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Digital marketing is a complex and ever-changing landscape. It can be difficult to keep up with the latest trends and understand all of the terminology. Even if you’re familiar with digital marketing, you may not know what share of voice (SOV) is and why it matters. In this blog post, we’ll break everything down so you can understand what SOV is, how to measure it, and why it’s important for your business.
What Is SOV?
Share of voice (SOV) is a metric used to measure the relative proportion of a brand’s marketing communications against its competitors. It calculates the percentage of all brand mentions that are positive, neutral, or negative. SOV can be measured across different channels, including online and offline media.
SOV is an important metric because it can help you understand how well your brand is competing against your competitors. If your SOV is low, it may be time to revise your marketing strategy. Alternatively, if your SOV is high, you may want to continue doing what you’re doing!
Why Is SOV Important?
Understanding your company’s share of voice is important because it can help you identify opportunities and threats to your business. If you see that your competitors are getting more positive coverage than you are, it may be time to invest in a PR campaign. Alternatively, if you see that your competitors are getting more negative coverage than you are, you may want to focus on crisis management.
SOV is also important because it can help you track the success of your marketing campaigns. If you see that your SOV has increased after you launch a new campaign, you know that the campaign is working. Conversely, if you see that your SOV has decreased after you launch a new campaign, you know that the campaign is not working and you need to make changes.
How To Calculate Share Of voice
There are many ways to calculate SOV. The most common way to calculate SOV is to use a tool like Sprout Social or Mention. These tools allow you to track the number of brand mentions across different channels, including social media, blogs, news outlets, and forums. You can then calculate the percentage of positive, neutral, and negative mentions.
Another way to calculate SOV is to use a tool like Google Trends. This tool allows you to track the number of brand searches across different channels, including web search, image search, news search, and YouTube search. You can then calculate the percentage of positive, neutral, and negative brand searches.
Measuring Organic SOV
Measuring SOV can also help you track the success of your marketing campaigns. If you see that your SOV has increased after launching a new campaign, it means that your campaign is resonating with consumers. Conversely, if you see that your SOV has decreased after launching a new campaign, it means that your campaign is not resonating with consumers.
There are a number of different tools that you can use to measure SOV, including social media listening tools, PR tracking tools, and online media monitoring tools.
Social Bench: Social Bench is a social media listening tool that allows you to track brand mentions across all social media channels. It offers a free version and a paid version.
Brandwatch: Brandwatch is another social media listening tool that allows you to track brand mentions across all social media channels. It offers a free trial and a paid subscription.
Google Alerts: Google Alerts is a free online monitoring tool that allows you to track brand mentions on the web.
Hootsuite: Hootsuite is a social media management platform that allows you to track brand mentions on Facebook, Twitter, and Instagram. It offers a free plan and paid plans starting at $9/month.
Measuring SOV can be complex, but it’s important for understanding your company’s competitive landscape. By using the tools listed above, you can track your brand’s share of voice and make strategic decisions based on the data.
How To Measure SOV for Google Ads
Google Ads offers a number of different options for measuring SOV. You can measure SOV by looking at the number of impressions, clicks, and conversions your ads receive. You can also measure SOV by looking at the click-through rate (CTR) and conversion rate (CVR) of your ads.
To measure SOV for Google Ads, you first need to create a custom metric. This metric will allow you to track the number of impressions, clicks, and conversions your ads receive. Here’s how to create a custom metric:
1. Go to your Google Ads account and click on “Metrics.”
2. Click on “Create a Metric.”
3. Enter a name for your metric and select “Impressions,” “Clicks,” and “Conversions” from the drop-down menus.
4. Click on “Save.”
Now that you have created a custom metric, you can use it to measure SOV. Here’s how:
1. Go to your Google Ads account and click on “Columns.”
2. Click on “Customize columns.”
3. Select your custom metric from the drop-down menu and click on “Apply.”
4. Click on “Done.”
You should now see your custom metric in the “Columns” section of your Google Ads account. You can use this metric to measure SOV for your ads.
How To Improve Your Share Of Voice
If you’re looking to improve your company’s share of voice, there are a few things that you can do. Here are a few tips:
1. Invest in a PR campaign: A good PR campaign can help you increase your brand’s visibility and get more positive coverage.
2. Focus on quality content: Quality content is key for getting your brand noticed online. Make sure to produce content that is interesting and relevant to your target audience.
3. Use social media wisely: Social media is a great way to connect with consumers and build relationships with them. Make sure to use social media platforms strategically to reach your target audience.
4. Monitor your competitors: Keep tabs on your competitors and see what they’re doing to get an edge on the market. try to emulate their successes and avoid their mistakes.
5. Stay up to date with trends: Keep your finger on the pulse of digital marketing trends so that you can stay ahead of the curve. Trends come and go, so it’s important to be aware of what’s happening in the industry.
By following these tips, you can improve your company’s share of voice and stand out from the
Share of Voice SEO Tool
Moz offers a free tool that allows you to measure your company’s share of voice online. The tool uses data from Google, Bing, and Yahoo! to calculate your company’s share of voice. You can use the tool to track your brand’s visibility on search engines over time.
If you have a business-level subscription of SEMrush, you can measure SOV. Share of voice will assess how well your site is performing on search according to visibility%, estimated traffic, and average position.
By using the tools listed above, you can track your company’s share of voice and make strategic decisions based on the data.
So there you have it – a few tips on how to measure your company’s share of voice and improve its standing in the marketplace. Measuring SOV is essential for understanding your company’s competitive landscape and making strategic decisions based on the data. By using the tools listed in this article, you can track your brand
Lori Ballen is a real estate agent in Las Vegas. She’s a digital marketing specialist, speaker, and marketing coach and loves to share her “Ballen Method” to generate website traffic and leads online. Lori’s specialties are SEO content writing (ranking on the search engines), social media strategies, and affiliate marketing. Need a website? Contact Lori’s brothers Jeff and Paul Helvin at Ballen Brands.
