What Are the Metrics Needed to Measure for Brand Awareness?
Brand recognition built through public relations, content marketing, and social media is more important than ever in today's digitally linked society—the more people who know your company and its value, the more customers will come in. If your products or services are subpar, it may take a lot of brand awareness to get the numbers up.
If your brand is unknown, those who know about it may not be the right ones. These people may not be the best audience to market your particular products or services.
Additionally, it takes a lot of time and effort to create a brand and find the right people to be part of it. After all of your hard work, it's important to measure just how effective your brand awareness brings in new customers.
Here are the metrics needed to measure brand awareness.
1. Social Media Following
Social media is a big part of brand awareness. If your company has a following on Facebook, Twitter, LinkedIn, YouTube, or other social media platforms, that's already a good start. You can use social media analytics to gauge how people are reacting to your posts and the growth of your following.
In addition, consider your website as another form of social media. It allows people to get more information about your company and offers a complete list of the products and services. Your website should be the most visited source of brand awareness.
2. Number of New and Repeat Customers
Repeat customers are the best kind because they already know your product or service and are likely to be brand advocates. On the other hand, if you're constantly getting a high volume of new customers, that's also a good indication that your brand is well known and time to capitalize.
It's essential to track the number of people from different marketing channels to prove that your marketing efforts drive brand awareness.
3. Mention Count of Brand Name
If any articles or blogs mention your brand name, you'll want to track great brand awareness metrics. These mentions will come from different sources, such as press releases, news articles, blog posts, content marketing efforts, and more. This is a good indication that your company is known so well in your industry and that it's time to start capitalizing.
4. Industry Recognition
Industry recognition comes from winning awards, publishing in leading industry journals, and attending industry events. If you can get your company into the right trade magazines, you can gain some recognition in your industry.
There are many different kinds of recognition in the business world. You can win awards for products, the company itself, the executive staff, the company culture, your PR department, etc.
Conclusion
The best way to measure the success of your brand awareness efforts is to look at the numbers that prove it's working. Those metrics listed above are an excellent way to start measuring the success of your brand awareness efforts. However, to make it work for your company, set it up correctly and follow through.
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