Behind the Design: Tracking Metrics for Brand Growth and Engagement

To Be Seen or Not to Be Seen

As a marketer and designer, it is always a constant battle to be seen. You want clients, viewers, and peers to notice your visuals and messages. Creating content is the easy part—getting traction is where the challenges arise. Everyone wants better coverage when launching a campaign or posting on their communication channels. Based on my professional experience, I have had my fair share of messages that gained significant traction and others that received no interaction.

Effective messages are determined by establishing who your viewers are, understanding what your target audience needs, and putting in the effort to make the message clear. To evaluate the performance of your messages and visuals, we must track certain metrics.

To measure brand awareness, brand perception, and loyalty, it is crucial to use brand tracking studies. These research methods help assess how your brand is perceived over time, ensuring that your brand is reaching its goals and enabling you to make informed decisions for growth.

Maximizing LinkedIn and Tracking Key Metrics

At Vitro Molecular Laboratories, I maximize LinkedIn as a primary platform to post visuals, engage with clients and employees, and connect with individuals interested in our services. By tracking performance metrics on LinkedIn, I can improve content strategies to increase reach and engagement.

In order to better understand how applying these metrics can improve your brand’s health, here are 2 key metrics I have implemented to monitor at my current role as Marketing Coordinator:

Engagement Rate

This metric measures how actively users interact with posts, tracking likes, shares, views, and clicks. A strong engagement rate in the industry is 5% or higher, while a rate below 2% indicates a need for significant improvement and revision.

When I first started managing LinkedIn, my engagement rate was around 2.54%—a relatively low percent, especially considering I was running a page for an already established business.

To increase our pages engagement rate within five months, I focused on posting more content that captured my audience’s attention. I shared holiday-themed posts, industry articles, and visually engaging content that resonated with pathologists, laboratories, and current clients. These strategic efforts helped boost interactions and visibility, strengthening our LinkedIn presence.

Follower Growth

While we cannot control who follows our page, tracking follower growth over time is a valuable metric for measuring audience increase. A steady increase in followers indicates that the brand is gaining visibility and capturing the attention of its target audience. Users are more likely to follow your page if you are responsive, consistent, and collaborative.

With new content being posted on LinkedIn every day, growing your network and audience requires strategic content creation. At Vitro, I developed a spotlight feature for pathologists who joined our Medical Advisory Board. These spotlight posts included the doctor’s biography and a professional headshot, showcasing their expertise. This initiative increased our following by 10% and boosted engagement, as the doctor’s mention in the post encouraged interactions. This post alone organically received 1,910 impressions in the span of 3 weeks. Colleagues and clients within the doctor’s network began following our page, demonstrating the power of collaboration in expanding reach.

Conclusion

By consistently tracking these and additional key metrics, strategies can be adapted to enhance brand positioning, improve performance, and raise deeper engagement. Content creation and visual design alone are not always enough to grow a brand—understanding the impact of your content is crucial for driving success.

To learn more about the importance of clear messaging and communication, check out my previous article. The Art of Communication: How Clear Messaging Builds a Strong Brand