Tips and Metrics for Measuring Brand Awareness
Brand awareness can be the foundation on which to build your marketing strategy. Increasing the number of people that can recall your brand is usually vital to success on a large scale.
This also means that measuring brand awareness becomes a vital aspect in understanding what works for your brand and what doesn’t. At the same time, brand awareness has always been difficult to quantify and accurately measure it. Here are different ways you can monitor awareness.
Tactics for Measuring Brand Awareness
Surveys
There are several methods to leverage surveys to get an indication of your brand awareness. You can conduct a survey by email, website or telephone, and either ask existing customers how they heard of you or ask a random selection of people if they are familiar with your brand. Asking existing customers will give you an insight into how people hear about the brand, while asking a selection of people will give an indication o how well-known the brand is.
Website Traffic
Your website traffic is a valuable resource, including for measuring brand awareness. To get insights on levels of awareness, monitor specific web traffic. When you look at web traffic in Google Analytics, the direct channel tracks the number of people who typed your URL into their address bar or clicked a direct link to your website. Monitoring this over time will give you an indication of how widely spread is your brand awareness.
Another metric to keep an eye on is the number of visitors from search queries that contain your brand name.
Search Volume Data
Use Google Adwords Keyword Planner and Google Trends to check the volume of searches for your brand name. Monitor changes over time to see if search volumes are increasing or decreasing.
This is a simple method to keep track of brand awareness, but keep in mind that the data will be inaccurate if your brand name is a generic term like “Apple”.
Social Listening
Perhaps the most effective method is to look at how often your brand is mentioned on social media and other websites.
Social listening tools allow you to have ears all around the internet and monitor conversations about your brand across different channels. Listening to the online world allows you to hear consumers’ thoughts as they are genuinely expressed.
Social listening also overcomes one of the issues with surveys, the response bias, where people may not give authentic answers simply because the format or design of the questions, box them into inaccurate answers.
