So, you’re running a brand awareness marketing campaign. How do you know that things are going in the right direction? How do you know if you are spending time and money wisely? Do you know when you need to change tactics, increase ad spend or just stop completely? Are you monitoring the KPIs that relate to your specific business and social media goal to find out? Know your data and the success metrics for brand awareness.
If your goal is brand awareness, then you need to be tracking the metrics that relate to getting more eyes on your brand at the top of your sales funnel.
Know your data – success metrics for brand awareness
Reach
Reach tells you how many people have seen your content and the potential audience size that your brand is exposed to. It can be quite hard to achieve organically with some social media platforms (such as Facebook). You might want to consider augmenting organic activity with a paid ads budget to increase reach.
Impressions
Impressions count how many times your content has been displayed in a feed, regardless of whether it was clicked or engaged with. It gives you an idea of the overall visibility of your brand which is key for building brand awareness.
Engagement
Engagement metrics include likes, comments, shares and clicks. These interactions show how well your content is resonating with your audience and gives you an indication of the level of interest it generates. This is an important metric because you need an engaged audience before they move on to making a purchase from you.
Social mentions
Tracking the mentions of your brand across social media platforms can provide insights into how often your brand is being talked about and in what context. You want your brand to be part of relevant conversations. Use branded hashtags in your posts to track this as well as set up relevant Google Alerts and Google Trends to monitor all the activity around your brand and how many times it is mentioned on line.
Follower growth
Whilst follower numbers are a vanity metric – they don’t have as much meaning as engagement, for instance – it is good to see a positive growth trend over time as more people choose to follow your accounts and see more of your posts in their feed.
Brand sentiment
Analysing the overall sentiment of comments and mentions can give you an idea of how people feel about your brand and how your content is resonating with them. Positive sentiment indicates a successful brand awareness campaign that resonates with your target audience. Equally, you will want to ensure that your content is not getting negative sentiment so it pays to monitor it.
Share of voice
This metric compares your brand’s presence on social media to that of your competitors. It helps you to understand how much of the conversation in your sector your brand is capturing and also how it is growing over time.
Website traffic
Ultimately, you want to be sure that your increased social media marketing activity is driving more traffic to your website because, as a result, you will want more activity to be taking place there. Understanding the sources of your website and, in particular, tracking the amount of traffic going to your website from social media channels can indicate the effectiveness of your brand awareness efforts in driving people to learn more about your brand.
Brand searches
Monitoring the volume of branded searches on search engines can indicate increased brand awareness as people often search for brands they’ve become aware of through channels such as social media so be sure to track them.
By tracking these metrics, you can assess the impact of your brand awareness marketing campaigns and make informed decisions about your future efforts. Be sure that you know your data and understand the success metrics for brand awareness as you build your audience at the top of your sales funnel.
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