As all PR’s know, the art of proving the success of a campaign can occasionally prove tricky, particularly around ROI. However, the beauty of digital PR is that everything can be measured and tracked!
In the last few years Digital PR has grown tremendously, particularly with Covid driving brands to focus their attention to online sales.
As Digital PR helps to drive media coverage, links, brand awareness, traffic to site and sales of products it means we have more data to track which all help when it comes to measuring the overall success.
They key factors when it comes to measuring Digital PR are:
Conversions & Traffic
For most businesses the main goal is to make money and sell products/services! This can be tracked a number of ways from trackable links to help see how much traffic certain pieces of coverage drive to the website as well as tracking conversions is either using Google Analytics or the clients sales data.
Links, Glorious Links
Backlinks are literally how the digital PR started, back in the dark days where marketers would buy links. However, backlinks are still one of the best ways to increase your site’s ranking on Google, however it’s not always easy. As PR’s we need to be creative with our approach and ensure we are offering the journalists a reason to link to help drive our client’s back link profiles.
Domain Authority (DA)
As important as backlinks are, ensuring they are quality links is just as important. Enter Domain Authority. A link from a high domain website is essential when it comes to building your rankings on Google. It is crucial for SEO that you earn high quality links which will add relevance and increase your website’s overall domain authority.
As part of our Digital PR strategy, we can also use of keyword research to get the most from our press coverage. By including search keywords within a press release, it can help to expose your news to where your audience is already ‘hang out’ online and appear within the content they are already searching for, which can make the articles go even further for your brand.