Written by: Kaitlyn Sifford, Digital Brand Strategy Intern
Measuring and evaluating your impact can not only help your business but allow you to better understand yourself as well. We all (maybe without noticing it) measure our success constantly. After making my pour-over this morning I took a sip and deemed it good, in this sense, I measured my ability to make a good cup of joe.
Before you begin to evaluate your impact, you must first set goals or intentions for yourself. Success is something that is measured differently for everyone, you have to figure out what success means to you. Maybe you want to grow your client base, maybe you want to create a unique and engaging client experience, maybe you want to simply want to manage your finances and take a vacation. No one measure of success works for everyone yours will look different from mine, and mine will look different from someone else’s.
Through the goals we set for ourselves we inherently make an impact whether it is on a client’s success through branding, maybe our creative process, or maybe even brightening someone’s day. It is important to set aside time to evaluate these impacts. To help the evaluation process businesses can implement surveys, ask for a follow up of their client impression, and so on. It is important to collect data to be able to effectively evaluate the impact you have had.
Through the process of evaluating your impact, you can learn what made this transaction so successful. Was it the creating of a beautiful product? Was it a meaningful phone call listening to clients? Was it learning or using a new application in the creative process? Each specific situation is different but measuring your impact should be the same. You should look at what makes the impact successful or unsuccessful, how did you grow in the process, did you learn something new, is there something you would do differently? These questions lead to growth in yourself and the operation of your business. Evaluating small impacts through smaller goals ultimately help you achieve your larger goals.
Furthermore, you can allow your followers and clients to see and follow your impact. Consumers are so longer blind to how companies operate more and more customers are craving transparent companies to reassure them in their purchases. According to Sprout Social, “73% of consumers are willing to pay more for products that guarantee total transparency.” This is important for any company, but especially if you operate a social-based business model.
Allowing your customer to track where the money from their purchase is going creates consumer confidence in the company which will lead them to be a loyal customer and more likely to purchase your product or services again. This also allows them to feel as if they have a part in the company creating an engaging consumer experience. In this digital age, this idea of radical transparency allows the consumer to measure and evaluate your company’s impact for themselves while building trust and an authentic relationship with your customers through your purpose and brand.