How to measure Brand Awareness?


It’s important to measure brand awareness to develop a successful marketing campaign. How to measure brand awareness?


Keep reading to learn about the 6 keys to measure brand awareness so that you can develop better strategies.


How to measure brand awareness, the 6 keys to measure your brand awareness 


BluCactus-How-to-measure-brand-awareness-The-6-keys-to-measure-your-brand-awarenessWe review some of the strategies that will help you measure brand awareness.


This includes the use of the Google Analytics tool. It also includes the use of brand keywords and exhaustive work in social media and inbound marketing


Do you want to know these solutions in-depth?


Keep reading to know how to measure brand awareness.


1.- How to measure brand awareness, observe direct traffic in Google Analytics


Measuring brand awareness is one of the keys to see if your medium or long-term marketing efforts are going in the right direction. That’s why we recommend always starting with a little research.


Google Analytics allows you to know, among many other aspects, how many visitors come to you after having put the domain of your website in the browser. This is the so-called direct traffic.


If you notice an increase in visits to your website or blog that are direct, the most likely cause is that brand awareness is increasing.


That said, it’s necessary to clarify that the base definition of direct traffic in Google Analytics is not accurate. Why? Because the tool considers some aspects that are not direct traffic, so you have to be careful.


On many occasions, they should be attributed to the referral channel and others to the organic or SEO channel.


Some of these situations are:

  • When someone saves a URL of your website or blog as a favorite and then enters directly
  •  The person accesses a page of your website using the history of previous visits  
  • if you click on a link that directs to a secure page, but that the site where this link is does not have the SSL certificate.
  • Access your website by clicking on a link that is within an intranet
  • When a person clicks on an email containing a link to your site, as long as you have the email configured on the device itself. 
  • They enter your website using links with JavaScript code
  • You click on a link to a 301 redirect that does not contain the referral source parameters.

For these reasons, we recommend you to be careful when analyzing direct traffic using Google Analytics. However, we also advise you to analyze it to see if there is a real increase in direct visits.


2.- Study the impact of ‘branded keywords’ on your digital marketing


BluCactus-Study-the-impact-of-branded-keywords-on-your-digital-marketingIn internet search engines, if someone puts your brand name there, logically they know it, right? What happens in web analytics and SEO when someone comes to your website has used your brand name or a slight variation?


Then the expression used in the search engine is known as ‘branded keywords’ or brand keywords.


By default, Google Analytics will tell you that they are visits that have come through the SEO (organic) channel.


However, you should differentiate the branded keywords from other SEO visits. The reason is that branded keywords are not usually due to web positioning efforts, but rather to the brand awareness strategy.


This analysis should be part of the monitoring of your digital marketing efforts, which you should be able to do in an agile way.


3.- How to measure brand awareness, monitor brand mentions on social media


BluCactus-How-to-measure-brand-awareness-Monitor-brand-mentions-on-social-mediaHow often do you mention your brand on social media? You must know the mentions that users make in their accounts and take advantage of them as an opportunity to interact with them.


You must take into account the trend that these mentions are taking. Do they increase or decrease over the months?


Do they come from the same people or are there new users participating? What about your competition?


Keep in mind that there are tools that allow you to measure the interactions in your brand’s networks. This method facilitates a correct evaluation by using objective data every month.


4.- How to measure brand awareness, develop the community that supports the brand


BluCactus-How-to-measure-brand-awareness-Develop-the-community-that-supports-the-brand.It is a good idea to take advantage of the trend that users increasingly identify with brands, specifically with the values ​​they share. You should try to establish real relationships between the customers and your company.


How to measure brand awareness? You must keep in mind that the creation of a community is usually one of the objectives of a successful communication plan.


But the community doesn’t have to be only on social media but in all areas.


It’s also necessary to take into account that it will be influenced by aspects that are not conceptually related to the communication department. For example, with the quality of the service provided by the customer experience department.


For this reason, it’s important to analyze all the points of contact with the brand that a potential client has and to join the efforts of the brand in this regard. All these contact points must be in the communication plan.


5.- Bet on collaborations and referral traffic


Even though your brand has its entity, it doesn’t hurt to consider working with other brands promptly.


Reputation is contagious, so if you sign up to take actions with other companies, you will multiply the effects of advertising.


How to measure brand awareness? Collaborating with other brands will not negatively affect your business, at least if you choose carefully and make sure they are companies that users value.


Although your marketing is well on the way, there are audiences that you will not be able to reach by creating real engagement.


But you can accomplish it if you do it hand in hand with brands with which these audiences are already familiar and have established a relationship of trust.


This is why collaborations between brands are also important in terms of brand awareness.


If the traffic grows, it’s a sign that your brand is reaching more and more people who did not know you before. However, you must ensure that this referral traffic is from new users to have an accurate measurement.


6.- How to measure brand awareness, If your brand is relatively well known, take advantage of the press


Press clipping represents a selection of interesting clippings that have been published about your business in the press. How to measure brand awareness?


It’s real information about the reputation that your company has in the media. You have to take into account that said the press is progressing more and more towards digitization, so using online clipping is recommended.


Thanks to press clipping, you will know how to determine the notoriety of a brand, which can be yours or that of a competitor.


You can also assess the impact of your marketing actions and improve your communication in general.


Remember that, of course, this doesn’t make as much sense if your project is starting.


The press clipping must be based on certain notoriety, either of your brand in general or of situations such as the launch of products with a high impact on the consumer.


In conclusion


How to measure brand awareness? In conclusion, since demonstrating brand awareness is increasingly important, it is necessary to carry out detailed monitoring of your presence on the internet. In BluCactus we have a personalized measure brand awareness service. We will tailor your brand to your needs. Contact us today and ask for more information.


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