Tracking all of the visitors that come to your website from different sources and directions with your
website is a key to a successful digital marketing and advertising.
But you should also monitor what is being said or written about your company on other Web sites, such
as news websites, forums or groups and social media.
This is a barometer of how your company is perceived by the customers.
You're going to react to any negative opinions and avoid the crisis in your image.
You can find positive opinions and provide more of the things that your customers like.
There are, of course, dozens of companies that provide tools that allow monitoring or brand listening,
laying around to mention on ground before we will use our Twitter and Google alerts as examples as they
are free and quite useful.
Just had in mind that most people will give you more options than free tools, like calculating the
amount of positive versus negative mentions, displaying only positive or only negative mentions, and
allowing you to answer directly from the tool, at least for social media.
So there is no need to visit each link separately.
First, let's visit both with our dot com, they stole cross message boards, forums and discussion
panels.
As there are millions of comments, it would be impossible to do it manually.
Let's assume we are a Nike company.
We tape Nike into the saltbox.
You can see a list of results at the bottom, they can be adjusted by the date, language and domain.
There is even an advanced search option to find exact phrases or to exclude exclude some words.
Once you click on any result, you are redirected to the source of the comment.
You can react to it by posting your own answer.
We have a Google alert.
You'll receive notifications on your mentions of your brand directly into your e-mail.
Go to Google dot com slash alerts.
At the top, you enter the name of your brand or term that is interesting for you for any reason.
Let's assume again we are from the Nike Company, then you to send e-mail to which you would like to
receive notifications.
Then you have options dropdown where you can choose how often you would like to receive new notifications
from which sources like block or news sites in which language and from which region, and whether you
want all results or only the best results chosen by the Google algorithm.
Then below, you have a preview of the alerts that you will receive regularly.
Of course, you can resign from the notifications any time you want.
Once you receive notification, you should react to it.
If you see any inconsistency in your article about your brand, right to the outlook to correct it,
if you see any firm topic about your brand, take part in a discussion and react to both positive and
negative opinions and so on.
Please note that depending on the number of mentions, it can be a very tight, time consuming task.
So you may have to hire a person who will take care of this area of your business.
Also, you should know that it is impossible to monitor the whole Internet for every mention of your
brand.
So the most important parameter when you choose a tool is the number of sources that will covers.
Take a couple of them and see, which gives you the most reliable results for your brand name before
investing any money in a particular tool apart from brand monitoring.
You should also take a wider perspective and check what RTT overall trends, things that are popular
at the moment and that can be monetized by your company.
You can also compare different trends and see how their popularity changes and which one you should
focus on.
There is a fantastic tool that is free, reliable and very popular.
And it is, of course, Google Trends.
Go to Google that trends that come.
At the top, right, you can choose a country you're interested in, then you enter the search term
or topic that you want to see data for, let's assume we are from the United States and we are the owner
of the big shop with t shirts.
We want to expand our range of products.
And we think whether it will be better to produce T-shirts with the image of Kim Kardashian or Justin
Bieber.
So you type Kim Kardashian and choose it from the list.
Then you click on the compare button and search for Justin Bieber.
Then you can adjust your results by changing date range or type of third.
Let's not change it for this example, you can see that a couple of months ago, Justin Bieber was much
more searched for 100, gives you the maximum searches and all other data is relative to it at the moment.
They have similar number of searches in the U.S. Before you decide who should be included on your shirt,
there are, of course, thousands of different factors like what would be the price for the license
or why Justin Bieber was so popular in a week from nine to 15 February.
You can quickly check it on Google search engine type Justin Bieber.
Click on any time dropdown.
Choose custom and date nine February to 15 February.
Looks like the new song was released around the time, so it certainly has something to do with the
popularity and search results.
You can use Google Trends to identify topics and business opportunities for your company on a regular
basis.