Earlier last week, I attended the Phoenix PRSA Luncheon, Measuring Your Mid-Year Campaign. What I love about local PRSA events is the opportunity to hear from local influencers who share their insight and knowledge on their focus area.
Aly Saxe, CEO of Iris Public Relations Software, spoke on managing expectations by measuring halfway through a campaign. Instead of waiting until the end of a campaign to evaluate success, Saxe said that evaluating a campaign at the halfway point allows for a higher chance of meeting your goals.
The biggest question -- how do we stop in the middle of a campaign to evaluate what isn’t complete?
The answer is simple (okay not simple, but narrowed down to a few steps). Know your benchmarks, turn your data into insights, take action and make it happen.
By pausing midway in your campaign, you're able to decide what direction to take to attain your goals. You can continue the path you’re on, triage the situation, or abandon the efforts as a whole. Wouldn’t you rather figure out midway through a campaign that your efforts aren’t productive, rather than failing at the end of the campaign?
Nina Simmons, director of digital marketing at Big YAM, then shared her insight on how to measure PR by thinking like a digital marketer . She suggested focusing on the analytics and research aspect of campaigns to gain insight and determine if your efforts are effective.
This can include benchmarking, studying the attribution of leads, and focusing on organic search. Simmons also emphasized the use of google analytics to track visitor, traffic and referrals.
These suggested tactics can be extremely useful in increasing your blog influence. Simmons advised to study the views per post, traffic sources and call to action performance. Once you have a handle on your blog’s performance, you can start curating content around what people are searching for. Don’t forget to always leave your reader with a strong call to action.
After hearing the words of wisdom from these PR pros, I want to burrow at my computer and spend days researching the effectiveness of my campaigns!What can you do to increase the effectiveness of your campaigns?