How can you tell if your brand awareness could use a boost? Read on to discover the top three strategies for measuring brand awareness.
1. Measure search traffic
There are two types of search traffic—paid and organic. Organic search traffic is web traffic your brand doesn’t have to pay for. It’s the result of algorithmic searches from your marketing efforts. Your organic search traffic provides important insight into your brand awareness by showing you exactly how you rank on search engines.
Why is your search engine ranking important? Nearly all online experiences start on a search engine. People are going to Google when they’re looking for brands—that means your brand must rank high in search engine results to gain recognition from consumers.
Comparing your paid vs. organic search traffic is a great way to measure brand awareness. A higher organic search traffic percentage reflects better brand awareness. While percentages vary across industries, a recent study shows organic searches are driving about 53% of all web traffic. If you find your organic traffic share is low, some strategies you can take to improve that metric include:
· Making keyword-driven content
· Optimizing content for mobile
· Focusing on high-value content for your specific audience
· Paying attention to user experience, including design elements, on your site
2. Measure branded search volume
How can you tell if people are looking for your brand whenever they need related products or services? Branded search volume, or the volume of search traffic that comes from branded keywords, is a great indicator.
When people conduct online searches, they’re looking for solutions to problems. If consumers look to your brand to solve their problem, it shows you’ve established brand awareness. Conduct a branded search audit to determine the level of branded search traffic you’re getting, and the impact it has on sales. Strategies like organizing branded keywords and capitalizing on high-intent keywords can boost your branded traffic and make your brand synonymous with the product or service you sell.
3. Measure organic search share of voice
Your brand’s organic share of voice is a direct reflection of your overall visibility in search engine results for non-branded keywords, measured against the performance of your competitors. Share of voice indicates how much people care about your brand or product compared to your competitors’.
Like measuring organic search traffic, organic share of voice uses the size of your search presence compared to that of your competitors. It indicates how much more or less visible your site is when consumers search your targeted non-branded keywords. Track your share of voice long term to identify trends over time and keep your marketing strategies on track.
Measuring brand awareness is simple enough, but improving it is another matter. If you’re looking to build brand awareness effectively, say hello to Spin Creative. We’ll help you push your brand further by boosting brand awareness and connecting you to your audience.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
