B2B marketers and companies can use brand awareness to determine how well their potential customers and target audience know their brand and the products and services they offer.
Although brand awareness is integral to the buyer’s journey, it is often undervalued as it can be difficult for buyers to grasp and measure.
Strong brand awareness can lead to increased revenue and customer retention. People buy from brands they trust and are familiar with.
This post will review five key KPIs to measure brand awareness. It will help you better understand how to track brand awareness and when to adjust.
Direct Traffic
Direct website traffic is when someone enters your URL into a search engine to visit your site. This is an excellent indicator of how well your marketing campaigns have influenced people to visit your site.
This is an essential metric because so many people find new brands through social media, ads, or simply by typing keywords into Google that are related to your brand or product.
Search Volume
Another indicator of brand awareness is Organic Search Volume. This refers to the number of people searching for your brand name or products. Google Search Console is one of the most powerful tools for tracking brand search volume. You can see the following:
What keywords are being used to locate your brand?
How many times have these keywords been searched?
Find out how often people search for your brand name directly.
People will only search for your brand if they know it exists. In theory, awareness of your brand will increase if there are more searches for your brand or products.
Share your voice
The share of voice refers to how much market share your brand has compared to other brands. This is another way to gauge your brand awareness and assess your influence on industry conversations.
You’re more popular and authoritative if you hold the largest share of voice within your industry than your competition.
It’s easy to calculate the share of voice. Divide the number you have chosen to represent your brand by the industry total. Add 100 to get your share of voice percentage.
Social media engagement and reach
Engagement metrics are essential to gauge the impact of your brand’s social media presence. These include likes, comments, and shares. You can use social media engagement to get an idea of how your audience responds to your content, giving you additional insights into brand awareness.
Paying attention to insights offered by platforms can help you get a better picture of your company’s social media to reach.
If you have an Instagram or Facebook business account, you can see how many people your posts reached. This data can inform future campaigns since you know which posts get the most people.
Mentions
Mentions are the number of times your brand has been organically mentioned online. This could take the form:
Articles
Social media tags
Mentions of your brand are encouraged in the comments
People use your hashtags in their posts
To track mentions of your brand, a social media management tool is a great way to find them. By keeping track of brand mentions, you’ll see how many people are familiar with your brand. You can track the sentiment of each word to help you plan future marketing campaigns, customer service, or even products and services.
Measure Your Brand Awareness Now
How well your brand is known can directly affect the perception of your brand and how much revenue you generate.
These 5 KPIs are essential to keep in mind. Then, use the tools better to understand your target audience’s awareness of your brand. You’ll soon find your company has a loyal following that recognizes your unique advantages and prefers your products over the others.