Increasing the brand awareness of a business is the goal of many marketers, aside from generating sales leads and boosting sales. From creating contents and running campaign ads on various social media platforms to marketing offline, you want your target users to know about the existence of the company so that they are comfortable purchasing anything from it.
But with all the effort you’ve put in to increase the awareness, how do you know it’s working? How do you measure brand awareness? To measure your brand awareness, you need to make use of different sources of information easily accessible such as Google Analytics, social listening, and collecting feedback.
In this article, you’ll get more detailed information about how you can use various sources of information to determine your online effort.
One of the ways you can measure your brand’s awareness is through the Google analytical tool. This tool can help you check essential metrics such as demographics of your users, sources of traffics, and engagement rate on your website.
To find out where your traffic comes from, log into your Google Analytics account and click on “acquisition,” followed by “all traffic,” and then “channels.” You’ll get data on the eight traffic channels of your website traffic, which are organic search, direct, display, referral, email, social, paid search, and others. Through these channels, you can figure out and analyze the sources.
What do these sources of traffic mean? Here are some explanations:
Find out your top sources
Now, these traffic sources are only giving you a general overview. If you want to know where your top sources of traffic are coming from, you’ll need to search for a more specific result. Go back to the “acquisition” menu and click on “all traffic” and then “sources/medium.”
By checking for the top sources of the result, you can quickly tell which is bringing more results to focus more on them. To measure your brand awareness through traffic sources, you should conduct a regular check of your top sources at least once a week to see which source tops the list and find out why.
Find out users demographics
Now you’ve to know your traffic sources; you might want to know a bit about your target audience to see how to channel your marketing efforts. And you can get this information by checking out the demographics of users.
To achieve this, go to “audience” and click on “demographics.” You’ll find everything you need to know about your website’s visitors, such as their age, gender, location, lifestyle, and interests. With this data, you know how you can adjust your marketing strategy to improve your results.
Another data you want to analyze on your Google analytics is your keywords since they are what helps people find your brand online. You want to keep using the right keywords so that your target audience can find you. To check the keywords that are driving traffic to your site, go to “acquisition” and then “search console” to see them.
Another way to measure the brand awareness effort of your marketing strategy is through a means known as social listening. It means listening to the opinion social media users have about your brand. You might wonder how you can listen to these conversations about your brand. The two ways to do it is through brand mentions and social media reach.
Brand mentions are when social media users make mention of your brand’s name. It could be through direct mentions of your brand’s name, mentions of your top products, or even using a misspelled brand name.
You should monitor discussions that involve your brand to get insights and feedback about its performance. With tools like Google alerts, Yext, Reputology, Mention, Hootsuite, Buffer, and so on, you can find out where your brand gets mentioned across various social media platforms.
You can also get an idea about the popularity of your brand on social media by finding out its social reach. How many people see and share your social media contents you post? You can use the analytics of various social media platforms and other appropriate tools to find out the reach of your content by tracking the likes, shares, pins, and URLs.
Get more data to measure your brand awareness by getting feedbacks through review sites and surveys. Review sites are one place to obtain information on what consumers say about your brand. Always endeavor to check out review sites such as Google, Yelp, and so on.
While monitoring these sites, ensure you are responding to the reviews people leave whether positive or negative so that when other prospectives drop in to check reviews about your brand, they can see the way you respond to your consumers which would encourage them to associate with your brand even if it has some bad reviews.
If there are positive results, you can use it as an avenue to promote your products and services. And with the feedback, you can also improve on what you have to offer.
Another way of getting feedback is through surveys which you can do both online and offline. With online reviews, you can generate online forms on your website and ask your website visitors to complete them.
You can also send links to online survey forms in their emails. To get them to complete it, offer them something in return, such as a discount, free ebooks, or anything you can spare.
Keep the survey forms short and engaging do that users do not get bored and leave the form uncompleted. Through the surveys, you can find out how people got to hear about your brand as well as other helpful details that can help you measure your brand awareness.