Measuring brand awareness: which tools to use
Posted: Mon Dec 09, 2024 10:28 am
Article by Angela Meduri, one of our Demand Generation Heroes , the Tech Marketer community of the Digital360 Network.
If you are looking for tools to measure brand awareness , I imagine you already know what it is and why it is essential to track its evolution. In fact, let's do a very small review: brand awareness is how familiar your brand is to your ideal customer . The more your brand is known and familiar, the more your potential customers will perceive trust and will be encouraged to buy and become loyal.
If you want to implement (or are already implementing) strategies to increase brand awareness (such as free or freemium content , podcasts, sponsorships, etc.), you will definitely need KPIs to keep an eye on to measure the increase . Such an abstract concept is not easy to monitor, and to do so a single indicator is not enough, but you need to choose the quantitative metrics well, cross-reference them and analyze them qualitatively, and finally measure them constantly.
Let's try to recap which tools to use to measure brand wareness. To do this, let's first clarify what needs to be measured.
The 5 Metrics of Brand Awareness
Based on the actions your company’s marketing team is taking to list of telegram users in canada increase brand awareness, there are 5 metrics to monitor before, during and after campaigns . These are:
Direct traffic : all those sessions on your site that Google does not recognize as coming from a social channel, paid campaigns and traffic from a known search engine. In simple terms: when the user arrives by typing the URL of your site . Maybe they do not yet know exactly the added value of your brand, but they have already heard about it and want to know more. It should not be confused with organic traffic, which occurs when a search is performed whose results (not sponsored) lead to clicking on the site page.
Search volumes . It is linked to the concept of organic traffic because it refers to how many times your brand, your products or services, your site or your blog have been searched for . By analyzing the volume you will understand how many Internet users are interested in what you do and spend a portion of their time learning more about your brand.
Social Engagement : if your brand is present on social media, it is important to measure user engagement . This means that you need to count comments, likes, shares, retweets, and replies. Analyzing these metrics, in addition to telling you how engaged users are with your content, lets you understand what they prefer. Paying attention to content with more engagement lets you discover what your customers want to know or what interests them most.
Mentions . We're not just talking about social media, but also about your website: when an article from your blog is used as a source for content, when your brand is mentioned on a blog, on social media, when it's tagged in posts, stories, comments or even hashtags you've launched.
Share of Voice (SOV) : or the percentage of your target that you have conquered to the detriment of your competitors. Spoiler: it is perhaps the most complex to measure .
If you are looking for tools to measure brand awareness , I imagine you already know what it is and why it is essential to track its evolution. In fact, let's do a very small review: brand awareness is how familiar your brand is to your ideal customer . The more your brand is known and familiar, the more your potential customers will perceive trust and will be encouraged to buy and become loyal.
If you want to implement (or are already implementing) strategies to increase brand awareness (such as free or freemium content , podcasts, sponsorships, etc.), you will definitely need KPIs to keep an eye on to measure the increase . Such an abstract concept is not easy to monitor, and to do so a single indicator is not enough, but you need to choose the quantitative metrics well, cross-reference them and analyze them qualitatively, and finally measure them constantly.
Let's try to recap which tools to use to measure brand wareness. To do this, let's first clarify what needs to be measured.
The 5 Metrics of Brand Awareness
Based on the actions your company’s marketing team is taking to list of telegram users in canada increase brand awareness, there are 5 metrics to monitor before, during and after campaigns . These are:
Direct traffic : all those sessions on your site that Google does not recognize as coming from a social channel, paid campaigns and traffic from a known search engine. In simple terms: when the user arrives by typing the URL of your site . Maybe they do not yet know exactly the added value of your brand, but they have already heard about it and want to know more. It should not be confused with organic traffic, which occurs when a search is performed whose results (not sponsored) lead to clicking on the site page.
Search volumes . It is linked to the concept of organic traffic because it refers to how many times your brand, your products or services, your site or your blog have been searched for . By analyzing the volume you will understand how many Internet users are interested in what you do and spend a portion of their time learning more about your brand.
Social Engagement : if your brand is present on social media, it is important to measure user engagement . This means that you need to count comments, likes, shares, retweets, and replies. Analyzing these metrics, in addition to telling you how engaged users are with your content, lets you understand what they prefer. Paying attention to content with more engagement lets you discover what your customers want to know or what interests them most.
Mentions . We're not just talking about social media, but also about your website: when an article from your blog is used as a source for content, when your brand is mentioned on a blog, on social media, when it's tagged in posts, stories, comments or even hashtags you've launched.
Share of Voice (SOV) : or the percentage of your target that you have conquered to the detriment of your competitors. Spoiler: it is perhaps the most complex to measure .