It was in the early 21st century that there came a boom in the fast-growing population of internet users due to the several technological innovations that made the online access easier and cheaper. Today, more than half of the world’s population is online. While influencing the other industries, digital connectivity also opened up the world of digital PR- which consists the combination of both traditional PR practices and online marketing strategies. If done in a proper manner, digital PR brings exposure, accentuates brand awareness and online visibility.
Whereas clips (e.g. news items, feature stories, etc.) are the metrics of traditional PR, digital PR uses analytics and media monitoring tools to measure campaign success.
Traditional and digital PR differs in strategies employed, but they both aim for the same objective—to get the word out about a brand.
Whereas news items, feature stories, etc. are the traditional PR tools, digital PR uses analytics and media monitoring tools to measure PR campaign success. Both traditional and digital PR differ in strategies employed, but they both work for the same aim to achieve i.e., to get the word out about a brand.
To meet the online objectives, here are the numerous KPIs that one need to carefully measure:
1. Backlinks
If your reach to bloggers or journalists goes well, your content on their platform would have links guiding guests back to your web site.
This has 2 effects:
1) backlinks are considered one of the Google’s high ranking factors, which might then facilitate your SEO; and 2) it might show the effectiveness of your reach efforts.
Backlinks shouldn’t be the first goal of your digital PR campaign, however, they’re one metric to benchmark your campaign against.
2. Conversions returning from PR hits
Once you gain backlinks from blogs and/or publications, you'll track if individuals really clicked and visited your web site.
More than that, you'll conjointly see if this crystal rectifier to engagement or conversions, like planning an arrangement, contacting you, purchasing, redeeming offers, or downloading content.
Google Analytics would show traveler interactions, ranging from landing page, to the pages they navigated, and at last, and the page wherever they left.
If there square measure specific actions you would like guests to perform on your web site, produce Goals in Google Analytics.
3. Social media conversations
Nowadays, the quantity of times your company and/or your content is mentioned on social media could be a legitimate metric.
Apart from Google Analytics, there square measure others tools you'll use to assist track mentions and conversations. This includes Mention (a period of time social media observation tool) and SharedCount (a tool to trace addressshares, likes, etc).
4. web site traffic
If your goal is whole awareness, measure the dealings in your net traffic could be a smart indicator of a made campaign.
Look at the boost in your traffic and distinctive guests through Google Analytics. attend Audience, then summary.
5. GA Annotations and address builder
Social and media mentions can provide you with a plan of the short-run successes in your campaign. However, you furthermore mght ought to verify the long effectiveness of your ways mistreatment the subsequent tools:
• Google address Builder – this can assist you track that of your campaigns drove traffic to your web site, regenerateinto leads, so to customers. rather than merely linking back to your web site mistreatment your address, use Google’s address builder. It attaches a campaign trailing code to your address, thus you'll see if anyone clicked on the links enclosed on your pitched content. to trace your campaigns, attend Acquisition menu, then Campaigns.
• Annotations – This Google Analytics feature would allow you to tag and add notes to bound events or actions that generated a spike in your traffic. for example, a PR hit from a upper-level publication would provide you with a short-run spike in your referral traffic. You then ought to note that event caused this spike to assist you retain track of that action generated results. Annotations would greatly facilitate with long analyses, particularly once you begin launching multiple campaigns.
No comments:
Post a Comment