As a growing business, it’s extremely important to keep on top of how well your brand is doing. Brand metrics are different ways in which you can measure how well your brand is performing, there are many different forms these metrics can take. A lot of these metrics rely on engaging the public in one way or another. However, in this article, we’ll be focusing on the ones that don’t need active public participation, but the metrics that can be gained through your own site and various tools used across the internet.
Firstly though, it should be highlighted early on that there are a multitude of tools to be taken advantage of on the internet. Some free to use tools such as those offered by Google can go a long way in telling you the specifics of what’s going on when it comes to customers visiting your website. As a growing business, it’s worth taking the time to properly understand what can be done with these types of tools, and putting the foundations in place to be able to receive this data as clearly as possible.
One handy way to find a particular value to your brand is to run an experiment with your digital marketing. Firstly, create an advert that has your brand present. Next, create as similar as possible the advert you’ve just made minus the brand element. This process is known as brand uplift. What you want to compare is the difference in clicks between the two adverts. This difference is a specific value you can attribute to your brand. Naturally, it can be deduced that the more clicks you’re getting, the more likely your sales will increase.
Something that doesn’t have a specific calculation but can tell you a lot about your brand is the time spent on your site. The longer people spend on your site, the longer you’re holding their attention for. Simply put, the value of your brand is how long it’s able to hold the attention of consumers. Without doing an extreme version of a brand uplift, you can’t really measure this though. Instead, you need to see how much time different demographics, especially new visitors, are spending on your website. New visitors to your site represent potential customers who have been drawn in by your brand. The longer people spend on your site, engaged with the brand, the more likely they’re going to make the switch from potential to actual customers.