Share of Voice, or SOV as it is often called, is a parameter used to assess how much attention your brand receives compared to your competitors.
In other words, SOV provides insight into your brand’s popularity.
What is Share of Voice?
Share of Voice gives you insight into your brand’s exposure compared to competitors.
This can be measured across both traditional and online channels (TV, radio, social media, search engines, website traffic, etc.).
SOV can be calculated based on organic traffic as well as paid advertising, allowing you to measure your brand awareness across different channels and compare them.
How to Measure Share of Voice
Share of Voice is best measured using various tools such as HubSpot, Ahrefs, Semrush, and Google Ads, each designed to track SOV across specific channels.
Over time, you can determine whether your brand’s campaign investments are actually paying off in terms of continuous exposure.
It is also essential to analyze how your brand’s Share of Voice performs across different channels and whether some channels are lagging behind others.
Why Should You Know Your SOV?
Knowing your SOV is crucial because it provides an indication of where your brand stands compared to competitors, which campaigns have been the most successful, and what consumers think of your brand.
In other words, SOV as a metric offers valuable insights into brand management and highlights challenges you should monitor to improve brand awareness in the future
Can Share of Voice Be Improved?
You can actively work to improve your brand’s Share of Voice, depending on the specific channel you want to enhance.
- Search engines: Optimize your SEO efforts to achieve greater visibility in search results.
- Social media: Increase your presence on social media with content that engages users.
- Advertising: Boost your ads and publish them where your target audience is most active
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