If you connect well, you sell better. It’s true, isn’t it? The foundation of any business is establishing a relationship with its customers. It’s a constant process. It builds trust between you and your customer over a long period. Over time, this makes a customer a loyal one. How do you determine this? How can you gauge a customer’s trustworthiness in a brand? You can measure brand awareness metrics.
Brand awareness is simply making people aware that you are a business. This should be measured with some metrics to see how your business is doing.
What are Brand Awareness Metrics?
Brand awareness -> Consumer recognition and action -> Higher sales -> Success
This chain illustrates how brand awareness can lead to brand success. Whether you’re a new company or have loyal customers, it doesn’t matter. Both will require a brand awareness strategy. You might need to re-strategize if you have one.
Quantitative Brand Awareness Metrics
- Impressions – Every time your ad appears on a search page, the impressions of your page grow. This measures the number of people who have viewed your content or how many people are engaged with it. It takes 5-7 impressions before people can remember a brand.
- Website traffic: This shows how many people have visited your content. Analyzing the organic views will help you determine if your brand is doing well, or if it needs to be improved.
- Social media presence: This says a lot about your content. A good number of followers or engagements on social media channels directly indicates maximum people are interested in your content.
- Google Alerts: This tool notifies when your brand is mentioned on Google or by any third-party organization. This tool allows you to see if your brand is generating buzz among users.
- External Links and brand mentions: A link from another brand to your page or content to their page will bring unique visitors to your site. You might be tagged by brands on their social media channels. This simply means that brands might be talking about you on their social media channels, even if they are not directly related to you.
Qualitative Brand Awareness Metrics
- Surveys – Taking regular awareness surveys will give you qualitative feedback about how to improve your content in order to attract more people. Understanding what your customers know about your brand can help you bridge the gap between brand values and consumer needs.
- Corporate gift matching programs: Employees can match their gifts to give to charity to any organization. This encourages employee engagement and builds trust among customers. Social work and charity are two of the best ways for users to trust you and your brand.
These are all brand awareness metrics. But the question remains: How would you keep an eye on these metrics to help your brand? Here’s why:
Some reasons to pay attention to your brand awareness metrics
How can you sell if your target audience isn’t even aware of your product?
Only when a user is aware of your brand will they make a purchase. Brand awareness campaigns are a great way to achieve this. You can gain insights from brand awareness metrics to understand your audience’s preferences.
Analyzing the traffic will help you determine which videos have been most popular. Your brand will become more trustworthy the more people visit your video. Trust is crucial for B2B brands. It’s not just one person who needs to know your brand. Trusted brands will get a business to purchase their product. This will result in an increase of sales.
These brand awareness metrics are directly related to how much sales your brand generates. You will generate more sales if you can read and understand these metrics.
Reach a New Audience
Linking and brand mentions can be some of the most effective metrics to build brand recognition. This will increase your sales by driving new customers to your product. If you have already received organic traffic, however, brands may tag you.
There are many types of traffic: organic, direct, referral and social media. You might have a user visit your site through a Google page. They could search for the exact query on another website or through a post on social media. How can you reach a new audience with this data?
Knowing the demographics of your audience, including their age, gender, and location, will help you determine which users are most likely to visit your site. This data can be used to modify your content as needed.
You might be an e-commerce shop. Your products should be available in as many countries as possible. You can identify which countries are most interested in your products by analysing traffic.
Get insights into brand perception
Your brand is reflected in the way users react to your content. If your blog posts about your future products receive positive responses, users are more likely to continue to look up the products.
Regular qualitative feedback, such as surveys and feedback forms, will allow you to find out how your customers feel about your brand. Website traffic is a good indicator of how many people visit your site. However, it’s important to monitor qualitative metrics so you can get a better idea of the perceptions of your users.
Find out what the consumer wants
Qualitative and quantitative metrics can help you determine if your brand awareness campaign is in need of some adjustments.
You could post a tutorial video and a blog on the same topic. You can determine which content format is preferred by comparing the number of visitors to each type of content. You can add more video content to your strategy once you have established that a video is more engaging than a blog post. This allows you to improvise on your strategies dynamically.
It will let you know whether users prefer to watch short-form or long-form content. This data will allow you to include more content and continue to attract new users to your site.
Brand success is not a fluke
To achieve brand success, you need patience and consistency. It is possible to achieve the three most important metrics, interaction, participation, and engagement. There are two ways to get there:
- Strategic planning
- Trial and error
Both approaches require some experimentation, but the first option will yield long-term results. The brand video that went viral, but was never found anywhere on the internet, is it not? Your brand’s success is not a fluke. It is important to analyze brand awareness metrics.