Your brand strategy requires a brand management that works like a Swiss watch!
Nowadays information travels at the speed of light.
With the widespread use of the Internet, it doesn’t matter how big your brand is, any company can capture the attention of thousands and even millions people.
Brands have to adapt to the new landscape to stay ahead of the curve and lead those of them who analyze data and track industry insights.
The trick is to manage information about your brand quickly, to your benefit and here is where brand management comes in.
What is brand management?
Brand management is a scope of analytical and planning workflows concerning how your brand is perceived by the market.
Doing brand management right can help you achieve the following goals:
Build relationships with media.
Keep up with industry trends.
Manage and prevent crisis situations.
Find new promotional opportunities.
Improve your site’s SEO.
All the above mentioned goals require qualitative work with searching, sorting and analyzing the information.
There are different monitoring tools available to help you with data analysis and tracking of mentions.
1. Build relationships with media outlets
Developing relationships with media outlets or bloggers that don’t know your brand is a time-consuming process.
So why not start with those who have already written about you?
Octane AI is a fast-growing startup that has already attracted a lot of attention from the press.
How could they find the most relevant mentions that will give them the opportunity to build relationships with media?
First, they could search for who mentioned their brand in the title of an article.
If a particular journalist has devoted an entire piece to the brand, that's a good sign the journalist is interested in the company's news.
Second, they should check what media outlet has carried more than one publication that included an Octane AI brand mention.
Constant attention from a particular media outlet is a good place to start developing good relationships.
Use the SEMrush Brand Monitoring tool’s ‘Title’ and ‘Domains’ filters to find such results.
Third option — find opinion leaders in the industry and connect with them.
Using BuzzSumo’s ‘Influencers’ feature, it’s incredibly easy to discover who is writing about a particular topic.
Just type in your industry keywords and the tool will provide you with a list of influencers on Twitter and their authority score.
2. Be aware of industry trends
In a highly competitive environment, knowledge of consumers’ insights is a good way to stay ahead of the curve.
Observing popular industry trends helps you spot potential opportunities and use them to get ahead of your competitors.
Imagine you are a manufacturer of sportswear and are planning to create a new line of athletic shoes.
Start tracking industry-related keywords, e.g., running shoes or athletic shoes.
Mention is a platform that allows you to monitor millions of sources in real time and in more than 40 languages, so you can be sure you won’t miss anything important.
Another important task, discover what topics and news stories are getting the most shares by consumers on social media.
BuzzSumo provides you with such information under each mention.
3. Manage and prevent crises
Let’s be honest, no matter how perfect you are, every company can find itself in the middle of a crisis.
And the past month has proved it. Amazon, Cloudflare and Gitlab have faced serious issues that could cost the brand’s their reputation.
The good news is, you can prepare for such situations and even try to prevent them in the early stages.
How can brand management help you do this?
The best scenario is when you spot a potential crisis situation before it has spread across the Internet.
Google Alerts is a great service for this task, helping you to keep up with what is going on in your industry and react fast.
Simply choose keywords you want to track and select how often you want to receive notifications.
A customized report will be sent to your email.
If there are any negative mentions, you’ll be the first to know about it.
The worst scenario imaginable is when a problem affects a large number of your customers.
In this situation, you know it's only a matter of time before you see a storm of negative mentions. That‘s what happened with Amazon Web Services.
On February 27, a human error took down the whole service along with half of the Internet.
What could have been their first brand management steps?
First, they could have checked the number of mentions that appeared in news feeds and on blogs.
The SEMrush Brand Monitoring tool can provide you this information via the ‘Mention Volume Trend’ chart in the ‘Statistics’ tab.
As a second step, they could have found out what resources covered the issue, contacted the most authoritative ones and explained the problem as well as what steps they took to solve it.
The ‘Top Domains’ tab of the SEMrush Brand Monitoring tool will help you identify those sources.
Obviously, when managing external channels, you shouldn’t forget about the most important thing, eliminate the issue on your side as soon as possible.
4. Find new promotional opportunities
New communities and blogs constantly appear on the Internet.
How can you discover new opportunities to promote your brand?
One of the easiest ways is to spy on how your competitors create such opportunities.
You can research their past and current promotional activities, discover their best tactics and find new channels for distributing your content.
Audi, Mercedes and BMW are brands that always have to compete for their target audience’s attention.
Therefore, it’s important for each company to define what content is getting the most shares on social media.
SEMrush’s Social Media Tracker has a special ‘Top Content’ report to help you with these analytics.
One more cool thing that can help you in strategic planning is to discover what topics are associated with your competitors.
It’s a great way to find out what you may have overlooked when promoting your brand.
Mention gives you this opportunity by simply clicking on one of the topics in the tag cloud. You can filter mentions related to that keyword.
5. Evaluate your PR activities
What is the main goal of all your promotional efforts?
To bring more traffic to your site of course!
And the best way to do it is to ensure that most of your brand mentions include a backlink to your target page.
Check whether your company was mentioned on a trustworthy source with a backlink using filters by domain/URL of SEMrush's Brand Monitoring tool. Type in the domain/URL and tag which mentions you want to see, with or without backlinks.
Evaluate how much traffic these backlinks provide you by taking a look at the ‘Backlinks’ tab of SEMrush’s Brand Monitoring tool.
Brand mentions sometimes have more of an impact than advertising.
According to a recent Dimensional Research survey, 90 percent of customers say online reviews influence their purchasing decisions.