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Brand monitoring and all you have to know about it

Marta

Content Manager at Brand24. An avid reader and amateur baker. Passionate about mountains, travelling and jazz.

Brand monitoring keeps you up-to-date with the latest mentions concerning your brand or product. The process of monitoring mentions regarding your brand can help you find new customers, prevent online crises, engage with new audiences, and monitor your competitors.

Every company, no matter the size, should be aware of what’s being said about it.

The job is a bit easier for big companies and enterprises, as they can outsource the task to a PR agency.

But not all hope is lost for SME! Brand monitoring tools will help you monitor your online mentions for the fraction of the cost.

Here’s what we will cover today:

  • What is brand monitoring?
  • How to set up a brand monitoring project?
  • Why should you monitor your brand across the Web?
  • How can brand monitoring help marketing efforts?
  • Brand monitoring and customer service
  • Brand monitoring and competition tracking
  • Brand monitoring and improving your product
  • Why is brand monitoring important?
  • What is brand monitoring?

    People will talk about your brand, and they will do it outside your earned social media. Even if you’re not active on some platforms, for example, review sites or forums, your potential customers might still review your brand on those channels.

    It’s your job to find the mentions and engage their authors.

    The process of collecting and analysing online mentions about your company is called brand monitoring.

    Brand monitoring will help you to:

    • Solve the problems your customers might have encountered
    • Provide social customer care
    • Measure the results of your marketing campaigns
    • Track your competitors’ movement.

    That does sound like a lot, doesn’t it?

    Thankfully, Brand24 can help you with all that.

    Brand24 is one of the most robust brand monitoring tools, at least according to Buffer!

    Let’s get to the technicalities and see how brand monitoring can help your business.

    Firstly, learn how to set up a project!

    How to set up a brand monitoring project?

    Setting up a brand monitoring project is a piece of cake.

    It’s a four-step process in our new project creation wizard. That sounds like a lot, but you’ll be done with it in no time!

    1. Firstly, choose the type of monitoring you’re interested in. Since you’re mostly interested in brand monitoring, simply click on “Brand”.
    2. The next step is important. Here, you have to insert all the terms you’d like to monitor. Think about keywords such as:
      • the name of your company
      • the name of your product
      • your branded hashtag
      • your campaign-specific hashtag
      • the name of C-suite managers or other highly-recognisable employees
    3. In the third step, you can add other sources to your monitoring project. It means, all reviews will be added to your project, no matter whether they contain predefined keywords or not. Other sources include Facebook fan pages, Yelp, Tripadvisor, and Booking.com.
    4. In the last step, you can determine the language you’d like to monitor.
    project creation wizard in Brand24 where you can choose what type of monitoring project you want to set up
    Brand monitoring process starts with setting up a monitoring project. 

    After you click “Create” the tool will start collecting all publicly available mentions. Brand monitoring tools, in general, don’t provide historical data.

    Why should you monitor your brand across the Web?

    There are plenty of reasons why you should monitor your brand online. In our always online world, you need to know who is talking about you, what are they saying, and how do they feel about your brand.

    Let’s tackle the problem systematically!

    Brand monitoring could:

    • help your marketing efforts,
    • improve your customer service,
    • track your competitors moves,
    • see what’s missing from your offering and how could you improve the brand perception or product.

    How can brand monitoring help marketing efforts?

    Brand monitoring can enormously help you all of your marketing activities!

    Brand monitoring is especially useful when it comes to measuring the results of a social media campaign.

    Brand monitoring measures:

    • The reach of your branded or campaign-specific hashtag
    • The social media reach of your posts
    • How often your keyword is mentioned on different social media channels
    • How people feel about your messaging
    • What context are the keywords used in.

    Brand monitoring will help you with assess the results of your marketing campaigns.

    Brand monitoring and customer service

    Monitoring the mentions about your brand can also improve your customer service.

    People talk, and they often talk behind your back — on platforms you’re not active. Your job is to find all the comments and react appropriately.

    Nothing says that you care about your clients than responding to your customers’ queries in a timely manner.

    To be sure you set up notification for the most important mentions.

    You can receive traditional notifications in three ways:

    • Slack integration. Every time there’s new mention you’ll automatically receive a message on the chosen Slack channel
    • Storm alerts. When there’s an unexpected rise in the volume of mentions, we’ll email you.
    • In-app notifications. We offer an app both for Android and iOS devices.
    en example of Slack notification in a brand monitoring project
    An example of Slack notification for a brand monitoring project

    Moreover, you can integrate your project with Messenger. You’ll receive daily reports with the most important mentions and metrics. 

    Once you’re in the know of mentions regarding your brand, you have to act.

    The question remains — how?

    How to react to positive mentions?

    Let’s start with the nice things! Responding to positive mentions is the cherry on the top of all your hard work!

    It’s always good to acknowledge that someone said something nice about you.

    Responding to positive remarks with an emoji or a simple “thank you” won’t take long, but will build a favourable brand reputation.

    How to react to negative remarks?

    The worst thing you can do with customer complaints is not answer them at all. Ignoring customers’ complaints can damage your brand reputation, decrease revenue, and increase churn.

    Does it sound scary? It should!

    Contrary to what many business owners think, receiving a negative mention is not an end of the world.

    You could even turn the tables around and make the unhappy client your brand ambassador!

    The trick is to react quickly and efficiently.

    Your customers will leave two types of complaints. They could mention a real problem you could solve. That’s the best type of complaint. Just take a look here:

    The customer indicates what the problem is. By proactively working to resolve the issue, you can show your customers that you care about their well-being.

    There are, however, different type of complaints. For example, here:

    You can’t really do anything about this problem, as the issues is clearly about how the customer feel about your product.

    You can’t solve the problem, but you can certainly make the customer feel better!

    Sometimes, just acknowledging their problem could help you manage your brand reputation and prevent the crisis from escalating.

    The worst thing you can do is leave your customer hanging without any answer. Ignoring your customers could damage your brand reputation. Repairing the damage could be time-consuming. 

    Brand monitoring and competition tracking

    Brand monitoring is not only about tracking the mentions concerning your brand.

    You can also closely monitor your competitors!

    Monitoring your competitors will give some valuable insights, for example:

    • Learning from their mistakes. Your competitors might have tested some solution that didn’t work for them. You can adjust the strategy to your needs!
    • Benefiting from their errors. Monitoring the mentions around your competitors can help you spot opportunities to take over the conversations and promote your product.
    • Establishing in which direction your competitors are planning to develop their business. It doesn’t necessarily mean that you should follow in their footsteps, but it will give you a general idea on where your business niche is progressing.

    How do you technically track the mentions concerning your brand competitors?

    two charts comparing the results of two brand monitoring projects
    A comparison of two brand monitoring projects. 

    Exactly the same way you monitor mentions concerning your brand!

    Create a project, but instead of including keywords related to your brand, put in everything that’s associated with your competitors — the name of their product, hashtags, review sites, etc.

    Then you can easily compare your results to your competitors.

    Brand monitoring and improving your product

    Your customer will not only leave online reviews, they will also leave some interesting insights into product development.

    People will talk about what they’re missing from your offer, what they want to improve, and which features might be completely useless.

    That’s a goldmine of business development knowledge!

    Customers’ ideas might not always be viable from business point of view, as your customers don’t have a holistic view of your business.

    Nevertheless, the ideas are worth exploring.

    Let’s illustrate that with an example.

    Imagine your product is pristine, there’s absolutely nothing to complain about. But the delivery company has misplaced the orders way too many times for it to be a coincidence.

    Brand monitoring will indicate an issue with your overall business performance. That may include one of your subsidiaries, for example, shipping company.

    Why is brand monitoring important?

    Brand monitoring helps you get a holistic view of your business presence.

    A well-prepared brand monitoring project will help many different departments across your organisation, starting with marketing, through sales, and ending with product development. 

    The process will help you get to know your audience, track your competitors’ moves, improve your product, and measure the results of a marketing campaign.

    That’s a lot of work you can do with one tool. Give it a spin. We offer o 14-day free trial. No credit card required!

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