What is Brand Monitoring?
Brand monitoring is a way of keeping up-to-date with what your customers are saying about you, where they are saying it, and when. It is a way of collating information about your brand and product wherever it is mentioned and can help a business find brand new customers, be proactive in the face of potential online crises, keep an eye on competitors within the industry, and engage with a brand new set of customers. This is a hard task, with plenty of detail and analysis, and it is important that you have clarity and purpose before moving forward with changes based on the information. That is why you should hire the services of a professional brand audit company, to help you understand the importance of brand monitoring and how it can change the shape of your business strategy for the better.
Your brand is being talked about on social media channels, and quite often they are doing it away from your own branded channels in this arena, such as review sites, forums, and social media pages. Your current customers and potential customers might be seeing both positive and negative reviews of your company products and services without you knowing about it.
Brand monitoring is a way of your company understanding the perception of your company by finding these mentions, collating them, analysing them, and leveraging them to ensure you can continue to move forward positively.
Brand monitoring in this sense helps a company to problem-solve if you find your customers have certain issues, helps you to provide social customer care that boosts your brand reputation, tracks the movement and trends associated with your competitors, and helps to measure the results of your marketing campaigns.
One of the biggest things that brand monitoring can achieve is to help with your marketing efforts. This is especially the case with social media campaigns and other campaigns that are relatively new in the grand scheme of things. You can measure the reach of your campaign (including campaign-specific hashtags), how often your keywords are mentioned on social platforms, and what people feel about your messaging and marketing efforts.
Brand monitoring can also help to significantly improve the service you deliver to your customers. Customer service is paramount to a successful company and with brand monitoring you can improve the processes you have in place based on feedback garnered through mentions on social media about your brand, both positive and negative. With the information at your fingertips you can devise plans as to how to reply to both negative and positive mentions on social, with a view to improving brand reputation and customer appeal.
By tracking keywords, you can also see what the market is saying about your competitors, looking at what they are doing well, and what you are doing better at, putting it all into a big melting pot to make things better moving forward. This is a great way to improve processes, as well as look at ways in which you can improve your products and services, and what you are missing (or what your customers and potential customers perceive you to be missing).