9 Expert Tips to Increase Share of Voice and Beat Competitors

Share of voice determines how distinguished your on-line visibility is over a competitor. Be taught to extend your share of voice to drive extra consciousness, site visitors, and income.

Right here, you’ll discover:

1. What is share of voice?
2. 9 Tactics to increase share of voice
3. Top share of voice tools
4. How to calculate share of voice
5. Why is share of voice important?

Your model might boast the perfect services, probably the most admirable mission, or the highest government workforce. But when nobody is aware of or talks about your model, you’ll battle to draw and convert clients.

On this article, we’ll cowl the best way to improve your share of voice, the best way to calculate it, which measurement instruments to make use of, and why this metric is so essential for controlling the dialog and staying forward of the competitors.

What’s share of voice?

Share of voice (SOV) is a measure of how your model’s visibility compares to the competitors. It’s a kind of competitor evaluation that tells you:

• Prospects’ consciousness of your model
• How typically prospects point out your model on-line
• Visibility of your model is throughout varied digital advertising and marketing channels
• How a lot of the dialog your model owns in comparison with the competitors

What channels does share of voice embody?

This metric isn’t restricted to a single channel. Share of voice can quantify your model’s impression throughout a number of channels:

• Content material advertising and marketing and search engine marketing (search engine optimization)
• Natural social media, together with Fb, Instagram, LinkedIn, Twitter / X, YouTube, and extra
• Digital promoting, together with pay-per-click (PPC) and paid social
• Public relations (PR) and earned media

In some circumstances, you might measure whole share of voice throughout all channels. However entrepreneurs sometimes give attention to one channel at a time. For instance, you possibly can measure social media share of voice to evaluate visibility throughout your model’s social networks.

“We consider that share of voice is a crucial metric to measure for each natural and paid initiatives. Actually, we suggest utilizing as many channels which might be viable for your corporation to be able to acquire as a lot share of voice as potential. From there, we need to get strategic and granular to transform a excessive share of the SOV,” explains Rambod Yadegar, President of HawkSEM.

Share of voice vs. market share: What’s the distinction?

These metrics are comparable — each measure your model towards rivals. Nonetheless, share of voice and market share have one key distinction:

• Share of voice measures visibility or model consciousness in comparison with the competitors.
• Market share measures gross sales or income in comparison with the competitors.

9 ways to extend share of voice

Is your model consciousness consistently trailing behind the competitors? Right here’s the best way to enhance your share of voice throughout varied channels.

1. Expand your reach on social media
2. Create content your customers want to share
3. Build a more engaged online community
4. Encourage user-generated content (UGC)
5. Partner with influencers in your industry
6. Seek out guest posting and guest speaking opportunities
7. Invest in your SEO and content marketing strategy
8. Audit your PPC budget and keyword portfolio
9. Reevaluate your target audience

1. Increase your attain on social media

In case your social share of voice is low, take steps to develop your attain and engagement on key social channels.

• Does your model have a minimal presence on main social media networks? Construct out a extra strong social media marketing strategy and begin posting extra natural content material.
• Does your social media attain appear unusually low? Get accustomed to every social community’s algorithm so you already know what kind of content material works finest on every.
• Is natural social media progress taking too lengthy? Contemplate operating model consciousness adverts to get your corporation in entrance of extra prospects and improve your following.

“In my expertise and what my information reveals, social media and search engine optimization are by far the perfect channels for growing share of voice. On-line visibility and market share come right down to a mixture of search engine optimization and social media efforts, and these two channels play an essential position in growing a model’s share of voice, and most significantly, sustaining the sting towards the competitors,” explains Tom Golubovich, Head of Advertising at Ninja Transfers.

“The one tactic that at all times works is analyzing the market’s content material efficiency and optimizing your content material technique to spice up output, attain, and engagement throughout these platforms. For instance, any time we determined to double or triple our content material efforts to compete out there, our model visibility and SOV metrics went up considerably. Nonetheless, it’s not nearly producing extra content material, but in addition higher content material.”

2. Create content material your clients need to share

Rising share of voice is about extra than simply getting followers to remark in your social media posts. Ideally, you need them to share your content material with their very own followers. That approach, you possibly can regularly enhance consciousness of your model, and develop your potential buyer base.

The content material subjects your viewers is most definitely to share depend upon their demographics, pursuits, and challenges. Nonetheless, sure content material sorts and codecs usually tend to drive shares.

3. Construct a extra engaged on-line neighborhood

Creating shareworthy natural social media content material and operating extra paid social campaigns are simply the primary steps. To get clients to speak about your model, you want an engaged neighborhood.

Posting content material that sparks conversations is an effective place to start out. However if you need to improve share of voice considerably, you want clients to start out conversations about your model.

“Social media might be a wonderful place to extend share of voice, significantly by implementing campaigns that command extra engagement out of your followers,” explains David Gaglione, Founding Accomplice of PS212.

“Say you launch a problem the place followers are requested to tag you of their Tales and Posts as soon as they’ve accomplished the duties concerned in your promotion. That alone can generate dozens of mentions on your model on only a single platform, growing your attain and model consciousness with out a lot market spend.”

4. Encourage user-generated content material (UGC)

As you are taking steps to enhance model consciousness, you’re prone to begin gathering extra model mentions on social media. Whereas feedback and tags can improve share of voice, unique content material can have an even bigger impression.

To immediate clients to share content material that includes your model, encourage them to create UGC.

Ask them to:

• Present what they made utilizing your product
• Reveal their workflow for utilizing your merchandise
• Create an unboxing reel that includes your product
• Spotlight the shop the place they bought your product
• Share how they benefited out of your firm’s companies

You at all times have the choice to run fully natural UGC campaigns. However if you happen to provide prizes or freebies, you might get extra engagement — and finally extra share of voice.

5. Accomplice with influencers in your business

Prospects might be glorious advocates on your model. In any case, almost 50% of consumers belief suggestions from strangers on-line as a lot as these from household and associates.

But when your clients have comparatively small audiences, their mentions might not assist as a lot as you’d like. To succeed in a a lot wider viewers, think about influencer partnerships.

Whenever you work with influencers, you faucet into an engaged neighborhood and a community that trusts one another’s suggestions. When you select an influencer who’s match on your model, you too can get high-quality search engine optimization and social media content material that mentions your model.

6. Search out visitor posting and visitor talking alternatives

Rising media share of voice doesn’t must require press releases or a PR workforce. As a substitute, think about alternative routes to get your model in entrance of your audience whereas incomes media mentions.

• Podcasts: Make a listing of podcasts that cowl subjects in your area of interest. Filter out people who don’t settle for company. Then assessment the pitch course of for the remainder and begin reaching out to pitch your government workforce.
• Visitor posts: Written thought management might be simply as efficient. Observe the identical steps as above, however for blogs in your business. Then begin putting high-quality visitor posts on websites with excessive area authority.
• Material knowledgeable quotes: You don’t at all times want to jot down a full submit or document a full episode to get nice model mentions. Contribute your workforce’s subject material experience to get mentions and backlinks.

7. Spend money on your search engine optimization and content material advertising and marketing technique

Is your search engine optimization share of voice at all times barely under the competitors? Observe these steps to enhance your metrics:

• Rethink your funds. Are you spending sufficient to create the high-quality content material it’s essential to rank on the high of the SERPs?
• Revisit key phrase analysis. Are you going after probably the most related key phrases for your corporation? Does your content material align with search intent?
• Rethink distribution. Producing nice content material is only one step of the method. Are you sharing search engine optimization content material throughout channels and constructing hyperlinks?

“Having a complete understanding of our rivals was essential,” explains Tanantino. “We differentiated Grooveshark by specializing in revolutionary product options just like the ‘pay attention wherever’ performance and social sharing options, which not simply augmented the consumer expertise but in addition helped us stand out in a crowded market.”

“Monitoring was carried out by means of normal search engine optimization instruments like Google Analytics, Google Search Console, and so on. Nonetheless, the actual juice was within the information’s interpretation. Understanding which artists or songs resonated with our viewers after which creating extra of that kind of content material grew to become our north star.”

What does a profitable search engine optimization marketing campaign and B2B content material advertising and marketing funnel seem like? HawkSEM partnered with Prismatic to spice up key phrase rankings by 67%. Our efforts additionally elevated the highest three key phrase rankings by 225%.

8. Audit your PPC funds and key phrase portfolio

Is your impression share remarkably low for Google or Microsoft adverts? To seek out out why, verify the advert community’s impression share misplaced metrics.

Each networks reveal whether or not funds or advert rank is inflicting you to overlook out on advert impressions. Use this information to find out the best way to optimize your PPC campaigns.

If funds is the principle problem, think about growing your whole funds or allocating extra for essential key phrase teams. Revisit your bids for essential key phrases, and improve them to be extra aggressive and land extra impressions.

If advert rank is the principle problem, assessment your key phrase analysis and advert copy to make sure it aligns together with your audience. Optimize your touchdown web page so it suits your PPC marketing campaign higher.

9. Reevaluate your audience

Whether or not you’re efficiently growing share of voice or struggling to get traction, it’s price reconsidering your audience. Are your campaigns reaching the precise folks? Are you leaving main markets untapped?

“Monitoring is a necessary a part of any advertising and marketing marketing campaign. Together with measuring share of voice, we use ConversionIQ (CIQ) to granularly monitor each single step of the customer journey. That approach we are able to perceive what elements of a marketing campaign are working and the place we should always reduce,” shares Sam Yadegar, CEO of HawkSEM.

“Additional, monitoring with CIQ gives extra perception in regards to the audience, which permits us to take that information and leverage it on one other advertising and marketing channel. Then we are able to additional scale PPC campaigns and content material advertising and marketing funnels whereas sustaining profitability.”

High share of voice instruments

No platform can monitor share of voice metrics throughout all channels. As a substitute, use a device designed for the channels that matter most to your model.

Social listening instruments

Leverage social listening instruments to trace social share of voice.

Agorapulse

As a social media listening platform, Agorapulse can monitor mentions, hashtags, and key phrases on your model and the competitors. Its tagging system can monitor sentiment, providing one other layer of insights. As a result of it’s additionally a social media administration device, Agorapulse helps groups plan, analyze, and optimize social media content material to enhance their share of voice.

Keyhole

Keyhole tracks direct and oblique mentions so manufacturers can simply assess impression throughout social media. The platform’s AI-powered sentiment evaluation provides extra nuanced suggestions, breaking down constructive, impartial, and unfavorable mentions. Keyhole’s trending subjects characteristic will help manufacturers discover and be a part of in style conversations to spice up their share of voice.

search engine optimization instruments

Use these instruments to measure and enhance search engine optimization share of voice.

Ahrefs

As an entire search engine optimization platform, Ahrefs charts key phrase rankings and natural search site visitors. Ahrefs’ rank tracker device displays share of voice utilizing a customized set of rivals, providing a extra full image of how your model performs on the SERPs.

“We depend on search engine optimization metrics to see how our advertising and marketing methods improve our share of voice. We use a rank tracker that compares the key phrases our firm is related to. Then we examine that with rivals utilizing the competitor tab on Ahrefs,” explains Bernard Castro, Founding father of Bybrand.

“The principle problem has been discovering simpler strategies of making participating content material utilizing the outcomes from our key phrase analysis. We’re contemplating utilizing generative AI to create a information base, however we’re nonetheless the best way to overcome Gen AI’s limitations.”

Semrush

Semrush is an all-in-one search engine optimization device for key phrase analysis, backlink monitoring, and competitor evaluation. Semrush’s place tracker can chart your model and its rivals, monitoring each visibility and share of voice. Because it tracks every model’s place on the SERP each day, this device is right for monitoring progress and recognizing developments.

PPC dashboards

Arrange PPC dashboards to watch impression share for energetic campaigns.

Google Advertisements

Google Ads robotically tracks search and show impression share for any PPC marketing campaign you run on the advert community. It will probably additionally reveal when your adverts misplaced impression share on account of advert rank or marketing campaign funds, which will help you make data-driven enhancements.

Microsoft Advertisements

Microsoft Ads tracks impression share for adverts on Bing. The advert community’s share of voice report charts whole impression share, high impression share, and relative click-through price (CTR). It additionally calculates misplaced impression share to disclose how typically the competitors outbids or outranks your adverts.

PR software program

Use PR software program to trace model mentions and earned media.

Prowly

As a PR and media monitoring device, Prowly measures each press and social media mentions. Its filtering choices allow you to zero in on particular subjects, and its sentiment options make it easier to perceive how the press, your clients, and most of the people is speaking about your model.

Brandwatch

Brandwatch is a media monitoring device that tracks mentions throughout 100 million surfaces, together with each on-line and print channels. It gives real-time information on mentions and share of voice, making it very best for advertising and marketing groups that want to investigate campaigns and reply to developments shortly.

Tips on how to calculate share of voice

To calculate this metric, use this easy share of voice method:
Share of Voice = Your Model Metrics / Complete Market Metrics

As you possibly can see, this method requires two information factors: your model metrics and whole market metrics. One of the simplest ways to trace these metrics will depend on the channel. Right here’s a breakdown of every channel that drives share of voice.

search engine optimization share of voice

Whenever you measure search engine optimization share of voice, it’s important to consider metrics like:

• Key phrase portfolio, since this measurement is predicated on the precise key phrases your model is pursuing
• Natural clicks, since web site site visitors from search engine outcomes pages (SERPs) drives this measurement
• Search quantity, since key phrases that drive extra natural site visitors make an even bigger impression in your general share of voice

To calculate search engine optimization share of voice, divide your model’s natural search site visitors by the whole search quantity. You possibly can measure this metric for particular person key phrases, on your total portfolio, or for key phrase classes.

“In my expertise with Grooveshark, we discovered that search engine optimization was a robust channel for growing our share of voice. By specializing in optimizing our web site content material for in style artist names and tracks, we managed to constantly rank within the high 10 search outcomes on Google,” shares Sam Tanantino, Fractional CMO at Harmonic Outreach.

“This generated excessive natural site visitors and considerably boosted our visibility. For instance, we created distinctive musician pages that had been search engine optimization optimized and tracked intently to see what sort of guests they attracted.”

Social media share of voice

Social media share of voice focuses on model mentions. In different phrases, it’s essential to know the whole variety of mentions of your model versus the competitors throughout social media platforms.

Though this metric could appear easy, this sort of social media competitor analysis might be difficult to measure. You’ll want to trace every kind of social media mentions, together with full model names, nicknames, and hashtags.

Chances are you’ll choose to measure the share of voice for a single social media platform or for a number of without delay. Use your social media technique to find out the platforms that matter to your workforce.

PR share of voice

Also referred to as media share of voice, this metric refers back to the mentions your model features from earned media and PR campaigns.

PR share of voice can embody mentions in:

• Podcasts
• Information articles
• Weblog posts
• YouTube movies

To measure PR share of voice, monitor your model mentions throughout the online. Then examine your model’s quantity to the competitors.

PPC share of voice

In comparison with different advertising and marketing channels, PPC share of voice is far simpler to calculate. Evaluate the variety of occasions your adverts efficiently exhibited to what number of occasions they might have served — however had been outranked by the competitors.

Whenever you run Google Advertisements, the promoting platform calculates this metric robotically. Under, we’ll cowl the best way to discover your impression share for search and show adverts utilizing Google Advertisements reporting instruments.

Why is share of voice essential?

Monitoring share of voice is essential for companies in just about each business. Right here’s why share of voice is essential for B2C and B2B corporations alike.

Transcend fundamental marketing campaign evaluation

From content material technique to search engine optimization to PPC, you possibly can simply measure the outcomes of any advertising and marketing marketing campaign or channel. Share of voice goes past monitoring campaigns to supply a big-picture view of your model’s efficiency.

Measure full-funnel impression

Many advertising and marketing campaigns give attention to outcomes like conversions and income. As essential as these outcomes are, they don’t replicate model visibility. By measuring your model’s share of voice, you possibly can extra precisely assess full-funnel impression.
Achieve aggressive evaluation insights

When reviewing your advertising and marketing efforts, it’s straightforward to make use of benchmarks to quantify marketing campaign success. But this strategy fails to account for the competitors.

Share of voice is a kind of aggressive evaluation. Consequently, it gives a extra nuanced view of your promoting or advertising and marketing technique.

For instance, you might discover that you just’re outperforming your model’s earlier marketing campaign. But you might also be taught that you just’re underperforming in comparison with the competitors. These insights will help with reassessing your advertising and marketing efforts.

The takeaway

With a well-crafted digital marketing plan, you possibly can improve your share of voice strategically, throughout all advertising and marketing channels that matter to your model and business.

To discover how our skilled workforce will help, reach out to HawkSEM. E-book a free digital advertising and marketing session to be taught extra about our companies and advertising and marketing instruments.