Now that you've started producing great content that your prospects will want to devour, you're well on your way to increasing your brand awareness where today's buyer looks - online.
Publishing regular content isn't the final step in your brand awareness strategy. It's important to take stock in what you've done and review metrics that tell you if it's working.
What Metrics Should You Monitor and When?
Before we dive into metrics, I want to forewarn you that content publishing doesn't lead to overnight results. If it did, you and everyone else would already be doing it. Content can take two or more weeks to be indexed by Google to show in search results, and even longer to work it's way to the top of results, depending on the competitiveness of your keywords.
With that in mind, I recommend regularly publishing content and sharing it in social media for six weeks before you look into these metrics. After the initial six weeks, you should review them bi-weekly. If you decide to work with an inbound marketing agency to do this, they will probably evaluate your metrics weekly.
Over time, you will find that your blog gets way more views and visitors than the traditional pages on your website. This is a VERY good thing. An increase in this number means you are ranking better in Google and seeing more activity in social media, which also means you are increasing your B2B brand awareness.
Because most prospects don't care about your services when they first start researching their problems or opportunities, you want them to start by finding your blog content first. This is a gateway to the other pages on your site.
Social Media Followers, Shares, and Engagement
As you post in the various social channels and follow relevant accounts yourself, you will begin to grow your followers, shares and overall engagement. This leads to more brand awareness. These numbers should all increase regularly. Some examples of these metrics include:
- Twitter followers
- Twitter retweets
- Twitter 'likes'
- Facebook followers
- Facebook comments
- Facebook 'likes'
- Facebook shares
These numbers will not jump overnight, but will steadily increase with regular activity from you.
As I noted in the previous step, the keywords that are relevant to your prospects will improve in rank over time. This will lead to an increase in quality website traffic. That will build more brand awareness.
Tools like HubSpot and Google Analytics give you great details on which keywords are improving and declining.
Adjust Your Strategy Using These Metrics
As the leader of your B2B brand awareness strategy, you have to evaluate these metrics regularly and make decisions on how you should adapt.
If you find that a keyword is increasing in rank and could use some additional content to push it to page one in Google, you might want to back burner some of the other blog content you have scheduled.
If you find that social media engagement is very low on a certain platform, you may want to change your approach for that platform or give it much less focus.
The important thing with these metrics is that you review them regularly and take action to improve. Simply digesting the numbers won't improve your brand awareness. You have to adjust your strategy to improve.