Metrics That Matter: How to Measure Your Visibility Strategy for Success

A visibility strategy is critical to the success of any business. It’s truly about ensuring that your brand is seen by the right people at the right time + in the right places!

Without proper visibility, a business cannot attract the right audience or create a strong brand presence.

Measuring the effectiveness of your visibility strategy can be challenging, as multiple metrics + systems are available to evaluate your strategy.

Determining what will be most effective for your brand can even be downright overwhelming.

That’s where measurement comes into play.

By accurately measuring your visibility strategy, you can help identify the channels + tactics that are driving results + focus on optimizing them for maximum impact.

In this blog post, we will explore which systems accurately measure your visibility strategy, so you can focus on the right one.

So, let’s dive right in!

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Website Traffic

Website traffic is a primary metric to measure the effectiveness of your visibility strategy.

By analyzing the number of visitors to your website, you can determine the level of interest generated by your visibility efforts.

You can use tools such as Google Analytics to track website traffic + gain insights into how visitors are interacting with your website.

Though, I want to remind you that while traffic to your website is great, we need to dig even deeper – where is it coming from!?

One of the critical metrics to consider when analyzing website traffic is the source of traffic.

The source of traffic can be organic search, direct traffic, referral traffic, or social media traffic.

By analyzing the traffic source, you can determine which channels drive the most traffic to your website + focus your efforts on those channels.

This allows you to optimize that specific channel even more.

One may not be bringing in any traffic, while another is bringing in 80% of your traffic – which would you choose to put more effort into in the future?

Knowing if there is traffic is just as important as knowing where traffic is coming from + what channels are bringing in that traffic should not be forgotten during your research!  

Search Engine Rankings

Search engine rankings are another critical metric to consider when measuring your visibility strategy.

Higher search engine rankings mean that your website is more visible to potential customers.

You can use tools such as Ahrefs, SEMrush, or Moz to track your search engine rankings + gain insights into the effectiveness of your search engine optimization (SEO) efforts.

It is essential to monitor your search engine rankings regularly + identify any fluctuations.

If you notice a significant drop in rankings, it may indicate that your SEO strategy needs to be revised to maintain or improve your visibility.

Utilizing these search tools will also allow you to see which content is being viewed the most or which ways your used SEO worked better than others.

Again, taking that extra step really goes a long way – and so many people don’t take it!

Social Media Engagement

Social media engagement is a metric that measures how your audience interacts with your social media posts.

Social media engagement can include likes, shares, comments + follows.

Tracking social media engagement can determine which social media channels are driving the most engagement + focus your efforts on those channels.

You can use tools such as Hootsuite, Sprout Social, or Buffer to track social media engagement + gain insights into the effectiveness of your social media strategy. But I'm going to recommend the one I think trumps them all in today's market - Metricool.

My social media manager + I moved to Metricool about a year ago + it has been a game-changer.

You can schedule up to 50 posts per month on the free plan. The paid plan is crazily affordable + the metrics can't be beaten!

Even if we are thinking about the big named social accounts, {Instagram, Twitter, Facebook, TikTok} each one of those can be very time-consuming to create content for –

Wouldn’t knowing which is the best for YOU be an advantage!?

So, by analyzing the engagement data, you can adjust your social media strategy to increase engagement + improve your visibility.

Brand Mentions

Brand mentions refers to any instance where your brand is mentioned online.

Brand mentions can be positive or negative + can occur on social media, blogs, forums + other online platforms.

By tracking brand mentions, you can determine how your brand is perceived by your audience + identify opportunities to improve your visibility.

You can use tools such as Brand24, Mention, or Google Alerts to track brand mentions + gain insights into the effectiveness of your visibility strategy.

By analyzing the brand mention data, you can identify trends, respond to customer feedback + improve your visibility by increasing positive brand mentions.

I remember submitting a bid for PR for a company that had a LOT of negative brand mentions. They wanted to focus on outreach, but I told them honestly that we had damage control to do first so that future customers wouldn't be lost after a quick Google search!

Backlinks

Backlinks are links from other websites that point to your website.

You’ve seen me do it in blogs + even my own newsletter where I mention other people I recommend for products + even corporations I suggest learning from!

Backlinks are a critical component of SEO + can significantly impact your search engine rankings.

By tracking these backlinks, you can determine the effectiveness of your link-building strategy + identify opportunities to improve your visibility.

Some helpful tools are Ahrefs, SEMrush, or Moz to track backlinks + help you gain insights into the effectiveness of your link-building strategy.

Remember, part of this is also building connections, building relationships with others around you!

Analyzing your backlink data can identify high-quality backlinks, monitor your link profile + improve your visibility by getting your brand Backlinked more!

Conversion Rates

Conversion rates refer to the percentage of visitors to your website who complete a desired action, such as filling out a form, making a purchase, or downloading a resource.

By tracking conversion rates, you can determine the effectiveness of your visibility strategy in generating leads + driving sales.

You can use tools such as Google Analytics, HubSpot, or Marketo to track conversion rates + gain insights into the effectiveness of your visibility strategy.

If you use an all-in-one website conversion tool like Kajabi, Clickfunnels, High Level, etc. you should also be able to gather your lead information in one place.

When analyzing the conversion rate data, you’ll want to identify areas where your website may need improvement, such as user experience or call-to-action (CTA) placement + adjust increase conversions + improve your visibility.

Email Marketing Metrics

Email marketing is a powerful tool for increasing visibility + engagement with your audience.

Tracking your email marketing metrics such as open rates, click-through rates + conversion rates, you can determine the effectiveness of your email marketing campaigns.

Helpful tools for analyzing your metrics are Mailchimp, Constant Contact, or Campaign Monitor. Or again, all-in-ones like Kajabi, Clickfunnels, etc. They will lend a greater insight into the effectiveness of your email marketing strategy.

They will allow you to identify opportunities to improve engagement + visibility, such as adjusting subject lines, improving email content, or segmenting your audience.

The small things truly do matter + one small shift in the right direction may cause your visibility to launch straight into view!

So what helps me in choosing the right metrics + systems?

Well with so many metrics + systems available to measure your visibility strategy, it can be overwhelming to choose which ones to focus on.

It is essential to choose the right metrics + systems that align with your business goals + provide actionable insights.

So, consider the following:

Business Goals

Your business goals should be the foundation of your visibility strategy.

Before choosing metrics + systems to measure your visibility, go over your business goals + ensure that the metrics + systems you choose to align with those goals.

For example, if your goal is to increase website traffic, focus on website traffic metrics such as the source of traffic + page views.

Data Availability

Ensure that the data required to measure your chosen metrics is available.

Some metrics, such as backlinks or social media engagement, may require data from third-party tools or platforms.

Ensure that you have access to this data + that it can be integrated into your metrics tracking system.

Actionable Insights

Choose metrics that provide actionable insights.

For example, tracking website traffic is valuable.

But it is more valuable to know which channels are driving the most traffic + focus your efforts on those channels.

Timeframe

Consider the timeframe for measuring your metrics.

Some metrics, such as website traffic or social media engagement, may fluctuate daily or weekly, while others, such as brand mentions or backlinks, may take longer to track.

Ensure that the timeframe for measuring your metrics aligns with your business goals + provides actionable insights.

Conclusion

Measuring your visibility strategy's effectiveness is critical to your business's success.

Tracking metrics such as website traffic, search engine rankings, social media engagement, brand mentions, backlinks, conversion rates + email marketing metrics allows you to gain insights into the effectiveness of your visibility strategy + identify areas for improvement.

Choosing the right metrics + systems that align with your business goals, provide actionable insights + are available within your timeframe can help you focus your efforts on the right metrics, save time, save money + ultimately can improve your visibility strategy.

You just must be willing to go the extra step in diving deep + being honest with the data collected.

We are going to come across roadblocks in our businesses; it’s how we choose to navigate them, what we are willing to listen to + how far we are willing to go that can choose how our business will succeed!