Building brand awareness is the foundation of your marketing efforts – sharing your name in the community, and earning trust, can influence consumers’ decision-making and purchases. Following are ways to help measure brand awareness.
1. Branded Search Volume
Monitor the number of searches about your business:
- The more people who search for your name or variations of it, the more people become aware of your business.
- Use tools for both organic search results and paid search campaigns.
2. Website Traffic
Measure direct and new traffic to provide insight into your brand’s reach:
- Direct traffic refers to users who type your website’s URL into their browser.
- New traffic cites users who visit your site for the first time.
3. Brand Mentions
Chances are good that people are talking about you on the internet:
- Monitor brand-mentions on social media and online publications.
- Set up alerts to get notified every time there are new results for your branded search term.
4. Social-Media Engagement
Social media works along with “word-of-mouth”:
- Understand how well your brand is performing across social-media platforms.
- Measure reach, impressions, mentions, followers, saves, and engagement, using native analytics¹ or social listening tools² on every social platform.
5. Customer Feedback
Satisfied customers are more likely to recommend you to others:
- Good reviews indicate that your business is leaving a positive impression on your customers.
- Less positive reviews highlight opportunities for improvement.
Understand how visible your brand is to your potential customers – from your website to social media to your customer’s entire purchase journey – and your efforts should transform into better customer engagement and increased revenue.
¹Native analytics: built into the back end of social platforms to provide insights on your following and engagement, and the performance of your content. (prnewsonline.com)
²Social listening tools: software that allows users to monitor, track, and analyze social media conversations. (brand24.com)
Source: Young Entrepreneur Council@YEC; Solomon Thimothy, president of OneIMS