How to Measure Brand Awareness – Top 15 Ways
What is Brand Awareness?
Brand awareness is a technique through which companies and marketers have an idea of how well their brand is getting familiarity among potential buyers and target audiences. Though brand awareness is an important metric in marketing a product or service, its importance is usually misunderstood by many companies because of difficult techniques used to measure brand awareness. The biggest benefit strong brand marketing gives your product or service is that it boosts revenue generation in the shortest time, shortens the sales cycle and increases customer loyalty and retention because customers like doing business with companies they are familiar with.
Top 15 Techniques To Measure Brand Awareness
Here is our list of the top 15 ways to measure brand awareness and increase ROI.
One of the easiest ways to measure brand awareness is through surveys. If you want the in-depth measurement of your brand awareness through surveys, you can conduct surveys differently. One way is to create customer surveys and others are by surveying a random group of people.
By adding questions like “how did you know about us?” will make it easier for you to track down where to reach your audience from and connect with them.
2. Website Analytics
You can also have a look at your website analytics. For that, many free tools like Google Analytics are available online. Although it can give a hard time at a beginner level soon you will learn to use it.
For brand awareness, you only have to focus on certain sections. The most important one is the channel section, having eight different channels. Simply go to the direct channel where the list of people who typed your website URL will appear.
3. Social Media Listening Tools
To get an unbiased opinion from your customers, you can use social media and monitor their conversations about your brand. You can search your brand’s name on social media platforms (don’t forget to use the brand name with different spellings as customers may misspell the words) or you can outsource this task to tools like Awario.
4. Search Volume Data
Another way of measuring brand awareness is to loom for search volume data. It tells you how much people search for your brand online. The best tool to find this out is Google Trends. You only have to enter your keywords like your brand’s name and related terms and find out searched volumes. By using it over a period of time you can determine if the searched are increased or decreased during a specific time.
5. Review Sites
Customers often like to review the products/services they used. By looking at thee reviews, more customers get influenced and decide whether or not to give that brand a chance. Always make sure you get positive reviews, the more reviews your brand gets, the more will be the awareness. But. Keep monitoring as negative reviews can lead your sales to decline.
6. Volume of Mention
You can track how many times has your brand been mentioned online. Through this data, you can analyze how many people are talking about your brand. You can also monitor the number of times your brand has been talked about in a platform other than your own official channel. As, most of the time, these conversations happen outside your channel.
Reach is the number of potential people who will see your brand’s mentions. Considering the number of followers each author has, one tweet from an influencer can reach out to millions of people and you can get your brand awareness increased.
This is why influencers are a very important way of marketing. Because of their followers. The more followers, the more your brand awareness.
Another important way to measure your brand awareness is to look at the engagement from your customers. Some people might believe engagement to be beyond the remit of awareness, but it is important to track it down. It will tell you if your customer awareness is effective or not. You might want to know if potential buyers are actually showing interest in your brand or are just watching your ads as they slip into their news feed.
9. Measure Against Benchmark
To measure changes in your brand awareness, you have to benchmark against your baseline metrics, look for enough time period to identify peaks and troughs or any anomalies. You can use Brand watch which provides historical data for you to easily measure and benchmark your brand awareness over time, from your first login.
10. Share of Voice
When you benchmark your awareness, you will be able to analyze if your brand awareness has increased or mot over time. Though you still might not be able to get the full picture, because your brand’s mentions could be very low compared to your competitor’s. You can establish the proportion of conversations which concern your industry centered around your brand. By tracking the share of voice, you can get the context of the data.
11. Message Pull Through
Measuring the message pulls through will help you to have an idea about the quality of coverage. Brands can both, benefit directly and indirectly by simply landing important company messages in media coverage. If the customers don’t pick up those messages, it indicates that either your customers don’t resonate with the media or maybe its not the right article that you want to be included in.
12. Web Traffic
With the help of Google Analytics, it is easy to identify direct and referral traffic on your website. Through this, you can measure how much your social media strategies are working out and driving people from your social media to your website. Looking at the referral traffic, you can identify key platforms that are able to drive people to your website.
13. Total Number of Followers
One of the easiest ways to measuring brand awareness is by monitoring your followers periodically. How many followers increase or decrease over time? This will help you formulate your future strategies by considering on-going activities like paid promotions etc.
14. Blog Traffic
You can measure blog traffic periodically to keep track of awareness. Find out the blog posts, promotions, social referrals and other tactics that drive more customers to the website. Identify which source is the best in terms of generating more traffic. For example, Facebook, Twitter, Email or any other source. Additionally, look at how many social shares are here and on which platforms your articles are shared the most.
15. Blog Conversations
You can have insights about the content downloaded the most from your blog and the sources that drive those conversations. It can be both, the links within the blogs and CTA at the end. Through this, you will have insights regarding the type of content that has been downloaded the most. Once you figure that out, you will be able to promote that type of content in more and better ways.