In 2025, there are estimated to be 5.42 billion total social media users worldwide, with an average person using 6.83 different social networks per month. Advertising as a user experience has changed at its very core. And while volume and scale are certainly big drivers for social media, we are also amidst a major shift: AI-generated content. Engagement can be harder to come by as a result as algorithms begin prioritizing interactions over reach. Audiences expect (and crave) more authenticity, and brands that don’t adjust will find it harder to scale engagement and growth. When everyone is a content creator, it’s that much more challenging to stand out in a crowd.
We’re in a time where broadcasting your message isn’t enough – we need to create and engage in meaningful conversations with our audiences. When done well, organic engagement fosters trust, deepens relationships and turns audiences into advocates. So, let’s talk about how to make that happen.
For Organic Social Media Engagement: Begin with Value
It’s all about human nature and instinct. People tend to engage more when they feel seen, heard or inspired. Instead of focusing on what you want to say about yourself and your brand, consider what your audience wants and needs to hear from you. Can you answer a question? Offer an insight? Or share a perspective that challenges conventional thinking? Content that educates, entertains or sparks curiosity will always outperform content that simply exists to fill a feed.
The key here is to shift the focus away from self-promotion and toward audience enrichment. The more your audience benefits from your content, the more likely they are to interact and return for more.
Storytelling: Tell a Story That Your Audience Relates To
When we tell stories – whether they’re about customers, employees or brand experiences – we invite people into something larger than a transaction. Unlike traditional marketing approaches that rely on direct promotion, compelling narratives transform static content into immersive experiences that resonate on an emotional level.
Great storytelling in social media doesn’t have to be long-form or overly complex (although it can be and there’s certainly a time and place for it). Sometimes, a single image paired with a simple, but compelling narrative or statement can spark something meaningful for your audience. Maybe your single statement taps into a memory or makes a connection to something bigger that causes your audience to pause and think. By tapping into emotion, you give your audience a reason to care—and when people care, they engage.
Crafting a story that reveals authentic human experiences invites your audience to see themselves within the narrative, creating a powerful bridge of empathy and relatability. Demonstrate how you are personally invested; weave personal anecdotes, share behind-the-scenes moments or respond to user-generated content as part of your social media strategy. You’re building a community. The most successful organic social media strategies understand that people don’t just consume content, they connect with stories and actions that acknowledge they are understood.
Ask Your Audience, Don’t Just Tell
Think about social media as a digital dinner party. If you walked into a room and only talked about yourself without ever inviting others to join the conversation, you probably wouldn’t be the most popular guest. But if you ask interesting questions, listen actively and make people feel heard, the conversation flows naturally. Organic social media engagement isn’t about broadcasting; it’s about facilitating dialogue.
Ask thought-provoking questions. Invite discussion. Use polls, interactive features, and open-ended prompts that encourage responses. The more we engage with our audiences, the more they engage with us.
Timing Matters
If a post goes up and no one sees it, does it make an impact? The short answer: not really. Timing plays a role. Posting during peak engagement windows can make a significant difference in reach and response.
Use insights and analytics to determine when your audience is most active. Are they checking LinkedIn first thing in the morning? Scrolling Instagram during lunch? Engaging with Twitter/X or Blue Sky in the evening? By aligning your posting schedule with audience behavior, you maximize the likelihood of your content being seen and interacted with in real-time.
To learn more about publishing on each social network and fine-tune your timing strategy, we invite you to read this article from Hootsuite: Best time to post on social media.
A Picture Speaks a Thousand Words
Let’s be honest…nobody stops for a block of text alone. Attention spans are short, and feeds are crowded. High-quality images, videos, carousels and interactive content stand out. According to Sprout’s 2024 Content Benchmarks Report:
– 42% of consumers want brands to focus on short-form video (<15 secs)
– 39% of consumers want brands to focus on short-form video (15-30 secs)
– 30% of consumers want brands to focus on static images
The format you choose matters just as much as the message itself. A well-designed infographic can turn complex data into an easily digestible – and shareable – visual. A short-form video brings energy and personality to static posts. A simple, well-lit photo can add depth to a brand story. Experiment with different visual formats to see what resonates best with your audience.
The Algorithm is a Moving Target
Every platform operates differently, but one thing remains true: social media favors engagement. The more people interact with your content, the more it gets seen. LinkedIn rewards meaningful conversations. Instagram favors reels and carousels. Facebook prioritizes discussion-driven posts. Understanding these nuances ensures that great content reaches the right audience.
The key is to stay flexible. Algorithm changes happen. Stay informed, test different strategies and be ready to adapt your approach based on data and insights.
Engagement is a Two-Way Street
We can’t expect people to engage if we’re not willing to do the same. Your content strategy should include responding to comments. Acknowledging shares. Answering questions. When you demonstrate that you’re ready to listen and respond, you will build a reputation that makes clear that you value your audience.
Engagement shouldn’t end when someone leaves a comment. Take the extra step and ask follow-up questions, express gratitude and create an ongoing dialogue. When audiences feel like their voices matter, they are far more likely to return and continue engaging over time.
Measure, Learn, Adjust
What works today will change tomorrow. Be ready to track, analyze and refine. By paying attention to what resonates – whether it’s a certain type of post, topic or format – you can make informed decisions and amplify your impact.
Use platform analytics to assess performance. Which posts generated the most engagement? What patterns emerge in audience behavior? Learning from these insights allows you to refine your strategy, experiment with new approaches, and continually improve your engagement efforts.
Act Natural
When you break it down, the strategies and tactics that resonate with audiences most are those that are authentic to human behavior and instincts. Going back to the dinner party analogy, you have to ask yourself when creating content – would I find this interesting if someone told this story over dinner? Would I engage if I was asked this question over coffee?
The same instincts that make you the life of a dinner party will serve you well. Your organic content strategy needs to be a reflection of you and make clear that you understand that whether or not they’re sitting across the table, or spending time with you on their phone, tablet or laptop, they are all people like you. Make this the guiding force for your approach to organic engagement and you’ll grow your impact and create meaningful engagement that benefits you and the people you are talking to.
AI is at the forefront of today’s marketing conversation. “Ask ChatGPT” has replaced “just Google it” – a fundamental change in how audiences consume and filter information via search engines. And as more AI solutions continue to emerge – from Anthropic’s Claude, to Jasper’s content creator, to AI integration tools in PhotoShop – it can feel overwhelming. What is “good” AI? How do I choose which tools to use? How do I stay competitive?
So we’re here to provide you with a good place to start. For many Search Engine Optimization (SEO) is the entry point to understanding and demonstrating what AI is at its core and how we can embrace AI.
Understanding AI’s Impact on Search Behavior
The integration of AI in search has brought significant changes to how content is delivered to audiences. Search engines and tools can now better understand user intent and adjust to contextual meaning. Search engines are not just matching keywords anymore, they’re interpreting questions, analyzing sentiment and delivering personalized results.
For example, users can use AI to ask complete questions, rather than select keywords or short phrases. Essentially, those of us who have still been holding on to it can say goodbye to the Boolean search technique. The intended outcome is a more seamless search experience for users. Have a question on your mind, just ask it…right? Well, yes and no. While AI search tools are effective at processing complete sentences and questions, there is still a skill and technique to how questions are asked that prompt our desired results.
The question is: what is the impact on SEO when users begin search queries with full sentences? The answer, content ranking. A recent article in Forbes notes, “Prioritizing user intent and personalization guarantees that the content is not only relevant and captivating but also customized to address the specific requirements and preferences of users, leading to improved rankings in search results and more website traffic.” To simplify, content that is more personalized and comprehensive will result in a better ranking.
Adapting and Optimizing Your SEO Strategy
While it is important that we adapt to the changing landscape and embrace AI, it is also important to consider the human experience. If we lean too far in one direction where all content and experiences are generated by AI, the work becomes inauthentic. That’s problematic from a brand management and user experience perspective, and can also have a negative impact on your SEO.
For those of us who were around for the dawn of SEO, you may remember a time where producing a lot of content with a lot of keywords was the main objective. Comprehensive and personalized content was somewhat secondary. Over the years we’ve moved more and more toward high-value, keyword dense content as audiences have become more engaged and discerning. The adoption of AI in search should be seen as the final nudge — a tipping point for ensuring that high-ranking content is comprehensive and hyper personalized.
Here are five steps to get you started:
1. Focus on Comprehensive Topic Coverage
Rather than targeting individual keywords, focus on covering topics thoroughly. AI algorithms are better at understanding the relationship between concepts, so comprehensive content that addresses multiple related aspects of a topic tends to perform better.
A good place to start is creating content clusters. Begin by answering a number of related questions and provide in-depth explanations. This helps to create content that is holistic and comprehensive across a topic. It’s also important to include relevant examples, case studies and links to authoritative sources.
In reality, this shouldn’t be too dissimilar to what you’re currently doing. The main difference is that this approach actually introduces a bit more freedom when it comes to content creation, rather than being hung up on specific keywords.
2. Optimize for Natural Language, Complete Sentence Search Behavior
With the rise of voice search and AI assistants, users are increasingly using natural language queries. It’s important to adapt your content to match this shift by focusing more on long-tail keywords and complete questions. Additionally, this should impact your tone of voice, making content more conversational and digestible.
Also, if you weren’t using FAQ sections before, this is a simple step that will help you get started. FAQ sections are still a great way to address a number of questions your audience is looking to answer and also ensures your website shows up in search results.
3. Prioritize E-E-A-T Signals
Expert, Experience, Authority, and Trust (E-E-A-T) signals have become more critical as well. AI systems improve everyday when it comes to identifying and rewarding genuine content and expertise – what we refer to as high-value content.
Here are three easy ways you can do this: 1) List bylines noting author credentials, 2) include all original research and supporting data, either in the form of links or a sourcing table at the bottom of your content, and 3) update and add content regularly.
Also don’t forget about backlinks. They are still a tried and true method for establishing credibility. The more other websites site and link to your content, the better. How do you achieve this? Staying true to the core concept: create high-value, expert content that organizations and individuals want to reference and link to. What is often referred to as link-worthy content and assets.
4. Technical SEO for AI Crawlers
We’d be remiss to not also highlight the technical components of AI and search. The best thing you can do is help AI better understand content through enhanced technical SEO. We won’t get too into the nitty-gritty this time around, but to keep it simple, you should:
– Implement structured data markup
– Use clear heading hierarchies
– Optimize internal linking structures
– Ensure mobile responsiveness
– Improve page speed and core web vitals
5. Create Value-First Content That Connects
Finally, it’s important to remember that while AI can do a lot, it can’t replace genuine insights and original thinking – and that’s the opportunity.
Ask yourself, does your content offer a unique perspective? Real-world examples? Personal experiences? These are just some ways you can ensure your content stands out. In taking this approach, think about questions and opportunities that are specific to your audience and/or industry. What are the things, questions or ideas that your audience doesn’t have enough of? How does your organization fill that gap, and how can you communicate your expertise to them?
Measuring Success in an AI World
Traditional SEO metrics will continue to remain important, but pay attention to emerging metrics like featured snippet appearances, voice search rankings, user engagement metrics, content relevance scores and topic authority. Hopefully, what we have shared here will get you on the right track to perform well, but remember – AI is evolving every day.
Looking Ahead
We know that the integration of AI into search will continue to evolve. But as we have reviewed here, the key to success when it comes to AI-powered SEO still lies in creating high-quality, user-focused content. What may change and evolve is how we leverage technical optimizations that will help AI platforms continue to better understand and rank your content. AI is changing how we approach SEO, but the fundamental objective remains the same: provide valuable content that meets user needs.
Adapting your strategy to account for AI’s growing influence will take discipline and a continued examination of how AI creates value for users. In doing so, you can be assured that your content will reach your audiences and ensure ongoing success for your organization in this evolving landscape.
Ten years ago, Alluvus began its journey as a marketing agency with a simple offer – let’s begin with a conversation. This conversation, our starting point, is informed by our commitment to listening. We are passionate about the “why” and “how” behind listening because we’re intentional about becoming partners with our clients. We believe partnership is how we – all of us – can work together to create meaningful and measurable outcomes.
When we begin with a conversation, we create the potential to make good things happen.
If a conversation is our starting point, then making good things happen is our purpose. We think it’s important to lead with intention because we live in a problem rich world that is filled with opportunity. But people are uncertain. They’re distracted. They are looking to talk with someone who will listen. Because nine times out of ten – like us – they also want to make good things happen; they just are unsure of where they should begin.
The “Why” Behind Our Purpose
From the very beginning, we have worked with our clients – people – to make good things happen. In doing so, these good things have involved sales, membership growth, product launches, conferences and events, thought leadership, lead generation, engagement, disruption and design.
Results matter, and we’re proud of our collective accomplishments. But the people we work with also matter – a lot. That’s why making good things happen also involves working with our clients to take a breath, invite a pause, address their distractions, introduce calm, provide support, counsel and take time to care.
It’s why we always begin with a conversation.
“How” We Make Good Things Happen
Making good things happen always involves outcomes. But when we make good things happen for our clients – the people we work with – and then meaningfully examine the people they are trying to connect with – the people who come to their events, and the people they want to click to learn more about what they offer – the good things we exist to make happen can get even better.
With a conversation, we create the time and space needed for a client to share where they have been, what they have tried before, what they have learned from the past and the dynamics today that are causing them concern.
Our commitment is to then take time to process the discussion and return with an examination and analysis that is meaningful and measurable, but is also provided without any attachments or expectations. We believe it’s important to demonstrate that we understand the risk and uncertainty that may be involved but also see the opportunities and how they can get there. In doing so, we stay true to our original intention and demonstrate what we heard.
The conversation creates the foundation for a shared understanding.
Clients appreciate this commitment because in most cases they have already begun the journey and are looking for an examination of where they are. They want to examine assumptions that were made when they began, and they want to talk about how these assumptions align with the forecast they are using to govern where they should be.
A useful analogy for this is setting sail. Once the boat leaves the harbor the focus is on the destination. Given the nature of the weather and other variables that may be encountered, assumptions are made to inform the course that needs to be taken. However, as is the case with sailing, the weather can change, and the course needs to be altered to ensure conditions are accounted for and the ship remains on course.
We like this analogy because it applies to forecasts created for a business or organization. Organizations begin the year with a vision for how they will measure success, the KPIs are in place, and as they move through the year, assumptions made don’t always hold true. Everyone still agrees on the destination, but the conditions have changed, disruptions happened.
It happens all the time in sailing, but no one plans to jump ship.
But, when it happens with a business, concerns arise, people get nervous, and pointer fingers start to get a little itchy. When we begin with a conversation, we can work together to examine the variables affecting assumptions and plot a course that ensures we reach our destination.
Charts and maps are useful here. They help us see where we began, examine where we’re going and use the changes in the forecast to get us back on course.
At Alluvus, the map we use is the Alluvus Brand Execution Path. It ensures that we process the conversation in a disciplined fashion, examining the many variables that are impacting desired outcomes.
Using The Conversation to Address Variables and Dynamics
The conversation, our starting point, also allows us to examine if there are any clowns hiding underneath the bed – the things we’re afraid of. This is where it gets personal and perhaps even a bit political. But if we’re talking with a client “that seeks to use evidence to make business decisions…” and fear is a factor, we may miss things. And while the article linked here speaks to candid reporting and data, fear can be informed by an individual’s aesthetic preference – fear can be informed by the observation “that is way above my pay grade” or fear can be a function of not wanting to bother someone back from a long business trip.
Today, we talk about psychological safety, but internal dynamics that make team members fearful, is a long running issue. For example, as “The Knowing-Doing Gap” by Jeffrey Pfeffer and Robert I. Sutton notes, “Fear inhibits the ability to turn knowledge into action because people are so afraid… they do everything they can to avoid being the one delivering bad news about the company, even if they are not to blame… Fear… leads to falsification of information and the inability to learn, let alone apply the knowledge to improve [an] organization’s operations.”
This is where the conversation has the potential to be transformational. If internal dynamics are creating fear – we need to talk about it. After all, when it comes to our fears, instead of clowns, we may just find that there are butterflies and unicorns hiding under the bed.
If we’re operating in a state of fear and our nervous system is set on high alert (aka, flight or fight), and we’re not talking about whether that is a function of the workplace or life, then we’re going to miss the point. The people we work with and the people they work and live with are always going to make the difference. If you’re stressed – or balanced – then let’s talk about it because if we’re all not operating in a restful state – and by this we’re simply talking about the parasympathetic nervous system and the importance it plays in ensuring we can be at rest while we think – well…
At Alluvus, we always take time to examine if the first item in the weakness box is us/me/we. If there is fear about how things are presented or processed, if there is fear related to issues outside of the workplace, if there is fear related to colleagues’ issues inside and outside the workplace – then we need to talk about it. No amount of strategic thinking or breakthrough creativity is going to get us where we need to be.
When We Have A Conversation, We…
When we have this conversation and we commit to understanding how we can overcome fear – while also working to hear from the folks in the room who see unicorns and butterflies underneath the bed – many of our engagements result in “creativity [that] should be followed, not led.”
That’s why a conversation has been our offer since day one. Listening is our origin story because when we do, we make good things happen. It’s what we were founded on and it’s the approach we have taken each and every day since. If you would like to learn more about how we can help you, just reach out.
So, here’s to all of us here at Alluvus as we move through the days that get us to ten years. If you would like to hear more about our journey – well, you should know by now… we’re happy to begin a conversation as we work together to make good things happen.
The Alluvus Brand Execution Path is the device we use to work with clients to align our collective effort with execution. The path consists of five layers:
1. The Brand (and/or Campaign) Purpose
2. Awareness, Favorability, Action and Preference Pillars
3. Target Audiences, call-to-action, engagement KPIs and preference metrics
4. Tactics
5. Marketing spend
Layer 1: The Brand (and/or Campaign Purpose)
The first layer features the brand purpose – or in some instances a campaign purpose that is informed by and intrinsically connected to the brand. We use this as the starting point for the Alluvus Brand Execution Path because we often find that when we engage with an organization, we may encounter two camps. One camp may be focused on a new brand and/or a renewed brand. This focus usually means that the organization is focused on brand development as the primary effort.
On the other hand, by working with our clients to examine the brand purpose, we often find that the brand is actually strong and supported by all necessary brand assets such as an identity guide, core messaging and consistent application across all brand channels. By working with our clients to begin with a focus on the brand purpose, we are able to discern if identity and messaging are the primary focus. This is important because if brand development is the focus, we can then discuss whether or not the team is prepared to invest in a rebrand. Typically, we have found that brand development is an important effort in its own right and could require six- to 12-months to examine, explore and create a new or renewed brand.
We also begin with an examination of the brand purpose because any and all related marketing efforts will need to ensure that they are dual purpose. The brand is going to need to cascade down to inform and support all related efforts and any and all activity is going to need to ladder up to support the brand. It is very much a two-way street.
Agreement on the brand purpose and its value ensures that we begin the engagement with a shared perspective.
Layer 2: Awareness, Favorability, Action and Preference Pillars
With the brand purpose and value established – Alluvus then works with our clients to examine where target audiences are when it comes to awareness – do they know who we are (awareness), do they like us (favorability) and do they support us (action – aka, the CTA). Finally, we examine preference – are customers or stakeholders passionate supporters?
We define awareness, favorability, action, and preference as pillars because the pillars then serve as a construct we can use to examine how target audience research, calls-to-action – especially when it comes to trial – and engagement and re-engagement lead to the ultimate outcome – preference. The Alluvus Brand Execution Path is designed to ensure that we are working together to continuously move target audiences across the funnel from discovery to becoming passionate brand advocates.
The awareness, favorability, action, and preference pillars also serve as a useful organizing device to examine where a team’s comfort level may be. For example, our experience has found that in some instances a client may have outstanding awareness metrics, yet when we examine action, we may find really low engagement metrics.
We don’t want to single any one organization out, so we’ll use an example of an emerging space – enhanced reality and/or virtual reality goggles, glasses, etc. Virtual reality devices have fantastic awareness metrics – be they from Apple, Meta or soon, Samsung. The virtual/altered/extended reality device space gets a lot of attention. As a result, if an established and trusted company announces a virtual device, they can count on extensive coverage. However, as adoption and sales metrics make clear, the experience, comfort and cost of virtual reality devices all factor into play and impact adoption.
So, for those individuals working on the next virtual reality device, they can probably expect fantastic awareness metrics – the media and influencer interest is there. Virtual reality devices are always going to make a big splash and get a lot of attention, but if the user experience isn’t there, social media will follow and no amount of coverage or promotion will overcome the authentic voice of the customer.
Layer 3: Target Audiences, CTAs, Engagement KPIs & Preference
Layer 3 of the Alluvus Brand Execution Path is pretty much embedded in layer two. Before we set out on any brand/campaign journey, we’re going to need to know who we’re talking to. Segmentation – informed by market research – is key here. The opportunity we have found is to examine what inputs are available when it comes to understanding target audience. Many of our clients can’t afford to spend on in-depth market research spend. While we’re not here to say market research isn’t worth the investment – it is! – working with our clients to examine target audience data that is available serves as a pragmatic starting point. And, this step often informs the value of investing in market research that is informed by what we know – and don’t know – based on this assessment.
Calls-to-action (CTA)s follow with any and all CTAs informed by the simple question: “What are we asking them to do?” An obvious point, perhaps. But it is surprising how many organizations spend so much time on who they are trying to reach and then fall short on the next question – what do we want them to do and how easy is it to reach us?
This then leads into the action pillar of the Alluvus Brand Execution Path. What KPIs are being used to ensure target audiences remain engaged? The names for engagement metrics will vary – repeat sales, recurring donations, annual subscriptions – but they will all share the same essential quality: succinct metrics that make clear that target audiences keeps coming back.
While repeat buyers, supporters and donors are key – the final pillar, preference – ensures that your most passionate supporters are ranked and rewarded for being a passionate fan, advocate or supporter. The holy grail – aka, word-of-mouth – is what we’re all after. Word-of-mouth makes clear how target audiences value your organization and what they are ready to do with you.
Layer 4: Tactics
This usually consists of three, four, maybe five sub-layers. When we use the Alluvus Brand Engagement Path to align the flow from brand promise to brand preference, we then work to audit and align all tactical efforts against the brand awareness path pillars to examine how advertising, communications, digital and marketing efforts are working together to move target audiences down the path. By making clear the KPIs across each pillar, this effort ensures that we are able to work with our clients to audit and align tactics using engagement metrics aligned with the Alluvus Brand Engagement Path as our predictor.
This is important because we’re looking to examine the tactics through a value-neutral lens. We’re looking for those “better than’s” with the metrics being the arbiter. With that said, we’re also looking for the “different than’s” or “have we asked ourselves this than’s.” By better we don’t mean bad – we’re just asking if the way we have thought about supporting tactics can change. We’re also using this lens to examine if investments can be shifted across the brand engagement path to address where the outages are across the brand engagement path.
Layer 5: Marketing Spend
We find this to be the favorite layer of the CFO. This is where we work with clients to examine marketing spend across the four Alluvus Brand Engagement Path pillars with a close examination of how dollars are being allocated to move target audiences along the path. This exercise may find that resources are being spent addressing opportunities that have actually turned into challenges, or where spend may be informed by a level of comfort rather than the customer’s perspective.
That’s okay – we can work through that. The goal of this layer is to simply get all the resources aligned across each of the four pillars and then total them up to understand the current spend. Then, working in partnership with our clients, we can work together to reallocate total spend across the four pillars to ensure that resources are applied based on what we have learned together on our journey. This ends up being an informed conversation that ensures a team views any reallocation as nothing more than an investment in each other as we work together to connect with the customer.
Now What…
Well, time to build that dashboard! If we are effective in using the Alluvus Brand Execution Path, we can then move to working with our clients to build an equally cohesive dashboard that measures progress. The dashboard becomes a shared accomplishment that reflects the shared commitment to learning that we have all participated in as we walk the path together.
As we approach the new year, we work with our clients to set themselves up for success in 2025. How can we ensure the strategy is moving in the right direction? Usually it’s by working in partnership with the team to identify Key Performance Indicators (KPIs) that tell us if we’re on track. Choosing performance metrics that are effective in demonstrating meaningful outcomes is sometimes just as important as the outputs themselves. In this blog, we’ll discuss how we work with organizations to select meaningful performance metrics that support the strategy, best practices for tracking KPIs and mistakes to watch out for.
Why KPIs Matter
Data is king, right? But it’s not just about collecting data, it’s about collecting the right data…and, let’s not forget the qualitative assessments. KPIs are more than numbers on a dashboard – they’re the compass that guides the strategy, helping the team to understand what’s working, what’s not and where to focus.
The Art of Choosing Meaningful KPIs
1. Identify your strategic objectives…and align: Start by figuring out what really matters to the business – whether it’s growing revenue, expanding into new markets, or organic growth. Here are a few examples of performance metrics that can be tracked based on goals:
a. Revenue growth: Total Revenue, Revenue Growth Rate, Average Transaction Value (ATV), Customer Lifetime Value (CLV)
b. Market expansion: New Market Penetration Rate, Number of New Customers Acquired, Market Share Growth, Sales in New Markets
c. Customer retention: Customer Retention Rate, Churn Rate, Repeat Purchase Rate, Net Promoter Score (NPS)
d. Brand awareness: Social Media Reach and Engagement, Website Traffic, Media Impressions
e. Product innovation: Time to Market, Adoption Rate, R&D Spend as a Percentage of Revenue
If you made it through that list – well done. The real takeaway here? There is no shortage of KPIs you could track. But don’t muddy the waters by trying to track everything. Keep it clean, clear and focused on what really moves the needle.
For example, if brand awareness is an objective, tracking social media reach and engagement might be more valuable than immediate sales conversions. It’s important to not get distracted by flashy metrics just because they seem “right,” metrics need to make sense and align with your goals. Which takes us to our next consideration…
2. Focus on quality over quantity: It’s tempting to track everything, but to our earlier point, more metrics don’t necessarily mean better insights. Think primary vs. secondary – what are your top two or three metrics that will really demonstrate success. And then, examine secondary metrics that you’re interested in and can also help you learn.
3. Ensure Your KPIs are SMART:
- Specific: Your KPIs should be crystal clear and focused. Instead of “increase social media presence,” try “grow Instagram engagement rate by 25% quarter-over-quarter.“
- Measurable: If you can’t measure it, you can’t manage it. Your KPIs need numbers attached so you can track progress and outcomes.
- Achievable: Set goals that push the team, but are grounded in reality. Let’s say your Instagram channel is well-established and has about 10K followers. A 500% increase in engagement rate in one quarter would be nothing short of a miracle. However, an increase of 25% makes sense within the bigger picture and builds on where you are today.
- Relevant: Your KPIs need to tie directly to what matters most for the business – no busy work, just impact. If your goal is to “grow Instagram engagement rate by 25% quarter-over-quarter,” look at metrics that indicate whether your audience has interacted with your content – likes, comments, shares, saves, etc. – not follower count.
- Time-bound: Establish a clear timeframe to stay on track. That “quarter-over-quarter” timeframe matters. Without it, you may be calculating engagement rates without understanding progress against the fiscal year.
Best Practices for Tracking KPIs
Implement the right tools: You need the right tools to keep your KPIs on track and give you the insights you need. Sure you can invest in analytics platforms, which are great, but if that’s not where you are at scale, you may also consider establishing an Excel template that gets you where you need to be. Ultimately, the goal is the same:
- Integrate multiple data sources: Bring everything together so you’re looking at your metrics holistically.
- Stay consistent: Ensure consistency around when and how you’re examining data. Are you pulling raw data on the last Friday of every month? Do you know what the data source is for every metric?
- Generate actionable insights: Ensure that the numbers meaningfully connect to strategies that drive action. Whether you’re using an analytics platform or Excel, ensure that you have a method for translating your metrics.
Create a regular review schedule: Don’t just set it to forget it – track and adjust regularly to stay ahead. A solid schedule looks like this:
- Monthly deep-dive analysis: Every month, take a hard look at the numbers and dig into what’s really going on.
- Quarterly strategic reviews: Every few months, step back and see if your KPIs are still on point with your big-picture goals.
- Annual comprehensive assessment: Once a year, do a full audit, figure out what worked and plan for the year ahead.
Be prepared to pivot: The most successful organizations view KPIs as an evolving set of metrics. Assumptions that inform your initial thinking might not work as you examine your KPIs. Build flexibility into your tracking approach, and be ready to adjust and learn from your KPIs as your organization evolves.
Common KPI Mistakes to Avoid
Vanity metrics: Sure, getting likes and followers feels good, but they don’t always pay the bills. Don’t get caught up in shiny numbers that may not drive real results. Focus on metrics that demonstrate real impact and align with your objectives.
Inconsistent tracking: If you’re only measuring KPIs here and there, you’re missing the full picture. Sporadic tracking leads to incomplete insights and makes it tough to spot trends or adjust quickly.
Ignoring context: A number without context is just a number – it doesn’t tell you what’s really going on. Make sure you’re looking at KPIs in the right context: compare them to benchmarks, track them over time and relate them to your strategic goals. Without that context, you’re flying blind.
In Closing
Choosing the right performance metrics is part art, part science. It requires a deep understanding of your organization, your goals and the stories hidden within your data. As you plan for the new year, remember that the most valuable KPIs are those that provide clear, actionable insights that drive meaningful decisions.
Mindful Marketing Tip: Involve your entire team in the KPI selection effort. This ensures that the team is engaged and has ownership in the outcomes. In addition, different perspectives can help you identify metrics you might have overlooked.