Share of Voice: What is it and How to Calculate it [+Tools]

Share of Voice What it is and How to Calculate it

In the competitive world of marketing, understanding where your brand stands in relation to your competitors is crucial. One effective way to gauge this is through “share of voice” (SOV). Share of Voice measures the proportion of total market exposure your brand receives compared to others, covering various channels such as advertising, social media, and organic search. Understanding SOV helps you evaluate your brand’s visibility and effectiveness in reaching the target audience, providing crucial insights for strategic planning and competitive analysis.

The Definition of Share of Voice

What is Share of Voice (SOV) in Marketing?

Share of voice (SOV) in marketing measures how much of the total advertising and communication your brand occupies within a given market compared to competitors. It quantifies your brand’s visibility across various channels, including traditional advertising (TV, radio, print), digital advertising (display ads, paid search ads), social media (brand mentions, hashtags, user engagement), organic search (search engine results pages), and public relations (media coverage, press releases).

SOV helps marketers understand the extent of their brand’s exposure and its relative prominence in the marketplace. By tracking SOV, marketers can gauge the effectiveness of their campaigns, adjust strategies, and set goals to enhance brand awareness.

Share of Voice vs Share of Market

Share of voice (SOV) and share of market (SOM) are distinct yet related metrics:

 

– Share of Voice (SOV): This metric measures the percentage of total marketing communication efforts your brand occupies in a market. It focuses on visibility and presence in advertising, social media, and other promotional channels.

 

– Share of Market (SOM): This metric measures the percentage of total sales within a market that your brand achieves. It focuses on actual sales performance and market penetration.

 

Comparison and Relationship:

 

– Purpose: SOV helps understand brand visibility, while SOM gauges market performance.

– Measurement: SOV is based on marketing and communication efforts, whereas SOM is based on sales data.

– Strategic Use: Increasing SOV can lead to higher SOM over time as greater visibility often translates to increased consumer awareness and potential sales.

 

Balancing SOV and SOM is crucial for a comprehensive marketing strategy. High SOV with low SOM suggests strong visibility but weak conversion to market dominance, while high SOM with low SOV indicates a risk of losing market share due to lesser visibility. Understanding and managing both metrics can help ensure effective brand positioning and market growth.



Why is Share of Voice Important in Marketing?

  1. Brand Visibility:

   – SOV helps measure how visible your brand is compared to your competitors. High visibility ensures that your brand is top-of-mind for consumers when they make purchasing decisions.

  1. Competitive Analysis:

   – By understanding your SOV, you can see how your marketing efforts stack up against your competitors. This comparison allows you to identify strengths and weaknesses in your marketing strategy.

  1. Marketing Effectiveness:

   – Tracking SOV helps you evaluate the effectiveness of your marketing campaigns. If a campaign increases your SOV, it indicates that your strategies are working well to boost brand awareness and engagement.

 

  1. Improving Brand Equity:

   – A high SOV often leads to increased brand equity. Brands that are more visible and have a strong presence in the market are generally perceived as more trustworthy and credible by consumers.

  1. Audience Insights:

   – Analyzing SOV can provide insights into audience behavior and preferences. This understanding can help tailor your marketing messages to better resonate with your target audience.

The Benefits of Measuring Share of Voice

The Benefits of Measuring your brand's Share of Voice

Measuring share of voice (SOV) offers numerous advantages for businesses looking to enhance their marketing strategies and overall brand presence:

 

  1. Enhanced Brand Visibility:

   – Measuring SOV helps gauge your brand’s visibility compared to competitors. Higher SOV means your brand gets more exposure, leading to greater consumer awareness and recognition.

 

  1. Competitive Benchmarking:

   – SOV provides a benchmark for comparing your marketing efforts against those of competitors. This comparison can highlight which brands are leading the conversation and where your brand needs improvement.

 

  1. Data-Driven Decisions:

   – Insights from SOV measurements enable strategic marketing decisions. Knowing which channels contribute most to your SOV helps allocate resources effectively and focus on impactful areas.

 

  1. Campaign Assessment:

   – Tracking SOV before, during, and after campaigns helps assess their effectiveness. An increase in SOV post-campaign indicates successful engagement, while stagnation or decline signals the need for adjustments.

 

  1. Growth in Market Share:

   – There is a positive correlation between SOV and market share. Increasing your SOV can lead to higher market share as greater visibility translates into increased sales and market penetration.

 

  1. Budget Optimization:

   – SOV measurement helps optimize marketing budgets by identifying high-ROI efforts. This ensures resources are directed towards activities that maximize brand exposure and impact.




In summary, measuring share of voice is essential for optimizing marketing strategies, enhancing brand visibility, driving market share growth, and gaining valuable insights into audience engagement and competitive positioning.

How to Calculate Share of Voice (SOV) using Competitors.app

Calculating Share of Voice (SOV) is essential for understanding your brand’s presence compared to your competitors. Using tools like Competitors.app simplifies this process. Here’s a step-by-step guide to calculating SOV using Competitors.app:

 

 1. Sign Up and Set Up Your Account

 

First, sign up for an account on Competitors.app if you haven’t already. Once logged in, you’ll need to set up your account by entering your website and the websites of your key competitors. This initial setup is crucial for accurate data tracking and analysis.

 

 2. Add Keywords

 

Next, add the keywords that are relevant to your industry and brand. These keywords should be the ones you and your competitors are likely targeting. Competitors.app allows you to track multiple keywords, so make sure to include a comprehensive list that covers all significant search terms.

 

 3. Monitor Your Competitors

 

In Competitors.app, you can monitor your competitors’ activities. This includes their keyword rankings, ad campaigns, and overall digital presence. Make sure you add all your major competitors to get a complete picture of the competitive landscape.

 

 4. Track Keyword Rankings

 

Once your keywords and competitors are set up, Competitors.app will start tracking the rankings of these keywords. It provides detailed reports on where each competitor stands for each keyword. This data is essential for calculating your SOV.

 

 5. Analyze the Data

 

With the data collected, analyze your keyword rankings compared to your competitors. Competitors.app offers visual charts and reports that make it easy to see how your brand is performing.

 

6. Calculate SOV

 

To calculate your Share of Voice, use the following formula:

 

SOV = (Your Brand’s Impressions/Total Impressions of All Brands) x 100 

 

Competitors.app simplifies this by providing the total impressions and your brand’s impressions for the tracked keywords. Simply input these numbers into the formula to get your SOV percentage.

 

7. Adjust Your Strategy

 

Based on your SOV results, adjust your marketing strategy to improve your presence. If your SOV is lower than desired, consider optimizing your keywords, increasing your ad spend, or enhancing your content marketing efforts.

 

By following these steps, you can effectively calculate and understand your Share of Voice using Competitors.app, giving you a clear view of your brand’s position in the market.

Free Share of Voice Calculator

Using a free share of voice calculator can simplify the process of measuring your brand’s visibility across various channels. Many online tools provide this service by aggregating data from multiple sources, such as social media mentions, online news articles, and other digital content.

 

Some popular free tools include:

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Competitors.app

Monitors your competitors' marketing activities and provides share of voice analysis, offering insights into how your brand compares across various channels.

google alerts

Google Alerts

Tracks mentions of your brand across the web.

BrandMention

offers a comprehensive solution for tracking your brand's mentions across the web.

General Share of Voice Formula

The basic formula to calculate share of voice is straightforward. It involves dividing your brand’s metrics by the total metrics of the market and then multiplying by 100 to get a percentage. The formula is:

 

Share of voice= (Brand Mention or Ad Spend/ Total Brand Mention or Ad Spend) x 100

 

This formula can be applied to different channels, such as advertising spend, social media mentions, or organic search results.

Share of Voice Calculation Example

Let’s consider an example to illustrate the calculation of share of voice. Suppose you want to calculate your brand’s SOV based on social media mentions.

 

  1. Determine Your Brand’s Mentions:

   – Assume your brand received 500 mentions on social media over a month.

 

  1. Determine Total Market Mentions:

   – Calculate the total mentions of all brands in your market. Suppose this number is 5,000.

 

  1. Apply the Formula:

 

Share of Voice = (500/5000) x 100 = 10%

 

In this example, your brand’s share of voice on social media is 10%. This means your brand accounts for 10% of the total conversations in your market.

 

For advertising spend, the process is similar. If your brand’s ad spend is $50,000 and the total market ad spend is $500,000, the calculation would be:

 

Share of Voice = (50.000/500.000) x 100 = 10%

 

Again, this means your brand captures 10% of the total market’s advertising spend.

 

By consistently applying these methods, you can track your brand’s share of voice over time, identify trends, and adjust your marketing strategies accordingly to improve visibility and market presence.

SEO Share of Voice: How to Calculate Share of Voice for Organic Search

How to Calculate Share of Voice for Organic Search

Calculating Share of Voice (SOV) for organic search involves measuring your brand’s visibility on search engine results pages (SERPs) compared to your competitors. This metric helps you understand how well your SEO efforts are performing in driving organic traffic. Here’s how to calculate it:

 

  1. Identify Target Keywords

 

Compile a list of relevant keywords for your industry that you want to rank for in search results. It’s essential to differentiate between branded and non-branded keywords:

 

Branded Keywords: Keywords that include your brand name (e.g., “Nike running shoes”).

 

Non-Branded Keywords: Keywords that do not include your brand name but are relevant to your industry (e.g., “running shoes”).

 

  1. Track Keyword Rankings

 

Use SEO tools like Competitors.app, Ahrefs, or SEMrush to track the rankings of these keywords for your website and your competitors’ websites. Ensure you’re tracking both branded and non-branded keywords separately.

 

  1. Calculate Click-Through Rate (CTR)

 

Estimate the CTR for each ranking position on SERPs. For example, the first position might have a CTR of 30%, the second 15%, and so on. Here’s a rough guideline for CTR by position:

 

  1. Position 1: ~30%
  2. Position 2: ~15%
  3. Position 3: ~10%
  4. Positions 4-10: Varies, usually decreasing as position lowers.

 

  1. Sum Up Your Visibility

 

For each keyword, multiply your ranking position’s CTR by the search volume. Do this for all your keywords and sum up the total visibility score. Separate the calculations for branded and non-branded keywords.

Example Calculation for Non-Branded Keywords:

 

Keyword: “running shoes”

Search Volume: 10,000

Your Position: 2

Estimated CTR: 15%

 

Visibility Score for this keyword: ( 10,000 x 0.15 = 1,500 )

Example Calculation for Branded Keywords:

 

Keyword: “Nike running shoes”

Search Volume: 5,000

Your Position: 1

Estimated CTR: 30%


Visibility Score for this keyword: ( 5,000 x 0.30 = 1,500 )

  1. Calculate Competitors’ Visibility

 

Repeat the process for your competitors to get their total visibility scores for both branded and non-branded keywords.

 

  1. Apply the Formula

 

Finally, calculate your SEO Share of Voice separately for branded and non-branded keywords:

For Non-Branded Keywords:

SEO Share of Voice (Non-Branded) =(Your Total Non-Branded Visibility/Total Market Non-Branded Visibility) x100

For Branded Keywords:

 

SEO Share of Voice (Branded) = (Your Total Branded Visibility / Total Market Branded Visibility) x 100 



Overall SEO Share of Voice:

 

Overall SEO Share of Voice = (Your Total Visibility/Total Market Visibility) x 100 

 

Where:

Your Total Visibility = Sum of visibility scores from both branded and non-branded keywords.

 

Total Market Visibility = Sum of visibility scores of all competitors for both branded and non-branded keywords.

 

By distinguishing between branded and non-branded keywords, you get a clearer picture of your brand’s organic search performance and can better tailor your SEO strategies.

Calculating Share of Voice in Advertising

Traditional Advertising Share of Voice

  1. Determine Your Ad Spend

 

First, calculate the total amount your brand spends on advertising across all relevant channels. This includes TV, radio, print, and any other traditional advertising mediums.



  1. Determine Total Market Ad Spend

 

Next, estimate the total ad spend of all competitors in your market. This data can sometimes be obtained from market research reports or advertising analytics tools.

  1. Apply the Formula

 

Use the following formula to calculate your advertising share of voice:

 

Advertising Share of Voice =(Your Ad Spend / Total Market Ad Spend x 100 

 

This gives you a percentage that represents your share of the total advertising spend in your market.

Paid Search Share of Voice Measurement

Paid Search Share of Voice Measurement

Paid search share of voice measures your brand’s visibility in paid search results (PPC) compared to competitors. Here’s how to measure it:

  1. Track Impressions

 

Use tools like Google Ads to track the number of impressions your ads receive. Impressions indicate how often your ads are shown on search engines.

  1. Estimate Total Impressions

 

Estimate the total number of impressions for all brands in your market. This data might be available through competitive intelligence tools or PPC platforms.

  1. Calculate Impression Share

 

Calculate your impression share using the following formula:

 

Impression Share = (Your Impressions/Total Market Impressions) x 100

 

  1. Combine with Ad Spend

 

For a more comprehensive view, consider combining impression share with your ad spend data to understand your overall visibility in paid search.

Google Ads Market Share

You can also determine your share of voice in Google Ads by checking your market share using Google Ads metrics. Here’s a step-by-step guide:

  1. Sign in to Google Ads: Access your account and navigate to the “Campaigns” tab.
  1. Click on Metrics: Look for the “Search Lost IS (budget)” and “Search Lost IS (rank)” columns. These metrics give you an idea of the percentage of impressions lost due to budget and rank constraints.
  1. Analyze Data: Review your impression share alongside these metrics to understand how much of the market you’re capturing and where there are opportunities for improvement.

How to Measure Share of Voice in Social Media

Measuring share of voice (SOV) in social media involves tracking your brand’s presence and engagement compared to your competitors. Here’s a step-by-step guide to measuring SOV in social media:

  1. Identify Relevant Platforms:

   – Determine which social media platforms are most relevant to your brand and industry. Common platforms include Twitter, Facebook, Instagram, LinkedIn, and TikTok.

  1. Use Social Media Monitoring Tools:

   – Utilize tools like Competitors.app, Hootsuite, or Sprout Social to track brand mentions, hashtags, and keywords related to your brand. These tools help collect data on how often your brand is mentioned.

  1. Collect Data on Brand Mentions:

   – Gather data on the number of times your brand is mentioned on each platform over a specific period. This includes mentions in posts, comments, shares, and tags.

  1. Track Competitors’ Mentions:

   – Similarly, use the same tools to track mentions of your competitors on the same platforms. This will provide a comparative analysis of your brand’s performance against others in your industry.

  1. Aggregate the Data:

   – Sum up the total mentions of your brand and your competitors to get the total market mentions.

  1. Apply the Formula:

Social Media Share of Voice = (Your Brand Mentions / Total Market Mentions) x 100

For example, if your brand received 1,000 mentions out of a total of 10,000 mentions (including competitors), your social media share of voice is:

(1000 / 10000) x 100 = 10%

This percentage represents your brand’s share of the total social media conversation within your industry.

SOV Calculation in PR

Calculating share of voice in public relations (PR) involves measuring the extent of your brand’s media coverage compared to competitors. Here’s how to do it:

 

  1. Track Media Mentions:

Use PR monitoring tools such as Competitors.app, Cision, or Mention to track mentions of your brand in various media outlets, including online news articles, blogs, press releases, and news sites.

 

  1. Track Competitors’ Media Coverage:

Similarly, use the same tools to gather data on your competitors’ media mentions. This will help you understand their media presence relative to yours.

 

  1. Categorize Media Mentions:

Categorize the mentions by type, such as feature articles, quotes, press releases, or news stories. This helps in analyzing the quality and impact of the coverage.

 

  1. Aggregate the Data:

 Sum up the total number of media mentions for your brand and for your competitors to get the total market mentions.

 

  1. Apply the Formula:

PR Share of Voice = (Your Brand Media Mentions / Total Market Media Mentions) x 100

 

For example, if your brand received 200 media mentions out of a total of 2,000 mentions (including competitors), your PR share of voice is:

 

(200 / 2000) x 100 = 10%

 

This calculation shows the percentage of media coverage your brand has compared to the total market coverage, providing insights into your brand’s visibility and influence in PR.

 

By regularly measuring share of voice in social media and PR, you can gain valuable insights into your brand’s performance, identify areas for improvement, and adjust your strategies to enhance your market presence and influence.

How to Find Share of Voice for Your Competitors

Calculate Share of Voice for your Competitors

Finding the share of voice (SOV) for your competitors involves tracking their visibility and presence across various marketing channels and comparing it to your own. Here’s how you can do it:

 

  1. Identify Competitors:

Determine who your main competitors are within your industry. This could be based on market share, product offerings, or customer base.

 

  1. Use Monitoring Tools:

Utilize tools like Competitors.app, Brand24, or Mention to track mentions and visibility of your competitors. These tools can help you gather data on how often your competitors are mentioned across different platforms.

 

  1. Track Competitors’ Mentions:

Collect data on the number of times your competitors are mentioned on social media, in news articles, blogs, and other online sources. This includes direct mentions, hashtags, and engagement metrics.

 

  1. Analyze Advertising Spend:

Use tools like SEMrush, SpyFu, or Adbeat to estimate your competitors’ advertising spend. These tools provide insights into your competitors’ paid search and display advertising activities.

 

  1. Compile the Data:

Aggregate the data collected on your competitors’ mentions and ad spend. This will help you understand their overall visibility and presence in the market.

 

  1. Calculate SOV:

Apply the share of voice formula:

Competitor SOV = (Competitor’s Mentions or Ad Spend / Total Market Mentions or Ad Spend) x 100

 

By following these steps, you can determine the share of voice for each of your competitors and compare it to your own, providing a comprehensive view of your competitive landscape.

The Best Share of Voice Tools

Using the right tools to measure share of voice can provide accurate and comprehensive insights into your brand’s market presence. Here are some of the best tools available:

The Best Free Tools to Measure Share of Voice

competitors app logo square white bg

Competitors.app

offers a free version that monitors your competitors' marketing activities and provides SOV analysis.

google alerts

Google Alerts

A simple and free tool that notifies you whenever your brand or competitors are mentioned online. It's useful for tracking basic mentions across the web.

hootsuite logo

Hootsuite

While primarily a social media management tool, Hootsuite offers free analytics to measure your social media presence and track mentions of your brand and competitors.

brand24 logo white

Brand24

Provides a free trial that allows you to monitor your brand’s mentions across the web, including social media, blogs, and news sites. It also tracks competitor mentions.

Mention

Offers a free plan that tracks real-time mentions of your brand and competitors across various online sources. It provides insights into your share of voice and engagement.

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Social Searcher

A free tool that tracks social media mentions and provides basic analytics on your brand’s visibility and engagement across different platforms.

The Best Paid Tools to Measure Share of Voice

competitors app logo square white bg

Competitors.app

A powerful tool that not only tracks your competitors' marketing activities but also provides detailed SOV analysis.

brandwatch logo square white

Brandwatch

A comprehensive social listening tool that tracks brand mentions, sentiment, and competitor activity across social media and other online sources.

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Meltwater

Offers extensive media monitoring capabilities, including tracking of brand mentions, sentiment analysis, and competitive benchmarking across multiple channels.

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Sprout Social

Provides detailed social media analytics and reporting, including share of voice measurement, engagement metrics, and competitor analysis.

cision logo square white

Cision

A robust PR tool that monitors media coverage, tracks mentions, and provides insights into your brand’s share of voice compared to competitors.

How to Conduct a Share of Voice Analysis

How to conduct a share of voice analysis

Conducting a Share of Voice (SOV) analysis is essential for understanding your brand’s visibility and presence in the market compared to competitors. By combining all the above steps, you can create a comprehensive view of your brand’s position.

Start by identifying your main competitors and setting up accounts on monitoring tools like Competitors.app, Google Alerts, or BrandMentions.

Add relevant keywords and track your brand’s and competitors’ keyword rankings, ad campaigns, and overall digital presence.

Collect data on brand mentions, ad spend, and media coverage across various channels including social media, traditional and digital advertising, and public relations.

Use formulas to calculate SOV by dividing your brand’s metrics by the total market metrics and multiplying by 100.

Analyze the results to understand your brand’s visibility, assess marketing campaign effectiveness, and identify areas for improvement. Regularly updating and adjusting your strategies based on SOV insights will help enhance your market presence and competitive positioning.

Interpreting Share of Voice Metrics

Interpreting share of voice metrics involves understanding what the data tells you about your brand’s performance and visibility:

 

  1. Compare SOV Across Channels:

   – Analyze how your SOV varies across different channels. A high SOV on one channel but low on another can indicate where to focus your marketing efforts.

 

  1. Benchmark Against Competitors:

   – Compare your SOV with that of your competitors. If your SOV is significantly lower, it might suggest that your competitors are more effective in their marketing strategies.

 

  1. Evaluate Trends Over Time:

   – Look at how your SOV changes over time. Increasing SOV suggests improving brand visibility, while a declining SOV indicates a need to reassess your marketing tactics.

 

  1. Assess the Impact of Marketing Campaigns:

   – Determine how specific marketing campaigns affect your SOV. Successful campaigns should result in a noticeable increase in your share of voice.

 

  1. Identify Strengths and Weaknesses:

   – Use SOV metrics to identify areas where your brand is strong and where it needs improvement. This can guide future marketing decisions and strategy adjustments.

 

  1. Align with Business Goals:

   – Ensure that your SOV aligns with your broader business goals. For example, if you aim to increase market share, a rising SOV should correlate with increased sales and market presence.

 

  1. Monitor Competitor Activity:

   – Keep an eye on changes in your competitors’ SOV. Sudden increases in their SOV might indicate new campaigns or strategic shifts that you need to respond to.

 

By accurately interpreting share of voice metrics, you can gain deeper insights into your brand’s market presence, evaluate the effectiveness of your marketing strategies, and make informed decisions to enhance your competitive position.

How to Track Online Share of Voice

How to Track Online Share of Voice

Tracking online share of voice (SOV) involves monitoring your brand’s presence and visibility across various online channels compared to your competitors. Here’s a step-by-step guide to effectively track your online SOV:

  1. Identify Key Online Channels:

   – Determine which online platforms are most relevant to your brand and industry. Common channels include social media, blogs, news websites, forums, and review sites.



  1. Use Monitoring Tools:

   – Leverage online tools to track mentions and visibility. Popular tools include:

     –  Competitors.app: Monitors your competitors’ activities and provides SOV analysis.

     – Brand24: Provides insights into brand mentions and sentiment analysis.

     – Google Alerts: Notifies you of new mentions of your brand across the web.

     – SEMrush: Analyzes your SEO performance and tracks organic mentions.

 

  1. Set Up Alerts and Dashboards:

   – Configure alerts for your brand and competitors to receive real-time notifications of new mentions. Set up dashboards in your monitoring tools to visualize your SOV data.

  1. Collect Data:

   – Regularly gather data on your brand mentions, competitor mentions, and relevant keywords. This includes social media posts, blog articles, news stories, and forum discussions.

 

  1. Categorize Mentions:

   – Organize the collected data into categories such as positive, negative, or neutral mentions. This helps in understanding the sentiment and context of the mentions.

 

  1. Calculate Share of Voice:

   – Use the SOV formula to calculate your share of voice:

 Share of Voice = (Your Brand’s Mentions / Total Mentions (Your Brand + Competitors) x 100 

 

  1. Analyze and Interpret Data:

   – Review the calculated SOV to understand your brand’s online presence relative to competitors. Analyze trends over time to gauge the effectiveness of your marketing efforts.

 

 

  1. Report Findings:

   – Create regular reports summarizing your SOV metrics. Share these reports with your marketing team to inform strategy and decision-making.

 

How to Create Share of Voice Reports

Creating share of voice (SOV) reports involves compiling data on your brand’s visibility across various channels and comparing it to competitors. These reports provide valuable insights to inform marketing strategies and improve market presence. Define objectives, such as tracking campaign effectiveness or understanding competitive positioning, and select relevant metrics like brand mentions, ad spend, social media engagement, and media coverage. 

Examples of SOV Reports

Example 1: Social Media SOV Report

 

Objective: Track brand mentions and engagement on social media over the last quarter.

 

Metrics: Brand mentions, competitor mentions, engagement rates (likes, shares, comments).

 

Visualization: Line graphs comparing monthly mentions, pie charts showing engagement rates by platform.

 

Insights: Identified a significant increase in mentions following a recent campaign, but engagement rates were lower compared to competitors, indicating a need to enhance content quality.

Example 2: Advertising SOV Report

 

Objective: Measure ad spend effectiveness across digital channels.

 

Metrics: Ad spend, total impressions, CTR (Click-Through Rate), conversions.

 

Visualization: Bar charts showing ad spend distribution, pie charts for CTR and conversions.

 

Insights: Found that while ad spend was high, CTR was below industry average. Suggested reallocating budget towards higher-performing channels.

 

 

The Importance of Share of Voice Reporting

Share of Voice (SOV) reporting is crucial for understanding your brand’s market presence relative to competitors. It provides valuable insights into the effectiveness of marketing strategies, highlights areas for improvement, and helps optimize resource allocation. Regular SOV reporting ensures your brand remains competitive and visible in the marketplace.

Tips & Strategies to Increase Your SOV

  1. Enhance Content Marketing:

Create high-quality, engaging content that resonates with your target audience. Consistently publish blog posts, articles, videos, and infographics that address your audience’s needs and interests.

share of voice strategy content marketing
share of voice strategy social media

2.Leverage Social Media:

Actively engage with your audience on social media platforms. Post regularly, respond to comments, and participate in relevant conversations. Utilize hashtags and collaborate with influencers to extend your reach.

  1. Invest in SEO:

Optimize your website and content for search engines to improve organic search rankings. Use targeted keywords, create valuable content, and build backlinks to increase your visibility in search engine results pages (SERPs).

share of voice strategy seo
share of voice strategy paid advertising
  1. Utilize Paid Advertising:

Increase your advertising spend on platforms where your target audience is most active. Use targeted ads on Google, social media, and display networks to boost your brand’s visibility.



  1. Engage in PR Activities:

Generate media coverage through press releases, guest articles, and interviews. Establish relationships with journalists and media outlets to secure mentions and features for your brand.

share of voice strategy pr activities
share of voice strategy monitor competitors
  1. Monitor Competitors:

Keep an eye on your competitors’ marketing activities. Analyze their strengths and weaknesses, and identify opportunities to outperform them in areas where they are less active.

  1. Run Contests and Promotions:

Organize social media contests, giveaways, and promotions to increase engagement and attract new followers. These activities can significantly boost your brand’s visibility.

share of voice strategy run promos and contests
share of voice strategy influencers
  1. Collaborate with Influencers:

Partner with influencers who have a strong following in your niche. Influencer endorsements can enhance your credibility and expand your reach to a broader audience.

  1. Utilize Email Marketing:

Maintain regular communication with your audience through email newsletters. Share updates, promotions, and valuable content to keep your brand top-of-mind.

share of voice strategy email marketing
share of voice strategy measure and adjust
  1. Measure and Adjust:

Continuously monitor your SOV and evaluate the effectiveness of your strategies. Use analytics tools to track performance and make data-driven adjustments to improve results.

 

Future Trends in Share of Voice Analysis

The landscape of share of voice analysis is continuously evolving. Here are some future trends to watch:

 

  1. AI and Machine Learning:

   – Advanced AI and machine learning algorithms will enhance the accuracy and efficiency of SOV analysis. These technologies can provide deeper insights into brand mentions, sentiment, and trends.

 

  1. Real-Time Analysis:

   – The demand for real-time SOV analysis will grow, enabling brands to respond quickly to market changes and competitor activities. Tools offering instant data updates will become more prevalent.

 

  1. Omnichannel Tracking:

   – Comprehensive SOV analysis across multiple channels, including digital, traditional media, and emerging platforms, will become standard. Integrated tools that aggregate data from all touchpoints will be essential.

 

  1. Sentiment Analysis:

   – The focus will shift towards not just tracking mentions but also understanding the sentiment behind them. Sentiment analysis will help brands gauge public perception and adjust strategies accordingly.

Share of Voice Success Stories

1.Coca-Cola’s Social Media Campaign:

   – Coca-Cola leveraged a global social media campaign called “Share a Coke,” which involved personalizing Coke bottles with popular names. The campaign generated massive social media buzz, significantly increasing Coca-Cola’s SOV. The personalized approach encouraged user-generated content, with consumers sharing photos of their personalized bottles, boosting brand visibility and engagement.

 

  1. Nike’s “Just Do It” Revamp:

   – Nike revitalized its iconic “Just Do It” campaign by featuring athlete Colin Kaepernick, which sparked widespread conversation. The controversial yet bold move resulted in a significant increase in Nike’s SOV, as it garnered extensive media coverage and social media engagement. The campaign resonated with a younger, socially conscious audience, reinforcing Nike’s brand values and boosting its market presence.

 

  1. Old Spice’s Viral Advertising:

   – Old Spice transformed its brand image with the “The Man Your Man Could Smell Like” campaign. The humorous and memorable ads went viral, leading to a substantial increase in SOV. The campaign’s success was amplified by active engagement with consumers on social media, where Old Spice responded to comments and created personalized videos, further driving visibility and brand interaction.

 

  1. Apple’s Product Launch Events:

   – Apple’s highly anticipated product launch events are a masterclass in creating buzz and increasing SOV. By generating excitement and speculation leading up to the events, and then delivering highly polished presentations, Apple ensures extensive media coverage and social media conversation. The consistent strategy of innovation and secrecy keeps Apple at the forefront of consumer attention, maintaining a high SOV in the tech industry.

 

  1. Dove’s Real Beauty Campaign:

   – Dove’s “Real Beauty” campaign focused on authentic and diverse representations of beauty. This socially impactful approach resonated with a wide audience, leading to increased media coverage and social media discussions. The campaign not only boosted Dove’s SOV but also strengthened its brand equity by aligning with values of inclusivity and authenticity.

 

These success stories highlight how effective campaigns and strategic marketing initiatives can significantly boost a brand’s share of voice, leading to increased visibility, engagement, and market presence.

1. What is a Good Share of Voice Percentage?

A good share of voice (SOV) percentage varies by industry and market context. Generally, a higher SOV indicates stronger brand visibility. Aiming for a SOV that matches or exceeds your market share is a good benchmark. For instance, if you hold 15% of the market share, having at least 15% SOV is ideal. However, to grow market share, targeting a higher SOV can be beneficial. Competitive industries may require more aggressive targets to stand out.

2. What is Organic Share of Voice?

Organic share of voice refers to the visibility your brand achieves through unpaid or organic search results on search engines. This metric focuses on how often your brand appears in search results compared to competitors for relevant keywords. Organic SOV is influenced by factors such as website SEO, content quality, and backlink profiles. Tools like Competitors.app, Ahrefs and SEMrush can help measure your organic SOV by tracking keyword rankings and organic traffic.

3. What is the Best Free Share of Voice Tool?

Several free tools can help measure share of voice. Some of the best options include:

  • Competitors.app
  • Hootsuite
  • Brand24
  • Mention
  • Google Alerts

4. What is the Best Share of Voice Software?

 

For more comprehensive and detailed SOV analysis, paid software tools are often more effective. Some of the best options include:

  • Competitors.app
  • Brandwatch

  • Meltwater

  • Sprout Social

  • Cision

  • SEMrush

5. How Frequently Should I Measure My SOV?

The frequency of measuring your share of voice depends on your marketing goals and campaign activities. For ongoing brand monitoring, monthly or quarterly measurements are common. During active marketing campaigns or major product launches, more frequent tracking (e.g., weekly or even daily) can provide timely insights to adjust strategies as needed. Regular measurement helps maintain a clear picture of your brand’s market presence and competitive standing.

6. What is Social Media Share of Voice?

Social media share of voice measures how often your brand is mentioned on social media platforms compared to competitors. This includes direct mentions, hashtags, tags, and engagement metrics such as likes, shares, and comments. Tools like Competitors.app, Hootsuite and Sprout Social can track social media SOV by aggregating and analyzing data from platforms like Twitter, Facebook, Instagram, and LinkedIn.

7. Can Share of Voice be Measured Accurately with Online Tools?

Yes, share of voice can be measured accurately with online tools, especially those designed for comprehensive media monitoring and analysis. These tools aggregate data from various sources, including social media, news websites, blogs, and search engines, to provide a holistic view of your brand’s presence. While no tool can guarantee 100% accuracy due to the vast amount of data and complexity of digital media, using multiple tools and cross-referencing data can enhance the accuracy of your SOV measurements.