Marketing your brand across the web can at times seem daunting, confusing and frustrating. Are you getting the maximum impact for your dollar? Are you engaging your target audience? Beyond asking customers where they first heard of your brand, webmasters can measure brand buzz using one or more of these analytics tools. These tools will help you understand and learn about your target audience and adjust your strategy accordingly.
Once you have the metrics you’d like to measure, here are several tools we use to measure our ROI:
Google Analytics is of the most effective and comprehensive tools to measure your digital brand. Google Analytics enables webmasters to profile visitors, focus on high-performing traffic referrals, identify high-impact content and even set targets and goals. Take a look at this introductory video for greenhorn webmasters:
To better understand the psychographics and demographics of your user base, consider submitting your site to the free analytics service, Quantcast. Quantcast is an invaluable tool for webmaster to better understand demographics, such as sex, age, race, education and wealth. Quantcast also tracks popular websites among users. For instance, Facebook users enjoy Farmville, and CrowdStar. In addition, the analytics tool evaluates user engagement levels. MySpace has 18% addicts versus Facebook with 12%. That means hardcore MySpace users visit the site more frequently than Facebook users. These metrics will help you better understand your core user base and your ability to engage them.
Google will send you an e-mail alerting you when your brand is mentioned on the web. You can receive your alerts based on platform (i.e. Google News, blogs, video sites, groups or all sources) and when to receive the e-mail (i.e. once a day, once a week or as-it-happens). If you would like to search your brand or subject and it is more than one word, ensure it is in quotations — as to avoid being inundated with mail.
This Twitter client enables users to categorize and prioritize everything Twitter. Users can manage their Twitter stream, post replies, re-tweets and direct messages without navigating through the website — users manage everything from a simple, customizable dashboard. To measure the effectiveness of your brand advertising, web clients like HooteSuite allow users to track brand mentions. Therefore, if you recently launched a new marketing campaign and want to track your buzz, simply add a brand mentions category to your dashboard and maybe reach out to brand advocates to offer deals or feedback.
Google Reader aggregates RSS feeds into one central location for you to manage your news and information. Every time a blog or news website updates their webpage, that story appears in your RSS stream. Google Reader is one of many RSS platforms — all of which are growing at an impressive rate. RSS readers are valuable for websites, as it results in return users. So how do you measure your RSS subscribers? Go to google.com/reader. Click the “Add a Subscription” in the upper left-hand corner. Type the name of your company. You will be directed to a page that will tell you how many subscribers you have. Monitor your progress over time. Maybe add an RSS button to your page to see if that will grow your user-base. Experiment with placement, size and colors to determine which treatment is most attractive to users.
Image by Afonso Lima from Stock.Xchng
With brilliant web hosting plans a great website and useful tools to know the stats, you are now ready to turn your domain into a marketing empire!