There are over one billion websites operational today. When you consider the loose definition of the term “brand”, we can easily infer that there are millions and millions of brands worldwide. These websites and these brands and in constant competition with one another for clicks, views, and ultimately, for financial gain. So when we talk about search engine optimization (SEO) and brand mentions, we are talking about the difference between successful marketing campaigns and businesses closing their doors.
Yet so many organizations still fail to capitalize on the full potential of brand mentions and feedback loops. Today, we will define these concepts, discuss how they can create a symbiotic relationship, and how that feedback loop can fuel brand growth.
The Importance of Brand Mentions
“Brand mentions” are exactly what they sound like: a situation in which a third party mentions your brand in any public forum. Most commonly, this takes the shape of blogs, social media posts, reviews, and so forth. There is no such thing as bad publicity, and brand mentions from unaffiliated sources are even more valuable than marketing campaigns you create and distribute yourself.
Brand mentions build brand awareness while also reinforcing your brand personality. However, this comes with a catch. Brand mentions are only as strong as your pre-existing brand materials. Since these third party groups will be recycling content that you have put out, building a strong brand identity should always be priority number one.
Finally, brand mentions also bolster link campaigns for all parties. Google analytics favor websites which link to other strong, related sites. You may even want to consider reaching out to organizations who are mentioning your brand to build a working relationship.
SEO Feedback Loops for Brand Growth
A feedback loop is a system in which feedback is used to improve a product or process. That improved product or process is released, feedback is analyzed, and the product or process is improved further ad infinitum. When we talk about marketing and SEO feedback loops, we are referring to using the results of marketing campaigns to adapt and improve marketing strategies.
There are several ways in which customer feedback can be used to improve marketing and SEO efforts, including:
- Identifying how customers found your site/product/service. The first way to use feedback to improve your marketing efforts is to identify what is working. Did your consumers come from an Instagram link or a Google search? Had they heard of your service before clicking?
- Survey customers on what could be improved. Another key way feedback improves user experience is by conducting surveys. Issues such as website performance and user interface actually may have a significant impact on SEO optimization.
- Analyze marketing metrics to identify areas of improvement. Metrics such as traffic volume, cost per click, conversion rates, bounce rates, and SEO rankings can all inform your team about potential strengths and weaknesses when it comes to brand awareness and SEO.
How Brand Mentions and SEO Optimization Fuels Organic Feedback Loops
So how exactly do brand mentions, feedback loops, and SEO optimization feed into one another? The answer can be quite complex, but simply put, these three components are essential cogs in the same machine. Brand mentions improve linking – better linking improves SEO optimization – SEO optimization improves site traffic – higher site traffic increases customer base – larger customer base leads to better customer feedback.
At the risk of sounding like a broken record, this all starts with a strong, adaptable marketing strategy. A strong brand message is at the heart of every successful marketing campaign. The end goal should be an adaptive feedback loop which involves both third party content creators (responsible for brand mentions) and customers (responsible for brand mentions and usable feedback).
Established brands enjoy this level of engagement. For newer, growing brands, an excessive focus on end results may be putting the cart before the horse. Brands are often better served focusing on the aspects of their brand which they can control such as identify, message, and personality, while always looking to gain insights into the marketplace through customer feedback.
Clock Tower Insight Facilitates Brand Growth Using Cutting Edge Tech
At Clock Tower Insight, we turn data into business solutions. By maximizing brand positioning, CX management, moments of influence, and more, we help build our clients brands in the short and long term. Clock Tower Insight believes that happy customers equal a happy business. We work closely with clients to tailor their brand from top to bottom in order to maximize positive image, exposure, and sales.
Clock Tower believes that successful brands are built from the ground up. We have experience working with both new and well-established brands to improve their brand mentions, customer feedback, and SEO optimization. Our goal is to help our clients build their marketing campaigns into sustainable money makers for years into the future.
To learn more about how we may be able to help your business grow, read about our 15 plus years of focused experience working with brands such as Starbucks, Kraft, McDonald’s, and much more.