{"id":26017,"date":"2019-01-25T18:17:44","date_gmt":"2019-01-25T17:17:44","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=21151"},"modified":"2024-10-12T15:17:45","modified_gmt":"2024-10-12T15:17:45","slug":"brand-monitoring-metrics","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/brand-monitoring-metrics\/","title":{"rendered":"5 Brand Monitoring Metrics You May Not Be Tracking"},"content":{"rendered":"\n

Today\u2019s brands face many more marketing challenges than those before them.
Not only due the number of stiff competition, but because modern consumers can be a pretty demanding bunch.<\/p>\n\n\n\n

Not only are they pickier, discerning, and difficult to pitch to – they are also hard to track down. Nowadays, they can be found in multiple locations and using different platforms.<\/p>\n\n\n\n

In order to eliminate the amount of guesswork when it comes to their customers, top brands are relying on valuable insights<\/strong> in order to figure out what their consumers want and how and when they want it.<\/p>\n\n\n\n

And you know what is a largely untapped goldmine of customer opinions and feedback? Social media and the web.<\/p>\n\n\n\n

Therefore, by thoroughly monitoring your brand online<\/a> – you’ll get an idea of what’s being said about your company. More importantly, it can show you what’s working and what’s not in your marketing strategy.<\/p>\n\n\n\n

Make better decisions with data<\/h3>\n\n\n\n

According to research conducted by Mckinsey, retails brands<\/a> who succeed in utilizing big data can boost their operating margins by as much as 60%<\/a>. Building your business strategy around data is certainly the way to go, but there is a problem: there is too much of it.<\/p>\n\n\n\n

For instance, only 0.5% of all data collected is ever used<\/a>. Of course, a lot of that data is also useless, so until we figure out a way to tap into that huge potential, you need to be able to tell which data and metrics you should focus on when it comes to your brand.<\/p>\n\n\n\n

When it comes to media monitoring,<\/a> people are typically tracking data around: reach, sentiment,<\/strong> etc. But there are some other less obvious metrics that can be more telling – so keep reading!<\/p>\n\n\n\n

With that in mind, here are 5 media monitoring metrics you may not be tracking.<\/strong><\/p>\n\n\n\n

1. Content engagement<\/h2>\n\n\n\n

Simply put, engagement reflects the way your community is interacting with your content.<\/strong> And users are only going to interact with content which they find valuable.
According to Social Media Examiner<\/a>, 45% of marketers are relying on blogging as their number one content strategy.<\/p>\n\n\n\n

This goes to show how powerful content can be. Having a blog which gets plenty of visitors is great, but high traffic volumes aren\u2019t necessarily an indicator that your visitors will convert.<\/p>\n\n\n\n

Engagement, on the other hand, can provide you with a much clearer picture, depending how your audience is interacting with your content.<\/p>\n\n\n\n

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For instance, you need to think about what sort of goal you want to achieve when engaging users with your content.<\/p>\n\n\n\n

If you are looking to spread awareness about your brand, you are going to have to pay attention to stuff like social media shares or retweets.<\/strong><\/p>\n\n\n\n

On the other hand, if you are looking to engage your audience and simply generate interaction as a result, a much better indicator of that would be likes, comments, and replies.<\/strong><\/p>\n\n\n\n

Also, keep in mind that not all types of content generate the same kind of engagement, which means you should not assume anything in advance.<\/p>\n\n\n\n

Instead, pay attention to your audience\u2019s reaction to specific types of content. If we were to focus strictly on how users are engaging with your blog, you should look into page depth – which shows how deep they are delving into your content\/website.<\/strong><\/p>\n\n\n\n

Tip:<\/strong> When using a media monitoring tool<\/a> to track your content efficacy, be sure to use one that allows you to track specific URLs<\/a> – this can show you how much one piece of content is amplified on the web.<\/p>\n\n\n\n

2. Website visitor retention<\/h2>\n\n\n\n

When it comes to the bare essentials of monitoring your brand as a whole<\/a>, another metric you should look out for is website visitor retention.<\/strong><\/p>\n\n\n\n

Why is your readers\u2019 loyalty so important? Because it ultimately affects your business and your brand\u2019s success, but we\u2019ll get to that in second.<\/p>\n\n\n\n

Sure, you could say that it doesn\u2019t matter if your audience is made up of new or regular visitors, as long as the traffic remains the same, but you would be wrong.
First of all, building an audience is all about having a regular following.<\/strong><\/p>\n\n\n\n

Second, according to research, if you can get your visitors to visit your website five times a month<\/a>, they will most likely develop a habit of visiting your website regularly.<\/p>\n\n\n

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If a customer decides to make that first purchase with your brand, there is a 60% chance that they will buy something from you at least once more. <\/strong><\/a>On the other hand, there is only a 20% chance that a new visitor will make a purchase<\/strong> with your brand.<\/p>\n\n\n\n

What should you look at in order to determine visitor retention? Use analytics software, such as Google Analytics, to monitor your website\u2019s bounce rate<\/strong>.
If it\u2019s low, you are on the right track. Another equally important indicator is the number of returning visitors.<\/p>\n\n\n\n

Finally, if you’re doing a good job with your content and nurturing, keep an eye on the size of your email list, which should be growing steadily.<\/strong><\/p>\n\n\n\n

Tip: <\/strong>compare the results of your website traffic before, during, and after the launch of big marketing campaigns or announcements. This can tell you for your next campaign how much increased traffic you can anticipate.<\/p>\n\n\n\n

3. Sales<\/h2>\n\n\n\n

89% of B2B marketers cite sales as one of their three most important goals<\/a>, along with leads and brand awareness.<\/strong><\/p>\n\n\n\n

While it\u2019s pretty obvious to identify what your bottom line is, discovering which pieces of content, strategies, and campaigns are responsible for it –<\/strong> is not.<\/strong><\/p>\n\n\n\n

If you want to see the relation between your content and your sales,<\/a> here’s what you need to do.
\"ImageUse specialized CRM software, such as Salesforce or Hubspot<\/strong> which allows you to create a campaign around an individual piece of content, as well as multiple ones.<\/p>\n\n\n\n

These tools will then associate that piece with a lead which had taken a particular action on your website. They can track the actions of a customer journey starting from the first piece of content they consumed.<\/strong><\/p>\n\n\n\n

By connecting the dots between your content and sales, you’ll be able to prove to your internal stakeholders the true value of content marketing.<\/p>\n\n\n\n

Tip:<\/strong> by using a marketing automation tool and tagging content properly, you’ll be able to see which pieces of content drove the best results.<\/p>\n\n\n\n

4. Leads<\/h2>\n\n\n\n

Being able to generate quality leads<\/a> is the main priority for 89% of B2B marketers, as we have found out previously.<\/p>\n\n\n\n

On the other hand, 68% of B2B companies list lead generation as their main struggle<\/a>.
The more high-quality leads you have, the more likely they are to make a purchase or at least engage with your business in a meaningful way. Generating a ton of leads that are irrelevant to your ideal buyer’s personas won’t do you much good.<\/p>\n\n\n\n

Looking at lead metrics will enable you create more of the same content that worked. Here is what you should focus on:<\/p>\n\n\n\n