7 min read

How to Measure Brand Awareness of a Brand Campaign [Ultimate Guide]

Don't forget to share this post!

blog-post-example-media

A brand is more than just a name or logo. It’s the sum of all the interactions a customer has had with a company. Creating strong, positive brand awareness is essential to a company’s success. Measuring brand awareness, however, is a whole different animal. 

By tracking brand awareness, companies can better understand how customers perceive their brand and where they need to improve. If brand awareness is low, it means that the company's marketing efforts are probably not reaching the target audience. And if it’s high, that’s a good sign you’re reaching the right people.

Measuring brand awareness is a critical step in ensuring a successful marketing campaign. Let’s explore some ways you can measure the effectiveness of an awareness campaign.

Table of Contents:

  • What is brand awareness? 
  • Why is brand awareness important? 
  • How to measure a brand awareness campaign
  • What are some common metrics used to measure brand awareness? 
  • How can you use brand awareness data to improve your marketing campaigns? 

 

What is brand awareness? 

Brand awareness is the extent to which consumers are familiar with a particular brand and able to recall it when they see or hear it. Creating brand awareness is an essential part of any marketing strategy, as it helps build consumer trust and loyalty, both of which are key to driving sales.

With the huge number of marketing messages that consumers are bombarded with on a daily basis, it's more important than ever for businesses to cut through the noise and create a lasting impression. This is where brand awareness comes into play.

There are a number of ways to create brand awareness, but some of the most common include advertising, public relations, social media marketing, and word-of-mouth referrals. By using a mix of these tactics, businesses can reach a wide audience and ensure that their message is being seen and heard by potential customers.

Why is brand awareness important? 

In a world where consumers have more choices than ever before, brand awareness is more important than ever for businesses. It helps businesses stand out from the competition. When customers are aware of a brand, they are more likely to consider that brand when making a purchase. 

It can also help build customer trust and confidence in a company. Customers who are familiar with a brand are more likely to believe that it is a reliable and trustworthy source for their needs.

Brand awareness can also lead to customer loyalty, which is essential for long-term success. It allows companies to connect with customers and create engaging relationships. When customers have a positive experience with a product or service, they’re more likely to tell their friends and family about it.

Brands that actively track and measure their brand awareness are in a better position to capitalize on these benefits.

How to measure a brand awareness campaign

Brand Awareness

Truth be told, it’s tricky to measure brand awareness. How do you know others are “aware” of your brand if they haven’t taken action on your campaign?

Tricky, but not impossible. We’ve got some ideas to help you choose brand awareness KPIs and conduct brand campaign measurement.

Website Traffic Growth

An increase in website traffic and search volume over time can indicate more people have discovered your brand. Specifically, you’ll want to look at your direct website traffic to help with brand campaign measurement. You can do this via Google Analytics or similar web analytics tools.

Direct traffic refers to the traffic that comes from people typing your website URL directly into the search bar, as opposed to finding you through an ad, search engine, social media, or another source. The more people become familiar with your brand, the more likely they are to visit you directly.

Don’t get too caught up in the day-to-day rise and fall in traffic. Rather, compare your data from a specific time period to a similar range in the past. If your brand awareness is growing, your more recent traffic data will likely be higher than it was weeks, months, or years ago.

Dial Deeper into Referral Traffic

Referral traffic is website traffic that comes from backlinks from other sources, such as blogs or websites. There are two things to look for here.

The first is the source itself. Ideally, traffic should come from trusted, reliable sources that relate to your business. Getting referral traffic from irrelevant or low-quality sources can actually harm your SEO and credibility.

The second thing to look for is whether your referral traffic is increasing. The more people become aware of your brand and what you offer, the more people will refer you to others.

Watch Your Social Audience Numbers

Growth in social media followers is a great indication of increased brand awareness. These two things work in tandem: The more people become aware of a brand, the more followers the brand gains. And the more followers you gain, the more those followers see your content and get to know the brand, which reinforces brand awareness.

Conduct Surveys

A brand awareness survey can be an effective method for measuring awareness campaigns. For example, respondents can share whether they have heard of the brand name before, gauge brand recall after being shown a logo or ad, or if they would consider purchasing the product or service.

Set Up Branded Keyword Alerts

Tracking brand mentions online can give you a good indication of whether your awareness campaigns are working. More mentions in social conversations or the media mean people are talking about your brand.

They can also help you see where your brand is being mentioned. By tracking this data, you can adjust your marketing strategies accordingly and ensure that your brand remains top-of-mind for consumers.

What are some common metrics used to measure brand awareness? 

Measure Brand Awareness

Knowing how to measure the success of an awareness campaign means using KPIs and key metrics to track your progress. Based on the ways to measure a brand awareness campaign above, we see a number of brand metrics that can help connect your data-driven insights to your business goals.

Total Mentions

Mentions refer to how many people are mentioning your brand on various channels. One way to track this is to use in-built analytics on the platforms where you’re growing your presence. For instance, you can track Facebook mentions on Facebook, Twitter mentions on Twitter Analytics, etc. 

However, using only in-built analytics can limit you to mentions that happen only on those networks. A better approach is to use a comprehensive monitoring platform like Linkfluence to track mentions across online and offline channels.

Reach

Reach represents the number of people who will potentially see your brand mentions or content. This metric takes into account the number of followers for each person who mentions your brand. So, there’s more weight if you get a mention from someone who has 100K followers compared to someone who has only 100 followers.

Engagement

Social media engagement rates take your strategy to the next level. It indicates that your content hasn’t gone unnoticed in a feed full of other content from other brands. Engagement metrics can include likes, shares, comments, click-through rates, sign-ups, purchases, and more. 

Share of Voice

Share of voice (SOV) is a metric that indicates the percentage of total conversation about a brand compared to the conversation about its competitors. It measures brand awareness and can be a useful tool for identifying opportunities to increase visibility and improve reputation.

You can calculate SOV by taking the number of mentions of a brand and dividing it by the total number of mentions of all brands in the same category. For example, if there are 100 tweets about coffee brands and 30 of them mention Starbucks, then Starbucks has a 30% share of voice for that particular time period.

While SOV is a valuable metric, it's important to keep in mind that it only measures visibility, not sentiment. So, while a high SOV may indicate that a brand is top-of-mind, it doesn't necessarily mean that people have positive things to say about it.

Brand tracking and brand awareness tools can simplify this process for you. As a marketer, you should explore your options and take advantage of tools that can do much of the heavy lifting on your behalf.

Earned Media Value

Earned media value (EMV) attempts to measure the monetary worth of publicity gained through earned media coverage, such as news articles, influencer content, guest blog posts, or social media posts. It's a great way to lower your investment in AdWords and reduce your cost-per-click.

While traditional advertising spend is relatively easy to track and quantify, EMV can be more difficult to measure. This is because there is no set cost for earned media placements — unlike paid or owned media — and therefore no way to determine a direct return on investment (ROI). 

Despite this, EMV remains an important metric for businesses and organizations to track, as it can provide valuable insights into the effectiveness of their communications and marketing efforts. 

EMV can also be a useful tool for determining the value of brand awareness campaigns. It can help brands to understand how well known they are and what kind of reputation they have.

EMV looks at how often a brand is mentioned in the media and how positively others talk about it. If a brand is regularly mentioned in the media, it is likely that people are aware of it. This can be a good indicator of how well known a brand is.

How can you use brand awareness data to improve your marketing campaigns? 

Brand Awareness Data

Knowing how to measure a brand campaign is just the beginning. You also need a plan to use your awareness data to improve your future campaigns. Continuous improvements help you do better over time and get more value for your time, money, and other resources.

The best way to put your data to work is to use Linkfluence to connect the dots between data and develop your next best steps.

Linkfluence takes the guesswork out of how to measure brand campaign success. Our platform tracks your brand presence, share of voice, brand equity, and consumer sentiment across a myriad of channels in real time. 

We combine AI with human data analysts to give you spelled-out insights. Make sense of the data you collect so you can act on it with confidence. You’ll always know where your brand awareness efforts stand so you can adjust them on the fly for bigger and better results.

Bottom line: Linkfluence social listening and brand tracking help you learn how to measure awareness campaigns with ease. See Linkfluence in action – Request a demo today!

Don't forget to share this post!