How to Measure Brand Awareness: 4 Key Steps

By Tom Jager

Acquiring new customers is one of the primary goals of marketers. It can be achieved only by getting a company’s name in front of the target audience through social media, outdoor advertising, and other techniques. Or as marketers would say, “build brand awareness.” Without it, you have no way of knowing if your efforts are working.

Despite its apparent importance for businesses, brand awareness is something of a black box for many marketers. Everyone knows they should be doing their best towards increasing it, but few are confident in their measuring methods.

So, how exactly does one quantify brand awareness success? Below, I’ll walk you through some effective methods to measure it and give you helpful tips.

1. Use Social Media Listening

Social media is one of the most important sources of information when it comes to measuring brand awareness. “Listening” allows you to listen to online conversations about your brand across social media, and hear customers’ opinions about it. For example, you can use the following metrics:

Brand Mentions

Customers often use names of brands to refer to them in posts, so monitoring the discussion can provide you with valuable information. For example, it can lead to honest feedback and objective insight.

Use special tools like Google Alerts or Mention to track brand mentions with specific keywords and phrases, across all of your social media feeds.

Also, don’t limit your analysis to direct mentions of your brand’s name. Include potential misspellings, as well as some of your top products.

Social Media Reach

You post information on your brand’s social media pages every day, but how many times people share it? To analyze the reach of your social media content, you can use tools like Sharedcount which tracks URL shares, likes, pins, and more.

2. Use Google Analytics

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.

What are the main traffic channels on your website?

Let’s assume you already have a Google Analytics account (if you don’t, create one). Enter it and click on “Acquisition.” Then, find and click on “All Traffic” and “Channels.” The platform will generate data about where your website traffic is coming from so you can analyze the sources.

Image Source

You can see eight main traffic channels in the image above:

  • Organic Search
  • Direct
  • Display
  • Referral
  • Social
  • Paid Search
  • Other
  • Email

What do all these channels mean? First and foremost, the term “organic search” refers to when someone searches for something on Google, and your website comes up in the search results, and they click on the link to it. Second, Direct channel encompasses different sources of traffic such as mobile apps and browser bookmarks.

Next, email channel encompasses traffic that comes from email marketing while social comes from your social media profiles.

By viewing the data and stats on each of these channels, you’ll be able to see how well your awareness effort has been going. Thus, you’ll determine the most successful areas as well as areas where you Go to the full article.

Source:: Business 2 Community

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