Your search results for "Brand awareness"
4 Metrics to Measure the Impact of Content Marketing on Brand Awareness
Here’s how to quantify the impact of content marketing on brand awareness, a notoriously difficult benefit to measure.
A successful content marketing strategy strengthens the relationship between brands and their target audiences. And brand awareness is a key component to any successful content marketing strategy. Ultimately, the more aware audiences are of your brand, the more likely they are to buy your products or services.
To properly measure the impact of your content marketing, you must start at the beginning, with the overall goals for your content marketing strategy. What kind of content are you creating? Why are you creating this content? How will this increase sales or grow your business?
A lot of our customers include increasing brand awareness among their content strategy goals. But this is a very difficult objective to quantify. How can you measure how familiar people are with your brand?
Here are four metrics we recommend for tracking the impact of content marketing on brand awareness.
4 metrics to measure the impact of content marketing on brand awareness.
1. Social media reach
Tracking the reach of your social media content is a good gauge of the impact it’s having on your brand awareness. Companies can waste a lot of time trying to track down information on various social media accounts; don’t fall into this trap.
Use tools, like Shared Count, that show how many times a piece of content has been shared on social media. Shared Count accurately tracks the social reach of your content on the most popular social media sites — including Facebook, Twitter and LinkedIn — to easily keep track of your social reach. In turn, you can discover the impact your social reach is having on your brand awareness.
2. Brand mentions
Not to state the obvious, but if people are talking about your brand online, it’s safe to assume they are aware of you. There’s a great deal of value in knowing what customers are saying about your company and your products/services. Monitoring brand mentions online can provide honest feedback and objective insight from current and potential customers.
There are several tools to help you track brand mentions online. Here at Fronetics, we prefer the ease of Google Alerts, which allows you to set up custom alerts when your brand is mentioned online. We also use Hootsuite, where you can track brand mentions, as well as keywords and phrases, across all of your social media platforms.
3. Media mentions
Media mentions differ from brand mentions in their origin. Media mentions come directly from publishers, instead of customers. These mentions include any media coverage — TV, print, social media, interviews — that include your brand. Remember, if publishers are talking about your brand online as a result of the content you’re creating, it’s impacting your brand awareness.
And let’s not forget about linkless mentions. As Google and other search engines continue to update their algorithms, it’s crucial to update your monitoring practices. Linkless backlinks are becoming increasingly popular and can have a huge impact on your brand awareness (and SEO!).
4. Branded searches
Knowing how many people are searching for your specific brand tells you a lot about how well known your brand is. Using online tools, such as Google Adwords or Moz, you can track the searches for your products, blogs, social media platforms, and any other variation that you find useful. These tools are free, easy to use, and perfect for determining if your company is popping up when customers are searching.
Using these tools to measure brand awareness offers clues that customers are finding your company in their search efforts. If the needle is not moving in a positive direction, always adjust your strategy to until you find what works for your business.
Drawing the public’s attention to — and heightening their knowledge of — your business ultimately generates leads. And some of those leads will turn into sales. But, let’s be honest: this doesn’t happen overnight. And it’s often difficult to quantify.
That’s not a reason to throw in the towel. There are ways to measure the work that you’re putting into your content marketing program. Using these metrics, you can start tracking the impact of content marketing on brand awareness.
Related posts:
- Want More Leads? Focus on Brand Awareness.
- 3 Tools for Measuring Your Content Marketing ROI
- Measure Social Media Success in Terms of Potential, not Dollar Amount
Your search results for "Brand awareness"
Infographic: 4 Ways to Measure Brand Awareness
Brand awareness is key in optimizing your content marketing efforts but can be challenging to quantify. Here are four metrics to help you measure brand awareness.
Brand awareness is the extent to which potential customers recognize a brand and associate it with specific products and services. Making the public aware of your company is a long-term goal of content marketing. Through social media, blogs, and other platforms, content marketing works to create brand awareness and strengthen trust with target customers. Drawing the public’s attention to — and heightening their knowledge of — your business ultimately generates leads that turn into sales, after all, which is the end marketing objective.
But it has been notoriously difficult to quantify how effective your content marketing strategy is (and, more specifically, how far your brand awareness reaches). Unlike vanity metrics, which are easy to quantify, measuring brand awareness takes more than just a simple calculation. But that doesn’t mean you shouldn’t take the time to measure brand awareness.
Understanding the value of brand awareness gives companies insight into how well their content marketing strategy is working to generate leads and drive sales. As marketing ROI guru Jim Lenskold writes:
“The value of brand awareness is the equivalent of half of a $100 bill. Unless you know where to find the other half, there really is no value. Brand awareness does not have a financial value on its own but is part of the collective effort necessary for marketing to drive incremental sales.”
Brand awareness is key to reaching and influencing potential customers. Here are some metrics to help your measure your brand awareness.
4 ways to measure brand awareness
Ultimately, the more aware audiences are about your brand, the more likely they are to buy your products or services. From familiarity grows trust, which only helps to strengthen your brand and create new relationships with potential customers.
Taking the time to measure brand awareness will help to maximize the success of your content marketing strategy and increase leads. These four metrics will give you a good indication of how familiar your target audiences are becoming with your company.
Related posts:
- 4 Reasons Not to Give Up on Content Marketing
- 3 Tools for Measuring Your Content Marketing ROI
- The 30 Greatest Tips & Tricks That Will Change the Way You Nurture Leads
Your search results for "Brand awareness"
10 Ways to Grow Brand Awareness Quickly
If you’re looking to increase your brand awareness, and quickly, here are 10 tricks to accelerate your efforts.
If you took Psychology 101 in school (or even if you didn’t), you know that people are more likely to buy from brand names they’re familiar with than those they don’t know. This goes for purchasing things like medicine, and for procuring components or parts as part of the supply chain.
That’s why so many of our clients come to us looking to build brand awareness as one of their main goals. They want to customers to know about them — and sooner rather than later.
Particularly if your business is new, you’re trying to change an existing market perception, or you have to make your marketing dollars work fast to meet a boss’ deadline, you need to grow brand awareness quickly. We’ve got some ideas to accelerate your efforts.
10 tricks to grow brand awareness quickly
1) Instagram Stories
Instagram Stories is an on-trend platform that delivers targeted content to B2B buyers and builds brand awareness with potential customers. This feature consists of sequences of content that a user posts over a 24-hour period. Besides photos, Stories can include video and Boomerangs, seconds-long motion clips that play forwards and backwards.
2) Partner with other brands
Creating a promotional partnership with a brand that is ancillary to your role in the supply chain can be a huge boost to your brand awareness, if you choose wisely in your partnership. You benefit from its image and reputation and build collegiality.
3) Start content partnerships
Again, this is all about leveraging other people’s audiences to spread the word about your brand. Reach out to the blogs or media sites your target buyers frequent to see if you can author a post for them. Invite them to guest author on your blog. Basically, create two-way content partnerships where you will ensure that your brand’s name will come across the screens of target buyers.
4) Make sharing easy
This is a great way to let your successes go to work for you. Make it easy for your audience and followers to share your content with their networks. Give them sharing options for email, social media — heck, put share links on anything and everything. Social media is a powerful tool in building your brand. Don’t underuse it.
5) Hold social media contests
Everybody loves to win a contest. Use your social media platforms to create contests in which followers submit a photo or video, and let other users vote for their favorites. Contestants will share the link with their networks, and your brand awareness grows exponentially.
6) Try paid social advertising
Facebook and Twitter ads are relatively cheap, and both platforms do a great job of making sure your content gets to your target audience. You can set metrics and customize your preferences for a targeted audience in a variety of ways. It’s one of the most effective ways to grow brand awareness quickly with a very particular audience, though you have to pay to play.
7) Infographics
These are eye-catching and colorful ways to display interesting data and statistics, and are often overlooked for the content powerhouses they are. They’re prime candidates to be shared far and wide on social media.
8) Personality
Having a memorable personality for your brand isn’t just for B2C companies. While you don’t need to hire the Old Spice Guy, letting your content have a voice and perspective is important. Buyers want to know they’re dealing with a human being.
9) Podcasts
Starting your own industry podcast, perhaps interviewing your own executives and other industry experts, is a great way to build your brand and simultaneously develop relationships with your supply chain peers.
10) Become a resource
We’ve said it before and we’ll say it again: Your most important asset is your knowledge and expertise, not your products and services. Content marketing is all about being a trusted resource for your audience. Ditch the blatant sales pitch in your content and think about how you can help your target buyers instead.
How do you grow brand awareness quickly?
Related posts:
- 4 Metrics to Measure the Impact of Content Marketing on Brand Awareness
- Want More Leads? Focus on Brand Awareness.
- Can You Measure Brand Awareness? Yes!
Your search results for "Brand awareness"
Can You Measure Brand Awareness? Yes!
Measuring brand awareness has been notoriously difficult. But these 4 metrics can help you evaluate if potential customers are encountering your content.
Companies work hard to get their products and services out into the world. It’s a key step in gaining exposure among potential customers and earning new business. This process is called brand awareness, the extent to which consumers are familiar with your brand.
Heightening the public’s knowledge of your business will generate leads, some of which will turn into sales. But this knowledge, or brand awareness, has proven difficult to measure. Do potential customers know your name, what you sell, and where to contact you? Creating ways to measure how recognizable your business is will show you what people think of your company, as well as where you should be focusing your time and money to help grow your exposure.
Here are 4 metrics to measure your brand awareness.
1. Social media reach
The larger your social media reach, the larger the potential audience. The reach of your social media content has a big impact on your brand awareness. Tracking engagements on each network will help you measure progress, build a greater following, and, ultimately, generate more site visits.
Use tools like Sharedcount, a free online tool that tracks the number of times a piece of content has been shared on the most popular social media sites — including Facebook, Twitter and LinkedIn — to easily keep track of your social reach.
2. Blog shares
Your blog content is the perfect fodder for organic brand awareness, especially if sharing your posts is easy. Create a share bar on your blog to allow your readers to quickly share your content through social media networks. Measure your number of shares to track your most popular blogs, monitor your growing brand awareness, and help guide the topics of your future blog posts.
3. Brand mentions
Are customers talking about your brand online? There’s a great deal of value in knowing what they’re saying. Monitoring brand mentions online can provide honest feedback and objective insight from current and potential customers.
There are several tools to help you track brand mentions online. Here at Fronetics, we prefer the ease of Google Alerts, which allows you to set up custom alerts when your brand is mentioned online. We also use Hootsuite, where you can track brand mentions, as well as keywords and phrases across all of your social media platforms.
4. Website traffic
Every visit to your website represents someone who is familiar with your brand. The question is: How are people finding your website? Think of web traffic in terms of sources:
- Organic traffic – users come across your website from search engines
- Direct traffic – users type in the name of your website or brand directly
- Referral traffic – users find your website from links on other websites
- Social traffic – users come across your website from social media content
- Paid search/social – users click on one of your paid digital ads, which drives them to your site
- Email traffic – users click through one of your marketing emails
You’ll want a healthy balance of each source to ensure your brand awareness campaign is diversified. Measure each of these metrics using a platform like Google Analytics or HubSpot. As each grows, you’ll know your brand awareness is growing alongside.
Use these 4 metrics to measure your brand awareness and track your progress as you work to grow your exposure. See where you’re having the most success and where you need improvement, and adjust your strategy accordingly.
Related posts:
- Want More Leads? Focus on Brand Awareness.
- 3 Tools for Measuring Your Content Marketing ROI
- Measure Social Media Success in Terms of Potential, not Dollar Amount
Your search results for "Brand awareness"
Top Tools to For Measuring Brand Awareness
Measuring brand awareness is a notoriously difficult task. Here are our favorite tools to help you refine your efforts.
Highlights:
- Tools for measuring brand awareness fall into two categories: social analytics tools and social mention tools.
- Our top 3 social analytics tools: Qualtrics, Ahrefs, and Brandwatch.
- Our top 3 social mentions tools: Netvibes, Mention, and Buffer Reply.
We often hear from our clients that measuring brand awareness is one of the slipperiest tasks when it comes to digital marketing. It’s a notoriously difficult marketing element to track, and not having an accurate picture can also make it difficult to evaluate the success of your overall digital marketing efforts, as well as to calculate ROI.
Luckily, there are tools that can help. Broadly, these tools for measuring brand awareness fall into two categories: social analytics tools and social mention tools.
- Social analytics tools are designed to help you determine the times your actions get the most engagement, as well as more detailed user demographics and interactions with your brand.
- Social mention tools track overall mentions for your brand, letting you see everywhere your brand has been mentioned and helping you determine which platforms are performing best for your content.
Here are our top three favorite tools in each category for measuring brand awareness.
Top 3 social analytics tools for measuring brand awareness
1) Qualtrics
Qualtrics boasts that it is “software to help turn customers into fanatics, products into obsessions, employees into ambassadors, and brands into religions.” While supply chain companies will likely raise an eyebrow at such lofty claims, this tool really has the potential to perform for B2B customers. Ideal for complex supply chain business, Qualtrics offers a variety of tools that measure buyer experience, brand experience, product experience, and employee experience.
2) Ahrefs
Ahrefs isn’t exactly a new kid on the block when it comes to measuring brand awareness. The company started in 2011, and has continued to update and add new features regularly, keeping it on the cutting edge of SEO tools. It’s one of the best backlink analysis tools available. Perfect for just about any business, the platform notably helps you analyze why your competitors are ranking in particular areas and what you can do to outrank them.
3) Brandwatch
Some of the most successful brands in the world have been empowered by Brandwatch, which is arguably the leader in social intelligence. The robust analytics features include insights within millions of online conversations, as well as optimized target influencer and other paid social campaigns. It also boasts its Vizia platform, which shares insights with decision-makers throughout your organization, promoting aligned efforts.
Top 3 social mention tools for measuring brand awareness
1) Netvibes
Netvibes lets you easily monitor all your digital assets, as well as customize them based on the insights it provides. Not only can you follow your social networks for brand mentions, you can create alerts for breaking news or publications on key topics. Additionally, you can gain valuable insights by filtering your mentions by author, date, location, language, company, and even more.
2) Mention
Mention lets you monitor your campaigns anywhere online, and “scour the web, social media, and more for powerful market insights.” The platform offers real-time monitoring, letting you get live updates as you launch a campaign, for example. You can create custom insights, involving everything from social media, forums, blogs, and virtually every bit of the web.
3) Buffer Reply
We’re including Buffer Reply because it’s unusual in its focus. While other tools give you access to all your mentions on the web, Buffer Reply lets you hone in on a specific target client or demographic. The platform shows you everything you need to know about the client you’re talking to, each time they’ve mentioned or interacted with your brand. We recommend using it in conjunction with a broader tool like Google Alerts.
Related posts:
- 4 Metrics to Measure the Impact of Content Marketing on Brand Awareness
- Can You Measure Brand Awareness? Yes!
- Infographic: 4 Ways to Measure Brand Awareness
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