Any conversation about your brand is important, and you should know when and how to respond to them. However, the question is, how can you figure out what people are saying about your brand in the first place? Well, the solution to that is to conduct brand monitoring.
Brand monitoring is an essential aspect to consider when establishing your brand’s reputation and credibility. With that said, in this article, you will find out what exactly it is, how it can help your business, along with several tips on how to effectively conduct brand monitoring.
So, without further ado, let’s dive in.
What Is Brand Monitoring?
Brand monitoring refers to the process of conducting various channels to pinpoint where your brand is mentioned. Knowing where and how people are talking about your brand can help you understand how your customers – current and potential – perceive your brand.
At the same time, brand monitoring also enables you to gather feedback from your audience so that you can prevent potential crises and effectively respond to criticisms and questions if there are any.
Sometimes, brand monitoring is confused with social monitoring. However, these two processes are different from each other. This is because social monitoring is more focused on the social media coverage around your brand.
On the other hand, brand monitoring covers a wider selection of channels, including social media and other avenues, and it focuses more on where people talk about your brand.
The Top 7 Reasons You Should Monitor Your Brand
Brand monitoring is undoubtedly crucial in any business, but why should you monitor your brand? Here are the top 7 reasons you should do so.
1. Understanding Customer Sentiment
As a brand, you need to care about what your target audience thinks about your product and services if you want to increase your chances of success in your industry.
You might encounter some disagreeable sentiments about your brand, but this gives you an objective understanding of people’s perceptions about your brand. This way, you can effectively formulate feedback that can help you with your brand’s growth.
2. Crisis and Reputation Management
Another reason you should do brand monitoring is that it helps you maintain a positive reputation among your customers and allows you to handle customer issues before they become a bigger problem.
3. Building Two-Way Communication
Knowing where people are talking about your brand will enable you to connect with them in a much easier way. As such, publicly responding to comments and reviews related to your brand also shows that the people behind it actively listen to what the customer says.
4. Identifying Current Issues and Potential Improvements
One thing that you will get from brand monitoring is a clearer idea of which aspects of your brand you can further improve to satisfy your customers. This will allow your brand to grow holistically moving forward.
5. Identifying User-Generated Content
One thing that you will learn from the data collected from brand monitoring is who the people mentioning it are. This can help you if you are looking to connect with an influencer who can help market your brand.
6. Increasing Sales
The data collected from your brand monitoring can be used to help improve products and services as well as customer retention. Ultimately, these things will have a significant impact on how your company’s sales increase.
7. Measuring Campaign Success
Brand monitoring can also show you whether your content is working the way you want it to be. Reviews, comments, and mentions will indicate whether a particular marketing campaign is working or not.
What Channels and Sources Can Be Monitored?
When you think of brand monitoring, you might be thinking of keeping track of every possible channel and source where your brand is mentioned. Although this is ideal, you might end up with an overwhelming volume of information that is difficult to digest.
That’s why it is best to focus on the main elements and work your way from there. On that note, here are the main channels for brand monitoring:
- Social Media Platforms
- Online News Media
- Online Forums (Quora/ Reddit)
- Online Review Sites (Yelp/ Tripadvisor)
Tips on How to Conduct Brand Monitoring
Brand monitoring can be quite complex and time-consuming. However, the following tips can help make it more manageable:
Use the Right Tools
The nice thing about brand monitoring nowadays is the fact that there are various tools available to make it more manageable and less time-consuming, such as SERP Scraper API.
Tools like SERP Scraper API will enable you to gather the data you need automatically, allowing you to focus your efforts on optimizing your business strategies based on the collected data instead. Learn more about SERP API and how it can help you boost your brand.
Know What to Track
One of the most important things when doing brand monitoring is to know what exactly you should be tracking in the first place. This is easy to identify once you have established the purpose of your brand monitoring.
Brand monitoring has a lot of benefits to offer a company, especially in terms of building its credibility and reputation. This is why it is something that should not be missed out on. Hopefully, the information mentioned above has given you a clear idea of brand monitoring and how it really works.