Awareness vs. Affinity: What’s the end goal?

"Marketing metrics." 

Did you get shivers down your spine? I did.

Look, I could rant in a lot of various directions on marketing metrics. But I won't, for your sake and mine.

Right now, I want to talk specifically about "impressions."

Impressions have long been a favorite of paid media sales reps and digital ad platforms. "It's all about eyeballs on your content," they tell us.

Except...it's not. 

If that were true, then the thousands of individuals and companies dumping their budgets into pumping out content would be winners.

But they aren't. 

Because it's not JUST about eyeballs. 

Getting a lot of people to see your content is good. but it's not a real indicator of future business growth. 

Awareness is simply a starting point. Rarely does a prospect read one blog post and then buy from you. That's a straight line that doesn't exist.

A better indicator of future growth is AFFINITY. Do people like your content? Does it provide them value? Do they come back for more? And do they begin to like you, your brand, your company?

I'd take 50-100 email subscribers over 100,000 impressions from sponsored content any day.

Why?

Because I know those 50-100 people gave up something valuable (their email address) for what I create.

100,000 faceless, nameless profiles don't allow me to do anything to grow a business. This isn’t to say it’s worthless. If you have a newer brand or you’re just not well known, impressions can help with that.

But they aren’t THE pathway to growth. 

As Chris Savage from Wistia put it, “The number of impressions does not equal the number of people impressed. Awareness is not enough to grow your business.”

50-100 email addresses? That's something I can work with. That's a captured audience I can deliver value to repeatedly. 

It's a captured audience who gets to know me, my company, my brand on a consistent schedule. I include relevant offers and product messages when needed. 

So while you may need impressions to get the word out, your true measuring stick should be how many people want your content on a regular basis.

That’s how you build affinity for your brand. And that’s how you can grow your business.