How to Measure Brand Visibility which Influences Customer Trust

There are many reasons for customers to choose a product. Usually, brands will try to optimize the factors that can influence this decision. Not only limited to product quality, but also marketing strategies for the target market.

Popular brands usually get higher trust. This has the potential to encourage converted leads quickly to become customers. Regardless of the suitability of a brand to gain trust, brand visibility is important.

The higher exposure a brand gets from the public is usually directly proportional to customer conversion. In order to determine the right strategy, consider how to measure your brand visibility to increase customer trust.

What is Brand Visibility?

Brand visibility is a component of brand awareness which shows the proportion of brand exposure among competitors and the industry. In general, brand visibility includes the sentiment of a brand and how visible the brand is in the eyes of customers.

Usually, brand visibility is measured for each marketing channel, not in aggregate. So, each of your social media may have different reach values both overall and compared to competing brands.

Brand visibility has metrics that do not need to be calculated in relation to competitors or the market in general. The brand visibility metric can stand alone as a benchmark that can continue to be improved over time.

How to Measure Brand Visibility

As an important metric component in overall brand awareness, you need to carry out continuous evaluation. Here's how to measure brand visibility which will affect trust in your brand.

1. Brand search (organic)

Share of search is one of the most popular ways to audit brand visibility in organic search, usually through Google. This is actually similar to market share, but the measurement specifically refers to the proportion of brand search queries in relation to the quantity of competitor brand search queries.

The most common way to measure this is to find estimated traffic for your brand keyword and estimated search traffic for your competitor's brand keyword. You can take measurements by using Google Trends or SEO tools.

Carry out an analysis by entering each keyword, then pulling out a time span of 1-2 years. The results shown through this data provide a strong picture of the brand performance of search engines.

2. Mentions

Brand mentions via social media, news and industry publications are important indicators of brand awareness. Tracking the level of engagement and interest around a brand can be a way to monitor positive, negative or neutral sentiment from customers. This can also provide valuable insight into how the audience views the brand.

3. Social media engagement

Social media has an important influence on brand visibility and customer engagement. Standard metrics such as likes, comments, shares, retweets, or views are still relevant benchmarks for knowing the engagement of your prospect customers.

If you pay attention, these metrics will provide valuable insight into interactions with your audience. Evaluation of these metrics will greatly influence the actions and conversions you will take as well as validating the effectiveness of the campaign in driving the desired results.

4. Referrals and reviews

Placement on a review website or affiliate blog can also be a profitable asset, especially for B2B products. People who want to compare when shopping will look for recommendations from customers or influencers. For this reason, measuring metrics through referrals and reviews also needs to be monitored regularly.

5. Overall revenue

In the end, the success of a brand in optimizing its existence is based on the total revenue and prospects as a whole. You can evaluate the most effective marketing strategies. This can be used to align understanding of the metrics that contribute most to brand visibility.

How to measure brand visibility is the main key that can be used to evaluate marketing campaigns. A brand must be able to maintain quality, consistency, competence and reliability of products as this is also part of Strategic Brand Management to understand and master the essence of the brand.