The digital age has ushered in a new era of complexity when it comes to measuring the success of PR campaigns.
The sheer volume of data can be overwhelming – like trying to navigate a maze with your eyes closed – leaving you unsure of which metrics to prioritise and how to use them to drive your strategy.
But don’t worry, we’ve got your back. Our guide to measuring the success of your PR campaigns is your flashlight in this data-filled maze. So sit back, grab a cup of coffee (or something stronger, we don’t judge), and let’s dive into the world of data-driven PR success!
Determine your Key Performance Indicators (KPI)
Your KPIs are metrics that you’ll use to measure the effectiveness of your PR campaigns and track progress towards your goals. When choosing your KPIs, it’s important to consider what you want to achieve with your campaign. Are you aiming for increased website traffic, media mentions, or social media engagement? Choose wisely!
Track Brand Mentions
Once you’ve decided your KPIs, it’s time to track your brand mentions across various media platforms to give you a sense of your overall brand awareness and reputation. We’re talking Google Alerts, Flaunter data (we couldn’t resist a shameless plug), and media monitoring tools. Keep an eye on where your brand is being featured and how it’s being portrayed. Are you trending in the right direction?
Flaunter makes it easy to track your media coverage by providing you with a dashboard that shows you who’s viewed your brand, downloaded your content and for which publication or campaign.
Measure Website Traffic and Conversion Rates
Use Google Analytics to track your traffic sources and figure out which campaigns are driving the most visitors to your site. Are you getting the traffic you need to hit your KPIs? What percentage of people take a desired action, such as filling out a form or making a purchase, after visiting your site.
By tracking referral sources, you can see where your website visitors are coming from and which campaigns are driving the most traffic to your site. Don’t just look at the number of visitors, but also their behaviour on your site.
Track Social Media Engagement
Social media is like the hype girl to your PR campaign. Make sure you’re engaging with your followers and tracking your social media metrics. Keep an eye on follower growth, mentions, and engagement metrics like likes, comments, and shares to see which posts are getting the most traction. Are your followers vibing with your messaging?
Did you hit your KPIs and generate enough value to justify your PR campaign costs? The final step in measuring the success of your PR campaigns is to calculate your return on investment (ROI). To do this, you need to determine your campaign costs and compare them to the value of the results achieved.
Let’s break it down with an example: If you spent $10,000 on a PR campaign that generated $50,000 in sales, your ROI would be 400%.
Analyse Data and Make Adjustments
It’s time to roll up your sleeves and start analysing. This is where you’ll gain valuable insights into what worked, what didn’t, and what could be improved upon in future campaigns.
This might mean tweaking your messaging, targeting different audiences, or shifting your tactics entirely. The key is to be flexible and responsive, using data to guide your decisions rather than relying on guesswork or assumptions. With this approach, you’ll be well on your way to PR success in the digital age.
Measuring the success of your PR campaigns can be a fun and engaging process if you approach it with the right mindset. Choose the right KPIs, track your media coverage, website traffic, and social media engagement, calculate your ROI, and use your data to inform future campaigns.
We’ve already worked with huge names like Hugo Boss, Bec + Bridge, Sarah & Sebastian, Kate Spade and Billini. Start getting more exposure for your brand by using Flaunter’s digital PR press centre and showroom.