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🔥 Brand AWARENESS KPIs FOR YOUR FIRM

  • Cold Lead
  • Cold Prospect
  • Trigger Event
  • Prospecting Sequence
  • Top-of-Funnel (TOFU)
  • Impressions
  • Reach
  • Engagement Rate
  • MQL (light engagement)
  • Lead Sourcing

🥇 1. Reach & Impressions​

These are the most fundamental awareness metrics:

KPIs​

  • Total Impressions (social + ads + content distribution)
  • Unique Reach (how many people saw your brand at least once)
  • Impression Growth Rate (month-over-month)
  • Share of Impressions by Platform (IG, LinkedIn, TikTok, etc.)

Why it matters:​

This shows how visible the brand is. Awareness = being seen.

🥈 2. Brand Audience Growth​

This measures expansion of your owned audiences.

KPIs​

  • Follower Growth Rate (per platform)
  • Net New Followers
  • Email List Growth (if part of marketing’s scope)
  • New Profile Visitors (LinkedIn, Instagram, website)

Why it matters:​

Growing your audience means the brand footprint is expanding.

🥉 3. Engagement Signals (Awareness Tier)​

Not deep engagement like comments with intent — just basic signals that the brand is catching attention.

KPIs​

  • Engagement Rate (ER%)
  • Likes / Saves / Shares
  • Video Views (especially LinkedIn + TikTok + Instagram)
  • CTR on top-of-funnel content (e.g., blog/social post links)

Why it matters:​

This shows whether the brand’s content resonates enough to capture attention at first contact.

🎖 4. Website Awareness Metrics​

Your marketer affects these through social posts, brand assets, PR, and SEO.

KPIs​

  • New Users / New Visitors

  • Direct Traffic Growth (branded search demand)

  • Branded Search Volume (Google Trends / Search Console)

  • Top-of-Funnel Page Traffic

    • homepage
    • services overview
    • blog posts
    • resources pages

🎖 5. Brand Discoverability Indicators​

These show how searchable and “findable” your firm is.

KPIs​

  • Branded Keyword Impressions
  • Google My Business Views (if relevant to local businesses)
  • Search Engine Visibility Index (SEO metric)
  • Share of Voice (SOV) vs competitors on social or search)

Why it matters:​

Your brand isn’t just seen — it’s being looked up.

🎖 6. Content Distribution Reach​

If your firm posts blogs, case studies, videos, etc.

KPIs​

  • Blog Impressions
  • Blog Social Shares
  • Newsletter Opens for Awareness Content
  • Content Syndication Reach (if applicable)

Why it matters:​

Your marketer amplifies your firm’s content across platforms.

🎖 7. Community & Dark Social Signals​

Dark social = platforms where attribution is messy (DMs, shares, Slack communities).

KPIs​

  • Share Rate (even if private shares aren’t always visible)
  • Community Membership Growth (if you run any)
  • Referral Traffic from Unknown Sources (dark social indicator)

Why it matters:​

Shows real-world word-of-mouth amplification.

🧪 8. Brand Perception (Qualitative, but trackable)​

Your Digital Brand Marketer affects how your brand feels.

KPIs​

  • Sentiment Analysis (AI tools, social listening)
  • Positive vs Negative Mentions
  • Comment Quality (is the dialog elevating the brand?)
  • Brand Consistency Score (internal audit)

Why it matters:​

Awareness ≠ visibility alone — it’s also perception.

🏆 THE 12 MOST ACTIONABLE KPIs TO TRACK (your quick shortlist)​

If I were building your dashboard today, I’d track these:

  1. Impressions
  2. Unique Reach
  3. Follower Growth Rate (LinkedIn + IG)
  4. Profile Visits
  5. Engagement Rate
  6. Video Views
  7. New Website Users
  8. Direct Traffic Growth
  9. Branded Search Volume
  10. Click-Through Rate (CTR) on top-of-funnel content
  11. Share of Voice (SOV) vs Competitors
  12. Sentiment Ratio (positive:neutral:negative)