If a member of your team asked you how to measure brand awareness, would you be able to tell him or her how to do it? If your answer is no, it’s OK.
The truth is, a lot of B2B companies have little to no grasp on the effectiveness of their brand awareness strategy. Because of this, it can be difficult to acquire executive buy-in to support brand building tactics and strategies.
But, measuring brand awareness is easier than you might think! In fact, some of the strategies below can be executed as soon as you finish reading.
How to Measure B2B Brand Awareness
Before you do anything, you need to identify your goals.
- Do you want to build customer awareness?
- Do you want to promote your website or social media accounts?
- Do you want to add value to the services you already offer?
As you can see, brand awareness means something different to everyone. But if you want to succeed in building brand awareness, you need to determine exactly what brand awareness means to your company.
An easy way to define brand awareness is to gather your decision makers / key stakeholders and have them write down their definition of brand awareness. Then, go through the answers to specify your goal. It is important to make sure that everyone on the team has the same general definition of what brand awareness is, as well as ensuring everyone sees the value of executing a brand awareness strategy.
Growing brand awareness and identity does not happen overnight. Having buy-in from key decision makers up front prevents questioning down the line about why certain tactics are being prioritized.
Now that you’ve identified your goal, it’s time to assign metrics.
One of the biggest misconceptions surrounding brand awareness is that it's impossible to measure. While it's true that it can be more difficult to measure than something tangible such as email open rate, measuring it is as simple as assigning metrics to your goals and efforts.
Each of the metrics can be measured, used to set SMART goals, and used as benchmarks for future improvement.
- Brand mentions. A brand mention is anytime someone mentions your brand name on the web, including links, @mentions, and text (when someone forgets to tag you).
- Social media shares. You can measure how many social shares and what social media channels are being used to share. Remember to ask yourself if you would share your own content. If your answer is yes, social shares is a good metric for you.
- External links. External links improve your brand’s visibility to potential customers and recognize your website as an authority figure in your industry.
- Website traffic. Measuring your website traffic is a foolproof way to measure brand awareness. You can track and evaluate which methods of your marketing strategy are driving the most and least amount of traffic to your website.
The metrics you choose to measure your goals need to be relevant to those goals. If you choose a metric that doesn’t make sense you'll never see accurate results and may get discouraged with your efforts.
For example, if your goal is to get people talking about your brand online, measuring an increase in website traffic isn’t a good metric. Measuring brand mentions, on the other hand, is.
Make sure you have different facets of your content strategies to align with the different metrics and goals. Each content strategy should tie into your larger marketing strategy.
Progress, not perfection:
After you identify your brand awareness goals, you need to watch the metrics that accurately reflect your progress towards those goals. Then, based on those metrics, optimize your marketing strategy to set and meet new goals.
Ensure that each member of the team -- from the executives to your implementation team -- understand how you came to arrive at each metric, and what the metric means for the overall strategy. This level of transparency fosters success and growth with your tactics.
A note from the editor: This blog post was originally published on February 16th, 2017. It was updated in February of 2019 to reflect modern tactics.