Having a strong online presence is critical for growing your business. 

But how do you know if your efforts are truly making an impact? 

The key is to track, analyze, and refine your strategies. With a little organization and the right tools, you can understand which methods and channels help you reach your visibility and growth goals best.

Now…

Let’s explore how to measure your online presence step by step.

Step 1: Organize your online brand presence review 

Start with a Google Doc, spreadsheet, or productivity tool. Type up everything tied to your online presence on page one. 

Name this page “Online Presence Overview” and include:

• All of the channels you’re using to manage your online presence.

1. 1. For instance:
   2. Your website
   3. LinkedIn
   4. Instagram
   5. Email 

• All of the tools you’re using to manage your online presence

1. 1. For instance, you might be using: 
   2. A social media scheduling platform, like Planable
   3. A social listening platform, like Mention
   4. Email marketing tools, like Mailchimp
   5. SEO tools, like Ahrefs and Semrush
   6. Funnel tools, like Convertkit
   7. Survey tools, like Typeform 
   8. Website tools, like Mixpanel

• The names and roles of anyone on your team who’s helping you with your online presence. 

1. 1. For instance, your:
   2. Marketing director
   3. SEO strategist
   4. Content manager

Keep this information together to simplify your review process and avoid overlooking any critical details.

Step 2: Break it down into categories

Next, create a separate document tab (or sheet) for each category.

Wondering what that should look like? 

Your tabs should include:

• Marketing team members
• Marketing channels
• Marketing tools

This structure helps you quickly locate the information you need.

Refer to these tabs as needed as you move through the rest of the steps.

Step 3: Review your goals and metrics

What are your goals for this review? How are you measuring online brand presence? What are you measuring against? 

A time frame? A previous campaign? Or are you a new business and need to gauge how your online presence building is going in general?

Set specific goals.

That way, you’ll know which numbers to pay attention to.

For example, imagine you’re launching a new product. Your goal might be to drive 20% more traffic to your product pages over the next month. With this in mind, you’d focus on metrics like click-through rates and referral traffic from ads and social media campaigns.

If your focus is brand awareness, look at metrics like social media reach, engagement, and share of voice. If growing website traffic is your priority, track organic traffic, bounce rates, and blog post performance.

Step 4: Analyze the data with purpose

Pull and review the analytics reports each of your marketing tools offers. Hand tasks off to any relevant team members on your marketing team so they can help you.

How can you gain the most valuable insights? 

If you base your goal on a time frame, adjust the filters to show the results from that time frame. If you base your goal on a previous campaign, grab the analytics from that campaign first. And then measure it against the new one you’re comparing it to.

If you’re a new business, consider measuring by month or quarter.

Step 5: Translate insights into action

Once you’ve identified what’s working and what’s not, note what you’ve learned about your digital marketing strategies and target customers. (Create a fresh tab for these insights and name it “Key Lessons.”)

In this section, answer questions like:

• What patterns have you uncovered from your reports? 
• What would you say were your biggest wins and losses? 
• What resonated most with your target audience?
• What do you wish you would’ve seen?
• What do you hope to see the next time you pull reports?

Then, set new goals according to these insights.

For example, if your blog posts drive significant traffic but few conversions, consider improving your calls to action. Or, if your social media campaigns generate high engagement but low website visits, consider tweaking your posts to include more direct links.

Neil Patel emphasizes focusing on profitability when it comes to analyzing results from a marketing channel. 

“Look at roughly how many leads, sales, and revenue it brings you. If you don’t know, you should set up better tracking,” Neil says. 

“ … think about what tasks you need to accomplish to generate more revenue. And do them.” 

For instance, that may mean partnering with influencers to create user-generated content campaigns and reach a wider audience. Or going all-in on backlinking and building authority. 

You should also continue to do what’s already working — and if possible, at scale. For example, if one of your ad campaigns has an unusually high return on ad spend (ROAS), dump more ad dollars into it. (Raise the budget incrementally, starting with 10–20% increases every 2–3 days.)

Using team management tools will help you work with your team to uncover as many opportunities as possible to improve your online presence. 

Then take action. 

Hand out new tasks and responsibilities to your team members. Edit existing campaigns as needed. And start new ones according to your new goals.

Step 6: Test, tweak, and repeat

After implementing your updated strategy, revisit your analytics to see what’s changed. Did your adjustments bring you closer to your new goals? If not, dig deeper into the data to pinpoint areas for improvement.

For instance, if your cold email open rates remain stagnant, test new subject lines or experiment with sending times. If your social media engagement is growing but your conversions aren’t, consider running a targeted ad campaign to attract sales. 

Continue to do more of what works and tweak or discontinue what doesn’t.

Step 7: Stay adaptable

Marketing trends shift, algorithms change, and customer behavior evolves. 

To maintain a strong online presence, you need to stay flexible. Use tools like Mention or Sprout Social to monitor what your audience says about your brand and adjust your strategies accordingly.

For example, if your audience expresses interest in behind-the-scenes content, incorporate more of that into your social media posts. Or, if social listening reveals a growing demand for educational resources, develop blog posts, videos, or webinars that address those needs.

You might also learn that some channels, social media platforms, and campaigns work much better for your goals than others. Focus your efforts more on these instead of trying to force a channel or campaign type to help you reach your goals. 

Continue to loop in your marketing team members, too, and ask for their input. Work together to continuously test and refine your practices.

Ask them:

• How can we attract more potential customers with our branding and messaging?
• What kind of valuable content can we create, and where should we distribute it?

Conclusion

You don’t have to complicate measuring your online presence. With an organized system, clear goals, and actionable insights, you’ll stay in control of your marketing efforts.

Remember, it’s not just about tracking numbers — it’s about understanding what those numbers mean and how they can guide your next steps.

Start tracking your marketing progress today, and watch your business grow with every tweak and adjustment you make.

PS: Need customized marketing support? Ask for a FREE marketing proposal tailored to your brand from ReVerb now. We’ll be glad to help!