Share of voice là gì

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Share of voice (SOV) is traditionally a measure of your advertising nội dung compared lớn competitors. However, with most brands now fighting for visibility on organic channels lượt thích social & search, we can broaden that definition to lớn how visible your brvà is in the market.

The formula khổng lồ calculate nói qua of voiceis:

SOV = Brand visibility value / Total market visibility value

… where the ‘visibility value’ depends on the most suitable metric for the channel you’re measuring.

In this guide, you’ll learn why SOV is one of the most essential kinh doanh KPIs and how to lớn measure it in today’s complex omnichannel sale world.

There is a svào relationshipbetween SOV & market share. If you have 17% SOV, you can also expect your market mô tả lớn head towards 17%.

That said, you should strive sầu for a higher SOV than market nói qua. This is known as excess share of voice (eSOV), và it’s a key long-term driver responsible for increasing your market nói qua.

Let me highlight the word “long-term” because reaching the equilibrium doesn’t happen overnight. It’s realistic lớn expect a 0.7% annual growthrate in market chia sẻ for every ten eSOV percentage points. It may not seem much, but those decimal points may be worth millions in your industry.

However, keep in mind that spending more on communications doesn’t necessarily mean creating eSOV. It’s about increasing your SOV relative sầu to lớn competitors.

Lidl in the UK is a stellar example of SOV theory becoming a reality. Baông chồng in 2013, they had approximately 3% market nói qua & SOV. From 2014, they began increasing their media coverage and doubled their market sharein just fiveyears.

Watch this video clip for more details:

https://www.youtube.com/watch?v=bb-6PCbsdyc

But there’s more you need toknow…

Researchers have discovered that small brands have khổng lồ overspover to lớn maintain their market share, whereas bigger brands can get away with an SOV lower than their market chia sẻ and still st& their ground.That’s why the curve on the graph isn’t linear.

Why does this happen? It boils down to lớn the factthat the bigger your brand is, the more efficiently your kinh doanh dollars arespent.

That said, your business likely isn’t competing with the big brands through primetime TV ads yet. And unlượt thích the big brands, you probably don’t have sầu a team of analysts & researchers on your payroll khổng lồ keep you updated about your overall SOV.

Luckily, you can still measure SOV for smaller pieces of the cake & use that as a hiệu quả chiến lược. We’re going to lớn focus on doing precisely that across various marketing channels below.

How lớn measure SOV in organic search

Organic search is the biggest traffic source for a lot of businesses, including us:

While the number above sầu might be impressive, it tells us nothing about SOV. To calculate that, use one of these two methods:

1. Overall organic traffic compared lớn competitors

First, make a menu of your competitors’ domains. We’ll be using only direct business competitors because there’s always going to be blogs & other websites popping up in the top results. These may get significant traffic in your industry, but they don’t own any market chia sẻ.

Next, paste you and your competitors’ domainsinkhổng lồ balkanpoliticalclub.net’ Batch Analysisto lớn see each site’s estimated organic traffic và the number of keywords they rankfor.

Export the data and get rid of anything other than the Target, Keywords, & Traffic columns.

Then, create two new columns for từ khóa và traffic shares.

Enter this formula in row one of the first new column: =iferror(arrayformula(if(row(B$1:B)=1,"Keyword share",if(B1:B="","",B1:B/sum($B$2:B)))))

And this formula in the first row of the second new column: =iferror(arrayformula(if(row(C$1:C)=1,"Traffic share",if(C1:C="","",C1:C/sum($C$2:C)))))

Sidenote. Here’s an example sheet with cells with formulas highlighted green.

Now comes the drawbaông xã of this quichồng method. The broader the target audience of a given trang web, the more keywords and traffic opportunities thereis.

That means websites with abnormally high từ khoá shares probably target a wider audience. On top of that, some sites rank for high-volume từ khoá with virtually no value for their business. Those can skew the data quite abit.

For example, one ‘competitor’ of ours gets a lot of organic traffic lớn a Spanish blog post explaining what a CEOis.

In conclusion, take these numbers with a grain ofsalt.

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We’ll move sầu onto a method that eliminates these drawbacks và inaccuracies to lớn a certain degree.

2. Tracking a representative sample of your industry keywords

The only way khổng lồ avoid the differences between websites’ target audiences is khổng lồ choose the từ khóa you want khổng lồ consider traffic from.

The best approach here is khổng lồ take your keyword researchmaster sheet, paste all main keyword into Rank Tracker, add your competitors’ domains, và check the visibility in the Competitors overviewtab:

The visibility metric shows the percentage of all clicks from your tracked keyword that lvà on the respective trang web.

Just a couple of quiông xã notes when doingthis:

First, you only want khổng lồ trachồng the main từ khoá. That’s the “fat head” keyword that gets the most clicks for a topic. Keyword retìm kiếm master sheets often contain tens of thousands of keyword, và you only want to work with the most representative sầu sample here. This sample will include keyword that you’re already targeting with content và those you’re yet khổng lồ target.

Second, always exclude yours và your competitors’ branded keywords.

Once you’ve done that, just copy & paste the keyword inlớn Rank Tracker. If you have sầu a location-specific business, make sure to lớn track the right locations in this step. I’m only going after our biggest market here: the United States.

You should also tagthe từ khoá list so you can filter the SOV từ khoá lateron:

Hit “Add keyword,” & you should see the Overviewreport. If you’re already tracking other keyword, you’ll need lớn filter the “SOV keywords” using thetag:

The Overviewreport is useful for tracking your progress, but you’ll need lớn switch khổng lồ the Competitors overviewtab to lớn see how you staông xã up against your competitors.

You can see our visibility comparison here:

For a percentage representation, head khổng lồ the Traffic share report lớn see how the pie is split between you và the tracked competitors:

Just keep in mind that this is only one channel, và the proportions above sầu don’t correspond to overall SOV or market shares. The relationship between SOV, market chia sẻ, và advertising effectiveness only works when looking at SOV across all channels.

We’re going to take a different route here & goafter impression giới thiệu instead. That’s because it’s the only metric suitable for SOV tracking offered by Google Ads, which will always be more accurate than metrics from third-buổi tiệc nhỏ tools.

Impression cốt truyện (IS) represents the percentage of times your ads were shown out of the total impressions it could have sầu received based on your targeting.

Search Keywords report from Google Ads. You’ll find the Search impression nội dung metric under ‘Competitive metrics’ when you modify the columns of the mặc định report.

Regardless of how valuable this metric is for PPC specialists, there’s still one drawbaông chồng we need lớn keep in mind for SOV tracking. It’s the “based on your ads targeting” part. To give sầu an extreme example, let’s say you’re targeting just one exact-match keywords in a small geographical area. Doing that makes it easy to achieve 100% IS with an optimized bid, ad, & trang đích.

That said, such a PPC objective could be something lượt thích “increase IS from 54% to 70% in the UK aước ao potential keyword research tool buyers by the end of theyear.”

First of all, we’re focusing on organic channels only. With paid social ads, you can see metrics such as ad frequency, reach, impressions, and estimated audience form size, but there’s no way to lớn compare them khổng lồ the competition. That makes it impossible lớn create any viable paid social SOV tracking.

Luckily, organic social SOV measurements are quite straightforward. It’s all about keeping trachồng of all your và your competitors’ br& mentions.

While there are plenty of social truyền thông media monitoring tools for this,I only have sầu experience with Brand24. However, the concept should work across the board. You monitor keywords (brvà names) across selected social truyền thông media channels, and the tool shows you the number of mentions over a specific period. If it doesn’t show SOV, just compare your brand mentions lớn the overall market mentions.

The following screenshot shows how that might look. In this case, we’re filtering for mentions of balkanpoliticalclub.net on Twitter. To get SOV, you’d just divide our brvà mentions by the overall number of brvà mentions in the category. So, if you see overall 500 mentions of three brands that you’re tracking, and 133 of those mentions belong khổng lồ your brvà, your SOV is 26.6%:

I’m not leaving this without a “but,” though.

As you know, social media is rife with bots, so keep in mind that quite a lot of brvà mentions won’t be coming from a real person. To correct for that, you’ll have sầu khổng lồ adjust the monitoring by applying some filters based on what your social monitoring platform offers.

I’m sure you get the gist now. We can go on và on in terms of sale channels, so I’ll just end this with mass marketing channels that gave birth toSOV.

The essential mass truyền thông media metric for channels like TV or radio is Gross Rating Points (GRP). Not only is it suitable for measuring SOV, it’s also often used as a pricing unit to quote chiến dịch costs.

GRPhường is calculated by multiplying audience reach by exposure frequency during a specific period. If your ad airs five sầu times with 12% reach & three times with 15% reach, your GRP is 60 + 45 =105.

All serious media houses have sầu và will cốt truyện the metrics that you need. I wish I could add some personal experience here, but I’ve only run print ads. All I can say is that we predominantly “digital” marketers can learn a lot from looking at the bigger picture.

Final thoughts

Achieving eSOV is a whole different topic. You need to lớn focus on eSOV for short-term sales activation and long-term br& building channels. The mix of channels you use to achieve that should be derived from your sale strategy. Watch these twovideosto lớn learn more about sale strategies & advertising effectiveness from thebest.