The digital world is a maze of metrics, reviews and searches, and quite frankly if the metrics are there should you listen… maybe not… but when it comes to marketing metrics it’s crucial to separate the wheat from the chaff. What I mean by that is know what you want to measure, then how you are going to measure, and in turn how you are going to repeat it.
Match Metrics To Objectives
If you don’t have objectives, you’ll never know what to measure, and if you turn everything you measure into an objective, you’ll end up without focus. Find a balance between what brand awareness objectives you have and what measurable metrics you can pull together. You may only care about 3 or 4, but there may deeper insight that you can investigate and other metrics that help paint the full picture.
Where To Find These Metrics
There isn’t a ‘one size fits all’ solution with this. Every organisation has different objectives, but here are my favourite places to look:
- Google Trends: Search your brand versus your competitors on Google Trends to get an idea of how popular your brand search term is.
Or use it to settle important office debates:
- Google Search Console: If you haven’t used Search Console before, it’s a very useful tool to get insight into what your website is ranking for in Google. Here you can monitor brand search terms as well as terms you’re trying to rank for and plot them over time.
- Advnaced Social Searches: Use the search function on social media to look for links mentioning your brand term or linking to your site, here’s where you can snuff it out.
- Google News: Going past metrics and into more of the latest news, Google News is the best place to do that. It scours the webs for articles that meet certain keyword or topic criteria.
There are more comprehensive tools out there, but if you’re investing in a tool you want to be sure you’re going to use it as effectively as possible.
Tracking it ongoing
It’#s one thing to do this once, and another to set up an ongoing campaign to ensure you stick with it. Book it in monthly to track improvements to your marketing campaigns and see exactly where you’ve been effective.