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Omnisend has been using Brand24 for 3 months. We catch up with Laura from Omnisend's Digital Marketing Team to ask how they are using Brand24.
There’s so much noise on the internet today. Between Tweets, articles, and a new email every 10 minutes, it can be hard to filter out the fluff. At especially at Omnisend, we encountered a real problem in tracking everything we were doing. As an omnichannel marketing automation SaaS company, we’re experiencing rapid growth. And a very pleasant side effect of that success is getting mentioned all across the web.
I’m not here to complain about it- au contraire. But the biggest issue our marketing team faced was keeping up with these mentions that kept cropping up every day. At Omnisend, we empower our marketers by unifying their channels and messages to one centralized platform. This is exactly what we needed to keep up with our mentions too.
Our customer success team was tracking our reviews. Our SEO team was tracking our backlinks. Our social team was tracking social mentions and engagement. However, getting all three of those teams to agree on how far our brand had actually gone was another thing altogether.
We needed one centralized place where we could track everything in one go. We needed real data, instead of hazy estimations. We began using Brand24 in January of 2019. We thought we’d give it a go, since we’d not tested a brand monitoring or mention tool before.
We do a considerable amount of research at Omnisend, and publishing those results not only drives brand awareness for us, but it helps our customers make better marketing decisions.
Before, we had to guess and try to search for the data we included in our press releases. However, for news sites that don’t republish the press release as an exact match, this is a lot of time that could be spent doing more research.
With Brand24, we can measure how many of our press releases have been picked up and published in news sites across the web. The best part is that we just have to click a button to see them all.
Another big part of our 2019 marketing strategy at Omnisend is all about collaboration. Whether we’re writing influencer/expert roundups, or our CEO is recording a podcast, or we’re exchanging guest blogs, the central theme is about working together.
Before, we had to estimate the influencer quality of those with whom we partnered. We also had to rely on social mentions to notify us of when they shared content we participated in.
Now, with Brand24, we can keep on top of this strategy so much easier. We don’t have to bounce around to each platform to track our mentions, they’re all in one place.
While we haven’t been using Brand24 for more than just a few months, the results that we’ve had are significant.
They say knowledge is power- and by knowing exactly where our Omnisend stands in terms of brand awareness tells us if we’re going in the right direction. With the data we’ve taken from Brand24, we know that our aggressive marketing strategy for 2019 is working, and we know where we can do better.
Because after all, if you’re not striving to improve, you’re only moving backwards. Thanks to Brand24’s social and web monitoring, we can keep moving forward.
''As it turns out, we’d heavily underestimated the mentions we’d been receiving. It was easy enough to track social mentions on each separate platform, but with our press releases and guest posting strategy, we were getting more brand awareness than we thought. What’s more, with Brand24, we were able to centralize all of those mentions into one platform so we could really see the extent of our campaign efforts.''
Before we started using Brand24, we had a vague idea of the quality of our mentions, especially on social media. However, looking through each and every profile and measuring follow ratio and engagement would have been exhausting.
Now, with Brand24’s influencer score, we can see at a glance which of our followers and mentions are the most valuable in terms of how much engagement these accounts and sites have.
This has allowed us to target our content to reach those accounts that fall into our target market.
We’re lucky to work with an amazing company that our customers love. However, we wanted to check on negative mentions that were perhaps falling through the cracks.
Thanks to Brand24, we’re able to keep up on potentially negative comments and mentions across platforms. We take customer service very seriously at Omnisend, because we know that our customers make our company- period.
Luckily, we have yet to encounter a negative mention. Even luckier? We’ll be able to catch any if they happen with Brand24.