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Aligning performance measurement with your campaign objectives is a great advantage of having a strong data-driven strategy. Take a closer look at how to do it and assess the progress and success of your efforts accurately.
Crafting an effective go-to-market plan involves choosing the right tools to monitor progress. Usually, the primary objectives of these strategies are centered around increasing awareness, driving revenue growth, and expanding market entry. Clients generally aim to introduce the product, elevate its visibility, establish its recognition, and finally observe how these efforts translate into earnings. With this in mind, we’ve curated a guide highlighting crucial KPIs to evaluate performance in these areas, focusing on digital and offline metrics that provide actionable insights to fine-tune tactics and maximize the value of invested efforts.

Awareness As The Main Goal

In a solid go-to-market plan, making sure people know about your brand is key to a successful start in a new market. It’s more than just saying ‘hello’—it’s about getting your brand into people’s minds, building strong connections with customers, and paving the way for potential leads that can turn into sales. Assessing this factor can be done by measuring your online presence, as well as the reach of your offline tactics in the new market you are trying to get into.

Digital KPIs

  1. Website Traffic and Unique Visitors: Monitoring the number of visitors to your website and the uniqueness of these is crucial. Not only does it provide insight into the number of people your site is reaching, but it also allows an analysis of the traffic sources (direct, organic, referral, social, etc.) to know where the brand’s awareness is being generated. Additionally, monitoring these metrics for your competitors’ sites in your new geolocation can help you gain insights into your position in the emerging market.
  2. Social Media Reach and Engagement: Measuring the number of followers, likes, shares, comments, and other engagements on social media platforms offers valuable insights. It not only reveals your reach but, more importantly, provides an indication of how well your content resonates with the audience. Continuously assessing these metrics is key in identifying the most effective messaging and the type of content needed for successful communication.
  3. Ad Impressions and Click-Through Rates (CTR): Ad impressions denote the number of times an ad is displayed, providing insights into the extent of exposure. On the other hand, CTR measures the percentage of viewers who engage with the ad by clicking on it, signifying its effectiveness in generating interest and prompting action. Monitoring these metrics allows businesses to evaluate how effectively ads are creating awareness and inciting audience interaction. Analyzing both helps in refining your paid media strategies and fine-tuning creative content for optimal impact and improved market penetration.
  4. Branded Searches: This KPI measures the number of people actively searching for your specific brand name, assessing brand recognition and interest among users. A notable increase in branded searches typically reflects a positive trend in brand awareness and consumer interest, providing valuable insights into the effectiveness of your brand’s marketing efforts and overall appeal in the market.

Offline KPIs

  1. PR Impressions and Media Coverage: Measuring exposure from PR efforts uncovers your brand’s messaging reach, while media coverage assesses its visibility and recognition in media. Monitoring these metrics helps businesses comprehend the impact of their PR strategies on brand awareness and narrative, allowing tailoring messages for improved market recognition and enhanced audience engagement.
  2. Events Attendance and Reach: Events attendance measures how many people actively engage with the brand during an event, giving a real-time view of audience interaction. Reach indicates how many people are aware of and interested in the event, showing how widely the brand is seen. Checking these numbers can help you to understand how well an event sparks awareness and create connections with the audience.
  3. Billboard or Out-of-Home (OOH) Impressions: Quantifying the number of times people potentially view a billboard or outdoor ad provides insight into the potential reach of the brand’s messaging. With this, you can gain an understanding of the brand’s visibility and exposure within the public space.

All of these metrics can be part of a Share Of Voice (SOV) benchmark since this KPI involves calculating the percentage of total advertising presence occupied by a brand compared to its competitors. To calculate the overall SOV, you would need to consider the combined impact of both digital and offline channels to obtain a holistic view of a brand’s total visibility in the market, acknowledging the diverse ways in which consumers interact with it and perceive it across different platforms and in the specified geographical location. If the SOV shows significant growth, it simply means there is an increase in overall brand awareness.

Market Entry And Expansion-Driven Goals

After the awareness phase, market entry and expansion objectives become critical for evaluating the efficacy of your go-to-market strategy. This phase marks the transition from initial brand exposure to actively establishing a presence and gaining traction within the new market. As well as awareness objectives, you can choose KPIs that assess your success 360, in digital and the real world.

Digital KPIs

  1. Website Traffic from New Markets: Understanding website traffic by geographical location it’s a crucial indicator of initial interest, showing whether the market entry strategies are resonating and paving the way for potential expansion opportunities.
  2. Online Sales from New Locations: These metrics can help your businesses understand how their products or services are being embraced and sought after in these new territories. These sales figures serve as a direct measure of the brand’s market penetration and the effectiveness of entry strategies in driving real transactions.
  3. Regional Social Media Growth Rates and Engagement: Monitoring follower growth in specific regions is essential to assess the reception of your brand, products, or services in a new market. It offers critical insights into the efficacy of your entry strategies, and when coupled with demographic analysis, it provides a comprehensive understanding of the audience in these areas. This information is invaluable for identifying interests and refining your strategic approach for a more impactful market entry.

Offline KPIs

  1. Geographical Sales Distribution: This metric analyzes precisely where sales are generated, providing a detailed performance breakdown across different territories. Identifying regions with high or low sales, and revealing patterns in customer behavior across diverse areas can help you to focus your resources on high-potential regions, and adjust marketing tactics in low-performing areas.
  2. Customer Acquisition Cost: Measure the total expenses incurred in gaining a new customer through traditional, physical, or non-digital channels, from events, print advertising, direct mail campaigns, and physical store promotions. Evaluating these costs against the number of newly acquired customers during a specified period can show you how to optimize your marketing budgets and determine the most effective methods for customer acquisition through face-to-face interactions and traditional marketing channels.
  3. Local Customer Acquisition Rate: This is the most important KPI to measure the effectiveness of engaging and converting local customers in a new market since it directly reflects the success of business strategies within the local community. A good analysis of this can let you tailor better strategies, optimize localized campaigns, and allocate resources more effectively for raising customer acquisition in a specific area.

If you’re on the lookout for a partner who can sync your business goals with KPIs and turn them into actionable insights to maximize your investment, get in touch with us here. Our data-driven approach allows us to craft a strategy perfectly tailored to your business, ensuring great results in your industry.