A Brief Guide to Brand Marketing Metrics

Hello everyone, I'm Victor and I'm going to write a short guide to brand marketing metrics. If you're already a veteran at this, this article probably isn't for you, as there are a lot of things you'll already know. If you're new to this topic, take a seat, drinks are on the left and we're going to talk a little bit.

Marketing, in the end, is about getting people to pay for your product. Unfortunately, it's usually not that easy and there are a few things you should understand. Let's start with the simplest.

1. Impressions - You can think of this simply as someone watching your ad. It may seem like it's not that important, but it's always step 1 in marketing, so it matters. One thing to keep in mind is that impressions can be defined differently in different places (loading the website vs scrolling and seeing your ad), so it's not all 1 to 1.
2. Clicks - Pretty self-explanatory, isn't it? They click a button.‍
3. Registrations - This usually just means that you have the information of a potential customer. If you can get this information easily, it's all a plus from here. We will not delve into that now.

With those definitions in mind, we can think of marketing metrics as being divided into 2 types. The first type is Brand Metrics. These don't directly affect revenues, but they are necessary for any good business. They make people understand, trust and believe in you and your company. So if you stop investing in them, it's going to hurt. Without a brand there is no trust, which means there are no purchases.

So, if you're going to prepare a brand marketing strategy, what are you looking for? In general, the first and possibly most important thing is to make sure you're targeting the right audience. A million impressions/clicks/etc. from people who work as software developers isn't useful if your target audience is mechanical. So first answer: Who do I want my brand to see? Then you try to optimize:

1. Cost Per Thousand Impressions (CPM) - This means how much you pay to get 1000 impressions. The lower the better (it's a cost metric after all).
2. Cost Per Click (CPC) - This means how much you pay to get someone to click on your ad and go to your website/landing page/etc. Just like before, the lower the better.
3. Impression Participation - This depends on your platform, but imagine that you are going to be marketing on Google for the keyword 'Baking'. The more search impressions you get, the more people will associate your business/brand with 'Baking'. It's a powerful KPI and the higher, the better.
4. Average Time on Site - As the name suggests, how many minutes people spend on your website (or on your substack or online course, you get the idea). If people are staying on your site, they're interacting with your content and becoming familiar with you. So your brand power is increasing!‍
5. Mindshare (Mind Share) - This is not a real metric, rather a concept. But the idea is simple: when people think of something specific, how often do they think of you or your company? For example, when I write 'Social Networks', you probably think: Facebook, Instagram, Twitter, etc. These companies have a high share of mind.

Overall, both impressions and clicks are good, of course, but if you're starting out, I would focus more than anything on achieving a low CPM and a high Impression Share. You want to increase the amount of mind you have. It's ideal, of course, if you can get them to go to your site and interact with your content there, as it can lead to them becoming customers, but just having your name on the front lines is enough to get started.

Once you've gained enough brand awareness, the clicks will come. And then comes the shopping. You still need to do marketing for those, but that goes deeper into our marketing strategy. We will write about those in another article.

If you liked this article, try Datus. We're helping people optimize their marketing, so sign up and give it a try. After all, it's free to try.

‍