Growing brand awareness is significantly influential especially for young businesses in addition to well-established companies who want to retain their image. With the massive amount of information and advertisements, brand awareness can quickly begin to fade. One big challenge for marketing executives is to how to measure brand awareness efficiency. It’s a common concern that whether we are measuring the right areas to prove ROI on brand initiatives. Let’s walk through some of the most effective ways to measure brand awareness.
1- Direct Traffic
Direct traffic refers to the people who visit directly or indirectly to your website. If you find your consumers going directly to your website, it signifies effective brand awareness. You want to make sure that your product is filtered out whenever your customers’ login to the website. Although it’s a great sign for your brand, however, it doesn’t prove the quality of your direct traffic.
2- Organic Search & Reach
This one includes a combination of things. Firstly, you need to use marketing tools to search volume through branded terms in Google. Also, you can set up Google Alerts for brand mentions. In addition, you can do your research on the organic reach of social posts. This will measure how far your brand messages are likely to be seen. For this purpose, Polus Media often use Facebook insights and Twitter analytics for your brand reach.
3- Customer surveys
Both positive and negative publicity contributes to brand awareness. One effective way to find out if consumers are familiar with your brand is to ask them. It offers a great opportunity to figure out what your customers think and whether their assumptions go parallel with your brand personality and values you want to communicate. Below we have listed a few important tips to get the most out of this approach.
- Examine questions carefully and test them. You can incorporate both prompted or unprompted questions to evaluate brand recall and recognition.
- You may want to use both list and open questions. Though make sure to keep the survey short with less than 10 questions and accomplish high completion rates.
- Recognition is mostly associated with cognitive questions so make sure to add these so respondents can tell you their first-hand experience. This will provide you with a thorough understanding.
- One important consideration is to look at demographics and be sure you are asking the right people.
- Think about what you can do to make this experience for your customers worth it. Come up with inventive ideas that encourage your audience for a call to action.
4- Web analytics
Visitors who come straight to your website instead of any search engine must be familiar with your brand name to type it into the address bar. Here Google Analytics allow you to evaluate this data primarily through the acquisitions menu. You can set conversion objectives and trace them over time. A conversion is not essentially a sale rather it may be someone leaving their contact information. You can use Google Trends or Keyword Planner that let you see how people are searching for your brand name. You may also go for a paid search campaign for branded keywords where you can display advertisements for your brand.
5- Social Media Engagement
Social metrics are key to evaluating brand awareness. A major percentage of global consumers use social networks to purchase things and therefore they have a great impact on KPIs. If you are advertising abroad, this figure can even go up. Social media platforms provide you greater access to an extensive range of data. Social media users can respond to your content whether your consumers are sharing, commenting or simply liking. This will extend your brand reach and you can expect more people to see your very next post. This is one of the easiest ways to measure since every impression build brand awareness.
6- Look at Search Volume Data
You can use Google Adwords Keyword Planner and Google Trends to evaluate the volume of searches for your brand. All you need to do is keep a track over time and see if search volumes are raising. This is a simple yet practical tool, though it can be challenging if your brand name is very generic.
7- Paid Search
Sharing Voice in paid search is another efficient metric to brand awareness as it offers evident visibility of your advertisements in comparison to competitors. If you are looking forward to more brand visibility, you may want to bid on your branded keywords if your keyword has a low cost per click or your competitor is bidding on your branded keywords.
8- Google Keyword Planner
If you don’t want to track your brand keywords using a paid SEO tool, you can use your keywords in Google Keyword Planner to check any changes in search volume. Transfer the monthly searches and keep on monitoring monthly searches for these keywords.
9- Google Search Console
Since Google has limited the number of searches you can view that drive traffic to the website, you can still see about 15% of organic keywords that drive to your website in Google Search Console. You can take a look at a small percentage of impression and click data from Google searches. Further, you can reserve your click data every month in addition to comparing impressions. Make sure to consolidate all versions of your websites from WWW to HTTP to observe keyword data for your website.
10- Website Traffic
The progress of your website traffic also needs to be monitored. As traffic comes from various areas such as organic, direct, paid, social, etc., it gives you an indication that more people are aware of your brand and they tend to click content from you. More traffic doesn’t confirm any more leads rather it provides insights into how interested people are.
You can look up to total coverage every quarter broken down by articles, mentions, bylines, and syndicated coverage. This helps in tracking the type of coverage that needs to be secured whether it’s a complete article or a byline. You may want to use Sprout Social to track coverage and social shares for each piece of coverage.
Mentions refer to blogs that include the brand in a broader story. Tracking the number of mentions helps in tracking the consumer’s awareness. For instance, Polus Media keep a track of any change in mentions, come up with data reports and carry out mutual activities with our technical companies.
13- Referral Traffic & Quality of Visits
Where social media helps with brand awareness, it’s also a great avenue for driving people to your website. This approach focuses on driving referral traffic from social avenues and drive quality traffic. You can dig into the best performing post that boosts traffic to your site and social platforms to analyze the average session duration and bounce rate.
14- Message Pull-Through
Analyzing message pull-through helps in giving an overall idea of the quality of coverage. This can be done by using key company messages in media coverage that directly or indirectly benefit the brand. If these messages are not being picked up, it indicates that they are not resonating with media and therefore these articles might not be the right type you are using.
Social conversion is when a user clicks on a link leading to a landing page. You can measure the number of conversions to analyze brand awareness. Also, social media platforms drive the conversions and the content that is being converted. You can look at metrics for major takeaways that help you reach your objectives and deliver the best results. Use these metrics to communicate how your work directly influences the bottom-line and how it will drive leads and business value.
In today’s socially connected world, brand awareness is driven by content marketing, public relation, social media and a lot more. It’s not sufficient to perform these activities easily, rather you need to track the performance with metrics to have an in-depth knowledge of what activities are proving to be effective. If you have read this far, you have familiarized yourself with key tactics to measure brand awareness. Keep progressing!