by Fronetics | May 8, 2019 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Strategy, Supply Chain
Brand awareness is key in optimizing your content marketing efforts but can be challenging to quantify. Here are four metrics to help you measure brand awareness.
Highlights:
- Use tools, like SharedCount, to track the number of times a piece of your content has been shared across different social media platforms.
- Use the analytics from blog share bars to track the popularity of your posts and help shape content for your editorial calendar.
- Taking the time to measure brand awareness will ultimately help you in optimizing your digital marketing efforts.
Video transcript:
I’m Katie Russell and I’m a marketing strategist here at Fronetics. Today I’m going to talk to you about four ways to measure brand awareness for your packaging company.
Brand awareness is the extent to which customers – both potential and current – are able to recognize your brand. It is key in optimizing your digital marketing efforts, but it can be hard to quantify. Here are four metrics to help you start measuring brand awareness for your packaging company.
1. Social media reach
Social media reach is the total number of people that your content can reach across social media platforms. Use tools like SharedCount to track the number of times a piece of your content has been shared across different social media platforms, like Facebook, Instagram, and even LinkedIn. This can help you figure out what platforms perform best for your content and can also help you shape the kind of content that you’re putting on social media platforms.
2. Brand mentions
How people talk about your packaging company online? If they are, you need to know about it. Try tracking tools like Google Alerts or Hootsuite to make sure that you know every single time someone talks about your packaging brand or any of your products or services.
3. Blog shares
Here are Fronetics, we talk a lot about the importance of having a blog that posts valuable and informative content to your readers. What’s also important is giving your readers the ability to share this content. It’s as easy as adding a share tool to the side of your blog posts. This helps you reach a larger audience and gain views from people that normally wouldn’t see your content. You can also use the analytics from these share bars to track the popularity of your posts and help shape content for your editorial calendar.
4. Search volume
Use tools like Google Adwords or Moz to track searches for your brand, products, even your blog and social media posts. It can help in refining your keywords that you use throughout your content to know specifically what people are searching for when they’re searching for your packaging brand.
Taking the time to measure brand awareness will ultimately help you in optimizing your digital marketing efforts and will also help increase leads. IF you need more information or need help getting started measuring your brand awareness, visit us at fronetics.com.
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by Fronetics | Mar 12, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
Here’s how to quantify the impact of content marketing on brand awareness, a notoriously difficult benefit to measure.
A successful content marketing strategy strengthens the relationship between brands and their target audiences. And brand awareness is a key component to any successful content marketing strategy. Ultimately, the more aware audiences are of your brand, the more likely they are to buy your products or services.
To properly measure the impact of your content marketing, you must start at the beginning, with the overall goals for your content marketing strategy. What kind of content are you creating? Why are you creating this content? How will this increase sales or grow your business?
A lot of our customers include increasing brand awareness among their content strategy goals. But this is a very difficult objective to quantify. How can you measure how familiar people are with your brand?
Here are four metrics we recommend for tracking the impact of content marketing on brand awareness.
4 metrics to measure the impact of content marketing on brand awareness.
1. Social media reach
Tracking the reach of your social media content is a good gauge of the impact it’s having on your brand awareness. Companies can waste a lot of time trying to track down information on various social media accounts; don’t fall into this trap.
Use tools, like Shared Count, that show how many times a piece of content has been shared on social media. Shared Count accurately tracks the social reach of your content on the most popular social media sites — including Facebook, Twitter and LinkedIn — to easily keep track of your social reach. In turn, you can discover the impact your social reach is having on your brand awareness.
2. Brand mentions
Not to state the obvious, but if people are talking about your brand online, it’s safe to assume they are aware of you. There’s a great deal of value in knowing what customers are saying about your company and your products/services. Monitoring brand mentions online can provide honest feedback and objective insight from current and potential customers.
There are several tools to help you track brand mentions online. Here at Fronetics, we prefer the ease of Google Alerts, which allows you to set up custom alerts when your brand is mentioned online. We also use Hootsuite, where you can track brand mentions, as well as keywords and phrases, across all of your social media platforms.
3. Media mentions
Media mentions differ from brand mentions in their origin. Media mentions come directly from publishers, instead of customers. These mentions include any media coverage — TV, print, social media, interviews — that include your brand. Remember, if publishers are talking about your brand online as a result of the content you’re creating, it’s impacting your brand awareness.
And let’s not forget about linkless mentions. As Google and other search engines continue to update their algorithms, it’s crucial to update your monitoring practices. Linkless backlinks are becoming increasingly popular and can have a huge impact on your brand awareness (and SEO!).
4. Branded searches
Knowing how many people are searching for your specific brand tells you a lot about how well known your brand is. Using online tools, such as Google Adwords or Moz, you can track the searches for your products, blogs, social media platforms, and any other variation that you find useful. These tools are free, easy to use, and perfect for determining if your company is popping up when customers are searching.
Using these tools to measure brand awareness offers clues that customers are finding your company in their search efforts. If the needle is not moving in a positive direction, always adjust your strategy to until you find what works for your business.
Drawing the public’s attention to — and heightening their knowledge of — your business ultimately generates leads. And some of those leads will turn into sales. But, let’s be honest: this doesn’t happen overnight. And it’s often difficult to quantify.
That’s not a reason to throw in the towel. There are ways to measure the work that you’re putting into your content marketing program. Using these metrics, you can start tracking the impact of content marketing on brand awareness.
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by Fronetics | Mar 7, 2018 | Blog, Content Marketing, Logistics, Marketing, Social Media, Strategy, Supply Chain
Linkless backlinks, or mentions of your business without a hyperlink to your webpage, are now a more effective way to improve your ranking with search engines.
For years Google has used backlinks to rank webpages. Backlinks are any link on another website that points (or links) back to your website. Unfortunately, search engines began to use backlinks as a bit of a popularity contest: The more you had, the more popular your website became.
Businesses quickly understood the loophole in search engines’ algorithms. They could buy, influence or even create relationships with other industry businesses for the sole benefit of getting links to their websites. It didn’t take long for search engines to catch on.
Google has spent years reworking the way it ranks backlinks and trying to penalize brands that pay for or create free links through unethical relationships. But where does that leave the rest of us that are working to create high-quality content in hopes of increasing our SEO rankings?
Linkless backlinks are the future of SEO rankings
You might be asking yourself what is a linkless backlink? Good question.
Linkless backlinks are mentions of your business or brand without a hyperlink to your webpage. In a keynote speech in September 2017, Gary Illyes, a webmaster trend analyst for Google, said:
“Basically, if you publish high-quality content that is highly cited on the internet — and I’m not talking about just links, but also mentions on social networks and people talking about your branding — then you are doing great.”
It all comes down to mentions of your brand on reputable websites. And I don’t just mean backlinks to your webpage. Other sites’ tweeting about your products or mentioning you on their Facebook News Feed can all lead to increased rankings on Google and other search engines. Sounds easy, right?
How to make linkless backlinks work for you
The principles that help you gain backlinks are still true for gaining linkless backlinks. You want to focus on creating the most accurate, high-quality content you can. Create videos and infographics for your website to add visual appeal. And collaborate with other industry leaders to reach new audiences.
But there are a few other tips you can use to help boost your SEO ranking with linkless backlinks.
3 tips for building a strategy for linkless backlinks
1. Work to increase brand awareness and reputation
The foundation of linkless mentions is reputation building. Search engines are looking for authentic mentions of products and brands in content that helps build authority around an industry topic.
Increase your brand awareness by growing your social media presence, by encouraging followers and loyal customers to write online reviews of your products and services, and by participating in collaborative content marketing.
2. Track brand awareness and mentions
You’re working hard to create content that has a far reach across many platforms. It’s a key step in gaining exposure among potential customers and earning new business. This process is called brand awareness, the extent to which consumers are familiar with your brand. And for linkless backlinks, it’s imperative that you’re tracking all of your brand mentions, not just links.
There are several tools to help you track brand mentions online. Here at Fronetics, we prefer the ease of Google Alerts, which sends you a message when someone mentions your brand online. We also use Hootsuite, with which you can track brand mentions, as well as keywords and phrases, across all of your social media platforms.
3. Stay on top of negative mentions
Blog comment sections and social media channels offer an open avenue for customers to discuss their thoughts about your company for all the world to see. And, unfortunately, one negative comment can be infinitely louder than one hundred positive ones. The potential impact it could have on business is scary.
But that doesn’t mean you should delete or ignore every unfavorable brand mention. In fact, companies can use negative online comments as an opportunity to exhibit top-notch customer service and much-appreciated transparency in the way they do business.
Be diligent in monitoring brand mentions and respond quickly to resolve any issues that arise. Responding promptly and effectively to negative feedback online shows your commitment to customer service and transparency.
The art of SEO building is a tough craft to master. As algorithms evolve, it’s important for brands to stay aware of these changes and focus on what they can do to help boost their rankings.
The more buzz around your brand, the better your ranking will be. So make sure you’re utilizing all the different ways to help boost your SEO ranking, including linkless backlinks.
Need more help with SEO? We’ve done the research, so you don’t have to. Have a look.
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by Fronetics | Mar 1, 2018 | Blog, Content Marketing, Logistics, Marketing, Strategy, Supply Chain
Brand awareness is key in optimizing your content marketing efforts but can be challenging to quantify. Here are four metrics to help you measure brand awareness.
Brand awareness is the extent to which potential customers recognize a brand and associate it with specific products and services. Making the public aware of your company is a long-term goal of content marketing. Through social media, blogs, and other platforms, content marketing works to create brand awareness and strengthen trust with target customers. Drawing the public’s attention to — and heightening their knowledge of — your business ultimately generates leads that turn into sales, after all, which is the end marketing objective.
But it has been notoriously difficult to quantify how effective your content marketing strategy is (and, more specifically, how far your brand awareness reaches). Unlike vanity metrics, which are easy to quantify, measuring brand awareness takes more than just a simple calculation. But that doesn’t mean you shouldn’t take the time to measure brand awareness.
Understanding the value of brand awareness gives companies insight into how well their content marketing strategy is working to generate leads and drive sales. As marketing ROI guru Jim Lenskold writes:
“The value of brand awareness is the equivalent of half of a $100 bill. Unless you know where to find the other half, there really is no value. Brand awareness does not have a financial value on its own but is part of the collective effort necessary for marketing to drive incremental sales.”
Brand awareness is key to reaching and influencing potential customers. Here are some metrics to help your measure your brand awareness.
4 ways to measure brand awareness
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Ultimately, the more aware audiences are about your brand, the more likely they are to buy your products or services. From familiarity grows trust, which only helps to strengthen your brand and create new relationships with potential customers.
Taking the time to measure brand awareness will help to maximize the success of your content marketing strategy and increase leads. These four metrics will give you a good indication of how familiar your target audiences are becoming with your company.
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