If you’re running a business, it’s important to track the metrics for the awareness of your brand. But how to measure brand awareness exactly?
In this article, we’ll discuss what brand awareness is and how to measure it using different metrics, while also exploring the difference between brand awareness and reach. By understanding these concepts, you’ll be able to track your brand’s progress and determine whether your marketing efforts are successful.
What Is Brand Awareness?
Brand awareness is the level of recognition of a particular brand among consumers. In other words, it’s how easily a customer can remember and identify your brand. There are different levels of brand awareness, from low (where customers aren’t familiar with your brand) to high (where customers are very familiar with your brand).
There are a number of factors that can influence brand awareness, including advertising, word-of-mouth, and product placement. Brand awareness is important because it can impact a customer’s purchase decision—if a customer is familiar with your brand, they’re more likely to consider your product or service when making a purchase.
Now that we’ve answered what is brand awareness, let’s discuss how to measure it.
|DID YOU KNOW? Brand awareness is a top priority for almost 89% of marketers.|
How to Measure Brand Awareness?
There are a few different metrics you can use in order to measure your brand awareness. Here are some of the most common:
1. Check Website Traffic
Website traffic is one of the most important brand awareness metrics that can give you insight into how many people are visiting your site, what pages they’re viewing, and how long they’re staying on your site. This information can help you understand how well your brand is performing and where there are opportunities for improvement.
To measure website traffic, you can use Google Analytics or another web analytics tool. These brand tracking tools will provide you with detailed reports on your website traffic, including how many people are visiting your site, what pages they’re viewing, and what keywords they’re using to find your site.
2. Launch a Brand Awareness Survey
Surveys are another great way to measure brand awareness, helping you understand how consumers feel about your brand and what they think of your products or services. They can also provide valuable insights into what customers want from your brand.
When launching a survey, it’s important to make sure the questions are relevant to your brand and that the survey is aimed at your target audience. To create and launch your survey, you can use a tool like SurveyMonkey or Google Forms.
3. Use Google AdWords Keyword Planner and Google Trends
Using these tools to measure brand awareness is a must, as they can help you understand what people are searching for when they’re looking for products or services like yours. They can also give you insights into what keywords are most popular among your target audience.
To use these tools, simply enter a keyword or phrase into the Google AdWords Keyword Planner or Google Trends and you’ll be able to see how popular that keyword is. You can also use these tools to compare different keywords and understand which ones are the most popular among your target audience.
4. Track Brand Name Mentions
Brand name mentions are important brand awareness KPI metrics that refer to the number of times your brand is mentioned online. This metric can be a good indicator of how well your brand is performing and how much exposure it’s getting.
There are a few different ways to measure brand name mentions. One way is to use a tool like Google Alerts to create an alert for your brand name and be notified anytime it’s mentioned online. Another way to measure brand name mentions is to use a social media monitoring tool like Hootsuite Insights or BuzzSumo, which allows you to see how often your brand is mentioned on social media.
5. Check Branded Search Volume in Google Analytics
When it comes to checking branded search volume, Google Analytics and Google Webmaster Tools are one of the most important brand awareness KPIs, and here’s why:
The volume of visitors coming to your website from a branded keyword on a search engine over a specific period of time is known as branded search traffic, and it’s usually viewed as a trend over time to show how your brand recognition is increasing. To track Branded Search Traffic from Google, you can use Google Analytics or Google Webmaster Tools.
6. Check Video Metrics
You must include video in your brand awareness strategy, as it’s a great way to increase brand awareness. To measure the success of your video marketing campaigns, you can track how many views your videos are getting, how long people are watching your videos, and what keywords they’re using to find them. To track these metrics, you can use a tool like YouTube Analytics or Vimeo Analytics.
Metrics for Brand Awareness You Should Measure
In order to successfully measure your brand awareness, make sure to include the following metrics as well:
The Volume of Mentions
Mentions are an important metric to measure the awareness of your brand, as they can give you insight into how often your brand is being talked about online. To track mentions, you can use a tool like Google Alerts or Mention.
When setting up a mention tracking campaign, it’s important to choose the right keywords that are relevant to your brand and that you think people will use when talking about your brand. You can also use negative keywords to exclude mentions that aren’t relevant to your brand.
Social Media Engagement
Social media engagement is a great way to measure brand awareness and reputation, as it allows you to look at the number of likes, comments, and shares your posts are getting, and what keywords people are using to find your posts. You can also look at how often your brand is mentioned in social media posts. To track social media engagement, you can use a tool like Hootsuite Insights or Sprout Social.
Reach is the number of people who see your content. The higher your reach, the more people will see your content, and the more likely it is that they’ll be aware of your brand. There are a few different ways to measure reach, including:
These brand awareness metrics measure how many people visit your website or blog. You can track this metric using Google Analytics or another web analytics tool.
This metric measures how many times your content is viewed, and you can track it using Google Analytics or another web analytics tool.
Social Media Reach
This metric measures how many people see your content on social media. You can track this metric using a tool like Social Mention or BuzzSum.
|Brand awareness is the level of recognition a consumer has for a particular brand.|
|Some of the different metrics you can use to measure the awareness of your brand are checking website traffic, launching a survey, using Google AdWords Keyword Planner and Google Trends, checking brand name mentions, and branded search volume in Google Analytics, and video metrics.|
|Metrics for brand awareness you should measure include the volume of mentions, social media engagement, and reach.|
|The higher your reach is, the more people will see your content, and the more likely it is that they’ll be aware of your brand.|
What Is the Difference Between Brand Awareness and Reach Campaigns?
Now that we’ve gone over what brand awareness is and how to measure it, let’s talk about the difference between brand awareness campaigns and reach campaigns.
Both types of campaigns can be effective, but it’s important to choose the right one for your goals.
Brand Awareness Campaign
Brand awareness campaigns are marketing campaigns focused on building long-term familiarity with your brand. If you’re trying to build long-term brand awareness, a campaign for brand awareness is a better choice.
These campaigns typically involve creating informative content such as blog posts or video tutorials and promoting it through channels like search engine optimization or social media advertising. However, although brand awareness campaigns can be effective, they can be a bit expensive and time-consuming to create and maintain.
On the other hand, reach campaigns are focused on getting your content seen by as many people as possible. If you’re more interested in delivering your content to a wider audience, a reach campaign is a better choice.
Reach campaigns typically involve creating compelling content such as infographics or video ads, and promoting it through channels like paid advertising or social media.
Both a brand awareness campaign and a reach campaign have their advantages, but what if you want to achieve both?
If your goal is to increase both brand awareness and reach, the best option is to create a hybrid campaign that combines the elements of both. For example, you could create informative blog posts and target them at specific keywords your audience is searching for. You could also create social media ads targeting people who’ve engaged with your brand in the past.
|DID YOU KNOW? Branded content is 22 times more effective than a standard display ad.|
Both reach and brand awareness are important factors to consider when assessing the success of your marketing efforts. By using a combination of metrics, you can get a well-rounded picture of how your brand is performing and what areas need improvement, and by understanding all the ways to measure brand awareness, you can target your audience more effectively and improve your overall marketing strategy.
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