Integrating Analytics into Your PR Strategy

Analytics has become an essential asset for any online business. They can tell you how you’re performing for any given marketing tactic and help you make adjustments and improvements. Analytics can be useful for your press and PR. The key is knowing how to integrate analytics into your PR Strategy and campaign.

Improve Your PR Strategy Based on Your Analytics:

1. Referrals

One of the most useful ways to leverage analytics for any marketing tactic is to stay on top of your referral traffic. Where are your website visitors coming from? How did they learn about your business brand and website? After issuing a press release, make sure to track referral traffic from where the release originated from. Did the visitor click on a link shared on social media or did they find your article on a blog?

2. Audience

Google Analytics and other analytics tools offer you the ability to understand your audience. You can use the data and check general and specific demographics. Through specifics, you can learn where they are from and what kind of device they used: phone, laptop, desktop. etc. Most importantly, you can learn if your visitors are new visitors or returning visitors. This helps you create press releases that speak to your ideal audience specifically.

For example: If your goal is to gain new traffic, then you can write a release that appeals to new prospects.

Knowing your audience is a great tactic when trying to improve your PR. By understanding what your audience needs and wants, you can improve your company immensely. Be personable online AND in person. The ROI of hearing and understanding your audience will prove to be beneficial.

3. Behavior

Okay, so let’s say that you gain 1,000 visits from your press release. Great.

The next piece of analytics is to find out what those visitors did on your website. Did they bounce? Did they sign up for your email list? Buy a product?

Analytics can provide you with this information.

When creating your PR strategy, you’re really going to have goals that you want to achieve. Maybe you want more sign-ups. What you can do is leverage your analytics and user behaviour information to create a plan. You can see what tactics will result in more sign-ups, while seeing which ones failed.

Finally, analytics can also help you keep tabs on your influencer marketing efforts. What influencers have the best results? What tactics work best and what/who does your audience respond to? Analytics isn’t just for content marketing. They can and do play a critical role in your press and public relations. Begin the process of integrating analytics into your PR strategy today.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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