By Doug Eaddy
In my experience of working with brands, I don’t just focus on the aesthetics, but the overall brand’s functionality. Just as a house without a foundation looks nice, creativity without impact is as useless as a beautiful piece of art with no place to go. That is why I support the idea of measuring the precise metrics that accompany every design, campaign, and strategy to make sure it works as planned.
While working on a brand strategy and advertising campaign, or even trying to polish my personal brand, I continuously ask these questions: Does it work? Is the intended audience being targeted? Is the desired action being communicated? I do not make decisions off assumptions; I look at the data that give me insight to make an informed decision.
Below are some ways I track my success beyond the usual likes and shares.
Website Metrics: Gauging Level of Interest from Potential Clients
My website serves more than a portfolio; it is my first point of contact with the people I want to work with. I analyze important metrics to evaluate their effectiveness to determine whether the visitors are interacting with my content.
- Traffic & Page Views: Who’s visiting my site, and which pages seem to capture the most interest?
- Bounce Rate: If visitors are leaving too fast, I understand I must change the messaging or design.
- Time on Page: If people are reading the content and clicking around, that’s a sign my content is working.
What I do: Using Google Analytics, I track this information and modify the design, visuals, and text of my website to make sure visitors don’t leave and complete the desired action.
Social Media Engagement: Are my visuals and text having the desired impact?
Social media is where I turn my brand into reality. But, it’s not just about uploading stunning visuals; it’s about producing relatable content. Hence, why I pay close attention to the following:
- Comments & Shares: If people engage with my content, it means I got the content right.
- Saves & DMs: If someone reaches out or saves my work, it’s valuable enough for them to remember.
- Follower Growth: Increased audience size indicates that my content is reaching new people who relate to my brand.
What I do: My content strategy includes testing different formats, including carousels, behind-the-scenes videos, and thought leadership posts to establish which content is most impactful for my audience.
Brand Sentiment: What Do People Really Think?
I also consider the discussions around my content, so for me, engagement isn’t an end. The brand sentiment people express is significant for me.
- Comments and Reviews: Are people reacting well? Are they perceiving me as an authority figure in my niche?
- Sentiment Analysis Tools: Brandwatch/Hootsuite are tools which I use to measure the reach of my brand and determine if the attitude towards it is positive or needs to be changed.
What I do: I strive to be perceived as an approachable and trustworthy figure, so I interact with the audience by addressing their comments and creating content that encourages real engagement.
Conversion Rates: From Passive Engagement to Active Participation
Results are important for me at the end of the day. Engaging with my content is one step, but booking new projects, collaborating with brands, or growing my email list are the next steps that need to happen.
- Click-Through Rate (CTR): If the number of people clicking on my link is low, I must rethink how I present my CTAs.
- Lead Generation: What is the number of people that are asking about my services or are signing up for my newsletter?
- Sales & Client Bookings: Are my creative efforts being transformed into real business opportunities?
What I Do: I adjust my communication to ensure that my CTA’s are very direct and actionable. I also try different styles to determine which one motivates people the most.
ROI in Professional Development: Investing on Myself for Future Benefits
I don’t limit my investment to the brand but rather broaden my scope to myself. With every new skill I acquire, new contacts that I make, and new ways in which I position myself, the results keep on getting better.
- Skill Development ROI: My work becomes more valuable as I take new courses, learn new software, and develop additional skills.
- Networking Impact: Are my LinkedIn contacts resulting in partnerships? Am I approached for guidance or collaboration?
- Personal Brand Growth: Is my name showing up as an authority in my industry?
What I do: I monitor and measure personal goal outcomes. If there are new skills, connections, or branding opportunities which are available, then my professional development is effective.
Final Thoughts: The Crossroads of Creativity & Strategy
Branding and art direction go beyond creation – they are about delivering creative success. And that’s why I measure these metrics. They aid me in shoring up my strategy, making decisions, and ensuring that every decision taken through the prism of creativity is rational, intelligently planned, and profoundly effective.
If you want to grow your brand, I always recommend that you measure what matters the most. Because when strategy meets creativity, that is when real growth happens.
Let’s build something that doesn’t only look good – but also makes a difference.