First, we need to discuss goal setting and what your goals for your awareness campaign should look like based on what you want to accomplish.
Setting The Right Goals
What do you want to accomplish through this B2B brand awareness campaign? Figuring out what kind of results you want from a brand awareness campaign sounds easy enough, but you need to make sure you identify your goals properly so your campaign has some structure and an end goal. If you set generic and unspecific goals, it’s going to be hard to measure the success of the campaign. Brand awareness means something different for everyone, goals are not universally the same. Maybe you want to drive more traffic to your website or social media accounts. Maybe you want to build brand awareness for new customers. Maybe you want to promote new services to already established customers. As you can see, it’s important to pin down what “brand awareness” means to you and your business.
If you want to make sure you’re setting the right goals for your brand awareness campaign, have a team meeting and have members write down what they believe to be brand awareness for the business. This can help you decide what’s most important to the company and in return determine your goals for the campaign. Once you establish what kind of results you want to see from the campaign, you can start to figure out which metrics are most important to you. Now, let’s discuss some of the key metrics you will want to measure for your campaigns.
- Website Traffic: This metric is incredibly important to brand awareness. Your businesses’ website is where customers can learn about your products or services and decide whether you would be of assistance to them or not. This sort of metric can help tell you whether or not your media advertisements are bringing customers to your website. It can take some time to garner up a lot of website traffic, but if you’re seeing virtually no website traffic, it may be time to rethink your other media advertisement strategies. If you’re getting no website traffic, then you need to identify where the hiccups are coming from.
- Blog Traffic: Blogs are something that a lot of businesses tend to put on the back burner. However, this is an integral part of your brand awareness campaign. Blogs can be used to establish legitimacy and help potential customers see that you are a leader in your field of business. It also helps provide customers with useful information they may need before considering your services. Much of blog traffic comes from things like Facebook/LinkedIn shares or email.
- Blog Conversions: Another useful metric to focus on is blog conversions. Do you have a CTA on the page for a content download or takeaway resource? These insights can help you identify what kind of content your readers are enjoying and how best to promote that.
- Social Engagement: Another key metric to measure brand awareness campaigns is social media engagement. The content you post on Facebook, Instagram, Twitter, and LinkedIn are directly related to your business. If your content is not getting much engagement, it could be 1 of 3 things: your content is reaching the wrong audience, you’re posting on the wrong platform, or your content is just not interesting to the audience. The engagement you should be looking for is comments, shares, and likes.
- Mentions: This is one of the best ways to track awareness and buzz around your business. Mentions can be tracked through any social media platform and there are programs out there that also track mentions in media, blogs, etc. This kind of metric can be tracked through what we call SOV (share-of-voice) and SOI (single opt-in).
- External Links: Lastly, external links can help boost your website’s rankings, so keeping track of which ones help improve your ranking can be vital to your brand awareness campaign’s success. Using external links can help increase the volume of traffic that comes to your page if your website if higher up on the search engine rankings. The lower your rank is, the less likely a person will see your website. If your rank is low, that means a person will need to scroll further down on search engine result pages. Most of the time, customers will only click on the first few links they see after they input a search.
As we mentioned earlier, the metric you decide to measure are entirely dependent on what goals you want to accomplish through your brand awareness campaign. Want to get more traffic on your social pages? Start measuring engagement and followers. Want to get more website traffic? Start measuring external links, blog insights, and website traffic. We hope these tips helped you get a better idea on which metrics to focus on in your B2B brand awareness campaign, so that you can start moving your visitors from awareness into a lead nurturing campaign. Good luck!