Brand mentions are the new links that sit alongside backlinks, both playing a huge role as a ranking factors in SEO. Google is getting better and better at associating brand mentions with your site’s content which may (and should) impact search.
Remember, someone, somewhere is discussing your brand and you therefore you need to be there to track and use your brand mentions and then to create content assets from it.
Here are 3 steps to using that content:
Promote your promoters
Rule one is the fundamental tactic behind monitoring your brand – use your social marketing channels to drive traffic to content that promotes your business. By nurturing your relationships with engaged influencers, who have mentioned your brand, you can develop them into loyal members of your brand community. This is an incredibly powerful benefit. By generating exposure, you are creating powerful digital content around your brand.
To use these mentions, introduce a ‘featured in’ or ‘round-up’ page on your site to incorporate these web mentions. By doing this you are encouraging those who mentioned you to engage with your site, building SEO authority of your pages and therefore encouraging other sites to mention your brand.
Tweets into testimonials
An easy way to collect and publicise mentions is through social media testimonials. Twitter is the most effective and productive way to collect and promote those testimonials because most tweets are public. You can easily embed tweets to your site and they are instantly verifiable because anyone can see right away who posted them. Try using tools like TweetDeck to curate brand mentions – you can receive desktop alerts for Twitter mentions so you can response instantly.
Another useful tool is Social Mention. It’s simple, free, a great tool for basic monitoring and tracking using top keywords, links associated with your search, and the strength of that mention.
Using social media questions for an FAQ section
It is far easier now for a consumer to post a query or comment on social media in public, rather than contacting a business directly via email or phone and waiting for a reply. Therefore it is crucial to monitor those conversations to avoid any negative brand issues, fix issues promptly and to ensure unhappy customers are given direct communication channels with your brand to address issues and concerns.
Remember it is also a great idea to monitor mentions of your competitors and their products, so you know what questions their customers are asking (and maybe you can give them a better and quicker answer.
Once you have a number of questions that your customers have asked, try building a FAQ section on your site to create a knowledge base – remember this should evolve with your market, product, and brand.