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Measuring Your Brand Outreach
Despite many organisations using direct marketing activities to generate new business opportunities, ‘brand’ names remain by far the key drivers behind online traffic on B2B companies’ websites. People coming to your website by using your brand name will have heard of your company before and will want to learn more.
In other words, brand driven traffic to your website is likely to be generated not by direct marketing campaigns but by other marketing and communication initiatives designed to increase awareness of your brand.
The challenge of measuring the true impact of brand awareness campaigns
When talking about brand awareness campaigns the first thought that pops to mind is £££, the second is £££ and the third is £££. Brand building campaigns tend to be expensive, they generate long term ROI and even when they do, it is still very hard to measure.
In other words, the true impact of any brand awareness building campaigns remains quite often unrecognised, and if it is not recognised then it is very difficult for marketers to justify them.
How to measure brand outreach campaigns
I strongly believe online behaviour analysis helps resolve some of the mystery around the true impact of brand campaigns.
As one would expect, a big chunk of brand driven online activity will probably be from your clients and competitors. They will already have a relationship with your brand and have a direct interest in going online and engaging with your company even more.
However, we are seeing on a number of websites, a substantial part of the traffic is actually coming from new prospects and suspects. These people have not had any relationship with your company before but have heard of your brand and are keen to learn more.
Brand name driven activity from prospects and suspects is clearly the result of other brand awareness campaigns whether it is a press release, sponsorship or other initiatives.
By looking at these people and ‘listening’ to their activity online it will certainly give you a better idea about how well some of your brand building campaigns are working.
If you’d like to understand how this can be applied to your organisation contact Fanni at fanni.vig@trovus.co.uk for an informal conversation.
