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.
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. 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.
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.
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’.
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.
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.
Brand Monitoring will mark the Resource’s traffic as:
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.
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.
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.
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.
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.
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.
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.
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.
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!