Among others, there are two essential aspects of an online business: brand mentions monitoring and leads generation.
Brand Mentions Monitoring
Existing online isn’t sufficient. There is a need to monitor brand presence, notably on Google.
The notion of how Google mentions “brand authority” is highly speculated. Suggestion of brand building being the way to gain organic visibility is half-baked because how does one measure an intangible thing.
I begin this column by referring the Panda Patent filed by Google in 2014. The patent strongly connects to the relevance between link ratio (brand mentions or “implied links”) and site authority measurement.
Google drops a term – “reference queries” – definable as:
“A reference query for a particular group of resources is a previously submitted search query that has been categorized as referring to a resource in the particular group of resources”.
In plain English, a “reference query” allows Google to monitor specific search terms and the consequent click/s to site/s. The process allows the search giant to semantically map relevant queries through association and extend an understanding of “authority”.
To understand better, read Will Co-Citation be the next Anchor Text and Replace Guest Blogging?
In layman terms, when people search for a brand, Google deems it as valuable. It is connected to unlinked mentions around the web.
Read the detailed post published on Moz – The Panda Patent: Brand Mentions are the Future of Link Building.
Leads mean potential business. Leads cannot be generated by reading a manual. It is experimental in nature. Each brand business depends on leads strategies defined by a target market and interest stimulation.
Marketing software, social media platforms, cold emails, offline networking are some lead generation strategies.
Let me introduce you to an absolutely awesome tool that helped grow my business in terms of both brand mention monitoring and leads generation. Using this for the last 2-3 months and it’s absolutely recommended for any business.
Brand Mentions is a proprietary software that lets users perform:
- brand monitoring searches to determine how a company or brand or personality is placed in SERPs and in social context
- marketing analysis to assess the demand of certain products and services, and align the information with business offerings
- reputation management to view in real-time what people are saying about a brand or personality, and take corrective actions (if necessary)
- searches to acquire business intelligence data on competitions and current market trends
Given the expansive nature of their search capabilities, it is truly the widest web database without a high learning curve.
Let’s see how it works.
Brand or Personality Presence in SERP and Social
A snapshot of web mentions seen after searching my name. There are 20 Web Mentions and 37 Twitter Mentions.
The mentions are verifiable as they are an accurate record of wherever my name was quoted in the past 30 days.
The Web Mentions display a performance score and social share count. Take this example for instance.
The performance score (39/100) is reached on the basis of the domain’s influence (13/100) and social shares (199 shares).
Clicking on the web mention takes me to the page where my name is mentioned.
Note: This is also a step in reputation management. If a brand or a personality name is mentioned on a page with the intention to malign, actions should be taken to correct it.
Market Analysis for Products & Services
As Dan Zarella says:
“Marketing without data is like driving with your eyes closed”
Data and search ability distinguishes performing businesses from the non-performing ones. Brand Mentions is a comprehensive tool to understand the demand for certain products and services.
For example, for someone in the real estate business, partnering with “real estate firms” is doable. Let’s see how the tool helps.
The search graph shows high traction (3700 mentions) with the “real estate firms” term and therefore, visiting these links individually and ascertaining the relevant market isn’t tough. Moreover, with coercive research skills, one can generate possible leads from these searches.
Let’s narrow this down.
Searching for “real estate Colorado” gives this result.
A narrowed search definitely boosts business relationships.
Let’s take a personal example pertaining to my business services – “content marketing”. Results show a vast potential (14,900 mentions in 30 days).
Results like these help to create business prospects as I can directly reach out to people / companies with content marketing requirement and second, it helps to cultivate business relationships for future business generation.
It’s a win-win situation all way.
Business Intelligence and Competitors
Not only for own business, the Brand Mentions tool is an effective competition tracker, in all aspects.
Screenshot 1: tracking competitor backlinks & web mentions
Screenshot 2: latest industry trends
Screenshot 3: acquisition data
A whopping 52,000+ mentions!
Screenshot 4: specific company monitoring
As is noticeable, the Band Mentions tool opens a lot of options to track data and use them. It’s better than a Google search because even when Google is vast, we get lost but with Brand Mentions, we get a concentrated and relevant data that can be exported on the PC
Brand Mentions Tool Features
Few other things to note:
- Directly ‘reply’, ‘retweet’ and ‘love’ tweets from the dashboard
- Web mentions graph helps to understand the frequency of web mentions and link building activities
- Export search data in Excel
- Use various operator examples
- Create search alerts, delivered to the inbox
- Quick support for issues
The vastness of cultivated and targeted data is what makes Brand Mentions an effective tool to monitor business growth, generate leads and establish networking opportunities.