If you are running a business, then you are certainly familiar with the need for measuring your brand awareness. In this blog, we have tried to sum up all the ways you can use to measure where you stand in the market with your competition. We have compiled 8 different ways for you to measure brand awareness in the age of digitalization.
Here we go:
Study Growth in your Direct Traffic
The web analytics program in your account shows you the amount of direct traffic that comes to your website. If you review your direct traffic growth over a specific time period, you will get insights on the brand awareness of your business. People are most likely to revisit you when they remember you and they do it by directly searching in with Google search bar or by visiting your website proactively. Better not get stuck between direct traffic and other traffic’s rise and fall on the basis of relational traffic gain. Instead, you must compare the amount of direct traffic you are getting to another time period to see the results. Pay attention to bounce rate as well besides the amount. The number of instant bounces should be lowered as more people gain interest in your brand.
Study and Measure Referral Traffic
Amount and quality of referral traffic is another interesting metric to study in your Analytics. Make sure your traffic is valid and referral traffic is constantly increasing. Penalized referrals sources lower your quality score. As they cannot be seen by visitors and they end up making your own search visibility worse, which is a bad sign for brand awareness. So, it’s better to not get lost in metrics but do your research to focus on quality referrals.
Track Your Organic Share of Voice
Analyze your most important keywords in relation to your main competitors to track your organic share of voice. Track the total mentions of your competitor’s mentions with yours to calculate a percentage of the mentions that you are getting. This will be your SOV social percentage.
Compare your Media Value with your Competitors
Increasing brand awareness means always striving to improve yourself, but also beating your competition too at the same time. You can actually focus on different things by tracking your competition for their earned media. Share of voice means metrics such as your follower fan base paid and organic backlinks. Earned media is a parameter to get the idea of the value of your brand. And how known your brand is in the digital world without your other digital marketing efforts. While studying it, do not only focus on the number of mentions your business got but study the context where you and your competitors have been discussed. Always remember that when you are checking earned media value for brand awareness, reach and quality is at the priority with quantity.
Backlink Tracking for Success is important
You need to have a track of the backlinks you have organically gained, alongside the backlinks you have accrued as a part of your PR and Marketing strategy. These are two different types of backlinks that gives you different information you need. If there is an increase in the organic gained backlinks, it shows your content is well-received by people and has some value to it. This also means your website is a reliable place to refer to. On the other hand, if your backlink rate is low without any backlink effort, then it may mean that your correct audience has not found you yet. In other conditions, you may have an issue with your Search Engine Optimization SEO or social media SM marketing, instead of recognition of your brand by people.
The question you should ask yourself here is, how successful are you in getting the backlinks you require? If only a few people are interested in pursuing a link strategy with you, then it may mean that you are offering the wrong type of content for backlinking, or your website does not seem reliable enough to people. 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.
Your Social Media Activities Measurement vs. your brand
Measuring brand awareness by glancing at the number of social media followers of your competitor with yours are one of the straightest ways of measuring where you stand. More followers mean better brand awareness.
Where you are keeping a check on the growth of social media follower base, don’t forget to keep a track of your social media shares, retweets, and likes, reposts, and comments. Key to success is to post useful content quite often. Use different content types to attract good engagement and increase your social media reach. Comments are supposed to increase your reach among people. So, strategize social messages with content that persuades people to engage, like questions to your audience, polls, quotations or occasional light-hearted content.
Another way to measure your brand awareness is to do an e-survey or by interviewing people. You can put questionnaires on your website that asks visitors how they found you, or if they have heard of you before you landed on their website. You can customize it for your current customers that when did they became aware of your brand. But you need to make sure that the prospects do not find it annoying. Keep the questionnaires short, simple and possibly rewarding too.
Another type of survey could be asking a random group of people if they have been familiar with your brand and what image your brand creates in the minds of people. This ask can be done by outsourcing a PR agency or simply by hosting a social media campaign.
These were our top picks for measuring your brand awareness. As we move forward in time, there will be better ways to do it so keep an eye on the methods, because you may not know what might work for you.