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How to Measure Brand Awareness
Copywriting / 07 Jan 2022
Brand awareness is something we all strive for, and quality copywriting services are a sure-fire way to achieve it. Content is king, after all.
That said, gauging whether your efforts have achieved your desired level of success is tricky. It’s a bit of an abstract concept. You see, numbers of purchases or successful conversions don’t demonstrate brand awareness. They’re indicators that it exists but not conclusive proof.
Brand awareness takes place within the collective consciousness of your target audience. How do we measure brand awareness and its growth over time without a decisive metric to help us? Read on to find out.
What is Brand Awareness and Why Does it Matter?
Brand awareness is about being visible to your target market and a familiar face to your target audience. You’re building that all-important know, like, and trust factor. The end goal is that when your prospect encounters the specific problem you fix, you’re the first business they think of and their provider of choice.
Prospects today thoroughly research their options before making a purchase. Many, millennials particularly, are heavily influenced by their peers. With so much choice, brand awareness becomes crucially important to secure the business of those prospects directly or via the recommendations of their networks.
Growing brand awareness is a process that’s achievable using a holistic content strategy and a creative marketing plan. Success depends on a solid knowledge of your ideal client and excellent market research to inform your approach.
You’re looking for meaningful connection and the power of association to drive decisive action.
Data-based Measures of Brand Awareness
We said above that you couldn’t use conversion metrics to determine current levels of brand awareness. Why? Because they’re steps taken further down the line. They may show the effects of increased brand awareness, but they aren’t direct indicators of that growth.
More useful data-based measures of growing brand awareness include:
Website Traffic Figures
Benchmarking your site traffic metrics and monitoring their growth during a brand awareness campaign is a great way to gauge your overall visibility. Doing so gives you a clear picture from the start about the overall numbers of people viewing your content and monitoring how that figure changes over time. Growing brand awareness should lead to more website visits. The numbers of new and repeat visitors are also helpful. New visits mean that a wider audience sees your content, and repeat visits often indicate growing trust and a budding relationship between you and a prospect.
Analysing the numbers of direct visitors to your website (not those coming via organic search or referrals from social media) gives you an idea of the number of people already aware of your brand. They need to know you exist to search for you directly.
Engagement and Interaction
Levels of engagement with your content by prospects who fit your ideal client persona can also indicate your brand’s level of knowledge, trust, and familiarity.
If people interact positively with you on social media, they see value in your content. Taking the time to interact with you boosts your visibility in their newsfeed and their networks (particularly on LinkedIn, which is where the magic happens).
Encouraging social interaction with and sharing your content on your website and social media helps an audience feel connected to your business. The more meaningful, valuable interactions you have, the more memorable and authoritative you become.
Monitor your social media insights website metrics over time to see results.
Anecdotal Measures of Brand Awareness
Linking back to social media interaction and engagement above, a great way to stay on top of what people are saying about your business is by using social listening tools. For search engines, the biggie here is Google Alerts. Set up an alert to be notified when a third party mentions your business.
There are many available tools for social media monitoring and tracking of mentions, tags, and hashtags. Hubspot recently wrote about their favourites – spoilers, they’re on the list.
Ask Your Target Audience Directly
Many businesses don’t ask their customers and prospects for feedback, which is a missed opportunity.
Creating a short survey (incentivised if you wish) adds to your market research data. It allows you to reconnect with existing clients. You’re able to contact new prospects in your target market and begin building a relationship directly, all the while contributing to your brand awareness campaign.
Want To Build Your Strategy Together?
As we said before, measuring brand awareness and its growth over time is a tricky beast. But a successful approach begins with a solid foundation – a stellar strategy and compelling content. At Beesting Digital, we do both.
Talk to us today about our cracking copywriting services and the technical know-how to get your message in front of the right people in all the right places.
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