Is Brand Awareness a KPI?:
Simply put, brand awareness is the extent to which consumers are familiar with your brand and recognize it. It encompasses everything from your brand's name, logo, and messaging to the way it looks and feels.
“Look for content that aligns with your marketing and business KPIs to determine which posts are worth throwing some extra dollars behind” – Sprout Social
It's important to note that brand awareness isn't just about getting your name out there, it's about establishing a connection with your target audience.
The more people are aware of your brand, the 'more likely they are to choose you' over your competitors.
This is especially important in today's digital age where consumers have access to a load of options in just a few clicks!
Measure Brand Awareness:
There are several ways to measure brand awareness as a KPI, including:
Conducting surveys can help you gauge how well your brand is known and how it's perceived by your target audience.
You can ask questions about brand recognition and recall, as well as how likely they are to recommend your brand to others.
2. Social Media Metrics:
Social media metrics such as likes, shares, comments, followers, and more are a great way to track brand awareness.
The more engagement your brand receives on social media, the more likely it is that people are aware of your brand and might refer others too.
“When asked for their top goals for social media, raising brand awareness (81%) and brand engagement (55%) were the most popular across all sectors. Other popular goals included new customer acquisition (52%), followed by increasing web traffic (40%)” - State of Social 2023 Report [EMEA Edition] by Meltwater
3. Website Traffic:
If people are aware of your brand, they're more likely to search for it online. Tracking the website traffic can give you an idea of how many people are searching for your brand and visiting your website.
Utilize Google Analytics frequently to unearth a wealth of profitable insights.
Here are other analytical tools to strengthen your marketing action plans and strategies.
4. Brand Mentions:
Monitoring online mentions of your brand can give you an idea of how often people are talking about you.
This can be done through social listening tools or manual monitoring of social media platforms.
“Content is one of the best business assets at your disposal. When used correctly, it can help you achieve an array of goals — from building brand awareness to generating leads and boosting revenue” – acrolinx
In conclusion, brand awareness is an important KPI for any business looking to build a strong reputation in the competitive market.
By measuring it through surveys, social media metrics, website traffic, and brand mentions, in general, you can get a fair and better understanding of how well your brand is known and how it's perceived by your target audience.
Here's related information that you may also find helpful – Is Brand Awareness a Marketing Strategy? [Discover with tips and industry insights].
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