How do you measure brand awareness?

 Although brand awareness can be a hard metric to track and measure, you can review the effectiveness of your activities by looking at your quantitative metrics such as social engagement, organic traffic, blog traffic, and overall website traffic. While they will each tell you different things about how visitors are discovering and interacting with your brand, you should generally be seeing traffic increase as you make progress on your brand awareness strategy.

In particular, direct traffic shows the number of people intentionally interacting with your brand and your content because they believe it's interesting and that it solves a problem they are facing. If you're a HubSpot customer, you can also monitor any social engagement in HubSpot (likes, comments, shares etc.) to see the status of popular posts and your follower metrics.

To learn more about increasing brand awareness, read this Ultimate Guide to Brand Awareness.

2. To generate high-quality leads.

Your sales department depends on a consistent stream of leads to nurture and turn into new customers. You're not their only source of leads, but it's safe to say your colleagues over in sales are depending on you to convert your website's highest-quality leads into new contacts to which they can reach out.

From tried-and-tested methods like on-page forms to innovative features like chatbots, there are many ways through which you can collect a website visitor's contact information. But one of the biggest challenges a marketer faces is actually generating high-quality leads that are a good fit for the business.

Part of this process involves monitoring your MQLs (Marketing Qualified Leads), but above all, it's important to keep track of — and record — the leads your sales team disqualifies. Create a report of all the leads coming in and section out those who've been disqualified, and why. This can help refine your marketing processes and continuously improve the quality of leads coming in.

How do you measure high-quality leads?

Analyze trends across the leads who eventually turn into customers. Create goals and custom reports such as multi-touch revenue attribution reports, customize your dashboards, report on revenue, and more.

If you're looking for tools to create and track effective marketing goals for an entire marketing team, check out HubSpot's Marketing Hub. 

3. To grow and maintain thought leadership.

It doesn't matter what industry you find yourself in — being recognized as experts in your field is fundamental for proving a high level of knowledge and credibility. In fact, according to research conducted by LinkedIn and Edelman, 60% of decision-makers said thought leadership convinced them to buy a product or service they weren't previously considering.

Not to be confused with brand awareness, thought leadership is about consumers recognizing your brand — and the people within your business — as among the best and most trustworthy in the industry. On the other hand, brand awareness is more about making sure your brand is heard, seen, and recognized at all.

There are different ways to develop and maintain thought leadership. One of those methods is by publishing and sharing content that inspires your audience and speaks to their pain points.

Leveraging partner networks to ensure you're able to reach a larger audience and appear up-to-par with other industry leaders is another approach to thought leadership. For instance, building an external community through outreach and guest blogging is great for working with other trusted and reputable brands in the industry to create valuable content.

As you build your thought leadership strategy, consistency becomes essential to maintaining it. Publishing and sharing your content consistently is important to continue to appear relevant and forward-thinking in your industry. Alternatively, you might consider hosting a webinar or panel discussion with other major industry leaders.

How do you measure thought leadership?

Similar to brand awareness, thought leadership can be tricky to measure.

However, it can be easy to measure the success of your individual campaigns related to thought leadership — for instance, if you've published thought leadership content on guest blogs, you can measure the traffic your website achieves from that post; alternatively, if you're hosting an event, you can include a CTA at the end (i.e. "click this link and fill out a brief survey") to measure the effectiveness of the event.


https://mrbilit.com/mag/

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