It all starts with Brand Awareness. Yes, if you really want your intended audience to become loyal consumers and brand supporters, you must first make them aware of your presence and purpose.
There are several brand awareness strategies, but none of them will help you succeed until you measure or track your progress.
So, What are the Best Ways to Measure Brand Awareness?
It doesn’t seem to be rocket science if you select the appropriate brand awareness measurement methods for your brand. Here, We discuss the 10 best ways to get ideas that will help you figure out how well your brand is performing.
Importance of Measuring Your Brand Recognition
People’s familiarity with your brand, or more particularly, your product or service, is measured by brand awareness.
As a result, we may categorise brand awareness into three levels:
- Your brand’s recognition
- Your product offering’s visibility
- Understanding of your brand’s characteristics
Why should You Pay Attention to Your Brand Awareness Metrics?
Brand awareness provides a measurable return on investment. It turns out that it’s a reliable predictor of market share months ahead of time. Knowing this provides every marketer with a solid foundation on which to build new marketing initiatives.
Surveying and interviewing individuals is one approach to assess brand awareness. You might include quizzes on your website that ask visitors how they discovered you.
You may also inquire as to when your present clients become aware of your brand. But remember not to irritate your consumers, and make the customer questionnaires short, straightforward, and rewarding.
You may also ask a random group of individuals what pictures your brand brings to their minds. You may achieve this by hiring a PR agency or organising a social media campaign.
Carry out your study on a regular basis, keeping your target audience in mind. This sort of study will take the most time and money, but you will most likely receive excellent results out of it.
2) Check the Brand’s Search Volume in Google Analytics
Is your website’s traffic increasing? That’s fantastic. However, if you dig further into those data, you’ll see a crucial brand awareness measurement: Brand Search Volume.
The secret is to look not just at the volume of traffic coming to your site, but also at the keywords that are driving it.
The more people who put in your company’s name directly, the better. It suggests they recognize you and think you’d be a good fit for whatever they’re searching for.
To investigate this, you don’t need any complicated tools; simply go to Google AdWords and Google Analytics and you’ll get absolutely what you’re seeking.
3) Examine Your Referral Traffic Statistics
When evaluating your brand awareness activities, it’s crucial to keep track of not just branded searches, but also recommendation links.
Knowing about other businesses and their willingness to share your brand with their followers and visitors is crucial to increasing your brand recognition.
You should also avoid excessive bounce rates to filter out referral links that cause more problems and you can find these figures easily on google analytics.
Keep track of the real-traffic reference links and combine this technique with another that concentrates on brand recognition in numbers to put the facts in reality.
4) Track the Success of Backlinks
Keep track of the number of backlinks you’ve earned organically and those you’ve tried to get as part of your marketing plan.
A growth in organically gained backlinks shows that your material is well-received and useful, and your website appears to be a trustworthy resource.
But how effective are you at obtaining the backlinks you desire? If it appears that few individuals are interested in pursuing a link strategy with you, it’s possible that you’re providing the wrong sort of material or that your website is untrustworthy.
This might imply issues with your positioning strategy and your inability to clearly express your brand, making brand marketing considerably more challenging.
5) Measure Your Share of Impressions and Share of Voice
It’s important to compare your brand awareness to that of your rivals. A 25% increase in brand recognition is fantastic, but if your rivals are increasing it at twice the rate, you really have to ramp it up!
Examining your share of voice and share of impressions over time is a wonderful factor to determine this. Brand mentions, on the other hand, are concerned with how many people have talked about you and what they’re talking about.
This is connected to the share of impressions in that it reflects how well you are performing in terms of organic traffic and search engines.
When you combine these two indicators, you’ll gain vital insight into how well you’re addressing your industry and where your marketing strategy needs to be modified.
6) Keep Track of Your Social Media Activities
One of the most effective ways to raise brand recognition is through social media.
One of the easiest ways to gauge brand awareness is to track the number of social media followers: the more followers you have, the higher your brand recognition is.
Keep track of social media shares, likes, and comments in addition to the number of followers you have. Remember to post frequently and with a variety of content kinds to generate strong interaction and expand your social media reach.
All comments improve your reach, so send out social messages with material that encourages people to take part. Remember to ask questions that are amusing and interactive from the audience.
7) Check Upon the Mentions
Mentions of your company, product, or services in the media, on social media, and in industry magazines are all examples of this. If you want to go any further, you may look at the sentiment of these mentions to see if people are saying something favourable, bad, or neutral about your brand.
Don’t worry if this seems daunting; there are tools that can help you gather and track all of this information. To get started, a simple Google Alert would suffice.
This is an important part of monitoring your brand awareness initiatives, and it can provide vital information about the future products, assistance, and, of course, marketing strategies about your organisation.
8) Use Robust Brand Awareness Tools to Measure it Accurately
Previously, marketers had to rely on large research organisations to track their brands. They were costly, took months to finish, and even after that, you wouldn’t have comprehensive access to the information gathered.
Brand awareness is just one of the brand health metrics to monitor, but it’s simple to do so and get the entire picture.
Brand monitoring software is the most accurate and dependable tool for marketers and brand managers to monitor brand awareness, as well as a variety of other metrics, such as brand emotion and NPS.
You won’t have to rely on guessing for your next marketing effort; you’ll know just where to hit.
9) Check How Well Your Content is Performing
Shares and likes, as well as vanity metrics, are no longer relevant. You may detect patterns that provide you with crucial information in your brand awareness initiatives if you look at them the appropriate way.
Analyzing your brand awareness initiatives includes not only measuring the number of individuals who are familiar with your company.
But it also determines which blog articles, videos, and social media material have been successful and how they contributed to the increase in brand awareness.
Simply use the analytics tools that social media or video providers provide. Facebook, Instagram, YouTube, and LinkedIn all provide thorough statistics on how each of your posts is doing in terms of views and interaction.
10) Measure Earned Media Value
It’s always a race to boost your brand recognition, but you also want to beat the competitors. Tracking earned media value in relation to rivals helps you to concentrate on a variety of topics.
With no additional digital marketing activities, earned media value offers you an indication of how well your brand is valued, talked about, and known.
When comparing your earned media value to that of your rivals, though, it pays to go a bit more specific. Don’t just look at the number of mentions; look at the context and tone of the pieces in which you and your rivals are mentioned.
When it comes to determining the value of earned media for brand recognition, quality and reach are more important than quantity.
Top Helpful Tools to Measure the Brand Awareness
Categorization of Tools for Measuring Brand Awareness
- Social Analytics Tools
- Social Mention Tools
Social Analytics Tools
The goal of social analytics software is to assist you to figure out when your activities receive the most attention, as well as more comprehensive user demographics and connections with your business.
Brandwatch, which is likely the leader in social intelligence, has aided some of the world’s most successful businesses. The sophisticated analytics tools include data from millions of online interactions, as well as tailored target influencers and other paid social initiatives.
It also offers the Vizia platform, which provides information for decision-makers across your business, ensuring that actions are coordinated.
When it comes to evaluating brand awareness, Ahrefs isn’t the new platform around. Since its inception in 2011, the company has continued to upgrade and add new functionalities on a regular basis, putting it at the forefront of SEO tools. It’s one of the most effective backlinks analyzing tools available.
The tool, which can be used by basically any company, may help you figure out why your competitors are placed in specific categories and what you can do to outperform them.
Qualtrics is software to help transform consumers into enthusiasts, goods become obsessions, staff into ambassadors, and brands into religions.
While such ambitious claims are likely to raise an eyebrow among supply chain organisations, this solution has the ability to deliver B2B customers effectively.
Qualtrics offers a number of methods to assess customer experience, brand experience, product experience, and staff experience, making it ideal for complicated supply chain businesses.
Social Mention Tools
Social mention tools track overall mentions for your brand, letting you see everywhere your brand has been mentioned and helping you determine which platforms are performing best for your content.
Netvibes allows you to effortlessly monitor and personalise all of your digital properties depending on the information it offers. You may use this programme to not only monitor your social media accounts for brand referrals but also to set up alerts for trending news or publications on important topics.
You may also get useful information by categorizing your mentions by author, date, region, language, business, and much more
Mention allows you to track your campaigns from anywhere on the internet and “search the internet, social network, and other sources for actionable market resources.”
The software allows you to monitor your campaign in real-time and receives live updates when you launch it. You can develop bespoke insights using everything from social networks to forums to blogs, and pretty much anything else that’s helping you raise brand awareness.
Brand Awareness may appear to be too broad and difficult to assess and build with care. However, given how important brand recognition is to a company’s success, this does not imply you should overlook it. Get out there and spread the word about your company!
So, to assist you, we’ve created a list of tactics and tools to help measure brand awareness in order to achieve your objectives of measuring brand awareness effectively.
Now that you understand how to measure brand awareness, don’t forget to let us know which approach or tool for measuring brand awareness will be most beneficial for you. Also, you can reach our branding specialist, whenever you find yourself getting stuck at any point in your branding or marketing strategies.