SME communications: which key performance indicators (KPIs) for which objectives?
In terms of communications and marketing, we often forget to measure our actions. Yet this is the only way to know whether an action has been effective and whether to repeat it or, conversely, to review your approach.
And even when we do not forget these performance indicators, we can get lost between conversion rates and brand awareness rates.
Here, then, is a summary overview to help you always know which key performance indicators (KPIs) correspond to which actions and which objectives.
On social media
Visibility
Indicates whether your communications efforts are visible; principally whether they are well positioned in search engine results.
Which indicators?
- Number of impressions
- Number of views
- Share of voice
- Demographic profile
Acquisition
Indicates where your traffic and customer base are coming from.
Which indicators?
- Number of members/fans/connections
- Acquisition cost
- Conversion rate (or transformation rate)
Recommendation
Indicates the extent to which your brand or products/services are recommended by internet users to those around them.
Which indicators?
- Number of shares
- Virality rate
Tone
Indicates the tone of exchanges and the overall sentiment of internet users towards your brand.
Which indicators?
- Ratio of positive/neutral/negative mentions
- Quality of conversations about your brand
Engagement
Indicates the nature and level of interactions with your brand on the part of internet users.
Which indicators?
- Page views
- Visit duration
- Engagement rate
In relation to commercial performance
Commercial performance
Indicates how the brand's performance is evolving relative to its customer base.
Which indicators?
- Revenue
- Market share
- Penetration rate
In relation to brand communications
Brand awareness and reputation
Commercial performance
Concerns indicators relating to brand penetration, brand recognition among customers, and brand image.
Which indicators?
- Spontaneous and aided awareness index
- Citation rate
- Reputation and e-reputation index
Press relations
Indicates the effectiveness of communications activities with media and influencers.
Which indicators?
- Number of press releases, press conferences, etc.
- Ratio of brand mentions / negative mentions
- OVE and UBM scores
Press relations
Indicates the effectiveness of communications activities with media and influencers.
Which indicators?
- Number of press releases, press conferences, etc.
- Ratio of brand mentions / negative mentions
- OVE and UBM scores
Advertising
Indicates the effectiveness of advertising activities.
Which indicators?
- Recognition score
- Impact score
- Attribution score
- Approval score
Website
Indicates the effectiveness of the brand's website within its communications strategy.
Which indicators?
- Number of page views, visits, unique visitors.
- Visitors by profile, demographic origin, number of leads generated.
- Click-through and bounce rates.
We hope this overview will help you see things more clearly and better identify the indicators you will need according to your objectives.
Source: Brand new blog
Have a similar project?
Let's talk it over in 15 minutes. No sales pitch, just a technical chat.