- Infographic: Holiday shopping on Twitter
- 4 things to Tweet about this Halloween
- 5 influencer marketing myths holding your growth strategy back
- What businesses around the world can learn from Japan
- Device and conquer: Global consumers let their fingers do the shopping
- 5 ways marketers are building better brands
- 5 ways to increase your Tweet engagements with emojis
- 4 steps that drive success with personal branding
- How to create and use hashtags
- How valuable are your followers?
- 3 ways to tap into trending topics on Twitter
- How to: Advanced search on Twitter
- How Quick Promote can get you noticed on Twitter
- See successful followers campaigns
- Top hashtags and keywords to use for Halloween
- 4 ways businesses can use Twitter Polls
- How to get your Twitter profile ready for the holidays
- The holiday marketing calendar you need
- How a retail company increased holiday sales with Twitter
- Have your holiday questions answered by the experts
- How a startup found success with Twitter Ads
- 6 things to Tweet about this Thanksgiving
- What to Tweet about this fall
- How to use Twitter to increase foot traffic
- How to prepare your business for Cyber Monday
- How to tap into mobile trends and increase in-store holiday purchases
- How to create stand-out Twitter Ads this holiday season
- Small Business Saturday checklist: How to get your business ready
- Top hashtags and keywords to use for Thanksgiving 2016
- The top 10 trends driving marketing in 2017
- See how to reply to customers on Twitter
- #TweetHour recap: How to stand out during the holidays
- What to Tweet this winter holiday season
- How to: Make a Twitter Moment that shows off your year
- 5 tips to make your holiday promotions stand out
- How to incorporate video into your content strategy
- See how to Tweet about gift giving holidays
- Recap: Twitter Ads experts answer your campaign questions
- Top hashtags and keywords to use to bring in 2017
- 4 ways to use the New Year to promote your business
- Our favorite articles of 2016
- 10 tips for choosing the best graphic designer
- 3 ways to create a consistent visual brand on Twitter
- 10 tips for launching your first mobile app marketing campaign
- How to plan for success in 2017
- Periscope tips: a conversation with @BoopFashionista
- 5 ways to step up your brand in 2017
- How to do influencer marketing right in 2017
- Customer journey mapping: What you must know
- The secret to more effective paid campaigns? Better organic content.
- How to manage your Twitter Ads campaigns with Flightly
- February lineup: Your essential marketing calendar for the month
- #TweetHour recap: Building your personal brand
- What to Tweet this Valentine's Day
- 4 do's and don't's of Twitter images
- Want to build strong influencer relationships? Focus on ease and value
- Top hashtags and keywords to use for Valentine's Day
- Tips for entrepreneurs: A conversation with Larry Kim
- Courting an influencer
- 8 ways to energize your B2B content marketing strategy
- Interviewing marketing freelancers? Ask these 6 questions
- March lineup: Key dates to help plan your marketing campaigns
- Hidden Twitter tricks from a social media manager: the media library
- How brands can reach a second screen audience
- Meet the awareness campaign
- 6 things to Tweet this spring
- Spring clean your Twitter profile
- How better quality whitepapers can improve lead generation
- Top hashtags and keywords to use this spring
- It's now easier to manage the payments and billing of your Twitter Ads
- 5 Periscope tips for your brand
- #TweetHour recap: How to leverage influencer marketing trends
- How to use Tweet threads
- 5 tips for writing effective Twitter Ads copy
- How to use Periscope 360 for your brand
- How to spread your message with the awareness objective
- April lineup: Key dates to help plan your marketing campaigns
- 5 things to Tweet this Easter
- How to create evergreen content with lasting engagement
- What micro-influencers can do for your brand
- The psychology of shareable content
- Top hashtags and keyword to use for Easter
- 7 tricks to produce content on a budget
- Data-driven tips for B2B marketers on Twitter
- What is relationship marketing?
- Mobile shopping doesn't mean skipping the store
- Content marketing myths that businesses need to stop believing
- How to fill holes in your content calendar
- Are you ready to handle your next company crisis on Twitter?
- Who to follow for National Small Business Week
- Is your marketing strategy protected against changing buyer behavior?
- 6 articles to help you craft your Twitter strategy
- How to start a content marketing campaign with no money
- How to make announcements on Twitter that build engagement
- Twitter named one of the top trusted brands for social and digital marketing
- May lineup: Key dates to help plan your marketing campaigns
- 4 must-read articles for lean marketing teams
- What you can learn from your agency's social media feed
- 4 articles to help your brand succeed with smart design
- 5 things to Tweet this Mother's Day
- Top hashtags and keywords to use for Mother's Day
- 6 things to Tweet when attending a conference
- How to choose your hero stat
- Why goals matter to influencer marketing success
- 5 interesting ways to share your brand story
- 5 tips for more effective influencer marketing
- 5 things to Tweet this June
- Why you should focus on native and video advertising
- 7 tips for creating engaging content every day
- Before you hire a video production team, answer these important questions
- June lineup: Key dates to help plan your marketing campaigns
- Top hashtags and keywords to use this June
- Hidden Twitter tricks from a social media manager: Tweet scheduling
- 3 ways brands can harness video on Twitter
- How to use Twitter analytics to plan more impactful Tweets
- 5 things to Tweet this Father's Day
- 5 tips for responding to customer mentions on Twitter
- Is your company giving video the love it deserves?
- Top hashtags and keywords to use for Father's Day
- What people want out of video content
- 3 ways to incorporate video into your everyday content
- Brand yourself — personal branding for business owners
- #TweetHour recap: How to incorporate video on Twitter
- 3 data-driven, engagement boosting ideas for lifestyle brands
- Need Tweet ideas? Here are 6 things to Tweet this July
- Repurposing your influencer marketing content for maximum value
- 5 data-driven tips for scroll stopping video
- Short video content: Creating a strategy for snackable videos
- July lineup: Key dates to help plan your marketing campaigns
- Top hashtags and keywords to use this July
- #TweetHour recap: How to produce engaging video
- Video success story: MailChimp
- Need blog post ideas for your business?
- Creative, less-than-obvious ideas to promote your whitepaper on Twitter
- 3 reasons videos capture Twitter's mobile audience
- How do I create a blog editorial calendar that works?
- How to tighten up your content marketing strategy during a slow summer
- How to improve your Direct Message conversations with customers
- 7 articles to help you craft the perfect Twitter Video strategy
- How ClassPass does customer service replies
- 7 blog post ideas that will engage your readers every time
- August lineup: Key dates to help plan your marketing campaigns
- 6 tips for nailing your chatbot content strategy
- How to create personas and map content to the buyer journey
- 6 PR trends to check out in 2018
- 5 demand generation problems B2B marketers should be prepared for
- Organize your Twitter strategy around content pillars
- Artificial Intelligence: Terms marketers need to know
- Get help with Twitter Ads
- How often should I publish content? Content marketers on their cadences
- How to promote your Twitter chat
- 5 Twitter content formats that influence purchase behavior
- Customer care: 7 ways to provide stellar customer service on social media
- September lineup: Key dates for Twitter marketers
- Defining your brand voice with Tweets
- Q&A: HelloFresh's Sr. Social Media Manager shares tips on developing your social strategy
- 10 creative ways to repurpose your data visualizations
- August roundup: Creative Tweet examples and marketing campaigns
- The do's and don’ts of hashtags
- Email marketing strategies to drive ROI
- How to align Twitter content to your marketing objectives
- A thank you to our community
- Q&A: How fashion start-up Rothy's uses Twitter to drive brand awareness
- How to say more with short Tweets
- 3 reasons content is still king in the age of influencer marketing
- Get to know your followers with Twitter audience insights
- The 6 essential elements of an effective marketing strategy
- October lineup: Key dates for Twitter marketers
- Everything you need to know about Twitter Moments
- 3 ways to build a brand narrative with short-form content
- September roundup: Creative Tweet examples and marketing campaigns
- 7 key steps to choosing the right social media influencer
- Q&A: How Sticker Mule creates Tweets that drive engagement
- The most important media and PR trends for 2018
- How to build an editorial calendar that gets results
- 5 brands that created Tweets for omni-channel marketing campaigns
- How to use GIFs to strengthen your brand
- 9 ways to turn ebooks into fresh content
- 3 things to consider when planning your 2018 ad budget
- Create a successful content marketing strategy
- Do you have a goal for your marketing email
- 5 effective ways conference presenters can use Twitter
- Content Marketing Institute shares blogging tips for B2B marketers
- Q&A: How InVision uses Twitter Ads for event marketing
- 7 ways to create Tweets that support your omni-channel marketing
- November lineup: Key dates for Twitter marketers
- The pros and cons of AI in marketing
- The state of B2B content marketing 2018: Top stats and takeaways
- The power of branded illustrations and animation in content marketing
- 3 ways your brand can start leveraging Video Website Cards
- Creative roundup: Standout video campaigns from brands on Twitter
- Buffer shares how the role of a social media manager is evolving
- Budget series pt. 1: How to determine your paid social media budget for 2018
- Q&A: How a mobile app increases downloads with Twitter Ads
- 6 tips for a successful 2018 content strategy
- Gated vs. ungated: What content marketing pieces generate leads?
- Small Business Saturday 2017 checklist: 4 ways to get your business ready
- How to use content marketing tactics for internal communications
- Introducing Twitter Promote Mode
- 6 things you need to know to craft a compelling client Twitter strategy
- Learn how to create better Tweets with the Twitter Assistant
- Public relations trends: PR with visuals
- 2018 marketing predictions from the C-Suite
- Budget series pt. 2: How to allocate your paid social budget
- Simply Measured shares their social media listening tips
- Q&A: The marketing team behind @SimonBooks shares tips on creating impactful organic and paid content
- How to split the workload with your creative content agency
- December lineup: Key dates for Twitter marketers
- Budget series pt. 3: How to ask for more paid social budget
- How to encourage user-generated content for your brand on Twitter
- 4 tips for providing effective customer support on Twitter
- 4 recurring hashtag trends that will make your Tweets more impactful
- 7 ways to maximize your online marketing budget
- How to get the most ROI from your branded content
- 5 brands that effectively use Twitter share their tips
- The secret to an effective hashtag campaign
- How to prove your content marketing success to your boss
- 5 articles to help your brand craft a 2018 marketing strategy
- 4 ways to build your thought leadership influence on Twitter
- UX and SEO best practices for multimedia content
- Evernote shares tips for getting organized in the new year
- Is your content creating the emotional connection your audience needs?
- January 2018 lineup: Key dates for Twitter marketers
- Q&A: How B2B brand Airtable sees success on Twitter
- Boost your website traffic with these 3 social media tips
- Insider tips for creating a Twitter marketing strategy
- 7 useful insights you can learn from Twitter analytics
- 6 ways social media managers can deliver a great Twitter experience
- 7 research-backed ways to connect with Gen Z on Twitter
- How to measure demand generation: 13 expert tips
- February 2018 lineup: Key dates for Twitter marketers
- How to use social listening to leverage customer conversations
- Beyond vanity metrics: 4 ways to track how your Tweets are performing
How to measure brand awareness: 4 key steps
Arrow down icon
- Q&A: A CMO's insight on using Twitter for establishing thought leadership
- Branding and brand marketing, defined
- AI is changing marketing as we know it, and that's a good thing
- Millennials, AI and transparency: 10 predictions for 2018
- 6 ways marketers can use Twitter Polls
- 5 marketing metrics that don't mean what you think they do
- How a competitive audit can give your brand a leg up
- Creative roundup: Examples of brands using 280 character Tweets
- How Tweeting can help you write better blog posts
- March 2018 lineup: Key dates for Twitter marketers
- Q&A: Justworks' Social Media Manager shares tips on creating a B2B social strategy
- 12 things you need to craft a content strategy that really works
- 4 tips for creating consumer-centric content
- How to use competitive intel to make your Twitter account stand out
- 4 tips for brands Tweeting during major live events
- Q&A: DoorDash's Social Media Manager shares his Twitter tips
- Guest posting 101: Why guest posting is one of the best blogger outreach practices to use
- 4 ways authenticity can upgrade your content marketing
- 3 ways healthcare brands use Twitter to improve health
- How to find a balance between quality and quantity in content marketing
- Getting started with Twitter Ads: 3 questions to consider
- Are your social campaigns infused with a brand persona?
- Use word-of-mouth data to drive creative content campaigns
- When content marketing turns smart: How data can help creativity
- 3 ways to ensure the long-term success of your content marketing strategy
- April 2018 lineup: Key dates for Twitter marketers
- Creative roundup: 4 brands that take Twitter customer service to the next level
- The 7 biggest secrets of social media influencers
- A journalist's 12 tips to writing content
- Make it live, make it lively: How Periscope powers brands
- How agency Bloomerang Solutions expanded its services with Sprout Social Chatbots
- How to get started with data-driven storytelling
- How to use Twitter for social selling
- 5 standout examples of agencies on Twitter
- How to develop a Direct Message strategy to connect with customers
- Q&A: UK publisher Pan Macmillan shares their Twitter Ads tips
- May 2018 lineup: Key dates for Twitter marketers
- 5 ways to use video to have conversations
- Creative roundup: UK brands on Twitter
- Q&A: Creative agency NAIL shares their Twitter tips
- Tips on writing for email vs. writing for social media
- 7 tips for a kickoff meeting with your remote agency
- What to Tweet: 6 ways to get unstuck when you're out of Tweet ideas
- Guide: How to create a social media crisis management plan
- Creative roundup: 6 ways brands use Twitter for HR and recruiting
- How to use event targeting on Twitter
- June 2018 lineup: Key dates for Twitter marketers
- Q&A: How an e-commerce brand created a community on Twitter
- From campus tours to live lectures: Tips for Universities marketing on Twitter
- 5 ways to connect with Twitter sports fans during the 2018 FIFA World Cup
- 6 best practices for In-Stream Video Ads on Twitter
- What Twitter KPIs should you be tracking?
- Define your “why” for Twitter success
- 4 things to consider when building your brand’s Twitter strategy
- Q&A: University of Manchester shares their advice on Twitter for universities
- July 2018 lineup: Key dates for Twitter marketers
- 6 tips for creating standout Twitter Ads
- 5 ways to find and hone your brand voice
- An easy way for agencies to manage multiple Twitter Ads accounts
- Building a B2B communications strategy around owned, earned, paid and shared
- How to nail down your brand's tone and voice
- 4 smart media planning steps every agency should take
- 4 key considerations when building a Twitter Ads campaign
- 4 emerging video formats that drive performance on Twitter
- August 2018 lineup: Key dates for Twitter marketers
- Engaging with your audience through event Tweeting
- 5 tips for developing a smart brand strategy
- Tweet inspiration: Why you should Tweet like a tourism brand
How to measure brand awareness: 4 key steps
Acquiring new customers is one of the primary goals of marketers. It can be achieved only by getting a company’s name in front of the target audience through social media, outdoor advertising, and other techniques. Or as marketers would say, “build brand awareness.” Without it, you have no way of knowing if your efforts are working.
Despite its apparent importance for businesses, brand awareness is something of a black box for many marketers. Everyone knows they should be doing their best towards increasing it, but few are confident in their measuring methods.
So, how exactly does one quantify brand awareness success? Below, I’ll walk you through some effective methods to measure it and give you helpful tips.
Use social media listening
Social media is one of the most important sources of information when it comes to measuring brand awareness. “Listening” allows you to listen to online conversations about your brand across social media, and hear customers’ opinions about it. For example, you can use the following metrics:
Brand mentions: Customers often use names of brands to refer to them in posts, so monitoring the discussion can provide you with valuable information. For example, it can lead to honest feedback and objective insight.
Use special tools like Google Alerts or Mention to track brand mentions with specific keywords and phrases, across all of your social media feeds. Also, don’t limit your analysis to direct mentions of your brand’s name. Include potential misspellings, as well as some of your top products.
Social media reach: You post information on your brand’s social media pages every day, but how many times people share it? To analyze the reach of your social media content, you can use tools like Sharedcount which tracks URL shares, likes, pins, and more.
Use Google Analytics
Google Analytics is a perfect tool for measuring brand awareness because it determines the sources of traffic, identifies user demographics, and shows how engaged your audience is.
What are the main traffic channels on your website?
Let’s assume you already have a Google Analytics account (if you don’t, create one). Enter it and click on “Acquisition.” Then, find and click on “All Traffic” and “Channels.” The platform will generate data about where your website traffic is coming from so you can analyze the sources.
You can see eight main traffic channels in the image above:
- Organic search
- Paid search
What do all these channels mean? First and foremost, the term “organic search” refers to when someone searches for something on Google, and your website comes up in the search results, and they click on the link to it. Second, Direct channel encompasses different sources of traffic such as mobile apps and browser bookmarks.
Next, email channel encompasses traffic that comes from email marketing while social comes from your social media profiles.
By viewing the data and stats on each of these channels, you’ll be able to see how well your awareness effort has been going. Thus, you’ll determine the most successful areas as well as areas where you have to increase the effectiveness.
Top sources of traffic: Don’t leave your Google Analytics account just yet. Now, we’re going to use it to determine your main traffic sources. To do that, you need to click on “Acquisition” once again, and then go to “All Traffic.” There, find “Sources/Medium” and click on it. This page enables to measure the success of brand awareness effort by revealing resources that offer the best results.
For example, the following image shows an example of a social media awareness campaign because the two top sources of traffic are Twitter and LinkedIn.
Most of the cases, the list of sources contains more than ten items. It provides you with some valuable insights; for example, if some of the sources rapidly reach the top of the list, you should look for possible reasons. Maybe it’s an effect of some new tactics you have been experimenting with? In any case, you have to conduct a regular analysis of the sources (once a week is perfect), and see what works.
Explore user demographics: The knowledge and understanding of a target audience are undoubtedly critical for marketers to reach their goals. Google Analytics can help you to explore your customers, too, so now we’ll take on this opportunity.
Click on “Audience” in the menu on the right and then proceed to “Demographic.” This section contains information characterizing your visitors, including age, gender, lifestyle, and product-purchase interests.
For example, the image below shows age and gender data generated by Google Analytics. The graph on the left shows that visitors aged between 35 and 44 are the largest visitor group with almost 30 percent of the traffic volume. This data informs your marketing strategy, as it shows that your effort to attract this group is effective.
The graph on the right shows data related to gender. 70 percent of the visitors are male, and 30 percent are female. The conclusions on this one, naturally, depend on the nature of the business you’re running.
Keywords driving your traffic: Hang on, that’s the last thing we’ll do in Google Analytics at this point. Keywords are another important aspect of brand awareness analysis because they are used to find your business online. So, click on “Acquisition” once again and proceed to “Search Console” (the latter should be connected to Google Analytics).
There, you’ll see the list of keywords that are driving traffic to your website. Each of them is organically connected with your business, which is good news. Also, you can use this information to inform your keyword strategy.
Surveys: This method of assessing brand awareness can be done both online and offline. For example, you have probably seen various forms on websites asking you to complete a small survey, often in return for something like free content or even a discount. These small surveys often evaluate your familiarity with a brand by asking a series of questions like “How did you hear about us?”
By answering them, you help the brand to determine areas in which they succeed in marketing itself as well other helpful details. For example, you will give them an understanding of how people like you hear about them. These surveys are often used by companies like essay writing services that deal with visitors from all over the world. As the result, the brand will have some evidence to adjust the marketing strategy to achieve the highest awareness results.
Review sites: Today, all businesses should monitor review sites such as Yelp, Google, and Yahoo because that’s where customers go to obtain information about them. For example, if a customer is not sure about using a business, he or she can go to Yelp and see what others say about their experiences with that business. Even though there are some reports suggesting that many of the reviews are fake, most of them aren’t, so review sites remain a credible source of information for many.
So, by visiting these site, you’ll be able to evaluate how is your business perceived by the customers who used it. Naturally, these reviews impact how potential customers perceive your brand as well, so they can provide some valuable information on improving products or services. You can use positive testimonials and reviews as a part of your promotion as well.
Think both qualitatively and quantitatively
The last item on this list is actually not a technique but a tip that will serve you well for measuring brand awareness. To get a good sense of it, you need to think in both qualitative and quantitative terms.
For example, qualitative data is “intangible,” meaning it cannot be expressed as numbers. You can use it to measure emotional connections with the brand, customer satisfaction, and brand recognition. When asking your customers to complete surveys, you are gathering qualitative data that is subjective to each individual customer.
On the other hand, quantitative data is the most important for measuring financial information related to brand awareness. For example, it includes profits, a brand’s net worth, number of shares of Facebook posts, etc. Remember to always conduct brand awareness campaigns that can provide quantitative data, because if you can’t measure it, you can’t improve it.
By combining insights provided by qualitative and quantitative data, you will be able to determine root causes of problems, identify opportunities for growth, and make adjustments to marketing strategy.
Measuring brand awareness is a complex task but it’s something you’ll have to perform at least once every week to produce meaningful results. By now, you may be overwhelmed by the amount of work that goes into measuring. However, you should not think of brand awareness as something overly complex because if you follow guidelines, you’ll master the process in no time.
That’s when the tips in this article come in. Hopefully, they will be useful for you to prepare a plan for success that will ensure that your business is well-known.
- 5 interesting ways to share your brand story
- Brand yourself — personal branding for business owners
- Simply Measured shares their social media listening tips
This article originally appeared in The Mention Blog. This article was written by Tom Jager from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to email@example.com.