With all the possible doom and gloom and the potential harm that bad press can cause to your online reputation, we thought, as it says in the song we would “accentuate the positive, eliminate the negative” with this post which is all about how Online PR can enhance your online ‘brand’.
Online PR is one of the most cost effective ways of gaining positive publicity for your company.
With good web analytics in place, you can regularly monitor your progress and see exactly what is working for you in each of your online PR campaigns.
You will be able to clearly identify exactly where your website visitors are coming from, how they found you, what pages of your website they looked at how long they stayed on the site, whether they completed the desired ‘action’ e.g. submitted a contact form, signed up for your newsletter etc.
Having this information to hand, you can start to formulate your digital marketing strategy plan for your business. If each of your PR campaigns is unique and aimed at different target audiences, your web analytics will be able to confirm which online PR platform worked best for each of your campaigns – this will be easier for you to establish if you run your campaigns at different times.
For example, your target audience for one campaign might be males aged 19-30 and your campaign may have worked better on Twitter and Facebook. Your target audience for another campaign might be aimed at females aged 30-45 and your online Blog and YouTube may have worked better with them.
Using this feedback your future campaigns can be planned more efficiently and be less time consuming, allowing you to focus more on your core business – your company’s products and services.
As with most things in life, with PR the more campaigns you run, the more knowledge you acquire and the easier your future online PR campaigns will be!
One Must Do for online PR
…is to keep as accurate a record of your campaign as possible, and always refer back to your data whenever you begin a new campaign – don’t just trust in your memory!