In a recent survey by the Content Marketing Institute, 89 per cent of marketing managers said that building brand awareness was their primary goal.
What is brand awareness, and why should you measure it?
Good branding = higher brand awareness.
Brand awareness refers to how familiar consumers are with your company, and is the result of the branding process. Would they recognise your logo if they saw it? Could they tell their friends what you do without double checking online?
Brand awareness is all about familiarity, which in turn breeds trust, and creates an effective selling environment. Think about the last time you bought something – chances are you’d seen the brand before, you knew what they did and you’d already researched their offering (as well as that of their competitors) in detail. Before you made a purchase, you were aware of their brand and everything that it represented.
It’s worthwhile spending the time and effort to increase it. But if you’re going to invest resources, you want to know that it’s working. Here’s an outline of some key metrics and tools you can use to measure your brand awareness.
How to measure brand awareness
1. Brand mentions and media coverage
A great way to start is by simply tracking how many often your brand is mentioned online. If you’ve hired a public relations firm to get your name out there, this is also a great way to determine if their efforts are effective. This metric should cover all searchable online mentions online including:
- Blog posts
- Public social media posts
- Website mentions and backlinks
- Media coverage
It’s a great idea to find the mentions of your business online and discover what it is about you that people are talking about. If the conversation is positive, your marketing is working. If it’s not, you need to refocus your marketing efforts.
What to use:
- Google Alerts: type your brand name into Google Alerts and you’ll be prompted every time it’s mentioned online. While this isn’t the most advanced tool to track online mentions, it’s free and easy to use.
- Mention.com: this is a step up from Google Alerts. It tracks forums, blogs, social media and other searchable pages for mentions of your brand then lets you know via push notification. You can also track your competitors to better understand them.
2. Social media reach
Social media following – like connections on LinkedIn or likes on Facebook – are one of the obvious measures of your brand’s awareness. To make the best use of this metric, track how certain events or promotions such as a large sale or social media campaign affect this number and adjust your approach to get better results.
Much like leads, social media followers should be assessed for quality. You can look at how engaged they are with your brand by checking the following metrics:
- Engagements per post – including likes, comments, and reactions
- Total re-shares
- Website referral traffic from social media
- Quality of website referral traffic (ie low bounce rate and high engagement on site)
- Conversions, or how many followers click from your ads to make a purchase
While the breadth of your reach is important, the quality of your interactions and your level of engagement with each individual is what will translate to your bottom line.
What to use:
- Social media scheduling tools: allows you to manage and track all your social media platforms from one easy-to-use program. Advanced analytics tools let you closely monitor key engagement metrics, while reporting and analysis tools help you figure out a way to improve brand awareness through social media.
3. Traffic to your website
One of the simplest ways to measure changes in brand awareness over time is to measure the amount of direct traffic to your website. That is: people who’ve typed your URL directly into their browser.
People who find your site directly usually have a serious interest in your business and are pretty familiar with who you are and what you do. If you ever carry out print or billboard advertising, check this metric for spikes to help measure the campaign’s effectiveness.
If you want to go a little deeper, it’s worth looking at quality of site visits as well. Looking at your bounce rates and conversion rates will help you gain a deeper understanding of how users are interacting with your site.
What to use:
- Google analytics: direct traffic is displayed on the results page just under organic search.
- Hotjar: this program allows you to view heat maps showing where users go on your site, recordings of real site visitors, analysis of conversion funnels and forms and much more. All of these metrics help you to better understand how customers interact with your brand and your website.
Whether you need help setting up and understanding your metrics, you understand the numbers but need help improving them, or both: Pounce Marketing can help. Get in touch today for a no-obligations chat!