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. You’re about to learn.
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 stakeholders and have them write down their definition of brand awareness. Then go through the answers to specify your brand awareness goal.
Now that you’ve identified your goal, it’s time to assign metrics.
- 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 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 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 brand awareness 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.
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.