Understanding your data: Powerful ways to measure brand awareness

Aug 18, 2020

Customers have a lot of choices when it comes to what products or services to buy. Brand awareness can influence those decisions. When people become more familiar with a brand and understand the value of the product, they’re more likely to turn into repeat customers.

Before you start diving into how to measure brand awareness, set goals for what you want to learn and why. Measuring brand awareness isn’t an easy task, because there are several ways to monitor awareness. In this post, we’ll review how to measure brand impact and how to measure brand awareness on social media.

How to measure brand impact

Google Analytics is a goldmine of information for your business. It’s easy to get caught up in all the different ways to measure what’s going on behind the scenes of your website. To measure brand awareness, take a look at:  

  • Direct Traffic - Measure how many people visit your website over time and see if the numbers are increasing. When you look at direct traffic, that means people typed in your website address directly to get the information they were already searching for.
  • Referral Traffic - Take a look at how your referral traffic is increasing over time. You’ll want more businesses to consider your site a top source and link back to it. Referral traffic is a good brand awareness indicator because it tells you who is linking to your website and how often people on those sites are clicking to learn more about you.

Earned Media - Are you positioning yourself as an expert in your field? Is your brand considered a top resource for businesses? Are you seeking out opportunities to be featured in magazines and TV? Earned media is another way to track brand awareness because you can see how often you were mentioned and in what publications.

 Look for opportunities to get your brand out there. One way you can do this is by signing up to HARO - Help a Reporter Out and submitting pitches when you see opportunities that fit your brand.  

Customer Feedback - Do you know what people are saying about your brand? Are you getting positive feedback from your customers? You can measure brand awareness by checking to see how many reviews your business is getting. Encourage customers to leave reviews after they make a purchase. Set up an automated email to follow up with clients who haven’t left a review yet.

If you come across a negative review, use this as an opportunity to grow your brand. Have a plan in place to respond quickly and offer a solution to fix their problems and concerns. Create a Google alert to get notified when someone writes about your business online. Follow top review websites and check them regularly, so a bad review about your brand doesn’t go unnoticed for weeks, or even worse, months.

Measuring brand awareness on social media

Social media is a great way to connect with your audience and build an engaged community around your brand. Whether you’re selling a product or service, spend some time getting to know where it’s best to invest your time. It doesn’t make sense to spread yourself thin and try to post content on every social media channel out there. Instead, choose one or two outlets to provide value and grow a loyal following.

Analytics tools are already built onto many of the most popular social media platforms. Once you set up a business profile, you’ll be able to increase brand awareness. Here are some ways you can track brand awareness on social media.

Followers - If you track follower count, and see an increase, you know you’re doing something right. That means people are excited to follow your content, and they want to stay up to date with what’s happening with your brand. Take note of spam accounts. You don’t want more followers just for the sake of followers. Focus on building a loyal community of people who are genuinely interested in your business.

Mentions - Do people love tagging your business in their posts? Are they excited to tell their friends and followers about their recent purchases? Mentions are an easy way to track brand awareness because you will get an alert every time someone talks about your business. Don’t ignore these opportunities. Share consumer content. Stay active in the comments and answer dm’s when customers reach out to ask questions. Create a hashtag for your brand and encourage user-generated content to boost your brand awareness.

Engagement - Imagine going to a party that you spend an hour getting ready for and not talking to any of the guests. That doesn’t sound like much fun, and neither does creating content that people don’t respond to. Create engaging CTA’s to motivate people to comment and share. Look at your insights to see what type of content your audience prefers and strive to create more of that. 

Reach - When you have a large following, it means your content is more likely to be seen by more people. That’s your reach. Create content that encourages people to share, save, and comment on your posts to get more eyes on your brand.

Saves - When someone saves your post, it means that they likely found it useful and want to bookmark it for later. Saves increase your chances of being seen. While short captions are quick and easy to write, a longer caption gives your customers an instant win and keeps them on your page longer.

What should you focus on?

You don’t need to keep track of everything we mentioned in this post to increase your brand awareness. Every brand will find value in different metrics. Focus on a few goals and monitor what’s working and what isn’t. Spend time getting to know your audience. Ask them questions to see what problems they have and how you can better serve them.

All great organizations have one thing in common: they are recognizable and consistent. Read: How to make your brand more recognizable to take your brand to the next level.

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