Essential Metrics You Need to Measure Brand Awareness

Every business, large or small, has a “brand”, a way it is perceived by people who know about it. Every business owner’s dream is to make their business’s brand successful, a name that is known and respected throughout their market area.

That is often a long, complex, and challenging task, but it is definitely an achievable one. Many different factors make a brand successful. One of the most important ones is brand awareness – how many people are actually aware of your business. Today we want to talk about essential metrics you need to measure brand awareness. We hope this guide will help you to grow your business’s brand quickly and build a successful business in the process.

Brand advertising channels as a crucial factor

To create a memorable customer experience and measure brand awareness, you need to use an array of different metrics. How you acquire this metric information often depends on the choice of advertising channels you use.

Nevertheless, the majority of these base metrics are available in all channels, from email to social media. The only difference would be where to find the metric and how to track it.

Advertising channel options

When it comes to the choice of advertising channels to use, some of your best options are:

●       Content marketing: It’s not really a channel, but it is the foundation of all your marketing, whatever the channel. It’s the one strategy that never fails and can never be ignored. Users want valuable content. If there were no content, there would be no users. Furthermore, you can use different types of content to not only advertise your business but also for product placement and various other strategies.

●       Influencer marketing: The reason influencer marketing is on this list is that it allows you to work on viral marketing. When it comes to brand awareness, the faster you grow your audience, the better. Influencers already have established bases of loyal followers, and they can quickly expose your business to a large number of potential customers.

●       Search engine optimization: SEO is important for raising your business’s brand awareness that it helps increase organic traffic to your website. Furthermore, it is virtually free, and search engines are an integral part of online marketing.

●       Public relations: Every marketer who wants to develop their business into a well-known brand needs a strong PR process. That is your way to communicate with the broad public and reach out to people that weren’t even searching for your business and may not have been even aware of its existence. PR is especially valuable for crisis management and urgent announcements to the public.

●       Event marketing: In building your brand, you want to also connect with your clients in person. Event marketing is perfect for that. Whether it is an online event or a face-to-face event, you can do various presentations, educative seminars, or simply hangout with your customers.

●       Social media: As a marketing channel, social media is very versatile. It has a large user base and various efficient tools to simplify the tracking process of relevant metrics. It also allows your business to build a network of customers worldwide. Make sure to always keep track of new social media trends.

●       Email: Last, but certainly not least, we have to mention email. Regular contact with your customers is necessary to keep your business at the front of their minds. A newsletter sent to them regularly is an effective way to do that.

Now that we understand some marketing channels to use to promote brand awareness,
let’s see how to measure your brand awareness in the most effective way.

Essential metrics you need to measure brand awareness

There are more than a thousand metrics you could use to measure the effectiveness of a marketing campaign. There are two things to remember when choosing metrics, in order to use them effectively. First, the number is continually growing because we are getting new advertising channels every year so keep your eyes open for new metrics that may help you measure your business’s brand awareness. Second, some metrics will not show you the most useful information unless you cross-reference them with other metrics for a full picture.

When it comes to measuring brand awareness, you need to determine what metrics will show you the most accurate and insightful results. Here is our pick of six top metrics to measure:

●       Impressions

●       Brand mentions

●       Share of voice

●       Social media engagement

●       Search Engine Rankings

Let’s see what each of these metrics represents and how to measure them.

Impressions

Impressions show you how many times the audience has seen your content. For example, if you are posting on social media, every time someone sees your post counts as one impression. To measure the impressions for your entire marketing, you must consider all marketing channels that you use and all pieces of content you publish.

This is an excellent metric that shows how widely exposed your business is. However, it requires other metrics to show the most accurate results.

Reach

Just as with impressions, reach measures how many times users have seen a piece of content. The only difference is that reach refers to the number of unique users. For example, if one follower watched a single YouTube video 5 times (don’t you hope your videos are that good?), that still counts as 1 person reached.

Reach is valuable because it gives you the exact size of your audience. This is the metric to track if you wish to know how many unique users have heard about your business.

Brand mentions

The best way for a business to grow is to have other people talking about it. Every time someone mentions your business’s name or your product’s name in a comment, a news article, or a post, that counts as one brand mention.

This is a crucial metric that will show how engaged people are (how much your business has influenced them) and how many are talking about your brand or presenting it to others. It will also help improve your website’s trust flow. Therefore, don’t neglect this, as it will tremendously help improve brand awareness.

Share of voice

Once you know how many mentions you have, you should compare the results with your competitors’ results. That is called the share of voice. The best way to find out this information is to use social media listening tools or analytics tools and simply research your competitors. If they get 75 mentions and you get 25, your share of voice is 25%.

Social media engagement

The engagement rate on social media includes measuring various metrics, such as likes, comments, shares, impressions, reach, and so on. Social media is one of the best ways to grow brand awareness so, clearly, measuring social media engagement is important.

Search engine rankings

As we mentioned, SEO helps boost the organic traffic received by your website. As a free form of online advertising, it is imperative to keep track of brand awareness. The goal is to get your website on the first page of the search results. Always stay aware of the changes in the Google algorithm and respond appropriately so your rating does not go down.

Be consistent and diligent when tracking your business’s brand awareness

Checking your metrics once certainly has value, but that value is short-lived. Repeated checking (at least monthly) is important for long-term success.

And there you have it! These are some of the essential metrics you need to measure your business’s brand awareness. As we mentioned, this is a very challenging and never-ending process. With that in mind, you must diligently keep track of these metrics so you can respond accordingly as soon as you see changes.

Photos used:
https://pixabay.com/illustrations/chart-graph-analytic-cubes-bars-1545734/