How to Measure and Track Your Brand Awareness
The purpose of any branding campaign is to raise the awareness of a business, cause, product, or idea. While it's incredibly important to pursue brand awareness, marketing solutions, and engagement tactics, that can fall flat without tracking and measuring consumer awareness of your brand or product.
In this post, we'll dig a little more into what your small business should be tracking, and how you should go about tracking and measuring brand awareness assets.
Small Business Marketing Tips: What to Track and Measure
When it comes to a small business website, impression measurement is incredibly important for companies that regularly use display advertising to bolster their brand awareness campaign. Impression measurement tells you exactly how many customers or users view your display ad. More sophisticated impression measurement tools will tell you very specific information about users - location, preferred search engine, social media habits, etc.
This includes everything from brand recognition to brand-specific web searches to content resonance. However, you want to go about it, customer engagement measurement is a direct reflection of how effective your brand awareness marketing solution is. It shows exactly if users are responding to content that you're using to engage with them.
Reach metrics is perhaps the least complex in your brand awareness measurement stack. Reach simply refers to the sheer amount of customers, users or local leads that you are reaching with your content.
Three Brand Awareness Measurement Tools
1. LinkedIn Analytics
While LinkedIn Analytics is primarily for those using it as a B2B engagement platform, it can serve as an effective tool for measuring B2C brand awareness for your SMB. From the LinkedIn Analytics dashboard, your company's administrators can easily spot how many users are viewing your LinkedIn profile and related content.
2. Google Analytics
Google Analytics (GA) seems like and is a no-brainer. The platform is still one of the most effective tools for measuring brand awareness on almost every level including social, search, CPC, display ad impressions, and more. For the uninitiated, you can even view very specific pieces of content across multiple small business websites to see how or if users are engaging with blog posts, articles, small business videos, etc.
SocialMention.com is a helpful site if you want to monitor your social media presence across multiple platforms. It uses a sophisticated algorithm to determine whether or not your social mentions are positive or negative. While the algorithm is pretty smart, it can be finicky at times, and works by using positive or negative adjectives to determine the quality of social mentions.'
What to do with brand awareness data
After you've gathered all of the appropriate brand awareness data, it's time to take action. What does action resemble? Well, this is usually specific to your company and your local marketing plan; the big idea is to use this data to shift your strategy.
Ask the hard questions. What could you do better to turn negative social engagement into positive social engagement? What content pieces just aren't working? Is your small business website copy strong enough? Are you posting too much? Are you posting too little?
Brand awareness data pushes you to get on the street level with your brand awareness campaign and make the necessary changes to move your company forward.