by Michael Hyatt
Building a brand isn’t solely about numbers and figures. It’s about attracting an audience that will be an asset throughout your brand’s lifetime. Unfortunately, for a brand to be successful today, it has to distinguish itself amid the noise of thousands of others vying for attention on the same platforms.
With venues like Twitter and Facebook already flooded with brand marketers, how can you ensure that any outreach you do on behalf of your brand is actually working? Here are five ways to measure and monitor your brand’s effectiveness online.
1. Are You Engaging Your Fans?
Marketing is no longer about shouting in a crowded marketplace; it is about participating with fellow consumers, building relationships, and serving those who share your passion. This is why you should use social media to build those alliances and show how active, responsive, and engaged you are.
Orange, a French telecommunications company did a nice job of this when it asked followers to tweet their summer plans with the hashtag #thissummer. The company then recorded the plans with a special radio voice-over effect that followers could find on the company’s blog. That generated traffic and allowed followers to identify with the company’s branding. It was also a smart way to engage users about a topic they enjoy.
2. Are You Adding Value to the Conversation?
Create content that other people look forward to getting and want to pass on to others. Healthy Choice engaged their follower base by implementing a .75 cent coupon on Facebook that would increase in value as the site grew its followers. In a few weeks the brand went from 60,000 to 70,000 fans and 60% of new fans decided to subscribe to the Healthy Choice newsletter. The company chose to bring value to its customers, by reinforcing its brand image and increasing engagement.
3. Are You Practicing the 20-to-1 Rule?
Give and you will receive. For example, a friend recently posted a video review of his experience using a product. He wasn’t trying to sell anyone on it. He was simply being helpful by sharing something that he believed was of value. He practices digital generosity so when he does ask for something, his followers and fans respond. This phenomenon is what I have come to call the 20-to-1 rule. It means that you have to make twenty relational deposits for every marketing withdrawal. If you want to build a social media platform — one where people can listen to you — then you have to be a giver, not a taker.
4. Are You Monitoring Feedback?
Your brand cannot be effective if you don’t know what’s working and what’s not. Feedback is easily accessible making it simple to correct problems if they arise. Your brand can be impacted in seconds. Take U-Haul for example. A blogger with more than 21,000 followers tweeted about his negative experience. The conversation snowballed and in a few hours, U-Haul lost thousands of dollars and long-term damage to their brand, all because U-Haul didn’t understand the power of today’s customer. Make sure this doesn’t happen to your brand. Create an outpost where you can monitor what people are saying. This has three benefits: One, you can address your customer’s concerns. Two, you can receive immediate market feedback. And three, it demonstrates that you are listening and are responsive.
5. Are You Engaging Through Your Blog or Website?
Uploading a website into cyberspace and expecting its mere presence to create a following is futile. You may be coerced into thinking that flashy graphics will correlate to higher traffic, but this isn’t the case. For an online strategy to work, you need to create a site that is compelling and makes people want to come back for more. Consumers aren’t particularly interested in visiting a website because it is visually appealing, they like to feel that someone is listening to what they have to say. For example, end your blogs with a question so that readers will more likely engage with you.