You have worked hard to create an online buzz around your brand and your products and services. Whether advertising campaigns, social networks, or campaigns with influencers – how do you know if it really works?
Most marketers are now aware that brand awareness starts with monitoring what people say about you. This involves tracking the keywords used in your brand conversations.
Keywords may vary from your company name, products or terms related to your industry and your competitors. In this article, we will discuss the types of key words that you should track to monitor your brand.
Tracking the right keywords is essential for an optimal brand watch.
Keeping track of the right keywords can help you learn a lot about your brand. This can help you better understand your customers and your community by telling you:
- What keywords or trends in the industry do they associate with your brand?
- How do people perceive your business, product or service
- The keywords they use when talking about your competitors
All of this can help you improve your products and services, as well as identify opportunities to interact with your audience.
Monitoring the brand does not just go through monitoring social networks
Most of us only trace their company’s name on social networks, such as every time our company’s name is mentioned with an “@” on Twitter – but you should not stop there. Brand monitoring extends to more sources because your business and your products or services exist beyond social networks.
We talk about your brand everywhere online: on blogs, forums, and even on sites like Yelp, Google Reviews, Tripadvisor, or G2Crowd, Getapp, Capterra if you are a software publisher for example . So, no matter what kind of tool you use to monitor your brand keywords, you need to follow conversations wherever your customers are.
But what keywords should you follow? While many are aware that they should follow a good number of keywords, many are unsure of the types of keywords they should be watching. Here are 5 types of keywords that each brand should follow:
1. Keywords related to your business and your brand
Tracking the name of your company is obvious. But to go further, you must include everything that you think Internet users are likely to mention next to your brand name such as:
Spelling errors and variations
We rely on Google and spelling checkers more than we would like to admit. So you need to include common spelling mistakes and variations of your brand name.
Your brand name can be a single word or a very generic name such as ‘mac’ – which can also refer here to Macintosh computers from Apple or ‘MAC’, a cosmetics brand. In this case, you must distinguish it from other brands by including keywords that are generally associated with your brand. By following the variations of your brand name, you will be able to recover conversations that you missed.
Keywords or brand hashtags
This could be the slogan, or the hashtag of your brand, such as ‘the contract of trust’ or ‘Come as you are’. It’s a good idea to follow them as they can be mentioned instead of your brand name.
Hashtags linked to an event
Events can be an important part of your brand, such as #eMARKETING in Paris, or HubSpot’s #Inbound annual conference. For this reason, you must follow what people say before, during and after the event.
Tracking the mentions of the leaders of your company is important for several reasons, especially for the management of your e-reputation. You will want to keep an eye on the negative mentions of your senior executives and have a process in place to answer them.
2. Keywords related to your products and services
If you are a company with many different offers like Amazon’s example – or an agency that provides multiple services – you will need to track specific products or services like Amazon Prime and Amazon Kindle in addition to the keywords related to your mark.
Hashtags related to your products or services
Sometimes people can mention your product via a hashtag on Twitter or Instagram such as #macbook or #iphone, without even mentioning your brand.
3. The keywords related to a campaign
It’s important to keep track of keywords and hashtags related to your marketing or communication campaigns, whether you’re launching an influence campaign on Instagram or a special promotion on a micro-site.
Because campaign keywords are only active for a short time, you need to evaluate what users are saying at the beginning of the campaign so you can react quickly. In the case of Pepsi’s disastrous publicity with Kendall Jenner (above), tracking campaign mentions just after the video was posted could have prompted them to immediately remove the shot instead of receiving a lot of criticism. It is therefore a proactive help for crisis management.
4. The keywords related to your competitors
N om their brand and their products
Keeping track of the names and products of your main competitors can help you gain valuable market intelligence. For example, you’ll be able to learn more about their latest versions of products and campaigns, compare your key metrics to theirs (including voice sharing), and adopt the strategies that work for them.
You can also track the negative mentions of your competitors and then reach their disgruntled customers to try to convert them.
Besides, we organize a webinar on the monitoring of your competitors that you can find here .
Source: Xen Media Marketing
Their c ampaign s marketing and hashtags
Regularly check the mentions of your competitors will allow you to stay informed of new campaigns launched and give you the opportunity to launch new ones on your side by collecting good practices (yes, your competitors sometimes have good ideas;)). Once you discover that a new campaign is underway, you should follow it closely to see how it performs.
5. The keywords of your market
Common terms, hashtags and trends
You have just watched what people are saying about your main competitors, and now you would like to extend it to the rest of your industry. Monitoring industry keywords is a great way to identify new trends and opportunities.
Create marketing campaigns or content based on recent and relevant keyword trends in your industry. This can help you generate traffic related to your website. At Mention, we monitor Tech events. of the industry, and one of the biggest this year was clearly the release of the iPhone 8. So we followed many related keywords such as #AppleEvent, #iphoneX and # iphone8 and #WWDC. The result? It was our most successful blog of the month of September.
Source: Mention Blog
Influencer marketing has become a popular marketing strategy for improving the reach of your campaigns. According to a recent survey, it has now outpaced organic search and email marketing as the most profitable and dynamic online acquisition channel.
Influencers include both your brand ambassadors as well as industry experts. You can identify both types in your industry by using a tool that allows you to filter your results on industry-related alerts by influencer score and thus prioritize the most influential people to follow, who to engage with and why not collaborate .
For example, if I wanted to find influencers on the subject “e-reputation”, I would enter it as a keyword and define my filters to show only the results obtained by people above a certain score. influencer.
While we’ve shown you five types of keywords to follow, there are endless possibilities of what you can watch for your brand. So before you start, set your goals and base your standby strategy around them.
Ready to start the day before your brand? Chat with one of our experts now to help you choose the standby solution that will meet the needs of your business.