How to Measure Upper Funnel Marketing
Episode description
How do you prove the value of social media when your content isn’t tied directly to conversions? In this episode, David Brickley and Jason Samuelson break down the misunderstood world of upper funnel marketing—and how to actually track success beyond just clicks and conversions.
📊 Key Topics Covered:
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Why CMOs and CFOs often overlook upper funnel impact
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The difference between performance marketing and organic social
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How to track Impressions, Reach, Engagements, Watch Time, and Earned Media Value
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The importance of brand lift studies, surveys, and audience quality
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How strong organic content powers your entire marketing ecosystem
Whether you're fighting for buy-in, defending your budget, or just want clearer reporting—this episode breaks down exactly how to track the untrackable.
💡 “You can't increase sales unless more humans are aware of your brand.”
🔗 Referenced in this episode: We break down the full SFSD brand launch case study here: https://www.youtube.com/watch?v=8EMRUFdgkB8&t
👍 Like, comment, and subscribe for more data-backed strategies for marketers in sports, entertainment, and beyond.
#SocialMediaROI #UpperFunnelMarketing #DigitalStrategy #BusinessOfSocial #MarketingMetrics
Interested in becoming a guest on the podcast? Reach out to our team at businessofsocial@stn.digital
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STN Digital is a social-first marketing agency that specializes in launching brands and building highly engaged audiences.
➡Check us out: https://www.stndigital.com/
➡Get in touch with our team: https://www.stndigital.com/contact/
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