Brand awareness is a crucial element of the buyers' journey that helps them identify and connect with your business. It allows marketers to understand how well their audience understands their brand, products, and services. Businesses with impactful brand awareness witness a boost in their revenue and improved customer retention.
But, the KPI is often undervalued because it's a bit difficult to measure. However, if you want to transform your business into a well-identified brand, you need to track the business's growth regularly. By monitoring the right brand awareness KPI, you'll have better control over your growth strategy.
Now, the crucial question is, how to create an effective brand awareness KPI? Let's enlighten you further on it.
1. Sentiment matters
Sentiment can convey the overall brand health by providing insights into what people know and feel about your brand. You can track this KPI in terms of the opinions of your consumers about the brand. This will let you adjust your marketing efforts and specific product messaging to better align with your campaign goal.
For instance, KFC managed to do this by tuning in to the unique positioning of their brand. They made optimum utilization of the meme trends and pop culture references to distinguish their brand from other fast-food chains that seemed to focus on the feel-good emotions of consumers. Unsurprisingly, knowing their customers respond positively to their sometimes-quirky brand activations has only encouraged them to continue with this practice.
2. Website traffic
This metric indicates how many people are visiting your website, either by clicking on it through a native, search, or social ad or by typing it into the search bar. Simply put, if that traffic boosts over time, particularly right after you launch a campaign - that's a good sign that brand awareness is on the rise.
To know where this traffic is coming from, it's vital to check your referral sources. These show you which platforms generate the most traffic and which don't.
Website traffic reveals people are not only becoming aware of your brand but are also intrigued by learning more. They noticed your messaging and clicked through to read further, or they remembered your brand and checked out your products.
3. Monitor your backlink success
Track the volume of the backlinks you have gained organically and also the backlinks you have accumulated as part of your PR and marketing strategy.
These two different types of backlinks provide you with different information. A sharp increase in your organically gained backlinks indicates your content is well-received and valuable to consumers, and your website seems like a reliable place to refer to.
However, if your backlink rate without any backlink effort is low, it's possible that the right audience hasn't found you yet. So, you may have an issue with your SEO or social media marketing ins