Share of Voice: Understand Why it Gives You a Competitive Advantage

In a world saturated with brands competing for consumer attention, understanding your “share of voice” has emerged as an essential digital marketing metric.

This guide is designed to equip you with the knowledge to measure and calculate your share of voice, offering you a substantial competitive advantage.

Share of Voice (SOV) is your brand’s piece of the digital conversation pie. It’s like measuring how loud your voice is in a crowded room. Think of all the online chatter about your industry—articles, social media posts, blog mentions, even paid ads. Your SOV is the percentage of that total buzz that’s about your brand.

Why should you care about SOV? It’s not just about vanity metrics. A higher SOV often correlates with:

Increased brand awareness: More people are talking about you, which means more people know you exist.
Stronger market position: You’re seen as a major player in your industry.
Improved customer perception: If people are talking positively about your brand, that builds trust and credibility.

SOV isn’t just about traditional advertising anymore. It encompasses everything from organic search results and social media buzz to paid campaigns and media coverage. It’s a holistic view of how visible your brand is online.

Your share of voice is more than a mere number—it’s a window into your brand’s health and potential. Here’s why it should be top of mind for every marketer:

Brand Thermometer: SOV is a real-time gauge of your brand’s visibility and reputation. Are people talking about you? Are they saying good things? A high SOV, especially with positive sentiment, means you’re on the right track.
Campaign Report Card: Launching a new product or running a big promotion? SOV helps you track the impact. Are people buzzing about it online? Are they sharing your content? A spike in SOV can mean your campaign is resonating.
Customer Whisperer: SOV isn’t just about how much you’re talking. It’s also about what others are saying. By tracking mentions and conversations, you can get a feel for what your audience wants, what they love about your brand, and where you can improve.

In short, SOV is a versatile tool that can guide your marketing strategy, from brand awareness campaigns to customer service initiatives.

Calculating share of voice doesn’t have to be complex. The baseline share of voice formula is:

To calculate your social media share of voice, you can use social listening tools to track brand mentions. A simple social share of voice formula might look like this:

Track Mentions: Use social listening tools (like Brandwatch, Sprout Social, or Mention) to monitor how often your brand is mentioned across various social platforms.

Calculate:

Total Mentions (Your Brand): Add up all the mentions of your brand.
Total Mentions (All Brands): Add up all the mentions of your competitors.
SOV: (Your Brand’s Mentions / All Brands’ Mentions) x 100

Example: If your brand is mentioned 1,000 times, and all brands (including yours) are mentioned 10,000 times, your SOV is 10%.

How to Measure SOV in PPC Campaigns

Check Impression Share: Platforms like Google Ads provide an “impression share” metric that tells you the percentage of times your ads were shown when they were eligible.

Search Engine Results

Identify Keywords: Determine the keywords that are most relevant to your brand and industry.
Track Rankings: Monitor where your website ranks for these keywords compared to your competitors.
Estimate SOV: While there’s no exact formula, a higher ranking generally translates to a larger share of voice in search results.

Optimizing your share of voice (SOV) requires a multi-faceted approach. Here’s a comprehensive look at some strategies, incorporating key industry practices to give you an edge.

Conduct a Comprehensive Audit

Before making any changes, you should first understand where you currently stand. Use tools like Brandwatch, Mention, or Sprout Social to track how often people mention your brand online and how much they interact with your posts—and SEO analytics to evaluate your current share of voice across various platforms. Take note of your strengths and weaknesses, and identify the areas where your competitors are outperforming you.

If you’re running ads, check their performance metrics within the ad platform itself. This analysis helps you see where you’re strong and where you need to improve.

Choose the Right Platforms

Not all platforms are created equal. Figure out where your ideal customers spend their time online and focus your efforts there. If you’re a business selling to other businesses, LinkedIn might be the place to be. If you want to reach younger people, TikTok or Instagram could be better choices. Remember, quality engagement trumps quantity.

Use market research to pinpoint where your target audience spends their time online. Concentrating your efforts on these platforms can substantially boost your social media share of voice.

Action Steps:

Conduct surveys to identify your audience’s favorite platforms.
Monitor competitors to see where they are most active.
Evaluate the ROI of your current platform usage and reallocate resources accordingly.

Create Resonant, High-Quality Content

Good content is the engine that drives conversations. Create content that speaks directly to your audience’s needs and interests. This could be blog posts, videos, infographics, or even interactive quizzes. Experiment to find out what your audience likes best. Consider these additional tips:

Optimize for Search: Use relevant keywords and phrases that your target audience is searching for to increase your content’s visibility.
Tell Stories: Share authentic stories that connect with your audience on an emotional level.
Offer Solutions: Create content that educates, informs, or entertains your audience, addressing their pain points and providing value.

Social media is a two-way street. Use tools to track what people are saying about your brand and industry. This helps you stay on top of trends and react quickly to any issues or opportunities. Actively engage with your audience by responding to comments, answering questions, and participating in relevant conversations. This shows that you’re listening and that you care about their opinions.

Action Steps:

Set up real-time alerts for mentions of your brand, products, or relevant keywords.
Use these insights for quick course corrections in your digital marketing strategy.
Keep an eye out for viral trends or news stories that you can tie back to your brand.

Encourage User Engagement and User-Generated Content

Turn your customers into your brand’s biggest fans. Encourage them to share their experiences with your brand. Ask questions, run contests, or create branded hashtags. User-generated content is a powerful way to make your brand more visible and trusted. Consider partnering with influencers or brand ambassadors to amplify your reach and credibility.

Additional Strategies:

Public Relations: Secure media coverage and press mentions to reach a wider audience and establish your brand as an authority in your industry.
Community Building: Create online communities or forums where your audience can connect with each other and your brand. This fosters loyalty and encourages ongoing engagement.
Paid Amplification: Consider using paid advertising to boost the reach of your content and target specific audiences.

Conclusion

Successfully increasing your share of voice takes time and a clear plan. It’s about understanding your audience, creating content they find valuable, and adapting to the constantly changing online world.

Follow the steps in this article to make your brand more visible and build a stronger relationship with your customers. Remember, it’s not about shouting the loudest, but about saying the right things to the right people.

When customers become your biggest fans, they’ll spread your message naturally, creating trust and loyalty. Use these strategies to help your brand stand out and become a leader in your industry.

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