3 Metrics to Watch During the Summer Lull
Happy (official) summer! With the season in full swing, now’s the perfect time to lean into smart strategy while your competitors hit pause. In our last blog, we shared how to stay ahead of the game during the slower season by refreshing your messaging, using self-care to spark creative thinking, and prepping for a strong Q3.
This time, we’re diving into the data. As things slow down in the B2B world, we’re highlighting three key PR metrics to keep your eyes on—so you can stay proactive, measure what matters, and set yourself up for a successful second half of the year.
Impressions and Reach
Impressions measure how often your content is displayed, while reach reflects how many unique users have seen it. With tools like Hootsuite and Google Alerts, tracking these numbers has never been easier. To boost your impressions and reach, analyze which content performs best—whether it's a specific graphic style, a standout stat, or thought leadership photos from industry events. Don’t hesitate to repurpose top-performing content to reinforce key messages and remind your audience of its relevance. And for an easy visibility boost, encourage your team to reshare posts to extend your reach and bring new eyes to your brand.
Keyword Rankings and Organic Traffic
Keyword rankings reveal where your content lands on search engine results pages (SERPs)—an important insight for understanding how easily potential clients can find you. While web analytics show overall traffic, tracking specific keywords helps you pinpoint which terms are driving the most valuable visits. In fact, “more two-thirds of clicks go to the top five results on the first page”, making SEO non-negotiable. By optimizing your titles, headings, and meta descriptions with high-performing keywords, you can boost visibility and attract more qualified leads through organic search.
Social Media Engagement Rate
Social media continues to be a powerful tool for B2B visibility—and it’s not slowing down anytime soon. With professional dashboards like LinkedIn Analytics or Meta Business Suite, you can track engagement rates, reactions, shares, and more in real time— but you can also track these metrics within the social media apps as well. To boost engagement, pay attention to what content resonates most, replicate successful formats, interact with comments, and encourage responses by asking thoughtful questions. Consistent, authentic interaction turns passive viewers into active followers and potential leads.
As the B2B world slows down for summer, it’s the perfect opportunity to dig into your data and fine-tune your strategy. By focusing on key metrics like impressions, keyword rankings, and engagement rates, you’ll gain valuable insights into what’s working—and where there’s room to grow before the busy season ensues. Use this quieter season to reflect, refine, and re engage so you can hit the ground running when Q3 begins. Staying proactive now means staying ahead later.