In this post you’ll learn how to measure your brand awareness online so that you can learn how to improve your performance.

1. 6 Ideas You Can Steal
On How To Measure
Brand Awareness Online

2. When you take a look at how your brand is performing online,
you will gain a lot of valuable insight into what you need to do next
to improve your success. It will allow you to understand how
individual aspects of your marketing strategy are working and
then use this information to inform your future content
marketing plans.
How can you use Google Analytics to measure how effective your brand
awareness marketing is on a weekly basis?

3. Unless you are measuring your progress, you will not know
whether or not you are improving and you won’t be able to analyse
what is working and what isn’t. Seven days is the right amount of
time to analyse.You should also be checking in daily, but a week by
week check will give you a better idea of how you are doing.
So, how can you perform this weekly check in on your blog?

4. Here are some of the elements that you should be
looking at:

5. 1. Where Is Your Website Traffic Coming From?
Enter your Google Analytics account and click on “Acquisition” and
then “All Traffic” and “Channels.” Take a look at your total web
traffic and the channels that it is coming from. Is most of your
traffic coming from organic sources?
Organic search refers to when a customer makes a search on
Google, your website comes up as a result and they click on it.

6. Or is it coming from:
● Direct- can be made up of a number of traffic sources- from
an instant messenger, a mobile app or a Microsoft word
document, or when someone visits your website directly from a
browser bookmark.
● Social - comes from your social media profiles, such as Twitter
and Facebook
● Email sources - comes from any emails such as a newsletter or
a promotional email.
● or referral/ paid sources

7. What do all of these different channels really mean?

8. 2. What Are Your Top Traffic Sources?
Next, click on “Acquisition” and then “All Traffic” and
“Sources/Medium”. This will allow you to see what your top traffic
sources are so that you can measure your success and see which
sources are offering you the best brand awareness.

9. For example, if your brand
awareness campaign is
concentrated on social media
you will be able to see which
social media source is performing the best and sending the most traffic
to your website.

10. Also, if one source of traffic starts to skyrocket and outweigh the
rest, you can ask why this is happening.
Why have a lot of people started to visit your website from this source of traffic
and what can you do to make the most of this?

11. 3. User Demographics – Who Is Your Audience?
It is also very important to understand who your customers are so
that you can target your campaigns to appeal to them.
In your Google Analytics account, you can click “Audience” and then
“Demographic” so that you can see the age, gender and other
information about your website visitors.

12. When you understand who your audience is, this can give you a lot
of valuable information that you can use in your brand awareness
strategies while analysing who is reacting the best to your brand.

13. 4. How Engaged Is Your Audience?
To find out how engaged your audience is, you can click
“Audience” and then “Behaviour” and “Engagement” .
You might notice that your visitors' sessions only last around 10
seconds. This means that people are “bouncing” off your website.
You should look at ways to change your website design to make it
more “sticky”

14. Bounce rate as defined by Google analytics: The percentage of
single page visits.
e.g. visits in which the person left your website from the entrance page.
Bounce rate is a measure of visit quality and a high bounce rate
generally indicates that site entrance (landing) pages are relevant
to your visitors.

15. ● Are your brand awareness campaigns sending the right message?
● Can you add more interesting and educational content that will
grab potential customers attention, make them stick around and
purchase your services or products?
● Is the content on your website consistent with your brand
awareness strategies? So that visitors aren’t confused when they
reach your website.
Engagement is impacted by many various reasons however it is
something that should always be focussed on improving.

16. 5. Which Content Is Most Popular?
You can take a look at which content on your website is most
popular by clicking “Behaviour” and the “Site Content” and then
“All Pages.” You might notice that certain blog posts have been
very popular.

17. Maybe you published an interview
on your blog, which has performed
very well, or maybe useful guides
are getting a lot of attention?
Or, you might also find that list
posts with short, organised and
helpful information perform very
well?

18. A steady increase in the number of subscribers to your blog is a
good indicator of brand promotion.
Take a close look at these posts to figure out why they are
connecting with your potential customers so well. This will allow
you to learn from them and incorporate these aspects into your
future content.

19. 6. What Keywords Are Driving Your Traffic?
Click “Aquisition” and then “Search Console” Before doing this,
make sure that your Google Search Console is connected to your
Google Analytics.
Then, you will be able to see the exact keywords that are driving
traffic to your website. Also, you’ll learn how well each of your
web pages converts organically with the keywords used.

20. This will help you to see the keywords that are already organically
connected with your brand. Also, it will give you insight that you
can use to come up with the next keywords you should be
focussing on.

21. Do this Once Per Week
If you have looked through all of these statistics on Google
Analytics, you have probably gained a lot of valuable insight into
how your website is performing and what you can do to improve.
This is a very useful exercise and it should be done once per week
so that you can check in with how your brand awareness is
growing.
It is helpful to block off a minimum of an hour per week to go
through these measurements and review them.

22. It might be a little confusing at first, but once you figure it out it
won’t take you very long to look through these Google statistics
and learn about how your website and brand awareness is
growing.
Also, it helps to make it a team exercise so that everyone can be
involved and on board with the changes that need to be made.
With the right strategy, you can target your audience and achieve the most
effective growth for your brand.

23. For more helpful advice, download our ebook, “Building
Brand Awareness: The Ultimate Guide for 2017”