Using Data and Analytics To Increase Brand Awareness

Reach a Wider Audience with Targeted Public Relations

Data analytics tools have become an increasingly important instrument in a brand’s arsenal. With such a wealth of data online, it would be a waste to not leverage it fully. Effective analysis can give brands the edge they need to reach their target audience.

So, let’s talk about some techniques companies can use to increase their brand awareness online.

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5 Ways to Boost Brand Awareness With Data and Analytics

Manage Social Media Channels

Utilizing your social media pages is a great way to boost awareness. Not only do these platforms have enormous reach, but they also provide a wealth of built-in data and analytical tools. These tools enable you to track metrics, such as engagement and reach, so that you can gain deeper insights into your audience and how they interact with your brand.

However, platforms attract different demographics. Consider how Instagram’s user base differs in age from LinkedIn’s and how that affects the way they interact with you.

Collating data helps to identify which audiences are interacting with your company. In turn, this information can be used to find the channels that work best with the content you’re producing.

Boost Email Marketing Performance

It may seem outdated, but email marketing is still one of the most effective channels of communication. This is because practically everyone in the world has an email address that they use regularly.

The problem many companies face is that it can be difficult to measure the success of their email campaigns. Data from email service providers, like Mailchimp for instance, can help with this problem. They give companies the tools they need to properly track customer engagement metrics and set KPIs.

How many people are opening your emails? How often are your newsletters being reported as spam? What is your click-through rate?

Being able to answer these questions allows you to fine-tune your email campaigns. This way, you can ensure you provide relevant, interesting content to your target audience or audience segments. As a result, your brand will become more recognizable to your target audience thus boosting your brand awareness.

Focus On Personalization

Personalization has become increasingly important over the last decade. Customers are more likely now than ever before to switch brand loyalty when personalization is done effectively.

You can use analytical tools to understand the needs of individual consumers and automate advertising to target them specifically.

This practice has proven itself in the e-commerce and streaming industries. Brands like Amazon and Netflix have perfected curating individual content feeds based on a consumer’s behavior.

So, with effective personalization, you can boost your brand image among your target audience.

Create and Curate Effective Content

One of the many challenges facing marketers planning out new campaigns is deciding on the direction, tone, and positioning of the marketing content. Fortunately, data can help lead the way.

For example, companies can gather information through surveys or by measuring various metrics, such as traffic to their web pages. This helps to illuminate what kind of content their audience is looking for.

Using this information will help you understand your customer’s needs and how you can address them with your content. In doing so, you make your content and website more discoverable – thereby boosting your brand awareness and credibility.

Detailed Reporting

Data is nothing more than a long string of numbers that on their own don’t mean much. It needs to be interpreted using analytical tools to form usable information. This then provides you with the metrics you need to measure performance.

Another advantage of broad-spectrum data analysis is that it provides businesses with a holistic view of their performance. You can see where exactly your strengths and weaknesses lie.

By analyzing reports generated through analytics tools, like Google Analytics, you can easily evaluate your online presence. This will enable you to see where you can improve your brand awareness strategy.

Using Data to Boost Brand Awareness

So we know all the areas that data can be used in to boost awareness, but knowing exactly what to do with all that data is just as much of a challenge.

The first step in this process is planning. Before starting any PR campaign or measuring performance metrics, you need to know what your goals are. Knowing beforehand what the intended outcome of a campaign is will inform which metrics you keep track of.

For example, if you want to boost your share of media coverage, you need to use data to tell you where you currently stand. Then you can set reasonable KPIs for your campaign, and use the same analytics to tell you how you performed.

Final Thoughts

In this digital age, brand awareness is crucial as it establishes trust and credibility with consumers. If you want your brand to perform well, and more importantly, outperform your competition, use data analytics to drive you forward!

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Leeza Hoyt

Founder and President at The Hoyt Organization

With over 25 years of experience, Leeza’s campaigns have garnered over 150 awards from top public relations organizations nationwide. Additionally, THO serves as the Los Angeles area partner of the Public Relations Global Network, granting clients access to over 50 global markets. The agency was also named to one of the top 200 firms in the country by Forbes magazine in 2021, and she has been named by Globest.com as a Woman of Influence and a Woman to Watch, among other designations.