This strategy benefits the company by allowing them to stay on top of brand mentions and see how their brand name performs generally. They use this data to analyze what they're doing, what's working well, and what needs changing.
What Google Trends does is essentially tracking mentions of your brand — what people are saying about you online. If people are talking about you, they know who you are. Whether what they are saying is good or bad is a topic for another article However, these mentions can be used to discover information like where the people who are talking about you are located or how they perceive your brand.
You can also use Google Trends to see how well your competitors are performing against your brand. Tracking mentions is also a good way to see how many people are linking to your site without you asking and how many people are sharing your posts.
Kan Huang, Head of Digital Marketing at Box Advisory Services , also advocated tracking mentions, especially earned mentions in the press and other publications. This is what tracking earned media means to him:. However, the method we've decided to focus tracking on gives us the ability to measure whether a particular strategy is working or not.
We not only measure our brand awareness this way but this tactic generally leads to a more qualified lead that's further down the sales "pipeline" so to speak. This, in turn, helps us tremendously with our ability to close and better convert leads. One of the biggest issues in brand marketing today is that everybody is guessing. Consumer companies invest more than one trillion dollars a year in marketing and advertising, but they often still base the bulk of their campaigns on gut feeling rather than hard fact.
This is why brand and marketing managers read articles like this one on measuring brand awareness. Keep an eye out for a brand analytics platform that provides an analytics tool stack similar to what Google Analytics provides for digital marketers. Such a platform is equipped with an intuitive dashboard where brand awareness can be measured in terms of how target audiences are reacting to your brand, the impact your brand campaigns are having, and how your competitors are performing.
We can see if a campaign has improved our brand awareness amongst small business owners or there has been a meaningful shift in perception. It's not an exact science though. We're often running a few ideas and it can be tricky to tie it back to an individual channel i. Surveys are a great way to discover if a certain demographic is aware of your brand. However, if you do decide to go down the survey route to measure brand awareness, having a clear strategy is crucial.
Award-winning personal branding specialist, Lauren Clemett , spoke to us about using surveys to measure brand awareness. The best way to measure brand awareness is to be clear about your strategy, set measures in place before launching a brand campaign, and measure during and after to track brand awareness. Brand awareness is how familiar your target audience is with your brand.
It is generally thought of as the first and most important step in the buying process — without awareness, consumers will not consider your brand for purchase. We look at total coverage each quarter broken down by feature articles, bylines, mentions, and syndicated coverage. We use Sprout Social to track coverage and social shares of every piece of coverage.
Share of voice is one of the most popular metrics in the public relations world. SOV only measures the amount of coverage, and not the quality of coverage. When you look at the two side by side you can measure the quality of coverage. If your company has a low SOV but high SOI this means you may not be securing as much coverage as your competitors, but you are securing articles in publications with high readership and better quality.
We use Onclusive to measure SOV and calculate what they call Power of Voice , which is a metric that combines content relevance, publication authority, social media amplification, and sentiment, in a single measurement. This allows us to measure not just the volume of coverage, but to paint a more accurate picture of the influence of our media coverage. Mentions can include reporters and articles we pitched, or when a reporter includes our company in a broader story.
We track the number of mentions over the quarters as a way to track awareness and buzz. Measuring message pull-through helps give us an idea of the quality of coverage. By landing key company messages in media coverage the company directly and indirectly benefits.
We use Google Analytics to analyze organic, direct, and referral traffic to our website. This gives us insight into whether or not our PR and social media efforts are driving people to our website. For example, we often see spikes from funding announcements, end-of-year announcements, and new product launches.
When we look at the referral traffic, we can dig into exactly which articles are driving people to our website and the quality of those visits. Branded search volume is another critical indicator of brand awareness. This metric shows how many people are literally searching for your brand by name. These searchers are some of your most valuable — they remember you and have a high intent to purchase your specific products or services. We measure total and organic blog traffic every month and dig into the blog posts, promotions, and social referrals that drove the most traffic.
We look at the organic and direct blog referral sources LinkedIn, Facebook, direct, email, and organic to discover the best sources driving visits and put more energy into promotion via those places. Google Analytics has developed Google Trends, which represents a search trends feature that helps track the hottest search terms.
All you have to do is:. To track targeting campaigns means to know where you get your visitors from and to realize where they come from most frequently. Having this data in mind, you may keep improving your campaign and actively participate in increasing campaign performance.
One way to do this is by adjusting your campaign to give your brand exposure at places where most of your visitors come from. This is especially important because then you can stop investing in poorly targeted campaigns that bring no conversions.
This tool lets you check where your campaigns are appearing, analyze the audience reactions and their impact on conversions.
First of all, you should confirm if your campaign is running. Then, you can easily track different aspects of your campaign:. As you can see, brand awareness is one of the essential factors for business success.
The more customers are familiar with your brand and willing to recommend it, the more your business can grow. By increasing brand awareness, your company gets the opportunity to exceed in the local market and can position itself above the competition.
But brand awareness is not a metric that you can evaluate using only one or two of the mentioned tools. This is because:. So to measure brand awareness successfully, you need to develop a standardized set of tools that you consider important to track.
You should also have clear strategies for each of the selected tools so that they work in tandem to provide efficient measurement rather than ambiguous results. Finally, you should be cautious not to fall in the trap of measuring only the segments of brand awareness in which you think you have good performance.
Jared Cornell is a customer-support specialist, a marketing evangelist and a book lover, associated with ProProfs Chat. He is always keen to develop new strategies to help customers seeking live chat assistance for a delightful experience.
Connect with Jared on Linkedin. Luckily, this […]. In the […]. People loosen up the […]. Join Headline Studio For Free. Unlock Headline Studio Pro. Enroll To Start Learning. Schedule A Demo. Toggle navigation Blog. Agile Marketing Guide How to implement an agile marketing strategy. Marketing Strategy Guide How to choose, prioritize, plan, and execute projects. Books 10x Marketing Formula Find out how to short-circut the path to jaw-dropping growth.
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Get Your Download Now Plus, join our email list to stay up to date. Full Name. Email Address. Website URL. Download Template. Do people remember your brand when thinking about the product category it belongs to? The best way of defining brand awareness is putting it into the function of a specific goal you aim to achieve.
To be able to create content that can increase awareness, you should make realistic goals. It only takes 10 seconds for a person to form an impression of your brand. We also think you'll like Score your headlines. Get helpful, headline-boosting suggestions. Drive more traffic. Try Headline Studio. Write headlines that hook your readers. Try It Free. Write Better Headlines Today.
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