessarily need a fancy social media listening tool, although if the budget allows, why not. There are alternatives more feasible for small businesses, which want to invest more into their material base and product development.
Although forums have retired from the limelight in favor of social media platforms, Reddit remains a shining bastion of activity and communities. No topic is too niche. Whatever you can think of, there is probably a subreddit about it. This leads us to the complicated task of searching through Reddit, which is its own art form it seems.
RSS feed reader
RSS feed readers are the best tool you can have as a marketer, because they’re versatile and very reasonably priced to use their more sophisticated features. Inoreader, for instance, can be used as an app as well as a browser extension, which gives you flexibility in how you collect and monitor content. The RSS reader is also well-equipped with a variety of search options and even gets you started on the right subject by guiding you to specific topics through its discovery mode.
Overall, RSS feed readers curate content well and enable users to filter information as they see fit.
An old faithful. Google Alerts has been there before every other social media monitoring tool and is used to this day still – for a good reason. Google Alerts are free to use so even small startups are able to get their marketing going at no cost. They’re simple to use and are super useful with brand name and product name monitoring.
We’re leaving them last, because they’re not quite equipped to handle more complicated searches and sometimes you don’t receive results immediately, but that’s the price you pay for free-to-use services.