3 Key Performance Indicators for Tracking, Adjusting, and Building Your Brand’s Value
Effective branding can be measured! What key performance indicators (KPIs) should you track to assess your brand’s effectiveness? Today, we’ll guide you through measuring the impact of your B2B branding and optimizing your efforts based on the data you collect.
In the B2B sector, 65% of marketers say they have trouble measuring the impact of their branding. However, there are simple metrics you can use to assess its effectiveness and adjust your efforts (Source: HubSpot, State of Marketing Report 2023).
Here are three suggested areas of focus,along with specific actions for each KPI.
1. Brand Awareness
Brand awareness is the primary indicator of your brand's visibility. Here are a few metrics for measuring it:
- Direct traffic to your website: Check Google Analytics to see how many visitors access your site directly. This indicates that they are already familiar with your brand or that they found you on search engines by entering a query that included your brand name. Then, track the trend over time for periods of 3, 6, and 12 months.
- LinkedIn Metrics: Use LinkedIn Insights to track how many times your posts or your company page have been viewed.
- Social Media Mentions: Set up a monitoring system using a tool like Hootsuite or Mention to track how often your brand is mentioned and monitor trends.
Action to Take: Identify your best-performing LinkedIn post from the last 30 days. Analyze why it worked (type of content, structure, length, call to action, mentions of influencers or the CEO, etc.). Reproduce this model in your future posts.
2. Commitment
Engagement shows just how much your content captivates your audience.
Here's what you can follow:
- LinkedIn Engagement Rate: Measure interactions (likes, shares, comments) relative to your impressions. A good engagement rate in B2B is generally above 2%.
- Email open and click-through rates: Track these metrics using tools like Mailchimp or HubSpot. An open rate above 20% is a good goal.
- Time spent on your site, watching your videos or reading your articles
- Number of downloads of white papers or special reports from your website
Practical step: Take your last three email campaigns. Analyze their open rates, and review the email subject lines and types of content that performed best. Test different variations in your upcoming campaigns.
3. Conversions
Conversions are where branding translates into a direct impact on your results.
Here's how to follow them:
- Leads Generated: How many prospects contacted you after seeing your content, and what were the sources (website, online campaigns, LinkedIn, trade shows, etc.)?
- Landing Page Performance: Check your pages’ conversion rates using Google Analytics or tools like Unbounce. For example: How many people filled out a form after clicking a CTA (call-to-action button)?
- ROI (Return on Investment) of Advertising Campaigns: If you use LinkedIn Ads or Google Ads, calculate how many leads or sales your campaigns have generated relative to your investment.
Practical step to take: Choose a key landing page on your website (for example, a product page). Analyze its current conversion rate. Test an improvement, such as a new call to action, a different way of highlighting the benefits, or the use of an infographic to illustrate your text.
Example: A company specializing in automation doubled its page conversion rate by simplifying its forms and adding a clear call-to-action at the top of the page. Here is an example of a very simple dashboard that you might want to consider as a starting point.
KPI Target Last Measurement Action
Brand Awareness +30% impressions/month 18,000 Optimize hashtags
Engagement Open Rate 2% 1.6% Vary content/formats
Conversions +5% leads/month 3.2% Simplify the form
Measuring leads to progress. With the right tools and metrics, you can effectively manage your branding. If you don’t measure it, you can’t improve it.
Branding is no exception. That’s why we’ve developed Maia Analytics, an analytics and visualization tool that lets you track your most important metrics.
Episode 7 – How to Measure the Impact of Your B2B Branding
🔎 Next week, we'll explore how to build a sustainable and relevant brand, even in the face of change.
See you soon!
- If you need a template or guidance on how to measure the impact of your B2B branding, contact us. We’re here to help you structure your analyses.