July 13th, 2021
Brand building is at the heart of any successful business. But what if your brand is dead on arrival?
It's one thing to focus on building your brand and another to determine your effectiveness. Simply put, you need to know how to measure your brand awareness efforts.
Want to know how well your brand-building is going? Keep reading to discover our tips for monitoring brand awareness!
Pay Attention to Direct Traffic
If you want to measure brand awareness, there are some simple ways to do it. And one of the best ways is to study your direct traffic.
On the most basic level, you can simply monitor your direct traffic over the course of your brand awareness campaign. If that traffic is steadily increasing, you'll know that the campaign is working.
To double-check the effectiveness, compare this current growth period to another time (such as the same weeks or months in the previous year).
Still wondering how to track brand awareness with your audience? One of the best ways to do this is to simply ask them about it!
Whether by phone, email, or social media, surveys remain a classic way to get feedback from your audience. Open-ended questions work best: for example, you can ask your audience how they first heard of your brand.
In addition to helping assess the overall state of your brand awareness, such surveys can help you discover the brand-building efforts that offer the best ROI to your company.
Focus on Referral Traffic
Earlier, we touched on measuring direct traffic as a way of assessing audience awareness of your brand. However, it is equally important that you pay attention to referral traffic.
On a surface level, you can treat this like direct traffic: you want to see your referral traffic numbers going up during your brand awareness campaign. But it's also important to monitor the exact sources of your referral traffic.
In some cases, referrals from certain sources can actually hurt your overall visibility. When this happens, it's important to redouble your efforts to build solid referral traffic.
Solid Social Listening
Somewhere along the way, social media became the "secret weapon" that can help even the smallest businesses experience major growth (especially when they have a good host on their side). And social media is also the perfect way to help track awareness of your particular brand.
Different social listening tools and techniques can help you scan different mentions of your company by different users. This helps you determine how many people are talking about your brand online as well as what they are saying.
The best social listening tools also help you assess the reach of your brand. This helps you discover how often people are seeing these online references to your company.
Building Brand Awareness: Your Next Move
Now you know some tips for building brand awareness. But do you know who can take your business to the next level?
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