Your personal brand is what defines you and your business and sets it apart from others. After branding yourself and your business, there is still more work to be done. The brand needs to be marketed and promoted, and beyond that, it needs to be monitored. After all, success depends on not just the promotion and marketing of your brand, but how it is received. There are a plethora of tools available online to not just push your company name, but also to decipher how well it is working. These online analytics can tell you what’s working, and what isn’t.
Promoting Your Brand
Promoting your business on online is the easiest, fastest and most cost efficient way to get your name out there and be known. It’s also the simplest to monitor and analyze. Begin with a professional website. Write blogs regarding your trade, and join forums that are all about the business you are in. Be prepared to write regularly. Have your business join Twitter, and open up a Facebook page strictly for your brand. Again, these must be updated on a regular, consistent basis. Consider using banner ads, search engine optimization and pay per click ads. The best part of promoting your brand in online platforms? Many of them are free to use, and often offer the tools to monitor them, also free of charge or of minimal cost to use.
Monitoring Your Brand
The tools for monitoring your brand use Key Performance Indicators (KPIs), which measure the responses to your online marketing. These metrics can measure many items with data filters. Some of the most key ones are reach and engagement, which tracks your followers, and if what you are publishing are engaging them, through retweets or other social mentions. Another is sentiment, which tracks whether those social media mentions are positive or negative. And sales conversions can tell you how many of your actual sales are stemming from your online media efforts. It’s also possible to track your competitors. These analytics can help you focus on the online presence that is promoting your brand best, and make changes to the platforms that are struggling.
Word of mouth has always been important to the health of a business, but never more so than in the Internet age. Positive and negative comments can be made quickly and reach a huge audience in just moments. Maintaining an integral online presence, as well as a positive one, is key to promoting your brand. And without the tools to monitor that presence, you may be funnelling your energies in the wrong directions. Your social media efforts are only half the job of promoting your business; monitoring them is of equal importance.