10 Metrics to Help you Measure Brand Awareness and Meet Your Growth Goals
Brand awareness is more than just a consumer understanding that your brand exists. Think of it as a mental shortcut. They see a logo or particular image and they instantly associate your brand with it. Measuring brand awareness can be tricky because you can’t exactly crack open someone’s head and quantify the impact of your brand on their mind. But there are some metrics you can track that can capture the subtle, yet significant, impressions your brand leaves.
In this article, we are taking a look at 10 metrics you need to track to help measure brand awareness.
Why You Should Measure Brand Awareness
The bottom line is that brand awareness is a make-or-break in a customer’s decision-making process. If you’ve heard of a brand, you are likely to try it. So the power of brand awareness can’t be underestimated. It shapes both recognition and perception, something that influences every customer decision.
Here’s why measuring brand awareness is helpful:
- It helps you evaluate your online efforts and how well your posts are doing.
- It helps gauge customer trust and loyalty, two very important things you must have in order to elicit a purchase.
- It helps you better understand how you stack up to your competitors.
- It can help inform strategic partnerships and alliances that can help expand your target audience.
10 Metrics for Measuring Brand Awareness
1 | Customer Sentiment
Customer sentiment is the emotional tone behind customer opinions and attitudes toward your brand. This gives you a peek behind the proverbial curtain on how people feel about your brand. It lets you know if they are happy, frustrated, or indifferent.
To learn about customer sentiment, you’ll need to employ social listening. This can be as simple as doing a search of your brand or branded hashtag on a social platform and reading what people are saying. To get more in-depth without all the work, use a social listening tool. Many third party schedulers for social posting have this as part of their analytics.
2 | Customer Surveys
Another way to know what customers are thinking about your brand is to ask them directly with a customer survey. This can give you unfiltered insights right from the source so you aren’t having to guess or interpret data. It’s just clear answers.
3 | Branded Search Volume
Get to know if customers are searching for you by business name or just using generic search terms that lead them to you. Branded search volume is the frequency people search for your brand name specifically. This is a direct indicator of brand recall and recognition. High branded search volume shows you’ve made a strong enough impression for customers to remember your brand and seek you out specifically. This metric can be found in a social listening tool’s analytic data.
4 | Search Traffic
The number of people finding your website through search engines reflects how often people actively seek out your brand or the solutions you provide. High search traffic volume means your brand is top-of-mind for customers with relevant needs, making this a smart way to measure brand awareness as well as proving your marketing efforts (like SEO and content marketing) are contributing to your brand’s visibility in search engine results.
5 | Google Trends Data
Google Trends data reveals search volume patterns for your brand name over time. This tool shows seasonal fluctuations and long-term growth trends, including key indicators such as month-over-month search volume changes, seasonal interest spikes for campaign timing, and geographical search distribution. It can also help you compare your brand’s search interest with competitors, giving you a clearer picture of how you stack up.
6 | Share of Voice (SoV)
Share of voice is about understanding your brand’s slice of the market pie. Essentially, it measures how much your brand is dominating the conversation within your industry. The more market share you have, the more influential and authoritative your brand is.
7 | Earned Media Value
Earned media value is another method you can use to understand and measure brand awareness. It’s the coverage your brand gets without paying for it. This includes mentions in news articles, reviews, blog posts, and social media shoutouts. In other words, it’s how much others are talking about your brand organically. Think of it as a vote of confidence from industry leaders and the public.
8 | Referral Traffic and Backlinks
Referral traffic and backlinks is how often people arrive at your website through external links from other sites. This includes news sites, blogs, and social media platforms. High referral traffic from reputable sources or from lots of different sites can boost your website in search rankings and improve your brand’s credibility as it proves others are talking about and value your brand.
9 | Conversions
Conversions are when interest turns into action, for example, when a browser becomes a buyer. Tracking conversions determines not just how many people know about your brand, but how many actually interact with it. High brand awareness leads to higher conversion rates. In other words, when people recognize and trust your brand, they are more likely to click the buy button.
10 | Social Media Engagement
When people interact with your social posts through likes, comments, shares, and saves, it shows they are interested in what you share. And the more people engage with your content, the more the algorithm pushes it out to new audiences, increasing your brand’s visibility. Tracking these interactions can give you an idea of how relevant and captivating your content is.
Lots of Data, So Little Time–Let’s Simplify It Together!
Digging into all of this data can mean checking across multiple platforms, such as Google Analytics and third party social schedulers. That can mean a lot of time and money for brands. But there’s one way to simplify it–hire the experts!
Tintero Creative has the tools and know-how to analyze the data and get a better understanding of how your brand is viewed, engagement around your brand, and conversions. Schedule a consultation call today to learn more about how we can help your brand grow and succeed online!