Your company website is the gateway to your brand where all essential information should be accessible to your customers. But, do you also know that you can measure brand awareness by looking at the traffic on your website? Using Google Analytics, you are able to see how many visitors came, which page they visited, how long they stayed and many more observations.
Perhaps the most relevant brand awareness metric would be the number of new users that visited. This shows that there are new people who came to your website for the first time, which is an essential metric to prove an increase in exposure and awareness.
By tracking website traffic and performance, you can also improve brand awareness. For example, if the bounce rate is shown too high, it means that most of your visitors leave the website without reading or scrolling anything. And that hurts your brand because you’re driving customers away without letting them know who you are.
Therefore, you have to identify what causes the high bounce rate. It could be that your web pages are loading too slowly. Fixing it will ensure your website runs smoothly to serve your customers and helps with your brand awareness.
Blogging should be a part of your content marketing strategy. It is a great way to generate traffic into your website and introduce your brand without being too ‘salesy’. Similar to websites, blogging platforms like WordPress allow you to measure brand awareness by looking at the number of visitors, the number of views, and which blog post got the most attention.
Good blogging also improves SEO, which helps make your brand more visible on search engines. The best blogs would appear on the first page of a Google search whenever the keyword is entered. So you can imagine how that would greatly help with brand awareness.
If you have a company Facebook page and have admin access, you can go to Facebook Insights and observe your audience behaviour. Things like ‘Page Views’ are helpful to track how far your social media posts had reached out.
But perhaps the most helpful measurement of brand awareness would be the amount of ‘Shares’ and ‘Reach’ of each post. ‘Reach’ is how many people come across your post while ‘Shares’ is, as you can guess, how many times your post is shared. These two metrics are valuable to track how much exposure your brand is getting on social media.
To measure how much awareness your brand receives, you can use tools like Keywords Everywhere, BuzzSumo, and Google Trends. Especially for Google Trends, you can track how popular a certain keyword or brand name is. You can even compare it with other keywords to see which of them are searched more online.
In the above example, Lazada is shown to be more popular than Shopee between March and April. Lazada had more exposure in that timeframe, perhaps because they had a big sale in late March. So we can say that Lazada’s campaign had garnered extra attention based on what Google Trends is showing.
So how do you measure brand awareness using emails? MailChimp, SendInBlue, Emma and other email marketing software would usually provide reports of ongoing and completed email campaigns. You can observe the open rates, bounce rates, click rates, and other bits of data relating to the behaviour of your email recipients.
Ideally, you want to see a high amount of opens and a minimal amount of bounces. Open rates are when people clicked on the email to read it. If your email is engaging enough, they might even click on the CTAs or links you have inside. So you have to make sure your newsletters are well-written, attractively-designed, and timely delivered.