Improve your brand´s monitoring, and show your marketing efforts throughout the year with some of the most interesting metrics your business should consider.
Important metrics include:
Engagement Metrics.
These metrics can be used effectively to monitor the resonance of the content with your target audience. You should consider engagements in two forms: active and passive.
- Passive engagements are simple gestures that consumers do easily and without any effort. Examples include liking a post and retweeting. These actions do not require much thought and do not imply that the user has connected with the sent message.
- On the other hand, active engagements are actions that require thought and some level of commitment from consumers like commenting, posting content, or sharing thoughts. This kind of engagement shows that your content has impacted the audience.
When looking at the engagement metrics, you are not looking for peaks, but rather for tendencies. Look at the type of content that generates better engagement and if necessary, modify your content strategy moving forward.
Daily Active Users.
Your audience should be at the core of your strategy. This is why you should consider daily active users a part of your monitoring metrics. Consider not only the number of followers you have, but more specifically the brand’s active users.
Daily Active Users are the ones that visit or interact with a product or service on a daily basis, whether it´s on your website, social media channels, or the app. Monitoring these users helps you learn about loyal users that promote your brand´s reach.
Conversational Topics Data.
Consumers talk about your brand, whether you are listening or not. You need to constantly monitor the topics that arise in conversations, whether it’s about your brand, products, competitors, tendencies, or industry´s themes. This data will help you have a better understanding of who your customers are, how they interact with your brand, and how they perceive your company. By monitoring this information, you will be able to identify the conversations you should get involved in and generate.
This kind of data does not have to be textual. You can use image recognition and video analysis, and see how your brand is incorporated into your consumer´s life. This way you will be able to know more about the interactions with your brand.
Share of Voice.
A Milward Brown study showed that there is a direct correlation between your online share of voice and the general Market Share. If your efforts increase your Share of Voice on social data, it should also positively impact your Market Share.
Share of voice is “a measure of the market your brand owns compared to other brands in the same industry. It gauges brand awareness and customer engagement to show you how you stack up to the competition.” (Sprout Social, 2021)
You should never consider the share of voice as an independent element. An increase in conversations around your brand is not always something positive. It could mean a crisis.
You must consider your voice against your competitors, but you should also include the industry´s voice. Watch your Market Share change as your total industry makes changes, to understand how important your voice is in your market
Sentiment Analysis.
Sentiment analysis will help interpret your conversational data as a more tangible perception of the consumer audience. It includes how consumers feel about your brand, campaign, or products.
You can focus on the brand´s perception, but also consider the sentiment of key industry themes, brand elements, and the consumer´s tendencies. This way, you will be able to have more information on research and development, which will help shape the overall brand´s strategy.
Finally, it is important to know that you should not only monitor just for the sake of it. Always do a comparative evaluation, seek change, and react to changes. Over time, monitoring metrics will supply you with invaluable information to build an effective marketing strategy that will evolve as your business does.
Monitoring data and creating or modifying an existing content strategy, is not an easy task. At Miss Ink, we are ready to help with your digital marketing strategy. From planning content to managing comments and reviews to social media ads to SEO and beyond, we have you covered.
Contact us here to get started.
Resources: Talkwalker (2021). Metrics to monitor.
