You can only sell better if you connect with your consumers well. Developing a connection with your consumers is the base of any business. It is an endless process. When done for a significant amount of time, it nurtures trust between you and your customer. This transforms a user into a loyal customer. Now, to measure a customer’s trust in a brand, brand awareness metrics come into play.
Brand awareness is clearly making a user aware of your presence as a business in the market. It is essential to estimate this with the help of some metrics so that you know how your business is actually doing and where it stands.
What Are Brand Awareness Metrics?
Brand awareness leads to consumer recognition and action which in turn leads to Increased sales and thus success.
This chain indicates how brand awareness leads to a brand’s success. Whether you are a new business or have an existing loyal customer base, you require a brand awareness strategy for both the scenarios. If you already have a brand awareness strategy, then re-strategizing based on analysis of the metrics might also be required.
Quantitative brand awareness metrics:
1. Impressions: Every time your ad comes up on a search page, the impressions on your page improvement. It quantifies the number of people connected with your piece and the views on your content. It takes around 5 to 7 impressions for people to recognize a brand.
2. Website Traffic: Traffic indicates the visitors visiting your content. By assessing the number of organic viewers, you will realize if your brand is doing great or requires some amends.
3. Social Media Presence: This tells the most about your content. If you have a decent number of followers and engagement on social media channels then it directly suggests maximum people reverberate with your content.
4. Google Alerts: This tool instructs you whenever your brand is referred by Google or by a third party organization. It lets you notice if your brand is creating a talk among users.
5. External Links and Brand Mentions: If a different brand links your page or content to their webpage, this will direct special visitors to your page. Some brands may also tag you on their personal social media channels. It means that brands are talking about you.
Qualitative Brand Awareness Metrics
1. Surveys: Conducting awareness surveys regularly can help you get qualitative feedback on how to work on your content to capture more users. Understanding how your customers feel about your brand will bridge the void between your brand values and consumer demands.
2. Corporate Gift Matching Programs: These match their employees to donate to charity or any non-profit organization. This builds a better employee engagement and harbors faith among consumers. It is one of the qualitative brand awareness metrics.
The Reasons to Look for Your Brand Awareness Metrics
1. Increase in Sales
If a user is aware of your brand, he will make a purchase. This can be made possible through various brand awareness campaigns. Brand awareness metrics provide you insights into your viewers’ preferences.
Analyzing brand awareness metrics is associated with the sales generated by your brand. You are likely to generate more sales if you read these metrics and understand your users’ responses.
2. Exposure to a New Audience
Link building and brand mentions are one of the simplest metrics for brand recognition. This drives new users towards your product which leads to a rise in sales. Other brands will also tend to tag you if you have existing organic traffic.
There are various types of traffic like an organic, direct, referral, and via social media. A user can visit your page through a google page, by simply searching for his query or through another website, or it can be via a social media post.
Understanding the demographics of your audience is very important. This includes age, location, and gender and lets you know what type of users mostly visit your page. Based on this, you can modify the content if needed.
3. Gain Insights on Brand Perception
How a user acknowledges your content explains a lot about your brand. Posting blogs about your new products and if it earns a good response from users, it tells that the users will probably keep looking up for upcoming products.
You can actually learn about how your consumers honestly feel about your brand by obtaining regular feedback qualitatively. This can be done in the form of surveys or feedback forms. Also, website traffic allows you to know the digits but maintaining a check on the qualitative brand metrics can give a much more precise insight into your user’s understanding of your brand.
4. You have to know What the Consumer Wants
Whether it is qualitative metrics or quantitative metrics, both of these can help you know if your brand awareness campaign is subject to change .
For instance, you posted a video of a make-up tutorial and a blog on the same subject. The number of views on these individual types of content tells which type of content format the majority prefers. Now that you know a viewer is more interested in a video than a blog post, you can incorporate more video content in your strategy. This helps you to extemporize your strategies dynamically.
This can also tell you if users like watching short-form content or long-form. With the specific data, you can entail more of what the users like and keep amassing new visitors to your page.
5. Brand Success Will Not Be a Fluke
The journey from brand awareness to brand success needs time, patience, and constant efforts. It is possible to accomplish the most significant metrics–interaction, participation, and engagement.
The following two approaches can be used to reach here:
- Strategic planning
Trial and error
A certain amount of investigation is often required in both approaches.The first option will give you long-term results. You do not want your brand success to be at the strike. Therefore analyzing your brand awareness metrics is necessary.
You can use these awareness metrics–qualitative and quantitative to improve your brand value. Checking up on them regularly, analyzing, and improvising can fetch more users to your page.
