When considering the objectives of our marketing plan, one of the ones that always appears at the top is “increase Brand reach” or what is the same: increase brand reach. For this, there are numerous tips and tricks to achieve it, however, not everyone knows how to measure Brand Reach, and, although it seems a bit mainstream, that is what I am going to talk about today.
What is Brand Reach?
Before diving into the metrics, I want to do a little theoretical review about brand reach. What is brand, scope and brand scope?
On the one hand we have the brand concept. There are thousands of definitions by experts and professionals, but I will stick with that of Belío and Sainz in their book “Keys to managing price, product and brand: how to face a price war”: “The brand is not only what the owner has registered, the name, the logo, nor the communication effort that has been made historically; the brand is the result achieved over time in the perception of the consumer and that of other interested groups”.
I find this definition interesting as it specifies that a brand resides, above all, in the minds of people, that access it through one or more channels, and that’s where reach comes into play.
In a perfect world, each of the people who make up your target audience would see each of your brand’s content in each of the media you use within your strategy. However, that’s not the real scenario, and not all of your audience will see every post or ad you make. That is why when talking about reach, it is usually defined as the number of people who see or listen to your content.
Taking these two definitions into account, we can define Brand Reach as the metric that defines The visibility that we want and/or that the brand is having in the different media, both digital and traditional, through the different brand content.
Scope Types:
When calculating and talking about reach, you should also take into account the different classifications that can be made of it in the digital field and that affects you when calculating the visibility of your brand:
- Organic reach: it is the total number of users (fans and non-fans) who have seen your publication organically, that is, for free. Users (non-fans) who randomly visit your page/profile are included here.
- Viral reach: corresponds to the number of users who have seen your publication thanks to the actions carried out by other users. For example, a follower ‘likes’, comments on, or shares the post and her contacts see it.
- Paid reach: Paid reach is the number of people who have seen something from your page on their screen.
- Total scope: it is the sum of the previous ones. It is the number of users who have seen your posts, regardless of where they have seen them.
How to measure brand reach?
Brand reach is not a single metricneither exact, nor the most important that you must take into account within the marketing plan, even so, it is an indispensable part within the report: one more reference to know how your strategy is working, and one of the keys to be able to calculate parameters like for example the .
The first thing you must take into account to measure the scope of your brand is the media or channels in which you are present: it is not worth having a profile on all the networks, they must be consistent with your brand and your target audience. Even so, each of the platforms you use already offers data on the reach of your publications and ads, which, when it comes to counting, makes the calculations much easier.
For example, for the web and your blog you should use the visitor numbers offered by . In this case, using the number of visits would be wrong since the same user can make many visits. I repeat: what interests you is the unique user, not the number of times they have been on your website.
In other cases, such as the , each of them offers its own figures and statistics. On one side is Facebook, that offers exact statistics on the number of people that each of your publications has reached, either organically or via a paid advertising campaign. There are also Twitter and Instagram, but… be careful! the data they offer regarding the scope is potential, that is, they assume that said publication has been viewed by X people but they cannot assure us. On the other hand, on YouTube, or in the podcast, we will take into account the number of reproductions.
Tranquility! Do not panic before so many numbers. The second thing you have to keep in mind is that the objective of the measurement is set a starting point track your progress and understand how it evolves. As you can see, each of the data requires a different treatment, but all of them will let you see at what points your strategy is failing or succeeding.
The most important thing, and the third thing to keep in mind, is that the peculiarity of brand reach is that you will never know with certainty the exact number of people who come into contact with your brand, since Brand Reach is, ultimately, , a measure of the visibility of your company. The key to calculating the reach of your brand today is knowing how to take advantage of the tools and metrics that the platforms offer you.
If you want to increase the reach of your brand, don’t expect customers to magically come to you. You need to make yourself seen and make your audience notice that you are there, either with promoted actions, through guest blogging or with the help of (among many other options). Doing so will allow you to not only increase the reach and recognition of your brand, but also increase your income.
Image:
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus