Fingering the pulse of your overall marketing funnel is imperative for every brand. As a customer-centric brand, it should be your goal to make the customer journey (from awareness to purchase) a fluid, accessible, and enjoyable experience for your audience.
Brand awareness and consideration can be measured through ad and brand recall tests, brand knowledge and perception tests, favorability surveys, and more. Tools like youtube or email surveys can assist you in gathering this information.
Depending on your existing systems, you may be able to measure brand loyalty behaviors through recent or frequent purchases, customer surveys, and product preference data. Brand advocacy behaviors. Likewise, brand advocacy behaviors can be tracked through online communities (like Facebook groups), online reviews, and NPS scores.
It can be difficult to track and observe these metrics, but digital tools like Youtube Ads, Facebook Ads, Google Surveys, Qualtrics, and SurveyMonkey can enable you to better keep track of these items.
For instance, you can deliver brand awareness ads alongside brand recall tests asking your audience “Which of these brands have you heard of/seen recently?” with a selection of brands. If they select your brand, your brand awareness campaigns may be working. Tracking every customer’s purchases and frequency of purchase within a powerful CRM tool will allow you to understand brand loyalty behaviors and deliver more personalized messages. As a post-purchase action, you can send a simple survey linked to your CRM. If they don’t respond, follow up!