How Can Digital PR Improve a Brand’s Presence05/04/2023
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Brand awareness is one of the most important things that businesses pay attention to, and pay a premium. When prospective consumers recall your brand, they are more than likely to purchase your product or service. Below we will have a look at some of the most relevant KPIs that can help you track brand awareness.
Track Brand Mentions Online
In order to have a fair picture of your brand awareness in the market, you need to track people talking about your brand online. For instance, people discuss brands across social media channels, blog posts, discussion forums, or product review posts. Brand mention tracking tool can you help you keep track of the frequency of your brand mentions on the internet and how it is shaping up.
Three core KPIs you need to track:
1. Volume of Brand Mentions
One of the most necessary KPIs you have to track is the number of mentions across online sites and social platforms. That can give you a fair idea about how frequently your brand is finding a place in user conversations. However, it is important to track how the frequency of conversions is changing across different time periods. A suitable tool can help you quickly identify the frequency of brand mentions. Also, it can help you gauge the impact of any marketing campaigns that you might be running at a certain point in time. For instance, if the mentions of your brand have suddenly gone up on news sites, it means your PR campaign had a positive impact.
2. Total Reach
It’s great when you find a high number of your brand mentions online, but if these mentions are confined to a limited audience it is not helpful. For example, you may have a SaaS product for business users, but most of your mention of the brand can be limited to a technical forum with a limited audience reach.
In KPI you can find the total reach of your brand mentions. KPI can showcase the expansion of your brand awareness. If your brand is mentioned by popular websites or social media influencers with a significant following, it invariably will show up before a larger audience.
3. Brand Sentiment
On social media platforms, users tend to talk about brands freely, whilst looking to find recommendations for new products or services and they also tend to share their personal experiences. This is very useful for your brand as it can offer you a chance to track the sentiment associated with a brand guideline.
Sentiment analysis can help you understand whether your brand is making a favorable impression on your consumers, as it would have a direct impact on their purchase decisions. If your brand is affected by significant negative sentiment, it means that its products or services are failing to meet consumer expectations. Social Baked or Sprout Social are tools that can help you With the help check the sentiment associated with your brand in a given time frame.
Track Customer Reviews
Additionally, you need to track your customer reviews. When tracking customer reviews, you get a more nuanced picture. The kind of reviews your company receives from users and other stakeholders can have a direct impact on the purchase decision of your prospective customers.
For some businesses, customer reviews can make the difference between success and failure. For example, a restaurant has been hit by a spate of negative reviews on Google.
While there are tools to track reviews on the internet, and most of them are invariably tracked by social listening tools, it is still better to go through them separately. If you are running a local business, managing the impact of reviews would be a primary concern. As you are likely aware, a significant portion of users checks user reviews before their first visit to your place.
Search Volume of Branded Keywords
The search volume of branded keywords is one of the most overlooked KPIs for tracking brand awareness. Marketers and business owners simply steer clear of tracking this data and leave it to their SEO teams to go through it. Though, it makes sense to continuously track the search volume for branded keywords and any positive shift in it gives a clear indication of brand awareness growth.
To track the search volume of branded keywords, you can use the Google Keyword Planner tool and identify your core brand keywords. Once you have identified them, try tracking the trend over different time periods to understand how search volume is getting affected.
Track Social Media Growth and Engagement
Another important thing you need to track is your social media growth and engagement. For example, if you are a B2C brand, you likely have Facebook, Instagram, Twitter, and possibly even TikTok. The content you share on these channels receives a certain degree of organic engagement which includes comments, likes, shares, etc. The engagement rate on content shared on social channels gives a clear indication of brand awareness, especially when you promote posts. If consumers are already aware of your brand, they are more likely to engage with your promoted posts.
Any business needs to evaluate which brand awareness-related KPIs suit best their requirements. It is perfectly fine to choose a set of KPIs from the ones we have discussed above or add more custom KPIs based on your business needs.
The key is to consistently track your KIPS, with regular measurement of brand awareness KPIs you can get clear insights and adapt them to your marketing initiatives in order to better target your prospects and improve your brands’ recall.
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