Brand awareness measurement tools

Questionnaire development. In general, most survey takers start to burn out near the question mark—sometimes sooner depending on the formats and nature of the questions. It features more than metrics, including 10 must-have brand key performance indicators that should be a part of every brand analytics program. Study cadence. Fast-moving brands in growing categories tend to want to take measurement quarterly or even monthly.

A few brands track daily. Most brands find that semi-annual or annual measurement tends to be the ideal level of cost and benefit. Budget and scheduling. At this point, you have your panel, your survey mechanism, your questionnaire, and your cadence determined. The only thing remaining is to finalize budget and scheduling.

Cost is a function of the number of people you target, how in-depth the targeting is to reach them, and how many times you want to update your brand metrics.

You may need to make a few changes to your study methodology based on the survey platform you use. Go ahead and do that if you have to, then launch your study according to your brand measurement schedule. People with a basic respect for data and analytics build spreadsheets with charts, pivot tables, and maybe an executive summary tab.

Here are the steps we take to create most of our brand measurement dashboards :. The last step in the brand measurement process—and this is an important step that unfortunately sometimes gets skipped—is to update your brand and marketing strategies. To that end, the best brand measurement programs proactively communicate results, implications, and recommendations to different stakeholder groups within the company. By using our site you agree to our use of cookies — I Agree.

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. Read the Report. Marketing Published November 5 th Start measuring your brand awareness properly. Find out more. Tactics for measuring brand awareness 1. Surveys Whether you conduct a survey by email, website or telephone, you can either ask existing customers how they heard of you or ask a random selection of people if they are familiar with your brand. Look at search volume data Use Google Adwords Keyword Planner and Google Trends to check the volume of searches for your brand name, and to track it over time to see if search volumes are increasing.

Use social listening Perhaps the most effective tactic is to look at where people are already talking — social media and other websites. Which metrics should you measure?

Volume of Mentions Simply by tallying the number of times your brand has been mentioned online you can discover the number of the conversations involving your brand, and track any changes over time. Reach Reach is the potential number of people that those mentions will be seen by. Engagement For some, engagement is beyond the remit of awareness — yet it can be important to track as it will provide an indicator of the effectiveness of awareness.

What should you be measuring against? Benchmark In order to track changes in brand awareness you need to benchmark against your baseline metrics, looking at a long enough time period to spot any natural peaks and troughs, as well as any anomalies. Share of Voice Benchmarking your metrics will tell you if your awareness of your brand has increased, but you will not be getting the full picture.

The mentions of your brand could be a drop in the ocean compared to your competitors. The foundation of success Brand awareness can be the foundation on which to build your marketing strategy. Increasing the number of consumers that can recall your brand is usually integral to success. Kit Smith Content Writer.

Megan Mosley is the marketing specialist at Referral Rock who believes every business has the potential to increase their word of mouth.

When she's not working, she enjoys sipping on coffee and hanging out with her dog, Mollie. Join over , of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve. The best of B2C in your inbox every Monday Sign up now.

Toggle navigation Business 2 Community. Twitter Facebook LinkedIn Flipboard 0. Why you should invest in a brand awareness strategy We get it, you probably already have a tight budget or no budget at all.

But why is investing in a brand awareness strategy important? It builds your brand credibility. You can better engage with customers. Avoid becoming obsolete. If you think about it, even the most well-known brands work on building their brand awareness. Brand awareness tools and strategies We have broken down these tools into two categories.

The categories are social analytics tools and social mention tools. Here is the list of tools to consider using for measuring and tracking your brand awareness. Social analytics tools These types of tools also include referral marketing software and influencer marketing software.

Top 3 features 1. Employee XM — Develop a great culture by improving the employee lifecycle. Product XM — Build products that people love. Industries Perfect for enterprises and large businesses. Price point Reach out for more information, demo available. Keywords explorer — Learn of hundreds of relevant keyword suggestions. Content research — Put your keyword into the tool and see which content has performed best.

Industries Perfect for all businesses. Industries Tailored for small businesses, social media agencies, and enterprises. Brandwatch Audiences optimizes targeted influencer, content and paid social campaigns.

The Vizia platform broadcasts insights to decision-makers throughout entire organizations. Industries Thousands of clients across every industry imaginable Price point Sign up for a demo and reach out for pricing. Network best suited for All, however, we are a Twitter Official Partner. Analytics — monitor how your story performs open and completion rates, views, and screenshots, etc and how your following grows by gender, source, etc 3. Price point You can start a day free trial. A demo and pricing may also be requested.

Industries The tool is meant for anyone looking to grow their business by creating connections on Pinterest and Instagram. Network best suited for Tailwind focuses on Instagram and Pinterest, though there is some Facebook Page publishing functionality as well.

Full white-label options Industries Small businesses, enterprise-level businesses, and agencies across all industries use ShortStack. Network best suited for ShortStack campaigns can be published as standalone landing pages, embedded on your website, blog and eCommerce platform, and promoted across all social networks.

View All Social Networks — BuzzSumo lets you see the shared activity across all the major social networks 2. Advanced Filtering — Easily find the most shared content and filter by content type 3.

Industries BuzzSumo is great for agencies, brands, and publishers. Industries Sprout Social is used by small businesses, agencies, and enterprises.

Price point You can request a demo and then start a day free trial. Network best suited for Sprout Social is suited for all social networks. Social mention tools Can also be review platforms and reputation management software. Personal corpus — Listen to the sources you trust and focus on what matters. Faceted exploration — Filter by author, date, location, language, company and more.

Real-time media monitoring — Get live updates about your brand on the web. Custom Insights — Focus on the metrics that matter most to you. Mention API — The power and flexibility you need to handle your data. Industries Mention works great for enterprise and agencies.

Network best suited for The platform tracks all over the web and social platforms. Export your reports — Export all your reports in CSV format. Integrate with your dashboards — API to integrate Reply data into your dashboards. Industries Businesses of all sizes can use Reply. Network best suited for Twitter, Facebook, and Instagram. Influencer score — Identify people who have the most social influence. Sentiment Analysis — Segment by mention type: positive, negative, or neutral.

Industries Over , companies use Brand Unlimited users — Unlimited seats per account. Advanced Boolean search — Set up search strings that prevent irrelevant results. Industries Mediatoolkit is useful for everyone, regardless of the size or industry.

Social intelligence advisor — Unique to Mentionlytics. Social media is where communities are built. Social media marketing has many aims. Here are some of them:. Influencers are the people with a large following by definition and if they advertise, review, or even simply mention a product, they get the word out. While offline influencers are usually extremely expensive, when it comes to online, there is a whole spectrum. You can find niche influencers with an average but dedicated following genuinely interested in products like yours.

You can also find Internet celebrities with millions of followers. And, you can find anyone in between. Today, people turn to the Internet to find answers to all kinds of questions.

Creating free content attracts people looking for content and not, necessarily, ready to buy a product right now. Content gets spread around quicker than anything promotional.