{"id":17088,"date":"2022-12-09T15:39:50","date_gmt":"2022-12-09T07:39:50","guid":{"rendered":"https:\/\/newsbites.hktdc.com\/?p=17088"},"modified":"2022-12-09T16:06:58","modified_gmt":"2022-12-09T08:06:58","slug":"share-of-voice","status":"publish","type":"post","link":"https:\/\/newsbites.hktdc.com\/tips\/share-of-voice\/","title":{"rendered":"How to Measure Share of Voice: PPC, SEO and Social Media"},"content":{"rendered":"\t\t
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The internet has become a noisy place. Brands often wonder\u00a0how much of their audience is hearing them<\/strong>. One way to find out is by measuring share of voice (SOV).<\/p>

We\u2019re advocates of only paying attention to the\u00a0metrics that really matter<\/strong>, and share of voice is definitely one of them. That\u2019s because it allows you to see how you\u00a0stack up against your competitors<\/strong>. Share of voice can help you gain a clearer perspective on your own social media marketing\u00a0performance.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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What is Share of Voice?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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We define share of voice as\u00a0how much of the conversation you dominate compared to your competitors.<\/strong>\u00a0For instance, if someone is mentioning you more on social media compared to a competing brand, you may have a bigger SOV.<\/p>

In the past, marketers used SOV as a way to gauge whether their paid advertising was working. Today, SOV in marketing means so much more; it\u2019s not just useful for\u00a0PPC<\/strong>\u00a0or other paid ads. You can also track\u00a0organic website traffic<\/strong>\u00a0and\u00a0social media mentions<\/strong>\u00a0in relation to your competitors.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Share of Voice vs. Share of Market<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Share of voice sounds a lot like share of market. You could say that share of voice is a\u00a0smaller slice of the bigger market picture<\/strong>.<\/p>

SOV\u00a0measures your brand awareness\u00a0on a specific channel. Share of market refers to the amount of revenue and the number of customers you have in the market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Measuring Share of Voice<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The\u00a0measures\u00a0you\u2019ll use\u00a0depend on the marketing channel<\/strong>.<\/p>

For example, let\u2019s say you want to measure\u00a0share of voice on Instagram. You might start by\u00a0looking at the hashtags your audience is using. If your branded hashtags are used 100 times compared to the 200 times for the whole market, then your SOV is 50%.\u00a0\u00a0<\/p>

We recommend measuring share of voice across three primary areas:<\/strong> SEO, PPC and Social Media.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Measurement #1: SEO<\/h3>

Search engine optimization, or SEO, is important for helping people find your website via\u00a0organic search<\/strong>. Organic means it happens\u00a0naturally<\/strong>, so you don\u2019t have to pay to show up in search results. The higher you rank organically, the more\u00a0\u201cfree\u201d website traffic<\/strong>\u00a0you earn.<\/p>

To measure your SOV in organic search, you\u2019ll need to look at\u00a0how often you appear in search engine results pages<\/strong>\u00a0(SERPs) compared to competitors. You can measure this by the number of impressions as well as clicks.<\/p>

You can also learn which\u00a0organic keywords<\/strong>\u00a0you\u2019re ranking for compared to your competitors. The more keywords you rank for, the greater potential you have of appearing in your audience\u2019s search results.<\/p>

You should also pay attention to your\u00a0backlinks<\/strong>. A backlink is a link to your website from a third-party site. Backlinks are symbols of authority because they resemble a sign of trust from the publisher.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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SEO is one way to measure Share of Voice.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Measurement #2: PPC<\/h3>

Pay-per-click advertising, or PPC, is the\u00a0opposite of organic search<\/strong>. With PPC, you\u00a0pay<\/strong>\u00a0to get in front of your target audience. In a paid search campaign, your ad is usually displayed at the top of the SERP before the organic rankings.<\/p>

To calculate your SOV in a PPC campaign, you\u2019ll choose a key metric (such as\u00a0impressions<\/strong>),\u00a0then divide your metric by the total number in the industry.<\/strong><\/p>

Google Ads\u00a0<\/strong>makes finding your PPC share of voice easy. Go to your\u00a0account<\/strong>, then go to\u00a0Campaigns<\/strong>\u00a0and click\u00a0Modify<\/strong>. Click\u00a0\u201ccompetitor metrics\u201d<\/strong>\u00a0and check the boxes next to each competitor you want to compare yourself to. Apply the changes and start tracking your impressions data.<\/p>

Similar to organic search, you can also use your\u00a0PPC keywords<\/strong>,\u00a0clicks, and revenue<\/strong>\u00a0as metrics. When you\u2019re spending money on campaigns, knowing your SOV can help you budget for advertising and measure each campaign\u2019s effectiveness.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Measurement #3: Social Media<\/h3>

Social media has become an important platform for consumers to be seen and heard. Anyone can post content, share their thoughts, and even connect with brands directly.\u00a0<\/p>

With so many conversations happening on social media platforms every day, it\u2019s important for marketers to tune in.\u00a0Learn how people are talking about your brand on social. You can track metrics like\u00a0hashtags<\/strong>,\u00a0mentions<\/strong>,\u00a0post<\/strong>\u00a0reach<\/strong>, and\u00a0customer\u00a0sentiment.\u00a0<\/p>

Other share of voice metrics worth considering is\u00a0media mentions\u00a0and trending topics outside of social media<\/strong>. Blogs, news outlets, podcasts, and other publications lend to a brand\u2019s share of voice calculation.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Increasing Share of Voice<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Here are some tips to help you supercharge your SOV marketing:<\/strong><\/p>

Be Consistent<\/h3>

As with any type of\u00a0social media marketing, increasing share of voice starts by making it a\u00a0priority<\/strong>. Be intentional about creating and maintaining your online presence.\u00a0Participate<\/strong>\u00a0in discussions and react to trending topics and content. It pays to be the squeaky wheel.<\/p>

Start Conversations<\/h3>

Whoever is in charge of the conversation usually gets to spend the most time talking. Don\u2019t just respond to current conversations \u2013\u00a0start your own<\/strong>, too.<\/p>

Engage your audience by presenting them with\u00a0thought leadership\u00a0and thought-provoking content. Ask them questions and request their participation. Make it easy for them to\u00a0make your brand part of their story<\/strong>.<\/p>

Create Original, Engaging Content<\/h3>

Content is a big part of the\u00a0marketing share of voice. It gives people something to engage with and talk about. Match your\u00a0content format<\/strong>\u00a0to the channel where you wish to increase share of voice.<\/p>

For instance,\u00a0video<\/strong>\u00a0works well for\u00a0TikTok<\/strong>,\u00a0YouTube<\/strong>, and\u00a0Facebook<\/strong>. Niche audiences might prefer\u00a0memes<\/strong>\u00a0or\u00a0infographics<\/strong>.\u00a0Understand your demographic\u00a0and learn what they like and respond to. Then, let their interests guide your content creation.<\/p>

Track Your Progress<\/h3>

Regular\u00a0share of voice reporting<\/strong>\u00a0can help you see how your efforts are paying off. And with the right\u00a0share of voice tool, tracking this metric becomes less of a chore. Put it on autopilot and get straight to the latest data.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"meltwater_logo\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Meltwater provides social and media intelligence. By examining millions of posts each day from social media platforms, blogs, and news sites, Meltwater helps companies make better, more informed decisions based on insight from the outside. Learn more at meltwater.com<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Subscribe to\u00a0NewsBites<\/a>\u00a0and stay updated on the latest business trends and news.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Disclaimer<\/strong>
This website may contain material sent to the HKTDC by third parties. Without prejudice to any rights, remedies and interests that HKTDC may have, HKTDC is not responsible for any error, omission or inaccuracy in the material. HKTDC reserves the right to omit, suspend or edit any material submitted. The opinions, findings, conclusions and recommendations expressed in such material are those of the authors thereof, and do not necessarily reflect the views of HKTDC.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The internet has become a noisy place. Brands often wonder\u00a0how much of their audience is hearing them. One way to find out is by measuring … <\/p>\n","protected":false},"author":28,"featured_media":17105,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[365,4],"tags":[],"class_list":["post-17088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-tips"],"yoast_head":"\nHow to Measure Share of Voice: PPC, SEO and Social Media - HKTDC Newsbites<\/title>\n<meta name=\"description\" content=\"The internet has become a noisy place. Brands often wonder\u00a0how much of their audience is hearing them. 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