Brand lift refers to the measurable increase in consumer perception after a marketing campaign. You may see growth in your analytics and social media as there might be a shift in user engagement.
Though this may not necessarily translate into an immediate sale, it does indicate a positive change.
Measuring Brand Lift
Your campaign would have aimed to increase your name, product, or service recognition, for which you can use various data metric strategies to measure the lift.
1. Surveys and Questionnaires
Use surveys before and after the campaign to measure perception through various questions focusing on how well they recall the brand, how they currently favor it, and how likely they are to purchase.
2. Interactive Experiences
An effective strategy that works by implementing online experiences like quizzes and games to create memorable interactions.
3. Brand Searches
Your web traffic metrics should show some results to indicate whether the branding exercise has yielded any outcome. If you notice increased volume for brand-based searches, more social media engagement with likes and shares, or even comments, these are clear signs that the lift strategy has worked.
4. User-Generated Content
Social media content is best when it comes from the 'social' part, i.e., your users. When your brand resonates with your community, they come forward to propagate it and build a positive image of you by creating content for your product or service.
5. Surprise Campaigns
There's no better way to lift your brand than by lifting someone's mood. One of the more convincing ways to do so is by giving a personalized gift, discount, or experience.
6. Purchase Intent
Track your metrics and conduct surveys to measure how likely people will purchase from your brand once exposed to your campaign. You can do this online, by email, or through direct-to-mail questionnaires.
7. Branded Entertainment
Many content creators offer the chance to sponsor some content or even insert ads between their regular offerings. These integrations, especially if the content creator has an overlap with the consumer you wish to target, can be very beneficial to both involved parties. You can use online video channels, podcasts, or even live broadcast events to get involved.
8. Competitive Benchmarking
Any key metric you are assessing can be compared with your competitors in the industry. You can get an idea of how involved your customers should be depending on the type of interaction benchmarks currently present.
9. Exclusive Memberships
Everyone likes to feel special, so offer interested customers the chance to join an exclusive club with premium benefits. It helps increase loyalty and gives the brand a definite uptick in exclusivity points.
10. Brand Sentiment Analysis
Use sentiment analysis to monitor and evaluate how your consumers write or comment about the brand. If your campaign has succeeded, you should see an increase in positive sentiment. Should it be neutral or negative, you can go back to the campaign, see where it fell short, and implement changes to fix the current tone.
In summary, you can establish a base level of lift to aim for using quantitative and qualitative methods to align with your campaign goals and strategy. The above metrics and strategies will help you gain insights to create a positive brand lift in the future.