How to measure brand awareness
Brand awareness is the term used to describe how well consumers know your product or service by name. Its success depends on numerous elements, such as customer service, product quality, marketing platforms, and advertising campaigns.
The higher percentage of people that know your product, the better your brand awareness, and more often than not, the higher your sales. It’s because the more consumers recognize your brand, the more they’re inclined to trust it.
According to Edelman, “81 percent of consumers said that they need to be able to trust the brand in order to buy from them”.
But how do you know if people trust your brand?
You find that out by listening to your consumers, looking at reviews, collecting and analyzing data.
Traditionally it wasn’t easy to measure the effectiveness of your brand, but with modern software tools and tactics, that’s all changed.
Let us help you by revealing our seven tips on how to measure brand awareness in a modern way.
#1 Direct traffic to your website
Direct website traffic is the number of people who visit your site. Without traffic, no one reads your content, clicks your CTAs, signs up to email lists, or buys your products. And the more consumers that remember your brand, the higher the chance they’ll type your URL into Google (brand awareness in action as Google is a brand) when looking for that particular service or product.
You find the information you need to determine the strength of your website’s brand awareness by studying the growth of your direct traffic, measuring the success of your current marketing campaigns, and reviewing the direct traffic during a specific period.
How to measure your website’s direct traffic:
You measure the direct traffic to your website by running a web analytics program using tools such as Google Analytics.
It’s a free service that connects directly to your website and tells you the exact number of visitors your site is receiving. Where they’re visiting from. And crucially important, which content they interact most with and your website’s bounce rate (the number of people that leave and on which page).
#2 Brand mentions on social media
A brand mention, also known as a social mention, is when someone mentions a brand or person online.
The mention can be positive, negative, or neutral, but all are opportunities for your brand to shape the public’s perception and improve its reputation. But only if you’re tracking them and know what to look for.
The four aspects of your brand that tracking mentions can improve are:
- Social mentions and your customer service
- Social mentions and your product/content management
- Social mentions and your marketing
- Social mentions and your public relations
If you’re using e-commerce or social media to promote your brand, you need to know how to track your brand’s likes, shares and mentions, and the branded search volumes. Numerous social listening tools can help you track your brand’s performance and what the world is saying about you.
And now, you can also track the sentiment of each mention and see whether it’s positive or negative, enabling you to respond in real-time with people and resolve any problems.
Three social listening streams that can help cut through the noise are:
- Brandwatch: Provides detailed social data analytics on individual mentions on all the major platforms such as Facebook, YouTube, Instagram, Twitter, Pinterest, Sina Weibo, news, and blogs.
- Mention: With the emphasis on real-time monitoring, you get up-to-date mentions no older than 24 hours sent to you via email or Slack. Monitoring platforms like Facebook, Instagram, Twitter, Reddit, YouTube, news, blogs, and the web.
- Social Searcher: This allows you to choose the negative keywords you want to track and on which platforms. And monitor the total number of mentions, the number of unique authors, sentiment, the domains linked to the mentions.
#3 Growth of followers, shares, engagement on social media
Social media wasn’t intentionally made for increasing brand awareness. But it has become the leading platform for doing so because there are few marketing platforms with the ability to bring a brand from zero to hero entirely driven by the advocation of its users, IE your audience.
To ensure social media works for your brand and not against it, you must monitor your social media engagement, shares, and followers. Fortunately, tracking the number of social media followers you have is also a straightforward way of measuring your brand awareness.
The number of people following your brand on social platforms is an excellent indicator of your overall performance.
Reviews are an excellent source for assessing how your brand awareness is performing, but if your brand is new or doesn’t yet have enough reviews, you can go straight to your target audience and ask them what they think about your brand.
Brand Awareness Surveys measure your target audience’s awareness of your brand. But they can also capture critical demographic data, detailed analysis of how people view your brand, and information on how you can improve your brand’s positioning with your target audiences.
And surveys are flexible, allowing you to target a specific demographic of the public and the platforms where you know your target audience hangs out. You can also ask specific questions, and the surveys can be online or offline, depending on what suits your service/product best.
However, if you choose to run a survey, you must have a clear strategy in place.
Consider the following approaches when using a survey to measure brand awareness:
- Choose the correct demographic for your survey: Only send surveys to your target audience.
- Make sure it’s fun to complete: People need to understand your survey and enjoy it enough to want to take and complete it.
- Ensure it’s mobile-friendly: Most people now use smartphones for surveys; ensure yours is compatible.
#5 Growth of brand searches
If you’ve ever searched for a company online by name and not by typing in their URL code, you’re not alone. Consumers do it all the time, and it’s a classic example of searching by brand awareness; the consumer wants the product, doesn’t know the URL but knows the brand.
And tracking the branded search volume of people who arrive on your website using an organic search term (not via paid ads) is an excellent way to measure how popular and well-known your brand is.
It’s an important statistic to know as these people couldn’t find your business if they didn’t know the name. So, the more visitors arriving using your name, the better your brand management, but if the numbers are low, you know you’ve got an issue with public awareness.
#6 Increase of backlinks to your website
A backlink is a link from one website to another, and you can track your backlinks (also known as referrals) for your website using Google Analytics.
When tracking your backlinks, it’s helpful to follow both those you’ve attempted to gain using your marketing strategy and the links you earn organically. It’s because both provide different information.
An increase in your PR/marketing campaign backlinks tells you your outreach is running smoothly. In contrast, an increase in organic backlinks informs you that the content you’re producing is well-received by your target audience, such as other writers/website owners seeing your brand as a reliable resource to recommend and promote.
However, if your backlink numbers are low, it might indicate that you are not marketing your site and content on the right platforms, or your SEO is underperforming, and your intended audience is yet to find you.
You should also measure the quality of referral traffic as you don’t want to link with 3rd party websites that could damage your reputation and ensure the traffic is relevant and valid to your website.
#7 Share of voice growth
Your band management must track your share of voice as it provides you with information on the people following your organic and paid backlinks and how often your brand is discussed online.
But it’s not only the number of shares and likes that are important; you also want to know the tone and context that people use when discussing your brand.
You track your organic share of voice growth by analyzing the data on your most crucial keywords concerning your competition. For monitoring your social media share of voice, track the total mentions of both you and your competitors, then calculate the percentage quantity of all the mentions that relate to your brand – as this gives you your social share of voice percentage.
Also, check the publications and platforms where you’re being mentioned as it’s the quality that’s important, not the quantity.
You can’t improve what you’re not measuring, and if you allow problems to grow, your brand will suffer for it.
With the vast array of tracking tools and techniques now available, you can keep your finger on your brand’s pulse, never missing a beat.
Enabling you to act and react in real-time to any brand-related issues on all your marketing platforms.
This post was written by Tailor Brands. We are online automated branding and logo design platform. Our goal is to make it easier for budding business owners to turn their idea into a living breathing, professional looking brand.