As growth-oriented, savvy marketers…
Things move fast.
We need our information to come at us fast, too.
…Ain’t nobody got time for digging through charts and crunching numbers. 💁🏼♀️
Our metrics should tell us about our brand growth in a glance so that we can be off to the next great thing again.
Of course, there’s a catch. Knowing which metrics to look at is crucial if you want to stay focused on growth.
Here’s a quick refresher – in the form of a three-minute read since I know you’re busy. 🌠
Have you heard? My all-new subscription-based community for growth-oriented marketers and entrepreneurs is HERE! This builds on the content strategy skills you’ve been building in my course. Connect with this amazing resource and get live coaching, templates, frameworks, and everything you need to know to grow a real business using content. 🌱 Learn more about G.R.O.W. with Julia right here.
Remember to Track the Right Metrics: I’m Here to Tell You Only Two Matter
There are literally dozens of content marketing and digital marketing metrics out there for you to track. (Most lists will helpfully limit you to six or twelve.)
Some of those metrics will be incredibly insightful into how your brand is growing. Others … not so much.
In fact, many marketers routinely fall down the rabbit hole chasing vanity metrics. Those are metrics that look good, and often make you feel good, but don’t actually tell you anything about how your business is doing on their own. Some of the most common ones include:
- Web traffic
- Likes and shares
- Time on page
- Keyword volume
- Follower count
Of course, vanity metrics aren’t useless. Numbers like keyword volume or follower count can give you insight into what sort of engagement you can expect, or whether you’ll have a lot of competition if you choose to pursue a keyword with SEO.
But for growth-focused marketers and entrepreneurs, follower count tells you nothing about how much the business is actually selling. In this case, vanity metrics will waste your time and may even cause you to make a misstep. ☠️
Pay attention to whether or not you’re looking at vanity metrics. A good question to ask: can this metric shed light on my business’ performance without additional information?
If the answer is no, you’re looking at a vanity metric. 🦚
My all-new subscription-based community for growth-oriented marketers and entrepreneurs is HERE! This builds on the content strategy skills you’ve been building in my course. Connect with this amazing resource and get live coaching, templates, frameworks, and everything you need to know to grow a real business using content. 🌱 Learn more about G.R.O.W. with Julia right here.
2 Core Metrics to Identify Brand Growth: Conversations & Sales
So, if we’re not looking at things like keyword volume, follower count, or web traffic, then what are we looking at?
In the decade that I’ve run Express Writers, there are only two metrics that I’ve found accurately reflect brand growth without the need for additional metrics. They are:
… not always what you’d expect.
Conversations refer to any interactions that people have with your brand. These may be direct or indirect, but they indicate that people know about you and are talking about you. Some examples include:
- Social media mentions
- Chatbot conversations
- People using our contact forms
- Interactions on our social media pages
Why do conversations matter? We only talk about brands that we a) love or hate or b) are interested in doing business with.
The more people who are talking to or about you, the further your brand reach. 💬
Remember: every conversation is a chance for a conversion, especially when that conversation happens directly with you. (That’s why great customer service is so essential. Your customer service reps are your front-line marketers.)
2. Total Sales
After all, at the end of the day, nothing indicates success better than a pile of cash thrown at you by raving fans. 💰💰💰
Even if you’re tracking other methods, you should always track revenue or sales. Not doing so can actually prove dangerous, especially if you’re relying on vanity metrics like follower count or web traffic to determine if you’re succeeding or not.
Remember: Your business isn’t growing if it’s not profiting. It’s a simple bit of wisdom easily erased by the excitement of watching follower count or “likes” tick upward.
Conversion is a broad term that includes subscribers and sales. Source: Content Marketing Institute
Learn About Growth Metrics and More in the G.R.O.W. Community
There you have it! Two core metrics that best reflect brand growth – delivered in three minutes.
When you’re busy growing a brand from the ground up, you don’t have time to focus on anything that doesn’t tell you exactly where you’re headed. Worse, getting lost in the exciting world of metrics can slow you down and cause you to make mistakes.
That’s why having a solid community of like-minded entrepreneurs and marketers at your back is a good idea. G.R.O.W., Gather Round Our Why, is a community of growth-focused professionals who encourage and learn from each other. You’ll get live coaching, templates, frameworks, and real-world wisdom that I’ve gathered in the 10 years I’ve been in business.
You’re rocketing toward the stars, but you don’t have to do it alone.