Make sure referral traffic is constantly increasing, but make sure your traffic is valid and relevant to your website. 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. Yet, others who know that brand impact is important, may not be too concerned with actually having any concrete data to measure against. Related PostThe In-Depth Guide to Branding for Millennials “For example, qualitative data is “intangible,” meaning it cannot be expressed as numbers. The #1 digital consumer intelligence platform. If your clicks and impressions on the search console are going up, your brand has … Measuring your website traffic over time can reveal insights into brand awareness, but it’s important you are looking in the right places. So increasing awareness is important, which means measuring brand awareness to see what works for your brand and what doesn’t. Here are a few additional ways how to measure brand awareness by Visually. M… Below is a list of metrics and tools to measure the brand awareness of your company. In the comparison period, traffic is 51 068, so 23 340 users higher, and the bounce rate is 75.39%, so 4.34% lower. 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 … If you only use inbuilt analytics platforms (such as Facebook Insights), you can only see the tip of the iceberg. Brand awareness is the level of consciousness consumers have about a brand or a product. 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. 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. Take a look at how we focus our PR, content, and social media efforts to drive brand awareness: Measure Share of Voice and Media Coverage. Measuring brand awareness is one of the trickiest marketing KPIs to track. Brand-Awareness Surveys. 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. Whether you conduct a survey by email, website or telephone, you can either ask existing customers how they heard of you or ask a random selection of people if they are familiar with your brand. Do you agree to our cookie policy? The direct channel in Google Analytics tracks the number of people who typed your URL into their address bar, used a browser bookmark, or clicked a link in an untracked email or offline document. 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. Use a scale from 1-5, with 1 being not familiar with the brand and 5 being very familiar. In the past, Google Analytics users were able to easily track the number of people using branded keywords to arrive on website. All Rights Reserved. Pay attention to homonyms and include typos in your searches for better insights. The other school of thought, advocated by Bryan Sharp, contends that one of the strongest drivers in making consumers buy is simply the ability to recall that product. Quick Search is a great place to start, enabling you to quickly and accurately gain insights into both your and your competitors brand awareness. We use cookies to improve your experience and give you personalized content. Brand awareness is somewhat of a vague concept. Your web analytics program shows you the amount of direct traffic coming to your website. 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. Survey Monkey. 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. [Breaking News] Brandwatch named a Leader in Forrester Wave™. Brand awareness can be the foundation on which to build your marketing strategy. Perhaps the most effective tactic is to look at where people are already talking – social media and other websites. According to Ad Age Datacenter Coca-Cola spent $3.3 billion worldwide on advertising in 2013 alone. 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! If you’re an existing customer and you want to know more, your account manager will be happy to help. You’ll find them under ‘Products’ in the navigation. 37% of global consumers turn to social networks for purchase inspiration, so this is likely to have an impact on other KPIs too. Using Brandwatch Analytics to track brand awareness provides you with the tools you need to both monitor and grow the buzz around your brand. We take a look at the different ways you can monitor brand buzz. Measuring brand awareness divides marketing. Establishing and measuring brand awareness should be at the core of your marketing efforts. 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. Adapt and win with Consumer Research, our new digital consumer intelligence platform. 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. Luckily, a large number of live chat software solutions come with the option of creating relevant statistics based on both pre-chat and … Creating surveys isn’t as easy as you might assume. 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. Monitoring this over time will give you an indication of changes in brand awareness. Awareness is the number of people or percentage of a group that are aware of a brand. 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. But how to get these reports? Surveys can be a great way to get ‘qualitative’ datato measure your brand feel and brand awareness. If you assign monetary values for mentions and engagement, you are able to track your branding effort ROI as well. 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. Metrics li… Overall, a business should be aware of its brand’s engagement levels, impressions, and overall reach while measuring its brand awareness. It is viewed by some as a pointless exercise, an accumulation of vanity metrics that bears no relation to marketing ROI. Measuring your website traffic over time can reveal patterns and insights into your brand awareness. However, brand awareness has always been one of the hardest things to measure. How to Measure Brand Awareness: 10 Strategies That Work, Your web analytics program shows you the amount of. Learn how to measure brand awareness and how to leverage brand awareness … Set up your free account here(no credit card required). By using our site you agree to our This indicates a rise in brand awareness. The way companies measure brand awareness can tend to vary. Measuring brand awareness among your target customers can take many forms. Reviewing the growth of direct traffic over a specific time period gives you information on your brand awareness growth. Importantly, you can track conversations that do not include @mentions or happen outside the official, owned channels of your brand. To successfully measure brand awareness via surveys, there are a variety of questions you’ll need to ask participants. Brandwatch provides historical data so you can easily measure and benchmark awareness over time from your very first login. You can also ask your current customers when they became aware of your brand. — You can have questionnaires in your website, asking how visitors found you, or if they had heard of you before. However, your company does not exist in a vacuum. You can use social tracking tools to find out when, where and how often you have been mentioned. 1. 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. All our latest data stories and insights straight to your inbox, Copyright © 2021 Brandwatch. Unprompted or spontaneous awareness ques… It requires skills and the right tools to get started. It takes into account the number of followers of each author who mentions you. So don’t get lost in vanity metrics, but instead, do your research and focus on quality referrals. Thus, if you need to measure brand awareness, your core metric is the number of impressions. Remember - when checking earned media value for brand awareness, quality and reach matter more than sheer quantity. Fortunately for you, in this article, we present ten awesome ways to measure your brand awareness. Another survey type could be asking a random set of people if they have heard of your brand, and what images does your brand create in their minds. This can be done in various ways, such as tracking the number of brand mentions and blog shares, monitoring website traffic, using analytics tools and more. 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. Consumer goods is one example of an industry that is less reliant on direct-to-consumer sales. Your perfect goal there is to serve the ads to as … Brand awareness is valuable and worth measuring. This helps to explain why brands push so much money into sponsorship: by partnering with another global brand they increase their exposure to a wider audience. You can also use tools such as Smarp, which calculate and visualize the estimated earned media value of your Employee Advocacy activities. So now we have a firm grip on some different metrics for our brand awareness. However, internet and technology has simplified numerous aspects of brand awareness measurement through online tools. Make a short list of 5-6 competitors as well as your brand, and ask the people taking your survey to rate them. Our analysis shows that up to 96% of conversations are outside these media. Brand awareness tools to measure search volume data. If you’re an existing customer and you want to know more, your account manager will be happy to help. An increase in your organically gained backlinks means your content is well-received and valuable, and your website seems like a reliable place to refer to. Discover how consumers are approaching plastic waste during the pandemic. 💡 Have you watched our free webinar on How to Maximise Marketing Impact with Employee Advocacy? Brand awareness is extremely difficult to measure. On SmartyAds DSP, the dynamics and number of impressions are distributed by days and by hours. Search for your brand and your competitor’s brand, as well as some other top keywords with a Keyword tool. So, to measure brand awareness in terms of post-chat forms, you should create relevant surveys and collect gathered feedback into post-chat reports. Another great way to measure how awareness of your brand is changing is to track how often it is mentioned online. Share of Voice However, it does pay off to get a little nitty gritty when comparing your earned media value against your competitors. Check the average reader amount of different publications, and estimate the reliability and DA of the referring websites. Especially because most brands care most about sales and ROI, so brand awareness can feel like an abstract concept. Social media engagement. Earned media (or free media) is all the publicity your brand gets without paid forms. Reach is the potential number of people that those mentions will be seen by. 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. If it seems few people are interested in pursuing a link strategy with you, you might be offering the wrong type of content, or your website seems unreliable. “ Let's say you do a TV campaign to promote your brand. 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. It is difficult to estimate its effectiveness and do ROI calculations. Brandwatch provides historical data so you can easily measure and benchmark awareness over time from your very first login. Well-designed surveys will uncover consumer knowledge and reveal the performance of your brand’s communication efforts. 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. 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. All comments increase your reach, so post social messages with content that pushes people to engage, such as questions to your audience or occasional light-hearted content. We won’t get too deep into survey design, but below you’ll … 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. Increasing brand awareness is always a race to improve yourself, but you want to beat the competition too. Empathy in the Workplace: Top Reasons Why You Need to Develop It. Increasing the number of consumers that can recall your brand is usually integral to success. Share of voice takes into account metrics such as your DA, paid and organic backlinks, and follower fan base. Brand awareness has always been one of the hardest things to measure. Tracking the media coverage your organisation gets is another way to measure brand awareness in the marketplace. 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. 💡 Check out our guide on How to Boost Lead Generation with Employee Advocacy. Even though it is hard to measure brand awareness, we have made a list of 10 best ways how to measure brand awareness. Media listening tools, for example, Brand24, will gather and analyse all publicly available mentions that contain your keywords. These are similar to direct traffic, although it does involve clicking a link in the SERPs. 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). As Chevrolet’s CMO Tim Mahoney states, “Manchester United provides us with a global stage, including here in the U.S. That’s rare.”. Survey Monkey does most of the work for you. 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 … These two different backlink types give you different information. To find a step-by-step guide to do this, see this post: Employee brand advocates are good for both Employer Branding and increasing general brand awareness, so make sure you keep your employees happy and engaged, and they are sure to help you increase your brand awareness. Share of voice refers to the percentage of the market that your brand owns. However, let’s assume you have a unique name (or at least you don’t share your name with a big brand). Go to the “report” section and find out how your campaign is performing. Messages shared by employees usually have a higher reach and engagement than corporate messages, but measuring Employee Advocacy program success can be tricky. One way to measure your brand awareness is to survey and interview people. Let’s assume you already have a Google Analytics account (if you don’t, create one). Try to engage them to become your brand advocates. Another interesting metric to study in your Analytics is the amount and quality of referral traffic. For social media share of voice tracking, track the total mentions of your and your competitors' mentions, and calculate how large a percentage of all the mentions are going your way - this is your social SOV percentage. Their brand is so strong Coke is one of a handful of generic trademarks. In addition to the growth in social media follower base, keep a track on social media shares, likes, and comments. 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