Some businesses believe that there is no point in measuring brand awareness. It is just a waste of resources and these resources could be put to much better use.
On the other hand, there are those who believe that the ability to recall the product is one of the biggest reasons why customers buy it.
Brands can be recalled by celebrity endorsement, traditional mass marketing, as well as catchy taglines and logos that stand out.
For instance, you see a Yokohama Tyres name on London Chelsea’s football club kit. Nobody believes that the fans of the team will go out and start buying the tires. It is just that when someone ends up looking for new tires, they are more likely to go with Yokahama because they saw Chelsea players wearing that kit. And given how global a phenomenon football is, Yokahoma knows that this deal is worth it.
This brand awareness strategy article by Oberlo will give you all the information on how to come up with methods to raise awareness.
Understanding where your brand is standing is also important. Without proper research, you will not be able to determine areas that are lacking in your business. To get things rolling, here are some tactics to carry out brand awareness research.
Tactic #1 – Surveys and Other Forms of Feedback
There are different forms of surveys. You can send out emails, ask random people on the streets, organize polls on social media. If there is an option, emphasize on respondents who are not that familiar with your brand.
A survey like this will reveal whether people have heard about your business in the first place and if they have, how it came about. Not to mention that the number of those who respond positively will show how much of a presence you hold.
Tactic #2 – Website Traffic Measurements
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Google Analytics is a free tool that will tell you what the situation with website traffic is like. Ideally, the amount of website traffic should increase over time or remain stable. It is when the numbers start to drop down that you should start getting worried.
Of course, there are a lot of different sources for website traffic. Some focus on SEO, others like to put more resources in PPC, email marketing or even social media.
Optin Monster has published an article. The article has revealed that ecommerce sales made about 14 percent of retail purchases worldwide. The number is expected to reach around 22 percent in the year 2023. Thus, having an online presence is important, as is measuring how you are doing with the website traffic and how much of it converts into sales.
Tactic #3 – Usage of Social Listening
A good and effective tactic would be looking at platforms where people are already talking about your brand and seeing what they have to say.
Social media and platforms like Reddit or Quora are one of the first places that come to mind. People are free to express their minds because they are not shackled by frames of a survey. Response bias is not present.
Tactic #4 – Research of Search Volume Data
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Search volume is another metric that you should pay attention to. Use Google Trends and Adwords Keyword Planner to figure out whether the volume search of your brand name is increasing over time.
Tactic #5 – Comparisons Between Your Brand And the Competition
Raising brand awareness is a race against oneself, but you should also look to get ahead of the competition.
It also helps to find more motivation when you have someone you want to compete with and overtake.
Look where you stand in various discussion threads, articles, or the news. And do not focus on the sheer number of mentions, but on the context in which your brand name appears – positive, neutral, or negative.
Also, when you are reading articles or watching videos, consider how many readers or watchers the outlet has, and where it stands in terms of other aspects of authority, like DA and referring websites to it.
Tactic #6 – Estimation of Customer Loyalty
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One of the best indications of a good brand is a high number of returning visitors. According to Rep Cleaner, the probability to sell to a returning customer is about 65 percent whereas the number for a new visitor is about 15 percent.
Since customers return to your website, it means that they like your products or services. And that is proof that you have been doing things right.
Tactic #7 – Backlink Success Tracking
Track your backlinks that were acquired naturally and through marketing. Natural links from authority websites show that you are well-liked and that well-established websites like to link back to you.
On the other hand, the lack of organic links indicates that you are still lacking in a lot of aspects and that you need to improve. After all, quality backlinks do more than just raise brand awareness. They also help with search engine optimization.