Check out the branding metrics that are crucial to measuring your digital marketing strategy.
Today, being successful in the digital world means developing marketing strategies that build lasting relationships with your target groups. But besides creating content and campaigns, do you evaluate branding metrics for insights?
In this article, we’ll look at the importance of measuring the results of your branding strategies as well as the data you should evaluate regularly. Keep reading!
The importance of measuring your branding strategies
Many brands create profiles on social media and ad campaigns on different channels to consolidate their image with their target group. The aim is for more recognition and to direct potential clients to their websites.
Branding campaigns are practices developed to strengthen relationships. They play a vital role for businesses that need to consolidate their presence online.
But that places the focus on an abstract goal (building recognition). So, it’s not always easy to measure whether your strategies are working effectively or gauge the acceptance levels of your target public.
The good news is that you can find metrics that give you a clearer view of your branding practices on social media and other online channels. They will also show you how each practice impacts your target group.
Learning to evaluate these metrics and understanding how they answer your questions will enable you to use data rather than guesswork when developing your strategies. In other words, your content and ads will become more valuable to those who matter.
Below, we’ll take a look at which data is essential for evaluating branding strategies, whether on social media, ad platforms, or on your website.
5 branding metrics to keep an eye on
There are several branding metrics that you should pay close attention to in your strategies for social media, websites, campaigns, and ads. They will help you make more efficient decisions in your digital marketing practices. Here are 5 of the most important.
The reach metric represents the number of unique users your content reaches daily, whether through a social media post, a story, or an ad.
If you take only reach into account, your first thought is probably:
The more people my content gets to, the better, right? But are those users part of your target group of people that you want to impact and engage?
The reach metric can tell you a lot about your branding practices. However, when you single it out, it can’t be considered a sign of success. You should also pay attention to engagement rates, especially on posts and ads.
But before we get into engagement, there’s another branding metric we need to look at. Impressions go hand in hand with reach.
People commonly get the two mixed up, but the impressions metric shows the number of times users viewed your content, whether on social media or ads on Google Ads. It’s important to note that the same user can view content more than once and be counted several times (even on the same day).
This metric isn’t about interaction, but it is very relevant to measuring the impact of your presence on digital channels. Even if the users you reach are not yet ready to become your clients, the numbers show that your brand is getting to people, and you are making your way.
And speaking of ads, it’s also a good idea to keep an eye on the frequency metric. It shows you the average number of times the same user viewed an ad.
3. Engagement Rate
No doubt, engagement is one of the most important branding metrics to keep an eye on. That’s because it shows the percentage of users’ interaction with your content, considering reach.
To calculate engagement on Reportei, first, we add the number of reactions, comments, shares, and clicks on a post. Then, we divide that sum by the number of users reached.
Suppose your content reached 1.000 users and generated 200 interactions. The engagement rate would be 20%. However, if it reached 10,000 profiles with the same 200 interactions, the result would be 2%.
It’s clear now why paying attention only to reach doesn’t always mean your result is positive or negative. Keep in mind that in a branding strategy, much more than delivering content, you need to connect with and engage your target group.
4. Click Through Rate
In Ad campaigns, both on Google and social media, the click-through rate (or CTR) is a commonly evaluated metric. It shows the percentage of users who clicked on your ads against those who were impacted by them.
CTR is relevant for showing how your Ad strategies direct traffic to your site or other places. Plus, it also stands out as an interaction metric.
That means, if your ads are getting a high number of clicks, you can be sure they are in line with your target public and getting the right message to the right people. However, if your CTR is low, it’s time to reevaluate your strategies and run A/B tests to understand what promotes higher engagement with your target audience.
Reportei’s Instagram report also allows you to evaluate the CTR of profile clicks, whether on links in your bio, location, email, phone number, or message.
5. Site Metrics
If your business already has a website, following related metrics through Google Analytics reports is crucial.
After all, even though engagement is higher on social media, your website is the best place to showcase your brand. It has the power to attract people who have a genuine interest in getting to know and consuming your products/services.
Since Analytics offers a series of relevant insights on your website’s performance, it’s impossible to list only one branding metric to keep an eye on. So, in this fifth and last topic, we’ve put a list of essential metrics together that will give you precious insights.
- Session: a group of users’ interactions with your site, occurring in a determined period. A single session can contain multiple views of pages, events, social interactions, and e-commerce transactions;
- New Sessions: percentage of sessions by users who are new to your site;
- Users: number of users who have visited your page;
- Page Views: number of pages that a user viewed during one or more sessions;
- Pages Per Session: number of pages visited per session, including repeated views of a single page;
- Bounce Rate: percentage of sessions where the user leaves the website after viewing a single page;
- Average Session Duration: duration of user sessions;
- Average Time on Page: the average amount of time a user spent on a page on your website.
As we mentioned when listing others above, you shouldn’t evaluate website-related metrics separately but as a whole. That way you can better gain insights to help you improve your content and the entire user experience.
It’s not just about attracting the highest number of visitors to your page but providing information that helps solve users’ daily problems.