One of the main goals of your marketing efforts should be to improve your brand awareness. This involves making sure that people know about your business and are talking about it.

Brand awareness is very important for small businesses, as consumers are far more likely to purchase from businesses that they know and trust.

By measuring your brand awareness, your business can gain an idea of how people view your business and how this compares to your competitors.

In addition, measuring your brand awareness can give you an indication of the effectiveness of your marketing efforts and how you might better reach your audience.

We have compiled a list of areas you need to look at to measure your brand awareness, and some tools that can help you in this process.

Social Listening

Social listening refers to the monitoring of social media platforms to identify mentions of your business, products, or services.

Why measure social listening?

The information you gain from social listening is one of the most important metrics for brand awareness. Social listening provides you with the number of people who are talking about your brand online, which you can use to compare to the number of people talking about your competitors.

This also has benefits in other areas, as you can identify negative comments about your business so that issues can be resolved quickly and effectively.

Brand awareness tools for social listening:

Awario is a social listening tool that monitors mentions of your business online and can assist with lead generation by identifying social posts asking for a recommendation on a relevant product or service.

The platform provides you with easy to interpret analytics that track whether your customers are talking about your business in a positive, neutral, or negative light. Awario offers a free trial to get you started, then starts at $49/month.


Website Traffic

Website traffic refers to the number of people who visit your website, and often indicates whether they visited by typing it into their search bar, clicking on an advertisement, or through clicking on a social media post.

Why measure website traffic?

This shows how many people are specifically interested in your business enough to visit your website to find out more.

Whether they saw your advertisement and clicked on the link to your website, or remembered your business and searched for you online, it means they were wanting to learn more about your products.

In addition, knowing where people are visiting your website from may indicate marketing efforts that are working well or underperforming, which can help refine your strategy.

Brand awareness tools to measure website traffic:

Google Analytics is a free platform that can provide comprehensive information on your website traffic and segment the data by user location, browser, device, where they found your website, and more.

Search Volume

Search Volume refers to the number of times a specific keyword has been entered into a search engine within a certain time frame.

Why measure search volume?

Measuring search volume will benefit businesses that have a unique business name or product name as it will show exactly how many people have searched for your business online.

However, if you do not have a unique business name, the search volume data can still indicate how many people are searching for your competitors or industry online.

Brand awareness tools to measure search volume:

Google Adwords Keyword Planner and Google Trends can be used to monitor the volume of people searching for your brand online.

These tools are easy to use and provide you with graphs and analytics. Both of Google’s platforms for search volume measurement are free.



A brand survey might work best for people who would prefer an old-school method of measuring brand awareness. This would involve asking customers online or over the phone how they heard about your brand, what do they know about your brand and which competitors have they heard of.

Why should you conduct surveys?

Whilst the hard data we mentioned earlier is very useful, it also benefits to have qualitative data straight from your customers.

To conduct a survey, you will likely need to offer people an incentive to participate such as a discount. However, conducting a survey may also improve your relationship with your customers by showing them that you value their opinion.

Brand awareness tools for conducting a survey:

For some businesses, it might make more sense to give your customers a call to ask them a few questions. However, if you want to email your survey to a wide range of customers online, Typeform is a great platform for creative simple and visually appealing surveys.

Typeform offers a free version, however it sets a cap on the number of forms, questions, and responses.

All News