How To Use Google Alerts In Your Online Marketing Efforts
One of the emerging (and frankly frightening) aspects of the web is online reputation management. In a nutshell, it’s making sure that the information regarding yourself and your business is GOOD and TRUE and not anything that is going to hurt you. Now, there are many different aspects of reputation monitoring, and one in particular is Google Alerts.
Google Alerts allows you to take a keyword phrase (for example, your name or company name) and receive a notification each time Google finds a new page using that phrase. My Google Alerts has my name “Eric Hebert” and my company name “Evolvor”, amongst other words and phrases.
Whenever someone mentions my name or company online, I know about it IMMEDIATELY thanks to Google Alerts – it sends me an email letting me know where the mention is.
Why is this a good thing? Because I can then ENGAGE that website with additional information. If someone mentions my name, I can then comment or send an email to the webmaster regarding the page in question. If the mention was a good one (“Eric is the coolest dude”), then I could thank him or her and make a connection. If it was bad (“Eric is a huge loser”), then I could ask why or try to change his or her opinions of me – or tell that person to go $@%@ themselves. Either way, I am aware of what is being said about me and my company, which is VERY important!
So you see the importance of Google Alerts as far as brand reputation is concerned. But how can it effect your marketing? Simple. Stay on top of your targeted keywords and phrases, set up through Google Alerts. Whenever a mention is made, that’s an opportunity for you to join the conversation and engage the webmaster, and hopefully generate interest in your website and all of it’s offerings. This is especially important in obtaining inbound links to your site.
Let’s say for example that Joe Schmoe sells some custom Ford Mustang body kits through his Mustang website. If he sets up “Ford Mustang” as his Google Alert, he’ll be notified every time someone mentions the phrase. Now Joe can see what people are talking about related to the car, and maybe he’ll find a few sites that he could get a link from or at the very least a comment on a blog post.
Other Ford Mustang people might see his name or brand over and over again on Mustang related sites, building his credibility and reputation (and links) as the de facto Mustang expert.
Same for a band trying to get the word out. Let’s say you’re a hard rock outfit that would appeal to fans of Metallica. You could set a Google Alert up for “Metallica” and then join in on the conversation anytime someone mentions them. This could introduce new fans, get links in to your site, and overall increase awareness of the band.
If you’re not using Google Alerts, I hope this post will motivate you to get stated (it’s FREE!). Can anyone think of any other creative ways to use the service?
