Surveys are a tried and true method of researching your brand’s awareness. These can be conducted by email, website, telephone, or even in person, asking specific questions related to your branding and how familiar people are with what you do. Whether you are asking individuals or a group of people, this will give you insights into how people hear about you and the number of people familiar with you. If they aren’t familiar, this could be an excellent time to deliver a sales pitch as well.
Looking at your web traffic can reveal a lot of insights into your brand awareness, but you need to be looking in the right places. Google Analytics is a great tool to track the number of people who visited your website by typing in your URL, browser bookmark or clicked a link. If you monitor this through time, it will give a better indication of changes in brand awareness. Web traffic may not always be the best indication of who was familiar with your brand before they visited your website, but it can give a clearer picture of how many visits your website received after a campaign.
At the end of the day, looking at social media may be the most effective method there is. Social listening is the act of paying attention to online conversations about your brand. These people will likely be current or former customers talking about their experience with your product. Often with surveys, people may not give their actual responses based on the format. With social media, you rarely have this problem. Take the time to listen to their experiences and adjust accordingly.