When it comes to overall brand monitoring, it is critical to understand that it is not limited to online marketing alone. It includes a wide range of data that you should carefully review, such as mentions in printed media, social media, other websites, and more. It is difficult to maintain your brand image on your own, so working with a team of people and utilizing a tool like Other Perspectives is essential.
As it crawls the web for your brand mentions, tracks your competitor’s analytics, and much more, tools like these help you cover a large area of information that you could never possibly analyze on your own. Today, we’ll go over some of the things you should keep an eye out for when managing your brand’s presence, so let’s get started!
Brand Name And Variations
Of course, when looking for mentions online, you should start with your company’s official name. This does not, however, mean that your search is over. You should keep in mind that if you have a longer brand name, there are probably some mentions of your brand in an abbreviated form online. The same is true for nicknames.
For example, Coca-Cola is the full name of the brand, but a large number of people simply refer to it as “Coke.” It’s critical to run keyword searches on every possible variation of your brand’s name so you can assess and respond to any mention appropriately.
Work With The Right People
Influencer marketing is a hot topic right now, and it’s definitely worth a try. When searching for brand ambassadors online, look for someone who already has a large number of engaged followers and whose demographics overlap with your target audience. For example, if you sell pins and needles, it would make more sense to reach out to arts and crafts influencers on the Internet rather than someone discussing cryptocurrency on their pages.
It’s also critical to conduct a thorough background check on each brand ambassador you decide to work with, including their performance analytics, levels of engagement, credibility, and much more.
Crisis Management Is Vital
It’s completely normal to have some people talking negatively about your brand, but there are times when a single well-written negative review on a popular website can cost your company a lot of money. This is why it’s critical to track and monitor your mentions, identify potential issues, and respond before they snowball.
People look at Yelp reviews to decide whether or not to engage with a business or product, so your public relations skills will be most appreciated here. Keep your wits about you, assess the issues quickly, and your brand will be safe from negative publicity. Just make sure you think things through before impulsively leaving an even worse response to an already bad comment or review.
Analyze Your Competitors
This tip will always come up, regardless of the branding topic under discussion. Competitor analysis provides insight into what works and what doesn’t with people. Determine where your company lags behind its competitors and how you can adopt or improve their strategy to boost your performance.
This includes everything we’ve discussed so far, so keep an eye out for who your competitors are collaborating with, how they handle crises, what variations their brand name has, and so on. It is frequently better to learn from the mistakes and successes of others in order to better yourself in the future.
Monitoring your brand’s presence can sometimes feel like you’re trying to pull too many strings at once, which can be a very stressful mindset to sustain. Other Perspectives allows us to relax a lot more by automating competitor analysis, brand mentions, and much more.