For example, the image below shows age and gender data generated by Google Analytics. The graph on the left shows that visitors aged between 35 and 44 are the largest visitor group with almost 30 percent of the traffic volume. This data informs your marketing strategy, as it shows that your effort to attract this group is effective.
The graph on the right shows data related to gender. 70 percent of the visitors are male, and 30 percent are female. The conclusions on this one, naturally, depend on the nature of the business you’re running.
Keywords driving your traffic: Hang on, that’s the last thing we’ll do in Google Analytics at this point. Keywords are another important aspect of brand awareness analysis because they are used to find your business online. So, click on “Acquisition” once again and proceed to “Search Console” (the latter should be connected to Google Analytics).
There, you’ll see the list of keywords that are driving traffic to your website. Each of them is organically connected with your business, which is good news. Also, you can use this information to inform your keyword strategy.
Surveys: This method of assessing brand awareness can be done both online and offline. For example, you have probably seen various forms on websites asking you to complete a small survey, often in return for something like free content or even a discount. These small surveys often evaluate your familiarity with a brand by asking a series of questions like “How did you hear about us?”
By answering them, you help the brand to determine areas in which they succeed in marketing itself as well other helpful details. For example, you will give them an understanding of how people like you hear about them. These surveys are often used by companies like essay writing services that deal with visitors from all over the world. As the result, the brand will have some evidence to adjust the marketing strategy to achieve the highest awareness results.
Review sites: Today, all businesses should monitor review sites such as Yelp, Google, and Yahoo because that’s where customers go to obtain information about them. For example, if a customer is not sure about using a business, he or she can go to Yelp and see what others say about their experiences with that business. Even though there are some reports suggesting that many of the reviews are fake, most of them aren’t, so review sites remain a credible source of information for many.
So, by visiting these site, you’ll be able to evaluate how is your business perceived by the customers who used it. Naturally, these reviews impact how potential customers perceive your brand as well, so they can provide some valuable information on improving products or services. You can use positive testimonials and reviews as a part of your promotion as well.
Think both qualitatively and quantitatively
The last item on this list is actually not a technique but a tip that will serve you well for measuring brand awareness. To get a good sense of it, you need to think in both qualitative and quantitative terms.
For example, qualitative data is “intangible,” meaning it cannot be expressed as numbers. You can use it to measure emotional connections with the brand, customer satisfaction, and brand recognition. When asking your customers to complete surveys, you are gathering qualitative data that is subjective to each individual customer.
On the other hand, quantitative data is the most important for measuring financial information related to brand awareness. For example, it includes profits, a brand’s net worth, number of shares of Facebook posts, etc. Remember to always conduct brand awareness campaigns that can provide quantitative data, because if you can’t measure it, you can’t improve it.
By combining insights provided by qualitative and quantitative data, you will be able to determine root causes of problems, identify opportunities for growth, and make adjustments to marketing strategy.
Measuring brand awareness is a complex task but it’s something you’ll have to perform at least once every week to produce meaningful results. By now, you may be overwhelmed by the amount of work that goes into measuring. However, you should not think of brand awareness as something overly complex because if you follow guidelines, you’ll master the process in no time.
That’s when the tips in this article come in. Hopefully, they will be useful for you to prepare a plan for success that will ensure that your business is well-known.
This article originally appeared in The Mention Blog. This article was written by Tom Jager from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to firstname.lastname@example.org.