With the increasing competition in proptech, climate-tech, contech and urban-tech, it's more important than ever to understand how to measure your brand's impact on these growing markets.
Measuring brand awareness using Google Analytics – we're here to help you navigate it all.
Firstly, what’s brand awareness? Simply put, it's the extent to which consumers are familiar with and can recognise your brand. It's not just about being top-of-mind, but also about creating positive associations that increase the likelihood of conversion.
Now, let's dive into the nitty-gritty of measuring brand awareness using Google Analytics.
Direct traffic refers to website visits where the user typed in your website's URL or clicked on a bookmark. It's a good measure of brand awareness because users are actively seeking out your website rather than coming from a referral or search engine.
By tracking direct traffic in Google Analytics, you can get a better sense of how many people are aware of your brand and are specifically seeking it out.
This is especially useful when you want to track the performance of individual pieces of thought leadership or general pieces of coverage.
Social media can be a powerful tool for building brand awareness, so tracking your social media engagement metrics in Google Analytics is important. By monitoring metrics like social media referral traffic, the number of social media followers, and social media engagement rates, you can see how your brand is resonating with your target audience.
The standardised method for working out your social media engagement rate that is used by analytics platforms is the number of public interactions with a post divided by the number of account followers and multiplied by a hundred.
Companies whose communications strategy includes social media management should pay close attention to the engagement rates across their different platforms - tailoring their approach to what pulls their audiences in. Read more about this here.
When people search for your brand or related terms, it's a good indication that they are aware of your brand. By monitoring branded search queries in Google Analytics, you can see how many people are actively searching for your brand and related terms. You can also use tools like Google Trends to see how search volume for your brand is changing over time.
Media relations and market share a sometimes difficult to quantify, however, tracking branded searches offers an excellent and reliable metric to gauge the success of the strategy. Find out more here.
If other websites are linking to your website, it's a good indication that your brand is gaining awareness. By tracking referral traffic in Google Analytics, you can see which websites are linking to your website and how much traffic they're sending. This can give you insights into which marketing efforts are driving the most awareness.
Finally, it's important to monitor brand mentions and sentiment across the web. By using tools like Brandwatch or Mention, you can track brand mentions and see how people are talking about your brand. This can give you insights into how your brand is perceived and how you can improve your messaging and positioning. Find out more here.
So, there you have it – a brief guide on how to measure brand awareness using Google Analytics. Of course, this is just the tip of the iceberg, and there are many other metrics and techniques you can use to track brand awareness, which the Bloxspring team can easily talk you through on discovery call.
But by using these basic metrics, you can get a good sense of how your brand is resonating with your target audience and adjust your marketing efforts accordingly.
Our analytics platform Lumis means we’re able to offer more strategic communications, boost brand awareness and ultimately generate leads.
If you're interested in learning more about proptech PR, ESG marketing, climate-tech, contech, urbantech, or any other B2B technology marketing topic, be sure to check out some of our favourite resources: