By tracking share of voice and the changes over time you gain context for the data. Measuring brand awareness on social media in 5 metrics: However, where it can be relatively easy to set objectives for social media, measuring the brand awareness progress you’re making against them is a different story. However, brand awareness has always been one of the hardest things to measure. If you only use inbuilt analytics platforms (such as Facebook Insights), you can only see the tip of the iceberg. Increasing the number of consumers that can recall your brand is usually integral to success. Here are a few additional ways how to measure brand awareness by Visually. Monitor Website Traffic. Social media is one of the best channels for increasing brand awareness. So now we have a firm grip on some different metrics for our brand awareness. 37% of global consumers turn to social networks for purchase inspiration, so this is likely to have an impact on other KPIs too. Use a scale from 1-5, with 1 being not familiar with the brand and 5 being very familiar. If you’re an existing customer and you want to know more, your account manager will be happy to help. Subscribe to keep your finger on the world’s pulse. A brand awareness survey measures the capacity of a consumer to recognize a brand image and associate it with the products or services that a particular brand is offering. The mentions of your brand could be a drop in the ocean compared to your competitors. If mentions of your brand get mixed up among mentions of a similarly named entity, filtering out chatter could prove to be time-consuming. Tracking for earned media value with regards to competitors allows you to focus on different things than when you track your share of voice. 1st Floor, Sovereign House, Church Street, Brighton, BN1 1UJ Google Analytics is a perfect tool for measuring brand awareness because it determines the sources of traffic, identifies user demographics, and shows how engaged your audience is. Make sure referral traffic is constantly increasing, but make sure your traffic is valid and relevant to your website. Especially because most brands care most about sales and ROI, so brand awareness can feel like an abstract concept. Reviewing the growth of direct traffic over a specific time period gives you information on your brand awareness growth. Unprompted or spontaneous awareness ques… This depends on what marketers or executives seem to value most. Use Google Adwords Keyword Planner and Google Trends to check the volume of searches for your brand name, and to track it over time to see if search volumes are increasing. Consumer goods is one example of an industry that is less reliant on direct-to-consumer sales. Measuring brand awareness Branding campaigns have a unique objective: to raise awareness and visibility of your product, service, or cause. You can also ask your current customers when they became aware of your brand. However, it does pay off to get a little nitty gritty when comparing your earned media value against your competitors. All Rights Reserved. Listening to these unsolicited opinions allows you to hear consumer’s thoughts as they are naturally expressed. Set up your free account here(no credit card required). Their brand is so strong Coke is one of a handful of generic trademarks. Without thinking consumers often ask for a Coke when they mean any brand of cola. This type of brand awareness research may take the most time and money, but you are likely to get very good information out of it. Company number: 03898053 | VAT number: 754 750 710. Monitoring this over time will give you an indication of changes in brand awareness. In the comparison period, traffic is 51 068, so 23 340 users higher, and the bounce rate is 75.39%, so 4.34% lower. Track the rate of the backlinks you have organically gained, as well as the backlinks you have attempted to accrue as part of your marketing and PR strategy. For some, engagement is beyond the remit of awareness – yet it can be important to track as it will provide an indicator of the effectiveness of awareness. The advantage for Chevrolet is that when a potential customer thinks about buying a car, the Manchester United deal increases the likelihood they can recall the brand and therefore consider purchasing one of its vehicles. If you’re an existing customer and you want to know more, your account manager will be happy to help. A leading indicator of the consumer's awareness of your company is “conversation share,” or the amount of time your brand comes up in everyday conversations about the products and services you offer. You can use keyword research tools such as Google Trends, Google Keyword Planner, Moz Keyword Explorer, and SEMrush to see what people are searching for and how your brand awareness keywords stack up. However, your company does not exist in a vacuum. These two different backlink types give you different information. 1. If you’re marketing abroad, this figure goes up to 52% in China and 70% in the United Arab Emirates. It’s one of the best – and definitely most popular – survey tools out there, and it’s great for creating in-depth online surveys. Let’s assume you already have a Google Analytics account (if you don’t, create one). Tracking the number of social media followers is one of the most straightforward ways how to measure brand awareness: the more followers, the better your brand awareness is. One strong method of analysis to determine how strong your brand awareness or recall is on social media is to calculate your brand’s share of voice. It could be the brand name itself, a logo or the brand as part of a list of other brands. Share of voice takes into account metrics such as your DA, paid and organic backlinks, and follower fan base. Here’s a quick dive into how you can measure brand awareness … Measuring your website traffic over time can reveal patterns and insights into your brand awareness. Remember - when checking earned media value for brand awareness, quality and reach matter more than sheer quantity. Thus, if you need to measure brand awareness, your core metric is the number of impressions. Instead, compare the amount of direct traffic to another time period. What are the main traffic channels on your website? You can also ask your current customers when they became aware of your brand. However, brand awareness has always been one of the hardest things to measure. — Pay attention to homonyms and include typos in your searches for better insights. Tracking the media coverage your organisation gets is another way to measure brand awareness in the marketplace. As many marketers are looking to improve their strategy for measuring brand awareness, we want to deliver a resource that will help marketer in doing so. Understanding more about how to measure brand awareness also enables you to strategize better on how to enrich it. Measuring brand awareness among your target customers can take many forms. Even though it is hard to measure brand awareness, we have made a list of 10 best ways how to measure brand awareness. Measuring brand awareness divides marketing. Benchmarking your metrics will tell you if your awareness of your brand has increased, but you will not be getting the full picture. Sometimes, your employees are your best referees. Share of voice takes into account metrics such as your DA, paid and organic backlinks, and follower fan base. After all, there’s a reason Coca Cola spent $4.25 billion on advertising in 2019. But remember not to annoy prospects or customers, and keep the customer questionnaires short, simple and rewarding. Below is a list of metrics and tools to measure the brand awareness of your company. Measuring brand awareness is one of the trickiest marketing KPIs to track. Here is how we approach this thorny topic. You can have questionnaires in your website, asking how visitors found you, or if they had heard of you before. Prompted awareness is measured by asking people if they are aware of the mentioned brand. This strategy is a great way how to measure and track your brand awareness. Brand awareness tools to measure search volume data. The first approach will give you an understanding of how people hear about you, the second will give you an insight into the number of people that can recall your brand. The two do not exist independently of each other. The majority of Tide sales are likely to come via supermarkets as opposed to tide.com, meaning that website data might not reveal much insight into how brand awareness is driving sales. Measuring brand awareness is one of the trickiest marketing KPIs to track. Referrals from penalized sources, for example, lower your quality score and while they cannot be seen by visitors, they make your own search visibility worse, which does not help with brand awareness! We take a look at the different ways you can monitor brand buzz. Earned media value gives you an idea of how valued, discussed and known your brand is without your other digital marketing efforts. Why is brand awareness important? Brand awareness includes both brand recall and brand recognition. Besides the amount, pay attention to bounce rate as well: as more people gain interest in your brand, they are likely to spend more time with you, and the number of instant bounces should be lowering. Share of voice refers to the percentage of the market that your brand owns. To read more on Employee Advocacy and how it can help you increase brand awareness, check out our free guide below. One way to measure your brand awareness is to survey and interview people. Whereas the former refers to the case when people instantly remember your brand (the name of your brand), the latter tells how a person can identify a brand … You can use video analytics tools like Wistiato track how many views you get and even to host calls-to-action that deepen the viewer's engagement on your site. There are (at least) two video strategies that work well for brand awareness: The first is hosting videos on your own site and sharing them across social networks and other channels to drive traffic back to your site. You can have questionnaires in your website, asking how visitors found you, or if they had heard of you before. You need to establish the proportion of conversations concerning your industry that are centered around your brand. You want to know if people are actively digesting your content rather than watching it slip by on their news feed. Social listening tools, like Brandwatch, allow you to write your own refined searches that can overcome the problem of a generic brand name, allowing you to filter out all irrelevant mentions. From May 8th, all Crimson Hexagon products are now on the Brandwatch website. Find out how Brandwatch Analytics can help you measure and understand brand awareness by booking a free demo. Adapt and win with Consumer Research, our new digital consumer intelligence platform. Simply by tallying the number of times your brand has been mentioned online you can discover the number of the conversations involving your brand, and track any changes over time. Your web analytics program shows you the amount of direct traffic coming to your website. So if someone with a million followers tweets about your brand it will spread brand awareness much more than a share from somebody who has 100 friends. This means you won’t know what proportion of people arrived through search knowing your brand, compared to those who have searched for non-brand keywords and happening upon you by chance. Increasing awareness is important. We take a look at the different ways you can monitor awareness below. All our latest data stories and insights straight to your inbox, Copyright © 2021 Brandwatch. You’ll find them under ‘Products’ in the navigation. Awareness is the number of people or percentage of a group that are aware of a brand. Metrics li… Luckily, a large number of live chat software solutions come with the option of creating relevant statistics based on both pre-chat and … Brand awareness is extremely difficult to measure. Establishing and measuring brand awareness should be at the core of your marketing efforts. However, internet and technology has simplified numerous aspects of brand awareness measurement through online tools. Don’t get caught up in the rise or fall of relational traffic gain between direct traffic and other traffic. You can do this by using a PR agency or by hosting a social media campaign, for example. This also overcomes one of the problems with surveys, response bias, where people may not give natural answers simply because of the format in which they are being asked. Media listening tools, for example, Brand24, will gather and analyse all publicly available mentions that contain your keywords. 💡 Check out our guide on How to Boost Lead Generation with Employee Advocacy. hbspt.cta._relativeUrls=true;hbspt.cta.load(1618882, '48865ec6-bc1d-4e02-a465-67ab2788cb1d', {}); Reach all your employees, from corporate to frontline, with targeted communications. Don’t only focus on the number of mentions, but study the context and the tone of the pieces you and your competitors are discussed in. Social media engagement. Survey Monkey. One way to measure your brand awareness is to survey and interview people. Empathy in the Workplace: Top Reasons Why You Need to Develop It. You can use this as a launchpad for any additional … You have competitors out there. To successfully measure brand awareness via surveys, there are a variety of questions you’ll need to ask participants. On the other hand, quantitative data is the most important for measuring financial information related to brand awareness. In order to track changes in brand awareness you need to benchmark against your baseline metrics, looking at a long enough time period to spot any natural peaks and troughs, as well as any anomalies. Most programs only offer the option for searching over a limited time period such as three to six months, so store your findings in order to track for the increase of branded searches over a longer time period. But brand awareness is still a necessary part of the profit equation. Importantly, you can track conversations that do not include @mentions or happen outside the official, owned channels of your brand. [Breaking News] Brandwatch named a Leader in Forrester Wave™. We won’t get too deep into survey design, but below you’ll … Brandwatch provides historical data so you can easily measure and benchmark awareness over time from your very first login. Reviewing the growth of direct traffic over a specific time period gives you information on your brand awareness growth. How does one actually measure a metric like brand visibility or nam… Despite this, brand awareness is one of the most important drivers of business growth and it’s something that needs to be created and nurtured as your brand … Despite that, it demonstrates active brand awareness and intentionality – the searcher knows where they want to go, they are just not certain how to get there. Nobody expects Manchester United fans to rush out and buy a Chevrolet purely because the brand appears on the players’ shirts, yet the car manufacturer pays $71.4 million a year for the privilege. However, if your backlink rate without any backlink effort is low, it might just be the correct audience has not found you yet, so you may have a problem with your, Social media is one of the best channels for, Messages shared by employees usually have a higher reach and engagement than corporate messages, but, More Ideas on How to Measure Brand Awareness, How to Boost Lead Generation with Employee Advocacy, How to Maximise Marketing Impact with Employee Advocacy, measuring Employee Advocacy program success, Using Analytics to Measure Your Employee Advocacy Program Success, how to measure brand awareness by Visually. Reach is the potential number of people that those mentions will be seen by. represents what people think when they hear about your business In addition to the growth in social media follower base, keep a track on social media shares, likes, and comments. Remember to post often and useful content, with different content types, in order to attract good engagement and increase your social media reach. So don’t get lost in vanity metrics, but instead, do your research and focus on quality referrals. This can include feature articles, podcasts, speeches and more. 💡 Have you watched our free webinar on How to Maximise Marketing Impact with Employee Advocacy? M… The second is using video distribution sites li… “ Let's say you do a TV campaign to promote your brand. Of course, not every brand will rely on a website to sell their products. The more people remember your brand, the more likely they are to directly type it in the search bar (or, more broader speaking, visit your website proactively). Ask the person taking the survey to give each brand you list a specific rating so you can see how familiar they are with your … use of cookies This might indicate problems in your market positioning and inabilities to communicate your brand in a clear way, which makes brand promotion much more difficult. The EEMV tracker estimates the value of the clicks the posts have generated by comparing the number of clicks to the price of Cost-Per-click (CPC) advertising on the matching social media networks. Brand awareness can be the foundation on which to build your marketing strategy. Messages shared by employees usually have a higher reach and engagement than corporate messages, but measuring Employee Advocacy program success can be tricky. I Agree. While that is not the route you want to go, it’s also a bit understandable. However, if your backlink rate without any backlink effort is low, it might just be the correct audience has not found you yet, so you may have a problem with your SEO or social media marketing, instead of how well or poorly people receive your brand. Do you agree to our cookie policy? Yet, others who know that brand impact is important, may not be too concerned with actually having any concrete data to measure against. Brand awareness is valuable and worth measuring. Brand searches constitute another important means of measuring brand awareness. Our analysis shows that up to 96% of conversations are outside these media. If you have an Employee Advocacy software or a content hub with an Employee Advocacy functionality, you’ll be able to track your employee brand ambassador program success easily. You can track your organic share of voice by analyzing your most important keywords in relation to your main competitors. 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