No matter the marketing efforts you use, without monitoring and analysing the right metrics, your marketing campaign is running blindly. Whether it is a paid Google ads campaign, social media marketing, or a branding campaign, measuring the right metrics is an integral part of successful digital marketing.
Today, we will tell you which key metrics are especially important to clients running a branding campaign.
Image Credits:Think With Google
Why Metrics Are Important For A Branding Campaign
Brand awareness in branding is a tricky task and has its own set of challenges. From communicating your brand identity to tracking the success and impact of a branding campaign, there is a lot you have to think about. Measuring your brand awareness and analysing the strategies implemented also holds a lot of significance in digital marketing.
Metrics help you assess and ascertain the progress of your branding and marketing efforts. They tell you what is working and what needs to improve or change. Without tracking and measuring the efforts you put in, you cannot assess and prove the factors contributing to the campaign. You Branding will also like important data that can help you optimize for future campaigns.
Important Metrics For A Branding Campaign
There are many different advertising metrics you can use to track your branding campaign’s performance. Some of these are more important than others. Let’s highlight the six key advertising metrics clients need to run a branding campaign.
1. Overall Website Traffic
The ultimate goal of a branding campaign is to increase brand awareness and generate traffic to your website. Traffic gives you a good idea of website performance. Your website is the face of your business, and all your digital marketing efforts focus on driving traffic. Why? Because traffic leads to prospects, higher conversion, increased ROI, and more sales – all of which ultimately increases revenue.
Image Credits: Slide Share
Regularly measuring your website traffic provides you with a lot of information, such as which campaign is working and where you might need to improve.
2. Branded Search Volume
You have probably searched for a company directly on a search engine instead of typing the URL. This is known as organic branded search and is an effective way to measure how many people are aware of your business or product.
For people to know about your business, they have to know your brand name. Once people know your brand name and what it stands for, it automatically increases awareness about your business. So branded search volume indicates how well people know your business online – and, therefore, it is an essential metric for branding campaigns.
3. Increase in Revenue/Leads
The ultimate purpose of all marketing campaigns is to generate leads and increased revenue. Therefore, any branding campaign is incomplete if you cannot measure how many leaves and revenue it will generate. However, overall revenue and leads metrics create a muddy picture and do not highlight individual factors.
Image Credits:Slide Share
4. Social Media Engagement
Any branding campaign is incomplete without social media engagement. 70% marketers boost social media engagement to increase brand awareness (Source: Smart Insights). Social media engagement works like word-of-mouth in the digital world. By tracking this metric, you can get a basic idea of how people interact and engage with your brand on social media platforms (through likes, comments, shares, views, tweets, etc.). Of course, the more likes, shares, views, and comments you have, the more engagement you have.
If your engagement is low, you can improve the existing efforts or implement new social media marketing strategies. If your engagement is high, you will know what you need to do to resonate with your audience.
5. Bounce Rate
A lot of people confuse bounce rate with exit rate, but they are different. Bounce rate tells you how many people leave or ‘bounce’ away from your website after viewing only one page. Measuring this metric can help you identify why visitors leave your website. Regularly check the bounce rate to determine if your campaign is effective and what you can do to reduce this number.
There can be many reasons for a high bounce rate, including:
- Slow Page Load Speed
Page views drop by 11% per one-second delay in load.
- Poor Navigation
88% users will not return to a website with poor experience and navigation.
- Relevant But Not Compelling Content
Content is king and poor content can kill your branding campaign.
- Errors And Bugs
Errors and bugs create a poor website experience.
Clicks measure any specific actions that visitors perform on your web page or ad. This metric helps you understand how your audience is responding to your marketing campaign. A higher number of clicks indicates that your marketing efforts are working and influencing the visitors to act. On the other hand, fewer clicks mean the audience is not convinced by your marketing efforts.
Image Credits:Search Engine Journal
Your branding campaign builds brand identity, spreads brand awareness, and increases online presence. If you are not tracking and monitoring your marketing efforts, you are driving a blind campaign. To assess the performance of your campaign and make improvements, you should use different metrics. With the help of key metrics, you can run an effective and successful branding campaign.