It’s common for business leaders to get caught up in “vanity metrics” like impressions, followers and circulation. But do these figures reflect real progress toward defined objectives?
In a recent article for Forbes Business Council, Aker Ink CEO Andrea Aker helped executives understand which metrics really matter when it comes to lead generation and brand awareness.
She emphasized the importance of ensuring key performance indicators (KPIs) represent both an organization’s target audience and its genuine interest or action — not just what looks impressive on paper. For example, those focused on resourcefully securing new leads should prioritize lowering the Customer Aquisition Cost, while those actively engaged in thought leadership and PR initiatives should strive for a greater Share of Voice within their market.
Andrea encouraged leaders to assess their unique talent, resources, market opportunities and competition to decipher which specific metrics make the most sense for their goals.
“KPIs cannot be applied with a broad brush,” Andrea wrote. “Not only should KPIs be tied to specific business objectives, but leaders need to provide realistic resources and clear pathways to achieve them.”
