You can’t put a number on perfection — but you can get pretty close!
Brand awareness may seem like a nebulous concept — how can you measure name recognition or visibility in concrete terms? Yet much of marketing is built around the idea that brand recall can translate into sales (why else would Nespresso pay George Clooney the big bucks to sip an espresso).
For all the number crunchers of the marketing world, here are five ways you can measure the efficacy of your brand awareness campaigns:
1. Search Volume
Search volume can be a great indicator of awareness — after all, you know your brand is top-of-mind when someone searches for it by name. Use Google Trends to track how often people are searching for your company name and other branded terms.
2. Site Traffic
While site traffic doesn’t necessarily translate into leads, it does provide a good indication of the level of interest surrounding your brand. For instance, you can use Google Analytics to track upticks in direct traffic (i.e., users who have arrived at your site after directly searching for your brand). Regularly monitoring this traffic gives you insight into changes in brand awareness over time — and which marketing efforts have been most instrumental in driving those changes.
3. Social Noise
Building a strong social media presence is instrumental to growing brand awareness. Social listening tools like Brandwatch can tell you how much organic conversation is happening around your brand — but there are many tools available to measure social listening, so do some research and pick one whose capabilities best match your key metrics.
4. Organic Reach
Organic reach describes the number of people who could potentially be exposed to each of your social posts and mentions. This metric takes into account the number of followers of each account that mentions you online — so if someone with a million followers tags your brand in a tweet, this will be much more effective in increasing brand awareness than a share from somebody who has 100 followers. Take advantage of Facebook’s free insight tools to measure how many users you can potentially reach with each post you publish.
5. Social Engagement and Followers
If you have a sizeable group of social media followers who regularly interact with your brand, chances are that your company will be top of mind when it comes time to make a purchase or seek out a service that you offer. So one way to increase (and keep tabs on) brand awareness is simply by staying active on your social profiles. Start conversations, interact with followers, and keep publishing relevant content for fans to engage with.
Although brand awareness may seem like an intangible piece of the marketing puzzle, these strategies provide an effective means of measuring your brand’s visibility. And it’s worth doing: keeping tabs on where your business stands in the eyes of your target customer base can go a long way when it comes time to make a purchasing decision.
Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.