It’s uncanny how people who aren’t even iPhone users know about Apple’s newest products. How do you think this happened?
To lead consumers toward your services, you must work on digital marketing strategies that help build significant brand reputation and awareness. Analyzing your brand awareness will help you create a brand strategy and a significant marketing campaign to target active consumers.
Outlined below are five methods to help assess your company’s brand awareness.
Conduct Surveys
Conducting a market study via surveys, polls and quizzes is a traditional yet prominent way of analyzing your brand’s awareness. To approach this tactic, you first must understand the two various kinds of consumer-based surveys.
The Assisted Awareness Rate
The first type of survey is designed to specially conduct a market study in circles where your brand is recognized, known, and frequently purchased. This type of review helps to calculate the awareness rate of a percentage of people who can identify your brand even when it’s among other competitors.
You might have frequently come across surveys that blatantly pop up on a webpage you’re currently browsing with a question, ‘How did you come across our brand?’. This question is also asked on Facebook pages, especially if you’re stepping into the brand’s territory for the first time.
The Spontaneous Notoriety Rate
The Spontaneous Notoriety Rate may ask too much of a solicitor (consumer). This kind of survey usually pops up when you’re visiting the page of a competitive brand with a question, “Are there any other similar brands in the market that you can name below?
To get the most feedback from your surveys, create a quiz or survey using Quiz Maker and send personalized e-mails to your leads. It will no doubt generate responses and increase your conversion rates.
If you’re looking for an alternative tool to use for quizzes and surveys, we highly suggest you check out this resource on Typeform alternatives, which listed down several tools providing reasons why you should consider using them instead of Typeform.
Pro Tip: Use e-mail marketing to send a survey, poll or quiz to your generated leads.
Measure Direct Website Traffic
Direct website traffic is a metric that helps you analyze the number of consumers that reach your website without catering to any social, organic or paid media channels. Direct website traffic will let you know the number of consumers who didn’t utilize additional resources like search engines or social media to end up on your brand’s page.
It includes consumers who can reach your website by clicking onto a CTA embedded in an unranked source such as an offline document or unsolicited e-mail, or by simply typing your brand’s URL onto their Google search bar for immediate redirection.
Consumers who land onto your website via bookmarks are also measured for a more in-depth analysis of direct website traffic. The higher the number of consumers opting for straightforward approaches to shop at your website, the higher will be the impact of your business. It proves your credibility as a brand which wouldn’t be achievable without significant brand awareness.
Pro Tip: Use Google Analytics as a pro-metric for analyzing brand awareness.
Track Search Volume of Your Website
Search Engines, especially Google, have 53% of total mobile market share. They play a significant role in building your brand’s reputation for recognition and awareness. Track search volume of your website to calculate the statistics of the total number of consumers using Google to land on your site.
Before you analyze your search volume data, you would have to understand the role keywords play on search engines.
Consumers use keywords (specific phrases) to search for products or services on Google. It allows Google to bring up a series of webpages that match those keywords closely. For instance, if a consumer types ‘cookie recipes’ on Google, then the search engine will produce several webpages that feature the desired content.
Analysis of search volume data helps to open a can of opportunities and thus, will help you to shape your brand strategy.
For instance, if you analyze the search volume data of your website via Google Adwords Keyword Planner, SERPs, Google Analytics or Google Trends, you’d get to know the number of people who use Google to search your website. Moreover, you’d also get to see the number of people who after searching, click on the query with your website’s link in it.
Pro Tip: Use Google Search Console for tracking your website’s search volume data following on-page and off-page SEO for close monitoring of consumer-based click-through rates.
Social Listening
Analysis of earned media is another prominent way of learning what your consumers are saying on different social media channels.
Earned media is media that is generated the moment someone mentions or shares anything about your brand spontaneously.
With almost half of the world’s population saturating the Internet with their social media accounts, you’d wonder how much traffic your website can generate by catering to social listening.
Social listening is a tactic that allows you to keep track of your social networks under your brand’s engagement rate with your consumers. With social listening, you can track the number of your brand’s mentions on social media along with knowing the kind of sentiment and audience type.
For instance, with each mention on social media, you can assess the type of feeling that led the consumer to cite your brand’s name in public.
Pro Tip: Try to learn about the origin your social mentions so that you know how much negative feedback, critiques and positive comments your brand is receiving.
Measure Your Content’s Publicity
Along with social listening, lend out an ear for referrals or keep an eye out for mentions in guest blogs or press releases. Analyze the fallout of your content. You’d have heard that some websites have high performing content following the number of views it garnered.
If you measure your content’s publicity, you will get to know how many times each type of material has been shared and via which channel. It will also let you know about the number of people who have seen or interacted with your content on the Internet.
create a brand strategy that pays attention to producing content for an audience that is interested in your brand in the first place.
For instance, suppose your apparel section for women is far more accessible. It could be because your brand offers tutorials, guides, tips and trending lists to consumers, which piques their interest, allowing them to share your content and buy related products.
Pro Tip: Use SimilarWeb for monitoring people on various media. Learn more about their interests and exactly which content needs revisions for optimum performance.
The Bottom Line
For every brand to succeed in the e-commerce world, it is necessary that consumers contribute to its legacy – either by shopping at its e-store or by promoting its content through a variety of channels on the Internet.
