Any strategy has planning as its main pillar. However, understanding whether what you have planned is working, how it is working, and knowing the results of your campaigns are essential to improving your goals and further refining your planning. Therefore, understanding the numbers is an essential part of every strategy, regardless of what it is.
With branding, it would be no different. Therefore, in this article, you will learn more about what metrics are, which ones are important to analyze, and through which tools your company can obtain these numbers. Follow along below:
After all, what are metrics?
This is a term used to refer to general performance statistics, which are achieved through data collection and analysis. For each type of strategy, some more recent mobile phone number data specific metrics can help when measuring each type of action, based on your planning.
Although the objectives are more abstract, in branding there are essential metrics capable of evaluating this data.
Which metrics should I evaluate?
Measuring results is super effective when it comes to digital marketing actions, and it’s no different for a branding strategy. But what metrics are important to show and monitor whether your branding campaign is successful? Discover some of them below.
Number of searches for your brand
How often is your audience searching for your brand? This is an excellent way to understand the power of anchor text in long-tail keyword optimization whether your consumer is considering what you offer. Therefore, this metric provides a diagnosis of how much your online audience sees your services as a relevant solution.
New Visitor Rate
This is one of the most important metrics for a branding strategy. It is based on this index that you can detect whether your company is being noticed by the audience. It is very simple and objective and allows you to uae phone number evaluate the number of visits to your company’s website and, therefore, the reach you are having. This metric is associated with the awareness that people have about your brand.
In addition, it is possible to measure the flow of visits and the extent to which your brand is able to attract visitors to the website domains. Therefore, it works as a first step towards transforming a large audience into an engaged and loyal public.
If your brand’s website is reaching new audiences at a good pace, this will likely bring an influx of new visitors to your site.
Impressions
If you want to know and understand which users actually saw your post or what the interaction was, this is the metric you need to have on your radar for analysis. Impressions count views, for example, if a person saw your post three times, three impressions will be recorded. In contrast, reach will record the raw number, regardless of whether the user saw the same content five times, reach records it as if it were just one.
Rate of return
This is a metric that is linked to customer loyalty, as it serves as an indicator of success, thus proving your effectiveness in positively impacting an audience that maintains a relationship with your brand. In other words, if these people are returning, it basically means that they have become more loyal to your brand. But of course, this process needs to involve comparisons, since to be sure that your efforts were successful, you must compare your branding metrics before and after implementing your strategy. Therefore, always have some record of your numbers before starting a campaign.
The metric is essential, as it can also indicate a financial return, since loyal consumers are more likely to make new purchases. Furthermore, retaining customers is 7 times cheaper than seeking prospects, according to an academic article published by the Federal University of Rio Grande do Sul (UFRGS).
Brand reputation
It is super important that you continue to monitor trends and potential risks to your brand’s image, analyzing each strategic pillar, such as: sustainability, governance, corporate, institutional, innovation and product.
By defining these pillars, it is possible to measure the impact of actions, the percentage of positivity and negativity in the public’s response.
Furthermore, reputation can also be measured by monitoring competitors’ strategies or by mentions in the main communication channels, such as media outlets and influencers.
Share rate
Rich, quality content that is well-targeted to your audience can have a chain effect of expansion and reach.
If every person who comes into contact with your brand shares your website or actions, emails, e-books, among other forms of content, your engagement tends to grow, the perception of your brand will be more positive and more people will recognize it.
In this way, the sharing rate can monitor these results and, based on them, in a comparative analysis with other branding metrics, evaluate the success of the brand’s management and promotion.
Scope
How clear is your brand message and how capable is it of reaching a large audience? Using reach metrics, you can understand how far your advertising reaches and what audience profile it is reaching.
But remember, you need to qualify your audience. Because there is no point in having good reach with an audience that does not identify with your brand. You need to impact the right audience for your goals. Segmenting your audience is a very interesting step to reach your audience more effectively.
Useful tools to measure the effectiveness of your branding strategy
After going over the metrics that are most relevant for monitoring your branding strategy. We have listed below some suggestions for useful tools to measure your numbers.
- Google Alerts : Sends you an email notification whenever your brand is mentioned in any content on the internet.
- Torabit : performs a complete analysis of the sentiment of publications, and compares them with the results of the main competitors. The results obtained are delivered in customizable reports, with graphs, mention statistics and other indicators.
- Buzzsumo : observes mentions on websites and social networks and records them, which makes it easier to identify influencers.
- Google Analytics : Collects data and provides insights into traffic and user interaction with your website or app.