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Effective Brand Management: How to Empower Your Brand Online with SEMrush

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Effective Brand Management: How to Empower Your Brand Online with SEMrush

Olga Smirnova updated
Effective Brand Management: How to Empower Your Brand Online with SEMrush

If you want to succeed online, you have to know what is being said about you online and you need to have strategies for managing your brand’s online reputation.

Your brand management journey starts with tracking mentions. We know this is a time-consuming task, so we create one of the best Brand Monitoring tools out there to save you hours of tedious work and act as your online reputation management report. The functionality has expanded significantly and the tool has grown into a powerful brand management solution.

In this guide, we will walk you through two strategies for empowering your brand online using our Brand Monitoring software, and you will learn how to:

  • Measure the success of a PR campaign by tracking mentions, website traffic and resources’ authority scores,

  • Discover new promo opportunities by analyzing your competitors’ mentions and tracking industry trends.

Measure the Success of a PR Campaign

Communication between your brand and audience is the key to being able to monitor your brand online. To ensure your message is delivered and perceived by the market the right way, you need to assess how successful your PR or online marketing efforts are.

The evaluation step is also essential to:

  • Check if you comply with your set campaign goals,

  • Plan more efforts for the future and develop better strategies.

Track Brand Mentions

One of the most important evaluation techniques of a PR campaign is online brand reputation monitoring. You'll want to uncover how your brand is being mentioned on the web as well as how many times your key message made it into web coverage.

Let’s see how the Brand Monitoring tool will streamline this time-consuming task.

1. Set Up a Brand Monitoring Campaign

Go to the Brand Monitoring tool and set it up by following these steps. It will take you 1-2 minutes.

Before you get started, you need to decide exactly what you want to track. This could be:

  • Your brand (e.g., Mercedes),

  • Your product name (Mercedes Viano),

  • Your competitor’s brand (Audi), or

  • A specific industry trend (commercial van).

Once you have defined your starting query, type it in. If needed, narrow down your search by including or excluding additional keywords.

1- set-up-brand-monitoring

Next, you will be asked what language or country you would like to track your mentions in, and you can opt to receive an email report at a given time.

Once you set up your campaign, you will be redirected to the ‘Mentions’ tab. This will display all the mentions of your brand SEMrush has found on the Web and Twitter (switch between the ‘Web’ and ‘Twitter’ tabs).

2-mentions-web-twitter

2. Find Relevant Mentions on the Web

To simplify the process of working with mentions and finding the relevant ones, the ‘Web’ resource feed offers you a number of filters you can apply at this step:

  • Filter your results by their source: news, blogs or the entire Web,

  • Filter mentions by a specific domain, see those that contain a specific keyword in a title, or those that contain a specific keyword in a mention,

  • Set a time period to find mentions that occurred during a particular PR campaign.

3-filtering

Learn about the workflow of Brand Monitoring to manage your mention feed and draw conclusions from our data.

3. Find Relevant Mentions on Twitter

Switch to the ‘Twitter’ tab, and the tool will collect all mentions with your brand’s name:

  • In the hashtag,

  • In the text of the tweet itself,

  • Following an @ symbol, for example, @yourbrand

Also, you will be able to see your mentioner’s Twitter profile.

The filters allow you to fine-tune your results and see your brand’s mentions that contain a particular word.

4-twitter-mentions

Discover who mentions you

Brand Monitoring finds the most valuable mentions of your brand

Please specify a valid domain, e.g., www.example.com

Assess Website Traffic

Website traffic is one of the top metric in determining the success of any PR or marketing campaign. However it may be challenging to get this data. Online brand Monitoring software offers you two ways to see how much traffic you get, depending on whether a mentioning resource has a backlink to you or not.

1. Merge Data from Google Analytics

This option is available to you if you have a backlink from a resource that mentioned you online.

To access your referral traffic data, first connect your Google Analytics account. To do this, go to the ‘Statistic’ tab and click on the ‘Backlink’ button. Next, tap on the gear icon on the right under the ‘Backlinks by day’ table and on ‘Connect GA’.

5-connect-ga

When you’re done with your GA details in the popup window, click on ‘Save changes’.

The ‘Top Backlinks’ table now will refill with Visits data, which allows you to see and assess the amount of referral traffic from all of your backlink mentions to your particular landing page or URL.

6-referral-traffic

2. Check a Resource’s Traffic Estimation

If you get a mention without a backlink, you can still quickly estimate the approximate reach you get with this mention. To do so, go back to the ‘Mentions’ tab and look for the ‘Traffic’ line of any mention under the mentioner’s domain name.

7-resource-traffic

Brand Monitoring will mark the Resource’s traffic as:

  • High,

  • Medium, or

  • Low.

To get more precise traffic values, the Brand Monitoring tools will direct you towards the Traffic Analytics tool with just one click.

You can also filter you mentions by mentioners’ traffic using advanced filters.

8-traffic-filter

Discover the Authority of Resources That Mention You

The more links from high-quality websites you have, the more likely you will rank well in search results. So, another way to evaluate your efforts is to discern the value of a mentioning source by its authority.

To help you with a resource’s authority evaluation, we have developed the BM score. It is a metric which measures the authority of a domain using a 100-point scale (the higher the score, the more authority the resource has). The BM score allows you to:

  • Assess the importance of an existing backlink,

  • Plan to get a backlink from a resource that has just mentioned you.

Find this metric above the ‘Traffic’ line under the mentioner’s domain name.

9-bm-score

You can also filter mentioning domains by BM score using advanced filters to see how often and if any reputable sources are linking to your website.

10-bm-score-filtering

Find New Promotional Opportunities

To empower your brand online, the brand reputation monitoring software can help you spot potential opportunities like new audiences, promotional channels and possible partnerships, by:

  • Analyzing your competitors’ mentions and backlinks,

  • Observing popular industry trends.

Brand Monitoring helps you with both of these challenges.

Conduct Competitive Analysis

Tracking your competitors’ mentions and backlinks will help you understand what works for them and apply it for your brand.

Start off by creating campaigns to track your competitors. To do so, click ‘Add campaign' at the top right and fill in your competitor’s campaign details.

13-add-campaign

You can add up to three domains at a time, for example, your domain and two of your competitors. Switch between them with just one click at the top left.

14-change-campaign

Next, go to the ‘Statistics’ tab, and scroll down to the 'Campaign Comparison' graph to compare the volume of your and your competitors’ mentions side by side. All the competitors you have added in the previous step will show in this graph too.

15-competitors-comparison

To gain further insight into who is mentioning you and your competitors, visit the ‘Top Domains’ table. Here you will see the number of mentions and backlinks you and your competitors are getting.

16-top-domains

You can check the number of mentions against the number of backlinks provided and contact those websites that forgot to link to you. Get in touch with the authors linking to your competitors and tell them about your products or services.

Track Industry Trends

In a highly competitive environment, knowledge of consumers’ insights is a good way to stay ahead of the curve. Track your niche topics and industry trends, and evaluate sources’ credibility to find more unexploited promotional areas.

Set a new campaign for tracking specific industry trends — just type a keyword in the setup line and see:

  • Who mentioned the trend to find potential influencers,

  • Where the trend is mentioned and how authoritative a resource is to discover new promo opportunities,

  • How often the trend is mentioned to react quickly or drop this idea.

17-industry-trends

The Brand Monitoring tool can serve as a valuable resource to empower your brand online and a helpful step on your journey to successful brand management.

Have you had the chance to use the Brand Monitoring tool? If so, have you had any success using this tool? Please let us know in the comments below!

Discover who mentions you

Brand Monitoring finds the most valuable mentions of your brand

Please specify a valid domain, e.g., www.example.com

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Product Marketing Manager at SEMrush.
How SEMrush helps:
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Comments

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Emily Watson
Useful article Olga. Looking forward for more interesting articles.
Larry Neilson
I enjoyed reading this and going through the steps to set up this brand tracking and competitive tracking. The big challenge here is following through and taking the time daily, weekly or even monthly to monitor this and find new opportunities to get new links. The scary part was to see some of the mentions coming and how in the world did those get out there. Looks like I have a new service to create :)
White Rabbit
Well worth putting in the effort to establish your brand online. Thanks for this informative post Olga.
Rajeev Dave
very useful informative article. Thanks for your sharing valuable information.
Simon Cox
Very useful. Brand is becoming a much stronger signal for the search engines - you can see that in EMD sites that have built content around the domain name and making deep inroads to traditional brands.
BALACHANDAR I
Brand Management tool is awesome and required for competitive analysis too. Industry trends tracking is useful.
Albin Sandberg
Brand management is becoming more and more important to SEO. Great post that will help a lot of people getting started with it!
Roman Delcarmen
Wonderful post... This is a great post for me because last week I try to pass the Semrush certification and I failed. So I started to study every aspect, topic, and tool of Semrush but is a little bit boring just read without any compression of the real-life scenario.

And this post close the gap for me at least on the topic of "Online Reputation"
Maria Raybould
Roman Delcarmen
Hi Roman, I'm so glad you found this article helpful. We will produce more real-life scenarios like you say to help users close the gap on other topics as well.
Dan Richardson
Useful but hard to read with all those animated images, buzzing around all over the place :(
Maria Raybould
Dan Richardson
Hi Dan, I am sorry to hear you found the post difficult to read. We were hoping that these images would make it easier for users to follow the instructions step-by-step. Anyway, we appreciate your comment and will take it into account when writing our next article.