As many marketers are looking to improve their strategy for measuring brand awareness, we want to deliver a resource that will help marketer in doing so. This indicates a rise in brand awareness. Thus, if you need to measure brand awareness, your core metric is the number of impressions. 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. If you’re an existing customer and you want to know more, your account manager will be happy to help. Overall, a business should be aware of its brand’s engagement levels, impressions, and overall reach while measuring its brand awareness. Social media is one of the best channels for increasing brand awareness. Establishing and measuring brand awareness should be at the core of your marketing efforts. 💡 Check out our guide on How to Boost Lead Generation with Employee Advocacy. Why is brand awareness important? Monitoring this over time will give you an indication of changes in brand awareness. 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. Offering up analysis and data on everything from the events of the day to the latest consumer trends. Even though it is hard to measure brand awareness, we have made a list of 10 best ways how to measure brand awareness. Reviewing the growth of direct traffic over a specific time period gives you information on your brand awareness growth. These are similar to direct traffic, although it does involve clicking a link in the SERPs. On SmartyAds DSP, the dynamics and number of impressions are distributed by days and by hours. Check the average reader amount of different publications, and estimate the reliability and DA of the referring websites. Monitor Website Traffic. 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. So don’t get lost in vanity metrics, but instead, do your research and focus on quality referrals. After all, there’s a reason Coca Cola spent $4.25 billion on advertising in 2019. Measuring brand awareness is one of the trickiest marketing KPIs to track. Remember - when checking earned media value for brand awareness, quality and reach matter more than sheer quantity. 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. It is viewed by some as a pointless exercise, an accumulation of vanity metrics that bears no relation to marketing ROI. 37% of global consumers turn to social networks for purchase inspiration, so this is likely to have an impact on other KPIs too. Another great way to measure how awareness of your brand is changing is to track how often it is mentioned online. Awareness is measured in two ways, either as prompted or unprompted (spontaneous) awareness. This depends on what marketers or executives seem to value most. How does one actually measure a metric like brand visibility or nam… This is no truer than for brand awareness, where measurement is often lost in vague … It could be the brand name itself, a logo or the brand as part of a list of other brands. Tracking the media coverage your organisation gets is another way to measure brand awareness in the marketplace. Google Search Console “ The best way to measure brand awareness is to use data collected from Google Search Console '', Antti Alatola, Marketing Director at Cashcow, told us. Prompted awareness is measured by asking people if they are aware of the mentioned brand. Remember to post often and useful content, with different content types, in order to attract good engagement and increase your social media reach. You can also ask your current customers when they became aware of your brand. use of cookies Below is a list of metrics and tools to measure the brand awareness of your company. Company number: 03898053 | VAT number: 754 750 710. From May 8th, all Crimson Hexagon products are now on the Brandwatch website. Do the research in regular intervals while keeping your target group and geographical location the same, and you will gain important information on your brand awareness growth. But remember not to annoy prospects or customers, and keep the customer questionnaires short, simple and rewarding. Go to the “report” section and find out how your campaign is performing. Earned media value gives you an idea of how valued, discussed and known your brand is without your other digital marketing efforts. Track the rate of the backlinks you have organically gained, as well as the backlinks you have attempted to accrue as part of your marketing and PR strategy. 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. Here are a few additional ways how to measure brand awareness by Visually. You can track your organic share of voice by analyzing your most important keywords in relation to your main competitors. If you assign monetary values for mentions and engagement, you are able to track your branding effort ROI as well. In the past, the challenge was gaining an accurate insight into the level of awareness, but social listening has simplified the process while supplying richer data. All Rights Reserved. Increasing awareness is important. 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. There are (at least) two video strategies that work well for brand awareness: The first is hosting videos on your own site and sharing them across social networks and other channels to drive traffic back to your site. Coverage: We look at total coverage each quarter broken down by feature articles, bylines, mentions and syndicated coverage. hbspt.cta._relativeUrls=true;hbspt.cta.load(1618882, '48865ec6-bc1d-4e02-a465-67ab2788cb1d', {}); Reach all your employees, from corporate to frontline, with targeted communications. This can include feature articles, podcasts, speeches and more. 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. It’s one of the best – and definitely most popular – survey tools out there, and it’s great for creating in-depth online surveys. We take a look at the different ways you can monitor brand buzz. Of course, not every brand will rely on a website to sell their products. Discover how consumers are approaching plastic waste during the pandemic. Subscribe to keep your finger on the world’s pulse. Without thinking consumers often ask for a Coke when they mean any brand of cola. 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. We use cookies to improve your experience and give you personalized content. The second is using video distribution sites li… 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. 5. 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. 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. In addition to the growth in social media follower base, keep a track on social media shares, likes, and comments. The way companies measure brand awareness can tend to vary. 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. 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. Brand-Awareness Surveys. Your perfect goal there is to serve the ads to as … Measuring brand awareness divides marketing. Another interesting metric to study in your Analytics is the amount and quality of referral traffic. One way to measure your brand awareness is to survey and interview people. 1. Make a short list of 5-6 competitors as well as your brand, and ask the people taking your survey to rate them. Don’t only focus on the number of mentions, but study the context and the tone of the pieces you and your competitors are discussed in. Messages shared by employees usually have a higher reach and engagement than corporate messages, but measuring Employee Advocacy program success can be tricky. 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, Social media is one of the best channels for, Messages shared by employees usually have a higher reach and engagement than corporate messages, but, More Ideas on How to Measure Brand Awareness, How to Boost Lead Generation with Employee Advocacy, How to Maximise Marketing Impact with Employee Advocacy, measuring Employee Advocacy program success, Using Analytics to Measure Your Employee Advocacy Program Success, how to measure brand awareness by Visually. Measuring brand awareness on social media in 5 metrics: However, where it can be relatively easy to set objectives for social media, measuring the brand awareness progress you’re making against them is a different story. Pay attention to homonyms and include typos in your searches for better insights. Share of voice takes into account metrics such as your DA, paid and organic backlinks, and follower fan base. Social listening allows you to listen into online, organic conversations about your brand across social media and the web. You have competitors out there. You can have questionnaires in your website, asking how visitors found you, or if they had heard of you before. In the comparison period, traffic is 51 068, so 23 340 users higher, and the bounce rate is 75.39%, so 4.34% lower. Comparing Brand Awareness. Survey Monkey. If you have more ideas on how to measure brand awareness, please let us know. Metrics li… You can set up your trial account without providi… 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. If you’re marketing abroad, this figure goes up to 52% in China and 70% in the United Arab Emirates. Measuring brand awareness is one of the trickiest marketing KPIs to track. So if someone with a million followers tweets about your brand it will spread brand awareness much more than a share from somebody who has 100 friends. There are a few ways that brands can measure brand awareness, for example: 1. conducting brand awareness surveys 2. tracking certain types of website traffic over time 3. monitoring mentions of your brand Media monitoring tools like Brand24 run deep searches across the web to find conversations that mention your brand on-line. Consumer goods is one example of an industry that is less reliant on direct-to-consumer sales. The #1 digital consumer intelligence platform. Social metrics are key to measuring brand awareness. Understanding more about how to measure brand awareness also enables you to strategize better on how to enrich it. You can use this as a launchpad for any additional … You can use social tracking tools to find out when, where and how often you have been mentioned. If you have a unique brand name, this is much easier. You can test the tool for free for two weeks. 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. 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. To read more on Employee Advocacy and how it can help you increase brand awareness, check out our free guide below. For example, the following image shows an example of a social media awareness campaign because the two top sources of traffic are Twitter and LinkedIn. 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. This can be a simple but useful tool, but the data will be too dirty to use if your brand name is a generic term such as ‘Shell’ or ‘Seat’. Brand awareness is the level of consciousness consumers have about a brand or a product. 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. You want to know if people are actively digesting your content rather than watching it slip by on their news feed. Find out how Brandwatch Analytics can help you measure and understand brand awareness by booking a free demo. You can also ask your current customers when they became aware of your brand. Use a scale from 1-5, with 1 being not familiar with the brand and 5 being very familiar. Measuring your website traffic over time can reveal insights into brand awareness, but it’s important you are looking in the right places. While that is not the route you want to go, it’s also a bit understandable. 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. Creating surveys isn’t as easy as you might assume. But how to get these reports? Search for your brand and your competitor’s brand, as well as some other top keywords with a Keyword tool. Learn how to measure brand awareness and how to leverage brand awareness … Well-designed surveys will uncover consumer knowledge and reveal the performance of your brand’s communication efforts. Setting up Google Alerts to monitor mentions of your brand on the internet is a great place to start tracking media coverage. Importantly, you can track conversations that do not include @mentions or happen outside the official, owned channels of your brand. In this first analyzed period, direct traffic is 27 728 and the bounce rate is 79.73%. The mentions of your brand could be a drop in the ocean compared to your competitors. Listening to these unsolicited opinions allows you to hear consumer’s thoughts as they are naturally expressed. Adapt and win with Consumer Research, our new digital consumer intelligence platform. Do you agree to our cookie policy? On the other hand, quantitative data is the most important for measuring financial information related to brand awareness. You can use video analytics tools like Wistiato track how many views you get and even to host calls-to-action that deepen the viewer's engagement on your site. Make sure referral traffic is constantly increasing, but make sure your traffic is valid and relevant to your website. Luckily, a large number of live chat software solutions come with the option of creating relevant statistics based on both pre-chat and … Brand awareness is extremely difficult to measure. Reach is the potential number of people that those mentions will be seen by. Increasing brand awareness is always a race to improve yourself, but you want to beat the competition too. Brandwatch provides historical data so you can easily measure and benchmark awareness over time from your very first login. So let’s see how we can compare our own brand awareness against competitors. But brand awareness is still a necessary part of the profit equation. This helps us track the type of coverage we … Unprompted or spontaneous awareness ques… Here is how we approach this thorny topic. Brand awareness has always been one of the hardest things to measure. Brand awareness is somewhat of a vague concept. Instead, compare the amount of direct traffic to another time period. This page enables to measure the success of brand awareness effort by revealing resources that offer the best results. So increasing awareness is important, which means measuring brand awareness to see what works for your brand and what doesn’t. In order to track changes in brand awareness you need to benchmark against your baseline metrics, looking at a long enough time period to spot any natural peaks and troughs, as well as any anomalies. 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. Brand awareness includes both brand recall and brand recognition. 1. Their brand is so strong Coke is one of a handful of generic trademarks. However, let’s assume you have a unique name (or at least you don’t share your name with a big brand). 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 … You’ll find them under ‘Products’ in the navigation. Brand awareness is valuable and worth measuring. This strategy is a great way how to measure and track your brand awareness. So now we have a firm grip on some different metrics for our brand awareness. As Chevrolet’s CMO Tim Mahoney states, “Manchester United provides us with a global stage, including here in the U.S. That’s rare.”. Especially because most brands care most about sales and ROI, so brand awareness can feel like an abstract concept. If mentions of your brand get mixed up among mentions of a similarly named entity, filtering out chatter could prove to be time-consuming. 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! Related PostThe In-Depth Guide to Branding for Millennials “For example, qualitative data is “intangible,” meaning it cannot be expressed as numbers. 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). It’s hard to pin down exactly what it is, and even harder to try and measure it. Share of Voice In the past, Google Analytics users were able to easily track the number of people using branded keywords to arrive on website. Measuring brand awareness among your target customers can take many forms. Media listening tools, for example, Brand24, will gather and analyse all publicly available mentions that contain your keywords. By using our site you agree to our Brandwatch provides historical data so you can easily measure and benchmark awareness over time from your very first login. You can do this by using a PR agency or by hosting a social media campaign, for example. However, your company does not exist in a vacuum. — This type of brand awareness research may take the most time and money, but you are likely to get very good information out of it. Surveys can be a great way to get ‘qualitative’ datato measure your brand feel and brand awareness. But how successful are you in getting the backlinks you go for? 💡 Have you watched our free webinar on How to Maximise Marketing Impact with Employee Advocacy? Don’t get caught up in the rise or fall of relational traffic gain between direct traffic and other traffic. 1st Floor, Sovereign House, Church Street, Brighton, BN1 1UJ M… You can have questionnaires in your website, asking how visitors found you, or if they had heard of you before. 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. We won’t get too deep into survey design, but below you’ll … How to Measure Brand Awareness: 10 Strategies That Work, Your web analytics program shows you the amount of. If your clicks and impressions on the search console are going up, your brand has … M easuring brand awareness is one of the most difficult metrics to evaluate. Quick Search is a great place to start, enabling you to quickly and accurately gain insights into both your and your competitors brand awareness. Brand awareness creates brand equity: people pay more due to higher perceived value, what the brand stands for, or what the brand symbolizes. However, internet and technology has simplified numerous aspects of brand awareness measurement through online tools. Increasing the number of consumers that can recall your brand is usually integral to success. Measuring brand awareness Branding campaigns have a unique objective: to raise awareness and visibility of your product, service, or cause. 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. 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. represents what people think when they hear about your business 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. Brand awareness can be the foundation on which to build your marketing strategy. 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. To successfully measure brand awareness via surveys, there are a variety of questions you’ll need to ask participants. According to Ad Age Datacenter Coca-Cola spent $3.3 billion worldwide on advertising in 2013 alone. There are a few different metrics you can use for … Sometimes, your employees are your best referees. Brand searches constitute another important means of measuring brand awareness. We take a look at the different ways you can monitor awareness below. In order to track changes in brand awareness you need to benchmark against your baseline metrics, looking at a long enough time period to spot any natural peaks and troughs, as well as any anomalies. 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 … 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. Social media engagement. For some, engagement is beyond the remit of awareness – yet it can be important to track as it will provide an indicator of the effectiveness of awareness. If you’re an existing customer and you want to know more, your account manager will be happy to help. Here’s a quick dive into how you can measure brand awareness … This is one of the reasons influencers are often courted during marketing campaigns; their large audience means anything shared by them has the potential to be seen by a lot of eyes. 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. Sharp states that brand recall is improved with a consistent and ubiquitous logo and tagline, by celebrity endorsements and traditional mass marketing. By tracking share of voice and the changes over time you gain context for the data. 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. However, brand awareness has always been one of the hardest things to measure. Earned media (or free media) is all the publicity your brand gets without paid forms. Share of voice takes into account metrics such as your DA, paid and organic backlinks, and follower fan base. 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. This means you won’t know what proportion of people arrived through search knowing your brand, compared to those who have searched for non-brand keywords and happening upon you by chance. Survey Monkey does most of the work for you. Our analysis shows that up to 96% of conversations are outside these media. It is difficult to estimate its effectiveness and do ROI calculations. The first approach will give you an understanding of how people hear about you, the second will give you an insight into the number of people that can recall your brand. The two do not exist independently of each other. Empathy in the Workplace: Top Reasons Why You Need to Develop It. Since Google moved to secure search in October 2011, measuring keyword traffic has become more difficult with the vast majority of keyword data hidden behind ‘(not provided)’ in the name of privacy. What are the main traffic channels on your website? Whereas the former refers to the case when people instantly remember your brand (the name of your brand), the latter tells how a person can identify a brand … Set up your free account here(no credit card required). Share of voice refers to the percentage of the market that your brand owns. [Breaking News] Brandwatch named a Leader in Forrester Wave™. Reviewing the growth of direct traffic over a specific time period gives you information on your brand awareness growth. Using Brandwatch Analytics to track brand awareness provides you with the tools you need to both monitor and grow the buzz around your brand. Let’s assume you already have a Google Analytics account (if you don’t, create one). “ Let's say you do a TV campaign to promote your brand. So, to measure brand awareness in terms of post-chat forms, you should create relevant surveys and collect gathered feedback into post-chat reports. All of the metrics are based on a media monitoring project. 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. And the easiest way to measure it is through social listening. 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. Yet, others who know that brand impact is important, may not be too concerned with actually having any concrete data to measure against. Your web analytics program shows you the amount of direct traffic coming to your website. 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. Perhaps the most effective tactic is to look at where people are already talking – social media and other websites. Awareness is the number of people or percentage of a group that are aware of a brand. It takes into account the number of followers of each author who mentions you. Brand awareness tools to measure search volume data. You need to establish the proportion of conversations concerning your industry that are centered around your brand. I Agree. All our latest data stories and insights straight to your inbox, Copyright © 2021 Brandwatch. Benchmarking your metrics will tell you if your awareness of your brand has increased, but you will not be getting the full picture. One way to measure your brand awareness is to survey and interview people. Tracking for earned media value with regards to competitors allows you to focus on different things than when you track your share of voice. Fortunately for you, in this article, we present ten awesome ways to measure your brand awareness. However, it does pay off to get a little nitty gritty when comparing your earned media value against your competitors. You can also use tools such as Smarp, which calculate and visualize the estimated earned media value of your Employee Advocacy activities. It requires skills and the right tools to get started. If you only use inbuilt analytics platforms (such as Facebook Insights), you can only see the tip of the iceberg. Top 3 tools to measure brand awareness 1. Try to engage them to become your brand advocates. 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