It’s Never Been Easier to Measure Brand Awareness
When you think about it, it’s quite surprising just how many startups and scaleups have been created over the past decade.
There must be hundreds of new ones, and that is in the consumer industry alone.
It’s good news for the market, as it shows that the economy is currently strong enough to welcome all of these new and emerging companies.
However, it can actually be bad news for companies — competition has now got a whole lot tougher!
If you take a look at all of these new startups, you will see that they have one thing in common.
They are all increasingly investing in their brand.
If you are reading a post about branding, then most likely you are too.
You will be very aware of where exactly you are spending your money to improve your branding.
However, do you also know just how much of an impact that investment is having on your brand awareness?
The answer is: probably not.
That doesn’t mean that spending on branding is futile, though — there are, in fact, a few ways to see the results that it is having on your brand awareness.
Today, we will share with you the best ways you can measure brand awareness accurately.
Once you do, you’ll have all the data you need to see just how successful your branding efforts are.
Google has to be one of the most reliable brands out there, and you can tell as it has become such a big household name.
It’s also a great brand to use to track your own brand awareness.
They might not have a specific brand-awareness tool, but you will find that Google Analytics does the job just as well.
That’s because you will be able to measure direct traffic.
This traffic indicates the number of people who searched for by putting your URL in the address bar.
If there is a spike in this kind of traffic or even a gradual growth over time, it shows that your brand awareness is improving.
Why? Because people know your name and are going straight to you as a source for what they want.
What’s more, you’ll be able to keep track of this and compare it year on year, month on month, or however regularly you wish.
Google Analytics tracks various other types of traffic into account too, so you can keep a check on things like organic and paid traffic.
At the end of the day, though, it doesn’t matter how someone found your website — you got them there, and they are now very aware of you and your brand!
It sometimes is worth being a bit more specific when looking at the data behind your traffic, as it can help you finetune all of your future brand campaigns and strategies.
For instance, you’ll be able to find out how many people completed a call to action, whether that was signing up to a newsletter, downloading some content or using a demo form.
If you don’t already, it is worth taking a closer look at media coverage.
Do you know if your brand has featured in any articles or online posts recently?
Ideally, these shouldn’t be paid mentions — it’s much better if they are natural and organic, as that is a lot better for overall brand awareness.
If you do ever find an article that includes a shout out to your brand, be sure to share it with all of your followers on social media.
When they see all the press coverage about you and your brand, it will undoubtedly increase the trust with your target audience. Plus, they’ll be very impressed!
Don’t just check the local and international press, however.
You should also see what is going on in social media as well.
How many people are talking about your brand, and who exactly is starting those online conversations?
You will be able to easily search for any mention of your brand as well as how many shares and impressions your own social posts have gained.
Some people believe that only shares will count to measure brand awareness, but that isn’t the case.
It’s also essential to note impressions — just because someone hasn’t shared a tweet or Facebook post about your brand, doesn’t mean that they haven’t become aware of it.
There are also a few more things that you can look at on social media, things that even go beyond mentions and shares.
Your number of followers on each platform, for instance, should give you a good idea of your current brand awareness.
Other engagements, such as likes and comments, can also be a good indicator of how many people are converting to your brand via social media.
Wouldn’t it be great to have an actual tool with an intuitive platform at your disposal where you can see all of your necessary brand data really easily?
It would make your life a lot simpler as you won’t have to trawl the net trying to find so much data or capture your own analytics.
Well, there is! It’s called Latana, and it’s helping many different companies make the most of their brand awareness.
What they’ve done is taken all of the best bits of traditional brand tracking and redeveloped them to create their very own platform.
This then uses some top-level data science, which helps to offer brand insights that are truly accurate and reliable.
By doing this, they’ve created something completely new that companies can use to their own advantage: brand analytics.
So, how does it work? It’s simple.
Users have the chance to track aided and unaided brand awareness.
Once you’ve decided what you want to track, the platform will provide you with all the necessary information.
This will give you a useful insight into their brand’s real-world impact.
Users can also benefit from extremely accurate data as well, because of the ~4% margin of error that Latana can provide.
Thanks to this, all of the insights and information that you gather will be completely trustworthy.
Once you start to use Latana, you will find that all future marketing decisions become a lot more informed and easier to make.
Moreover, that’s not all — you will also be able to keep one beady eye on your competitors through the Latana platform as well.
That will make it a lot easier to ensure you are always one step ahead of them!
Google Search Console
Let’s go back to our old friend Google, for just a minute.
It has one more tool that you can use to get a good understanding of how to measure brand awareness — its search console.
This will show you just how many people are searching for your branded terms.
You can also use the GCS link tracking as well.
This will show you if and when a different website links back to your own.
Want to know more than just about links?
If so, you can always take advantage of Google Alerts, which will send you a notification whenever Google finds a new search result that mentions your brand.
We all know that blogs are incredibly important when it comes to your website’s SEO.
All of that extra content is a great excuse to add some additional keywords to your site’s content to try and rise through Google’s search rankings.
However, did you know that your blog can also provide you with some other very important insights regarding your brand awareness?
It’s all about checking out the blog’s conversions.
You should be able to see how people are interacting with the various content in your blog, such as the kind of content that’s downloaded, which call to actions are being followed, and which topics provide you with the best-performing posts.
When you know what kind of content people want to see, and what they are most likely to interact and engage with, then you can start to focus on publishing those kinds of posts.
You should then find that every post is shared widely, and your brand awareness improves as a result.
Now You Can Better Track and Measure Brand Awareness
As you can see, there are several useful ways you can discover just how well your brand awareness is performing.
Some of these will be a lot better and more effective than others, though, as they will bring you much more reliable and accurate data.
You’ll find that they are a lot more precise and, therefore, cost-effective.
Which one is the best for you and your brand will largely depend on your current situation.
It might take a bit of trial and error until you find the best fit for you.
Whichever method you use to measure brand awareness will prove to be a very important KPI for you to track.
By following this and being proactive in adapting and improving your brand accordingly, you should find that the reputation and trust in your company start to grow at the same time.
Originally published at https://inkbotdesign.com on July 22, 2019.