According to marketing experts, the ability of consumers to recall brands, products and services strongly influences their decision to buy. If you want people to remember your brand, so you need to take steps to make sure your marketing efforts are hitting this target. You must be able to increase the brand awareness of your products and services while monitoring what people say about your company. Furthermore, you need to quickly react to what people say about your brand and understand why they have that perception. So, how do you track brand awareness the right way?
Strategies For Measuring Brand Awareness
Never underestimate social media. In the third quarter of 2017, Facebook alone had over two billion monthly active users. Many of your potential clients are on Facebook, and a percentage of them are probably talking about your brand. Twitter and YouTube are two other social media sites that you need to keep an eye on as well. If you want to hear consumers’ thoughts that are expressed naturally, all you have to do is monitor social media. Social listening is one of the best strategies for measuring brand awareness.
Monitor websites, blogs and forums and make sure you read what people have to say about your brand, products, and services. One way to do that is to use the tool like Sentione, that monitors online discussions on your brand. Another way to go is Google Alerts. It is relatively simple to set up a few notifications in Google Alerts that will warn you via email when search results are updated. You can configure the system to alert you immediately of new conversations, blog posts and news articles about your brand.
Keep an eye on branded searches to see if the general awareness of your brand is changing. If people are searching for your brand specifically, your marketing efforts are succeeding. You can use Google Adwords and the Google Keyword Planner tool to see how many people are searching for your brand online. You can also get many more details from these tools, such as geographical information. An alternative to Google’s software, can be a tool that can also help looking for keywords and provide other SEO and content marketing insights is Buzzsumo.
Use surveys to your advantage. There are plenty of survey tools on the Web, such as SurveyMonkey and Google Forms. It is a good idea to enlist the services of a professional survey service provider who can run phone and email surveys in your name.
Reacting To The Information
Analyze the data gathered from various sources and take action based on the results of your analysis. Keep in mind that what your consumers have to say about your brand should always be taken into account when you plan your marketing campaigns. Keep an eye on key metrics and adjust your campaigns using the information you get from your brand awareness tracking efforts.
It is not enough to simply get information from brand awareness tracking; your company must be able to react to the results. Pay attention to what people have to say about your brand and always take action to improve their perception of your products and services. Remember that simply interacting with users on social media is one of the easiest ways to increase brand awareness and show people you care about what they have to say.
Tracking brand awareness across various channels helps you plan successful marketing campaigns. Each tool used to measure brand awareness has its weak points, so you should never rely on just one tool or channel. During marketing campaigns, focus on a just few key metrics, not all of them. You want your campaign to do a few specific things for your brand – but do them exceptionally well.
Many companies forget to monitor their campaigns constantly to see how they affect the bottom line. Don’t make the same mistake! You need to stay focused on the key reporting metrics and always measure the results of all your brand awareness campaigns across all channels. Don’t lose focus and your efforts to increase brand awareness will provide a very useful boost to your sales over time.