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5 Brand Awareness Metrics to Track

Published: Dec 27, 2022

What is and how to measure brand awareness

Brand awareness is how well people know about your business. But it's not just that, it's also about how well people know your products and services, what they are, what they do, where to get them...

One of the most important parts of a successful marketing plan is measuring your brand awareness. You want to make sure that you are reaching the right audience and that they are responding positively to your messages.

There are several ways to measure brand awareness, including surveys, online polls, focus groups, interviews, and tracking website and social media analytics. Surveys are one of the most popular methods for measuring brand awareness as they can provide you with a detailed understanding of how consumers perceive your brand. Online polls can also be used to gauge consumer opinion quickly and easily. Focus groups or interviews can provide more in-depth insight into how people think about your brand. Finally, analytics from your website and social media channels can help you understand how people are interacting with your content and messaging. Measuring brand awareness is essential to the success of any marketing plan as it allows you to make informed decisions about where to invest resources and refine your campaign strategies over time.

Brand awareness is the first metric marketers need to measure. It is a broad metric that gives you an idea of whether or not the target market is aware of your brand. Brand awareness is the result of a number of different factors including the quality of your marketing, your reputation, and the strength of your advertising.

There are many ways to measure brand presence around the web. Here you have the most interesting ones:

1. Conduct Brand Awareness Surveys:

Conducting a market research survey is one of the best ways to measure brand awareness. Surveys provide you with a detailed understanding of how people perceive your brand and can be tailored to provide actionable insights that help you make more informed decisions. You can get an online survey tool to make it easier. You want to provide the following in the survey:

-The name of your business as well as the type of business you are. This will allow you to get a sense of how well-known your brand is. It is important to note that this is not the same as how well-known your product may be. If someone has heard of the Nike shoe Enduro but has not heard of the website that sells it, then that is not a good sign. -The best survey to conduct for this metric is one that is NPS-based. This means you need to provide a scale and have the person you are surveying rate your business from one to five, so you can be able to calculate the percentage.

The answers collected during brand awareness surveys offer a look into what customers truly know and think about your brand.

2. Monitor Social Media Mentions:

Social media is an important platform to measure brand awareness. Track the number of mentions, likes, shares, and comments you get on your page, as well as the number of followers you have. Social listening basically means tracking how frequently your products are mentioned on social networks, what platforms have the most mentions, what demographics are interacting, and whether the mentions are positive or negative. Social media management tools can automatically pull that data into dashboards and reports that make it easier to trace patterns and trends.

3. Analyze Website Traffic:

Take a look at your website's analytics to see how many people are visiting your site. This will give you an indication of how aware people are of your brand and how interested they are in learning more. You can also evaluate awareness by measuring direct traffic. This is the type of traffic that comes from people who arrive on the site without following another link. In most cases these profiles were already aware of your brand and typed your website into their address bar to visit your site. What matters most is detecting a change in direct traffic over time. An increase in direct traffic indicates that your brand presence is growing.

4. Monitor Competitor Performance:

Keeping an eye on your competitors' performance can help you understand how well your brand is doing in comparison. This can help you identify areas where you need to improve your brand awareness and marketing efforts.

Share of voice, (SOV), tracks your brand's visibility compared to your competitors. You can use SOV to measure how well your brand is doing when it comes to marketing, advertising, and social media. It will give you insights on how your brand is perceived online and how your competitors are being analyzed.

5. Track Backlink Profiles:

Backlink are links to your site from other domains, you can find them using a free backlink checker. Your site's backlinks can tell you a lot about how popular your brand is, and even more interesting, where your brand is better known. Backlink quantity can indicate brand awareness level, but you should also pay attention to where those links are coming from. The links from industry leaders are good indicators of strong brand presence, and links from blog posts on a particular theme can hint toward what demographics are most valued in your business.

Conclusion

If you are a smaller business with a limited budget, then this should be a metric that you monitor every month. The reason for this is that you are not going to get anywhere without awareness. If you are a bigger business with a higher budget, then you may not need to monitor this on a monthly basis. It is still important, but it might be one of the last metrics you measure that is within your marketing strategy.

When you ask someone if they are aware of a specific brand you are not asking them if they have purchased the product or service. You just want to know if they have heard of the brand. The bottom line is that how well-known your brand is says a lot about how successful it is compared to other brands. Measuring brand awareness can help you confirm whether your expectations about your brand identity and offerings are accurate.

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