5 Reasons to Track Your Brand Awareness Metrics

You sell more effectively if you connect well. Isn't that correct? Establishing a connection with your customers is the foundation of any business. It is an ongoing process. When done for an extended period of time, it fosters trust between you and your customer. Over time, this converts a user into a loyal customer. But how do you know for certain? How do you assess a customer's faith in a brand? Metrics for brand awareness.

Making a user aware of your existence as a business in the market is what brand awareness is all about. It is critical to quantify this with the help of metrics in order to understand how your business is performing.


Assume you're a fitness brand. You recently uploaded a video to your YouTube channel showcasing your gym. How do you know if the audience remembers it? By inspecting the traffic. In this case, website traffic is a tool for measuring brand awareness.


While website traffic is one tool, other methods of measuring brand awareness include conducting online surveys and monitoring your social media presence.

Before we get into the impact of these metrics on your brand's success, let's look at what purpose they serve for a brand.


What are brand awareness metrics? 

Increased sales -> Brand awareness -> Consumer recognition -> Consumer action -> Success

The chain demonstrates how brand awareness leads to brand success. It makes no difference if you are a new business or if you already have a loyal customer base. Both will necessitate a brand awareness strategy. If you already have one, re-strategizing based on metrics analysis may be necessary.

Businesses can grow using two types of metrics: quantitative and qualitative. Qualitative data helps you connect with your customers more effectively, whereas quantitative data is numbers. Stats assist you in accurately identifying and addressing your pain points.

Here are some quantitative methods for measuring brand awareness:


Quantitative Brand Awareness Metrics

Impressions: The number of times your ad appears on a search page increases the number of impressions on your page. It counts the number of people who have viewed or engaged with your content. People remember a brand after 5 to 7 impressions.

Website traffic: The number of visitors to your piece of content is shown as traffic. Analyzing the number of organic viewers will tell you if your brand is doing well or if it needs to be improved.

Presence on social media: This says a lot about your content. If you have a large number of followers and engagement on social media channels, it means that the majority of people are interested in your content.

Google Alerts: This tool will notify you whenever your brand is mentioned by Google or a third-party organisation. It informs you if your brand is generating interest among users.

Brand Mentions and External Links: If another brand links to your page or content piece, this will bring new visitors to your page. Some companies may tag you on their social media platforms. It simply means that brands are speaking about you, if not directly to you.


Qualitative Brand Awareness Metrice

Surveys: Conducting awareness surveys on a regular basis will provide you with qualitative feedback on how to improve your content in order to attract more users. Knowing how much your customers know about your brand will assist you in closing the gap between your brand values and consumer demands.

Corporate Gift Matching Programs: These programmes match employees' charitable contributions to any non-profit organisation. This increases employee engagement and builds consumer trust. After all, one of the best ways to gain user trust and improve your brand image is through social work and charity.


This is all for brand awareness metrics, but the question of how keeping an eye on these metrics can help your brand remains unanswered. This is why:


Reasons to look out for your brand awareness metrics


Increase in Sales 

How will you generate sales if your target audience is unaware of your product?

Only if a user is aware of your brand will he or she make a purchase. Brand awareness campaigns make this possible. Metrics for brand awareness provide information about your target audience's preferences.

If you have posted n videos in the last three months, you can analyse the traffic to see which video content has performed better. The more people who watch your video, the more credible your brand becomes. Trust is especially important for a B2B brand because it is not just one person who needs to know about your brand, but a team of people. A company will buy a product from a well-known brand. This will result in increased sales.

Analyzing these brand awareness metrics is thus directly related to the sales generated by your brand. The better you read these metrics and comprehend the responses of users, the more sales you are likely to generate.


Expose to a new audience 

Some of the simplest metrics for brand recognition are link building and brand mentions. This will attract new customers to your product, resulting in increased sales. Other brands, on the other hand, will tag you if you already have organic traffic.

There are various types of traffic: organic, direct, referral, and social media. A user may find your page via a Google page, by searching for the exact query, another website, or a social media post. How do you reach out to a new audience with this much information?

Understanding your audience's demographics, such as age, location, and gender, can help you determine which types of users are most likely to visit your page. You can easily modify the content based on this data if necessary.

Assume you run an e-commerce business. You want your products to be sold in as many countries as possible. Analyzing traffic reveals which countries' users are most interested in your products.


Gain insights on brand perception 

The way a user responds to your content reveals a lot about your company. If you post a blog about your upcoming products and it receives a positive response from users, they are more likely to keep an eye out for new products.

You can learn how your customers feel about your brand by collecting qualitative feedback on a regular basis in the form of surveys or feedback forms. Website traffic provides numbers, but qualitative metrics provide a more in-depth understanding of your users' perceptions of your brand.


Know what the consumer wants

Both qualitative and quantitative metrics can help you determine whether your brand awareness campaign needs to be tweaked.

For example, you may have shared a make-up tutorial video and a blog post about it. The number of visitors to both types of content indicates which format the majority prefers. You can include more video content in your strategy once you know a viewer is more engaged in a video than a blog post. This allows you to dynamically improve your strategies.

Not only that, but it will tell you whether users prefer short-form or long-form content. With this information, you can include more of what users like and continue to attract new visitors to your page.


Brand success will not be a fluke

The path from brand awareness to brand success necessitates time, patience, and consistent efforts. The three most important metrics–interaction, participation, and engagement–can be attained. You have two options for getting here:

1. Strategic planning 
2. Trial and error 

While some experimentation is always required in both approaches, the former will provide you with long-term results. Remember that brand video that went viral but then vanished from the internet? You don't want your brand's success to be a coincidence. This is why brand awareness metrics must be examined.




Conclusion

That's all there is to it when it comes to the reasons to keep an eye on your brand awareness. The first step in the marketing funnel is brand awareness. However, once users are aware of you, they will want you to get to know them better. Metrics for brand awareness can help with this. It will not only help you survive in the market, but it will also help you thrive.

To increase the value of your brand, use these qualitative and quantitative awareness metrics. Checking in on them on a regular basis, analysing and improving their performance will bring more visitors to your website.


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